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Nigeria’s border towns reveal a clear contradiction — federal trade policy says one thing, but everyday life at the border shows a completely different reality of extortion, inflation, smuggling, and insecurity. This piece breaks down that gap. Here’s the gist : Nigeria’s border towns are running a parallel economy — one defined more by survival than by policy. The official story talks about bilateral agreements and trade reopening; the street-level reality tells something else entirely. From Seme in the southwest to Jibiya in the far north, border communities are living through a cycle of extortion, hunger, stalled trade, and insecurity that doesn’t match the glossy government narratives. If we’re being honest, the people at the border feel forgotten. Seme: Numbers and the Price of Passage At Seme, customs officials point to the figures — 306,000 metric tons of goods and ₦77.9 billion in exports processed in 2024. On paper, it looks like success. On the road, traders live a different truth. The Seme–Mile 2 axis is a marathon of checkpoints, some official, many not. A Badagry businessman who regularly moves goods across the gate puts it bluntly: “ If you buy something for ₦1,000 in Benin, you’ll land in Lagos having paid ₦3,000 in bribes. ” An investigation counted nearly 200 checkpoints along this stretch, manned by customs, police, immigration and sundry security outfits. Customs says it has reduced posts; traders say the unofficial toll collectors still dominate. The result is immediate and brutal : costs are inflated before goods reach the market, movement slows, and Beninese traders sometimes avoid Nigeria altogether. Northern Borders: A Collapse of Livelihoods In the north the damage is deeper and more visible. Nigeria’s border with Niger closed after the July 2023 coup and, although it officially reopened in March 2024, the livelihoods it once supported were already broken. In Jibiya, Katsina, people say life “ collapsed .” A laundryman who once earned ₦5,000–₦6,000 a day now struggles to make ₦1,000. Drivers and keke riders who moved people and goods across the border now sit under trees hoping for a fare; ₦200 per trip is considered lucky. Weekly markets that used to host thousands of vendors are shadows of themselves; inflation, which peaked near 30% in early 2024, has pushed staples out of reach. Households ration meals and sometimes survive on a single dish a day. Smuggling as Survival When formal trade chokes, informal systems take over. Across Illela, Kongolam and Jibiya, young Nigerians ferry goods along bush paths locals call hanya barawo — the “ thief’s road. ” In Kongolam, teenagers push wheelbarrows for about ₦2,500 a trip, hauling rice, groundnut oil and canned food out of Nigeria and bringing maize, beans, livestock and textiles back in. Security patrols exist, but bribery keeps these routes functional; in some places banditry compounds the risk — camel herders near Illela report losing more than 400 animals. Informal trade has become the de facto logistics system because when livelihoods are at stake, survival trumps regulation. Fuel and the Taraba–Adamawa Corridor Fuel is a particularly combustible example. The removal of the petrol subsidy in 2023 narrowed the price gap with neighbours, but demand from Cameroon stayed high and black-market flows surged. By late 2024 Nigeria had become a major informal fuel supplier to Cameroon. The federal response — Operation Whirlwind — saw over 34,000 litres seized in a March 2025 raid, but the crackdown had consequences: about 1,800 independent gas stations in Adamawa and Taraba shut down in protest after tankers were confiscated, and black-market prices in Yola spiked to roughly ₦1,400 per litre, nearly double the pump price. Cameroonians still cross back with everyday items — palm oil, livestock and shoes — underlining how porous borders remain when demand exists on both sides. Security: The Heaviest Tax Security is the gravest tax these towns pay. From the northwest to the northeast, terrorist groups and criminal gangs target supply chains and rural communities. Between September and November 2024 at least 29 armed ambushes were recorded along border routes toward Cameroon. Rustlers strip villages near Jibia of cattle meant for export, leaving families destitute. Even checkpoints that are supposed to protect often act like paywalls: people report negotiating bribes instead of receiving protection. A Katsina-based humanitarian worker captures it: “ The people who are supposed to protect us are the ones draining us. ” Once trust dissolves, trade grinds to a halt and crime fills the vacuum. Policy Moves and Grassroots Skepticism Policy gestures exist — the Niger border was reopened in early 2024, Lagos signed a Nigeria–Benin trade agreement, and a Chinese-backed livestock hub is planned at Maigatari — but these meet local skepticism. As a former Katsina governor observed, “ People keep coming in and out with goods… borders should be open. ” His point was practical : closures rarely stop movement; they only make it riskier and more exploitative. Infrastructure bottlenecks, scanning delays and heavy-handed security mean that open borders on paper often translate into closed opportunities on the ground. Nigeria's Border Towns Conclusion: Promise, If the Foundations Change Border towns are entrepreneurial and resilient. They connect Nigeria to West and Central Africa and adapt in ways statistics miss. The potential for better corridors, infrastructure, and partnerships is real. But until extortion ends, insecurity is addressed and trade becomes safer and consistent, the promise will remain just that — a promise. “The border is open — but we are yet to see or feel it.” — a Jibiya trader. Don’t just read — stay ahead. Join the 99Pluz weekly newsletter for sharp stories, cultural deep dives and the angles that matter .

