How to Get Discovered by Record Labels in Nigeria & Beyond

A few years back I met Musa at a wedding in Kano. He carried a small USB stick and a phone full of rough mixes. Over suya and kunu he told me he wanted a deal. I listened to one chorus and told him something blunt. “Finish three songs properly, register them, then make people sing the chorus.” Two months later a TikTok from his friend blew his hook up. An A&R from Lagos sent a DM. Musa signed a development deal that changed how he recorded and released music. The point is simple. Talent opens the door. Preparation makes the label walk through it.

Why this guide matters

If you are a Hausa artist or Arewa musician chasing a contract or industry attention, this is a practical playbook. I write from what I have seen working on the ground in northern Nigeria and what labels actually look for. You will get step by step tasks, templates, and realistic expectations so your next release stands a fighting chance.

What labels really want

Record labels look for artists who combine good music with proof that people care. That means three things at once: a clean, professional sound, repeatable audience growth, and a clear brand. Labels still use A&R scouts. They listen to streaming numbers, watch engagement on social platforms, and go to shows to scout talent. If you understand where they look you can be there first. (Groover Blog)

1. Get label-ready: make your music impossible to ignore

Labels reject music that sounds unfinished. Here is a checklist to make a professional first impression.

1. Record at decent quality
   • Use a real studio or level up your home setup. Get a clean vocal take and a locked arrangement.
2. Mix and master every release
   • Invest in a mixing engineer or learn basic mixing. A poorly mixed song will be skipped.
3. Build a small catalog
   • Have at least 3 to 5 ready tracks that show range. Labels want artists they can develop over time.
4. Prepare assets for each track
   • WAV stems, final MP3, ISRC, artwork, lyric sheet, credits, and a short note saying who produced what.
5. Register your work and collect royalties
   • Register songs with the Nigerian Copyright Commission and make sure you understand collective management for music in Nigeria. This protects you and helps collect performance and mechanical royalties. (eregistration.copyright.gov.ng, cosonng.com)

Small how-to item: how to get ISRCs

• If you use a distributor like TuneCore or DistroKid they often issue ISRC codes when you upload. Keep a spreadsheet with your ISRC, release date, and metadata.

2. Build a press kit that does the job

An Electronic Press Kit or EPK is the single most useful thing you can send.

EPK essentials

• Short artist bio (3–4 lines) with your sound and city.
• High quality press photo (2 versions: portrait and landscape).
• 2 to 3 best tracks with streaming links or private SoundCloud links.
• Social proof metrics: monthly listeners, top streaming numbers, video views, notable playlists, press mentions.
• Contact details: manager, booking agent, or your email and phone.
• Live performance reel or short video.

EPK step by step

1. Draft bio focused on your story and sound.
2. Choose two photos that match your brand.
3. Put streaming links first. Public Spotify or Apple Music links are best.
4. Export one-page PDF EPK and a web page version. Labels prefer a link they can open fast.

3. Distribution and release strategy that proves traction

Getting on streaming platforms is not the same as getting noticed. You need a release plan.

Choose a distributor
Services like TuneCore, DistroKid, and CD Baby put your music on Spotify, Apple Music, and more. They differ on fees and commission, so compare before uploading. (TuneCore)

Release plan — practical steps

1. Pick your lead single and build a 6 week plan.
2. Upload early so you can pitch to playlist curators. Many platforms let you submit eight weeks before release.
3. Create a pre-save campaign and short video teasers for TikTok and Instagram.
4. Contact independent playlist curators and local radio shows with your EPK and a polite pitch.

Note on playlists
Editorial playlists and strong independent lists move A&R attention. A small, consistent rise in streams is more attractive than one-off spikes.

4. Get seen offline: shows, festivals, and market stalls

A&R reps still attend shows. For many Arewa artists the road to discovery runs through live performance.

Practical live strategy

• Play every small show and open mic near you. Treat each set like an audition.
• Record a good phone video of a live performance and add it to your EPK.
• Seek regional festivals and university gigs. These are scouting grounds.
• Collaborate with a local artist who already has a Lagos or Abuja audience.

5. Send smart submissions: how to reach A&R the right way

Cold emails work if they are fast, clear, and tailored.

