An Active Fan Base is the Best Support System For an Artist: Oxlade Has an Idea

Oxlade's enormous fan base is steadily becoming an unstoppable force

I used to work with Oxlade a few years ago. Oxlade, yusufkanbai, and Ojah B were under a collective, Gramfam. Ojah B was the founder and producer – a maestro, if I may say. I remember watching them all create music in the studio in Ojah B’s house and thinking to myself that these men are going to be great. Now, Oxlade is one of the hottest contemporary acts in the Nigerian music industry. He didn’t get to this point by some magical means. He grew organically from the boy I used to know in Surulere to a superstar.

These days when I look at Oxlade’s career, I can’t help but smile. I strongly believe that one of the best things an artist can have is a devoted fan base. When your fans swear by you, worship you, you can *almost* get away with anything. This is what makes Oxlade’s career special. All you need to do is search Oxlade’s name on Twitter and you’ll see for yourself that there’s a community of people who would stop at nothing to preach his music to anyone who cares to listen.

This was confirmed when Oxlade announced that he was set to drop an EP (Oxygene) and posted the artwork. One would almost bet their money that Oxlade either compelled these people as a vampire would to use the artwork as their profile picture or, more plausibly, promised them a reward if they did. Everywhere on the TL, there were numerous accounts with the Oxygene artwork as their profile picture. It was like an entire movement sponsored by some influential activist. I found it stimulating.

I would like to take you through Oxlade’s journey as I remember it. Before Oxlade was introduced to mainstream on Blaqbonez’s Mamiwota, he had struggled to make a name for himself. A brief conversation with him and you could tell how hungry he was. He was part of an A Capella band that used to get contracted to serenade people. There’s this particular song he dropped then, Kayefi. Around this time, he was enjoying some buzz in the University of Lagos as an upcoming act, meeting with people and pleading with them to post the artwork of his songs. The boy don hustle abeg and he surely deserves whatever he’s getting now.

However, Blaqbonez dropped his album (Bad Boy Blaq) and people began to discover the gem that was Oxlade. The singer was slowly on a trajectory. Then he went ahead to make a soulful tune (Sing) with Fireboy DML. The people who enjoyed what they heard took up the duty of spreading the gospel. Yes, he had that effect on so many people. I can’t exactly say what wins people over but I’ll take a guess: There’s a genuineness in Oxlade’s voice and sound.

When Oxlade dropped Legend, I knew for sure that he had unlocked a whole new level. Legend is about how his family members were against his chasing after his interest in music, the struggles he had to face as an upcoming act without resources, not giving up because he knew he was going to be a legend. So many people could relate to his story. It’s an emotive song and it is widely known that humans are driven by how they feel. Legend acted as a conduit for fans to connect with Oxlade, and that they did. The rest, as they say, is history.

Compared to other contemporary acts who have earned a place in the music industry, Oxlade doesn’t have major label backing yet his music continues to spread rapidly like wild fire. He is signed to a small management firm (Troniq) and works with Bizzle Osikoya (his A&R). Doubtlessly, the music is good but you and I both know that’s not always enough. Oxlade’s active fan base (just like Wizkid’s) play an implemental role in his success. They’re the oxygen that he breathes.   

Abeg What’s the Koko of All the Shalaye?

I see so many upcoming acts going about their music career the wrong way. They tend to focus only on getting radio and TV plays or getting their songs on playlists. I’m not saying that it’s not important but what you should pay equal or more attention to is building a legitimate fan base. You might not have to pay heavily for promotion if you have managed to garner a fan base.

With an active fan base, your music as well as your career can only continue to grow prodigiously. This is evident in Oxlade’s numbers across all digital platforms. It’s like having a troop of soldiers ready to fight to the death for you. Without a fan base, especially one as committed as Oxlade’s, you don’t have a bargaining power as a musician.

Who is your target audience? Who do you make music for? Who does your sound and style resonate with? Ask yourself these questions as you venture into the music industry. It doesn’t matter if you only have 10 active fans right now. As long as they are loyal to you, 10 can easily become 100. Don’t underestimate the power of one loyal fan.

I can go on and on about what you stand to gain from having a core fan base. But at this point, I’m sure you get the idea. I decided to use Oxlade as a prime example instead of A-list acts like Wizkid or Beyoncé – who are widely known for their overly active fan base – so it’s more relatable and doesn’t appear unachievable. Start somewhere. Start small. A drop of water in a bucket can eventually fill the bucket, given enough time.

Lmao. What on earth is that quote?

Go back to your artist development plan and work extra hard on acquiring a fan base. Music is a product. Like every product, you need loyal consumers. Don’t just keep releasing music when no one is consuming, it’s a huge waste of time and resources.