Mbah outlines Strategies for Music Artists to Monetise Talent

By Funke Olaode

Music business strategist and talent development expert, Mbah Shaun Ebubechukwu, has urged emerging and established musicians to adopt a strategic, entrepreneurial approach to turning their craft into sustainable income.

Speaking at a creative industry forum in Lagos on Friday, on the theme “Monetising Passion: Making Music, Marketing and Money Work Together,” Ebubechukwu said modern musicians must view themselves not only as artists but also as entrepreneurs operating within a complex, rapidly evolving creative economy.

He noted that the music industry has moved far beyond the traditional model where artists focused solely on creative output while managers and labels handled the business side. Today, he said, musicians must integrate creativity, marketing savvy, and financial literacy to thrive.

According to him, “Talent alone is no longer enough. If you want a stable career, you must understand your audience, control your narrative, diversify your income, and treat your craft as a strategic enterprise.”

Drawing from global case studies, including Chance the Rapper, BTS and cellist Zoe Keating, Ebubechukwu highlighted how independent artists have succeeded by combining authenticity with business intelligence.

He stressed that monetisation does not dilute artistic integrity but instead enables long-term creative freedom.

“When artists build sustainable revenue streams,” he explained, “they buy themselves the freedom to experiment, innovate, and stay true to their identity without relying on external pressure.”

He outlined several core strategies for Nigerian artists, including building direct relationships with fans, understanding digital platform algorithms, adopting a diversified revenue model, and strengthening their brand identity.

Ebubechukwu emphasised that artists should treat recorded music as only one component of a broader income ecosystem that includes live performances, merchandise, sync licensing, fan membership programs, and educational content.

He also urged musicians to embrace audience analytics to guide decision-making. “Data is the new currency,” he said.

“Knowing who listens to you, when they listen, and how they engage allows you to plan smarter releases, book better shows, and tailor content that deepens fan connection.”

Ebubechukwu noted that Nigeria’s creative landscape is ripe with opportunity, but only those who combine passion with strategy will build resilient, profitable careers.

He encouraged young talents to commit to continuous learning, calling monetisation a “skillset and mindset” that every serious artist must master.