Sam Onyemelukwe, Managing Director, Trace Anglophone West Africa opened up Pandora’s box about the “Entertainment Business: Image vs Reality.

Sam emphasized that digital innovation has brought change to the entertainment industry with the click of a button.

Streaming will take on radio in a way yet radio offers something different.

There is a need to look successful in the entertainment business, it’s an image vs reality concept, you have to look the part, and have the necessary packaging to attract prospective clients, sponsors, and fans.

People often associate with success and you must look successful, especially in Nigeria.

Streaming has also created wealth distribution for content creators who are not popular in their city or country but are popular in other parts of the world with the help of social media and digital platforms like Youtube, they earn a decent amount of money from the comfort of their homes unlike many years ago where you may need your music or video on broadcast platforms.
Record labels sign artists for various reasons, some for-session recording, some as instrumentalists, and others may fit the roles for live performances.

The new and emerging artists have to put in a lot of work like the already established artists who have fitness routines, nutritionists, and good managers amongst others.

Sam also explained that Trace Troops is about preparing individuals for what they will encounter in the entertainment industry.

He highlighted a learning platform called Trace Academia which offers online courses and is set to train 25 million youths.

Having a personality and a voice and being out there is one of the factors of growth that artists need to do to gain recognition in the industry.

Onyemelukwe asserted that the Nigerian entertainment industry is much more enlightening than it was some 10 years ago

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