Before you hit send

• Know the label and their roster. Don’t send Afrobeats bangers to a label focused on alternative soul.
• Read submission rules on label websites or social media.

Email template that works
Subject: Demo submission — [Artist Name] — [Track Title]
Body:
Hi [A&R name or Label Team],
I hope you are well. I am [Artist Name] from [City]. I make Hausa/Arewa-influenced Afropop. I am sending one track that has been getting steady plays in [state/city]. Link: [public Spotify or private SoundCloud]. Short context: 3,000 streams on Spotify in 4 weeks and playlist placement on . EPK: [link]. Contact: [phone/email]. Thank you for listening. — [Name]

Follow up

• Wait three weeks. If no reply send one polite follow-up with a new update, like a live video or new metric. Labels prefer evidence of momentum. (Groover Blog)

6. Know what to negotiate and what to accept

Contracts are where careers change direction. Learn the basics before you sign.

Key contract items to watch

• Master ownership. Who owns the masters after recording.
• Advance size and recoupment. Advances are paid back from your earnings.
• Royalty split and accounting schedule. How and when you get paid.
• Length and territory. How many years and which countries.
• 360 clauses. These give labels revenue from touring or merch.

Smart moves

• Always run deals past a music lawyer or an experienced manager.
• Try for a shorter initial term with clear milestones.
• Preserve publishing rights if you can. Publishing is steady income.

Case study — A fictional but realistic Hausa artist: Amina Sani

Amina is a 24 year old singer from Kaduna. She recorded two songs with a local producer. She followed this path.

1. Polished one single with a mixing engineer.
2. Registered the song with the Nigerian Copyright Commission and joined a local performance society so she could track plays. (eregistration.copyright.gov.ng, cosonng.com)
3. Uploaded the single through a distributor and ran a six week pre-release campaign with a choreography challenge on TikTok. She shared a short EPK link in DMs to playlist curators. (TuneCore)
4. Played three university shows and recorded them for her EPK.
5. An A&R from a Lagos label noticed a steady stream uptick, asked to meet, and offered a development deal with a one year option. Amina negotiated to keep 50 percent publishing and a short contract term.

This path used measurable traction, legal registration, and live performance. It is repeatable.

Quotes from industry voices and fans

“A live crowd and a solid streaming trend tell me everything I need. Talent without traction is just potential.”
— Tunde O., A&R scout in Lagos.

“As a fan, I will share a song if it makes me sing the chorus after one listen. That is how songs from Arewa spread.”
— Fatima, music listener, Kano.

“Distribution platforms made it easier for our artists to reach the world. Labels still come in when the numbers prove the fanbase.”
— Music manager based in Abuja.

Quick checklist you can use today

• Finish and master three songs.
• Build a one page EPK and host it online.
• Register songs with the NCC and follow up about collecting society membership. (eregistration.copyright.gov.ng, cosonng.com)
• Pick a distributor and schedule your release. (TuneCore)
• Book and record at least two live performances to add to EPK.
• Send tailored submissions to five labels that fit your sound. (Afrobeats Reels)

Actionable insights — short and concrete

• Labels want proof. Small, steady growth beats sudden but short-lived virality.
• Protect your work before you give it away. Register with the NCC and understand collective management in Nigeria. (eregistration.copyright.gov.ng, cosonng.com)
• A polished EPK reduces friction. Make it quick to open and easy to read.
• Use distributors to get on platforms but treat distribution as table stakes. The rest is marketing and relationships. (TuneCore)

FAQ

Closing and call to action

I want to hear your story. Drop a comment with your current release plans or paste your EPK link. If you want I can review one EPK or help rewrite your submission email. Share this with an Arewa artist who needs a straight plan.

Sources and further reading

• Nigerian Copyright eRegistration System, official NCC portal. (eregistration.copyright.gov.ng)
• Copyright Society of Nigeria, official FAQ and CMO details. (cosonng.com)
• Overview of leading Nigerian labels and their role in artist development. (Afrobeats Reels)
• TuneCore distribution overview and how distributors place music on stores. (TuneCore)
• How A&R scouts discover talent and where to be found. (Groover Blog)