Breaking into the Nigerian music industry requires more than just talent—you need the right strategy to get noticed by A&Rs (Artists & Repertoire managers) and record labels. A&Rs are responsible for scouting and signing new talent, while labels handle marketing, distribution, and artist management. If you want your music to be heard and considered for a record deal, here’s a step-by-step guide on how to pitch your music effectively in Nigeria.
1. Build a Strong Brand and Online Presence
Before reaching out to A&Rs and labels, ensure your brand is solid and your music is already making an impact. Record labels look for artists with momentum.
Key Steps:
- Create Quality Music – Invest in professional recording, mixing, and mastering.
- Be Active on Social Media – Platforms like Instagram, TikTok, and X (Twitter) are crucial for engagement.
- Build a Fanbase – Grow your audience organically through streaming platforms (Apple Music, Spotify, Boomplay, Audiomack).
- Have a Unique Image – Develop a distinctive style, sound, and personality that stands out.
2. Identify the Right A&Rs and Labels
Not every label is the right fit for your music. Research which labels align with your genre and style.
How to Find A&Rs and Labels in Nigeria:
- Follow Music Industry Professionals – Check LinkedIn, Instagram, and Twitter for A&Rs and label executives.
- Attend Industry Events – Networking at shows, music conferences, and workshops can get you direct connections.
- Research Labels – Look into Mavin Records, Chocolate City, YBNL, EMPIRE Africa, DMW, Starboy Entertainment, and other labels active in Nigeria.
- Leverage Music Distribution Platforms – Some distribution services have label connections and scouting opportunities.
3. Prepare a Professional Press Kit (EPK)
A press kit makes your pitch more appealing and professional. Your Electronic Press Kit (EPK) should include:
✅ A short bio – Who you are, your style, and career highlights.
✅ High-quality press photos – Well-lit, professional images.
✅ Music links – A curated playlist of your best songs (no long lists).
✅ Social media & streaming stats – Followers, engagement, and streams.
✅ Performance clips – Live shows or studio sessions.
✅ Contact information – Email, phone number, and social media handles.
Use Google Drive, Dropbox, or a personal website to store and share your EPK link.
4. Craft a Strong Pitch Email or DM
Your first impression matters, so craft a concise and compelling pitch when reaching out to an A&R or label executive.
Example Email Format:
Subject: Talented Afrobeats Artist Looking for Label Support – [Your Name]
Dear [A&R’s Name],
I hope you’re doing well. My name is [Your Name], an independent [genre] artist from [City]. I’ve been making waves with my latest track [Song Name], which has gained over [X,000] streams on [Platform] and has been featured on [Playlist, Radio, Blog].
I admire your work at [Label Name] and believe my sound aligns with your vision. Here’s a link to my music and press kit: [Insert Link]. I would love the opportunity to discuss how we can work together.
Looking forward to hearing your thoughts.
Best regards,
[Your Name]
[Your Contact Info]
Key Tips:
✔ Keep it short and to the point (3-4 paragraphs max).
✔ Personalize it (use the A&R’s or label’s name).
✔ Attach your best work, not a long list of songs.
✔ Be professional—avoid slang or unstructured messages.
5. Follow Up and Stay Persistent
If you don’t get a response immediately, don’t be discouraged. A&Rs receive many messages daily.
How to Follow Up the Right Way:
- Wait 7-10 days before following up.
- Keep the follow-up short: “Hi [A&R’s Name], I wanted to check if you had a chance to listen to my music. Looking forward to your thoughts. Thanks!”
- If there’s no response after 2-3 attempts, move on to the next A&R or label.
6. Leverage Industry Connections and Referrals
Sometimes, a direct introduction works better than cold pitching.
Ways to Get Industry Connections:
- Collaborate with artists and producers already in the industry.
- Engage with A&Rs on social media (comment on their posts, share valuable insights).
- Work with music influencers and bloggers who can introduce your music to key people.
7. Showcase Your Talent Live
Many Nigerian labels scout talent at live shows, showcases, and events.
Where to Perform:
- Music competitions & talent shows (e.g., Hennessy Cypher, BBNaija showcases).
- Industry networking events in Lagos, Abuja, and Port Harcourt.
- Local club and lounge performances where A&Rs hang out.
A viral performance clip can also get industry attention—don’t underestimate the power of live music!
Final Thoughts
Pitching your music to A&Rs and labels in Nigeria requires patience, professionalism, and persistence. Keep refining your craft, networking, and pushing your brand—even if you don’t get signed immediately, consistency will open doors.
Key Takeaways:
✅ Build a strong online presence and fanbase.
✅ Research and target the right A&Rs and labels.
✅ Prepare a professional EPK with your best work.
✅ Write a clear, concise, and compelling pitch.
✅ Follow up strategically without spamming.
✅ Use industry connections to get referrals.
✅ Perform at live events to gain visibility.
If your music is unique, marketable, and well-presented, labels will eventually take notice. Keep grinding!
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