Beyond Virality: Why Impact and Innovation Are Non-Negotiable for Afropop’s Future—Lessons from Dapper Music

Nigeria’s music industry is a global cultural phenomenon, with projected revenues soaring past the $44 million mark for recorded music in 2025. Yet, as Afropop continues its rapid ascent, a crucial question arises: How do we ensure this growth is truly sustainable? The answer, according to industry observers, lies in shifting focus from chasing quick hits and short-lived virality to embedding impact and innovation at the core of the business model.
For too long, the industry has been trapped in a “hit factory” model, prioritizing immediate visibility over longevity and weakening the foundational systems needed for long-term artistic development. The necessity for change is urgent, and the operational blueprint offered by Dapper Music & Entertainment, founded by Damilola Akinwunmi (Dapper), provides essential lessons on how to build a lasting legacy.

Lesson 1: Redefining Impact—Authenticity as a Core Strategy

For Dapper, impact is not just a philanthropic buzzword; it is a calculated business strategy rooted in authenticity. The Dapper Music approach emphasizes using music to hold a mirror up to the lived realities of Nigerian youth, creating deep, lasting connections rather than fleeting algorithmic trends.
Artists on their roster, such as TML Vibez, Bhadboi OML, Rybina, or Kashcoming, often sing about struggle, faith, and daily life. This deliberate focus ensures that their releases become:
Cultural Documentation: Reflecting the true state of the generation.
Community Offering: Connecting with fans not as passive listeners, but as members of a community who see their own stories validated in the music.
As Dapper states, the goal is to “create systems that outlive the moment, spaces where artists can grow, experiment, and still stay true to their roots.” This resilience-focused model is key to Afropop’s sustainability.

Lesson 2: Innovation as a Necessity, Not a Luxury

The global music market demands originality. If Nigerian music is to maintain its competitive edge and global appeal, it cannot rely on recycling outdated formulas. Innovation at Dapper Music is treated as a necessity for widening the definition of what Afropop can be.
Dapper’s willingness to experiment serves as a crucial test case for the industry:
Cross-Continental Collaboration: Introducing artists like Ghana’s Lasmid onto their roster, signaling that the African music conversation must be pan-African, stretching beyond national borders.
Reframing Performance: Risking creativity by blending street-rooted anthems with unconventional elements like orchestral arrangements in live performances.
This intentional risk-taking encourages artists to push boundaries and ensures that the music remains fresh, original, and globally competitive—a clear path away from fading quickly like many disposable “viral hits.”

Conclusion: The Cornerstones of Afropop Sustainability

The example set by Dapper Music & Entertainment provides a compelling working model for the future of the Nigerian music business. The message is urgent: for the industry to move from a transient moment to an enduring global movement, impact and innovation must become its cornerstones.
The industry needs leadership that is layered, where purpose is central, and where creativity is never sacrificed simply to please the algorithm. As Afropop’s sustainability becomes the next frontier, the answers lie with those who, like Dapper, are shaping tomorrow’s music with clarity, courage, and a deep commitment to the artists’ long-term development.

Do you agree that the “hit factory” model is weakening the cultural foundation of Nigerian music? What other innovations are necessary for Afropop’s future?