Viral video feels true because motion tricks the eye — but most clips are recycled, stitched, or misframed. This piece hands you a tight, newsroom-tested three-step routine (context → frames → file) you can run in under a minute to stop misinformation from spreading. Treat every clip as evidence, not entertainment — two quick questions in 60 seconds will save you from amplifying a lie, and help spot fake videos. Will you verify before you share? The Playbook to Spot Fake Videos: Start with context — who posted this and why now? Video looks like proof because it moves. That’s the con. The cure is procedural : slow down just long enough to check the room. Open the post, read the caption, and scan the uploader’s history. New accounts, single-topic click farms or captions drenched in outrage are red flags. A quick scroll usually tells you whether you’re looking at a reporter, an eyewitness, or an attention-seeking feed. If the caption smells like moral panic, assume manipulation until proven otherwise. Before you tap share, ask one person, “Where did you get this?” Make the clip still — extract frames, expose recycling Pause the video and grab 2–4 screenshots of clear frames — faces, shopfronts, license plates, anything readable. Run those frames through reverse-image searches (Google, Yandex, TinEye). Many “new” scenes collapse under this pressure: the same frame often pops up with different dates or countries. This is the fastest way to catch recycled footage. It takes less time than composing a hot reply and more impact than forwarding without checking. Listen with the sound off — look for deepfake tells Mute the clip and watch lips versus audio. Mismatched lip-sync, oddly smooth skin, jittery micro-expressions, or a clean voice layered over chaotic background noise are classic AI giveaways. Lighting mismatches — a brightly lit face in a dark street, or shadows pointing the wrong way — often betray edits and splices. If the mouth and voice don’t line up, treat the claim as unverified. Small sensory checks like this are low-effort and high-return. Read the file — metadata as corroboration Ask for the original file when you can. EXIF and media metadata can reveal creation timestamps, device models, and evidence of recompression or edits. Metadata can be stripped or forged, so use it alongside your context and reverse-search results. Think of metadata as a corroborating witness, not a lone detective. Triangulate geographically — pin the place, then the claim One readable shop sign, a dialect, or a weather clue can pin a clip to a place. Cross-check with satellite maps, local newsfeeds, or community channels. In West Africa, a single storefront name or a dialect cue will often tell you whether footage is local or recycled. Low-effort local checks = high-return verification. Use forensic tools — but don’t worship them Error Level Analysis, clone-detection and audio spectrograms can surface edits, but they throw false positives on compressed phone clips. Treat these tools like thermometers — they tell you something’s off, not what to believe. Combine tool signals with at least one independent human check. A 30–60 second phone routine you can repeat Pause and read the caption. Open the account and skim recent posts. Take two screenshots of clear frames and run reverse-image searches. Mute and watch for lip-sync or lighting mismatches. If unsure, ask the sender for the original file or flag it to a trusted reporter. These moves are quick, repeatable and boring — which is the point: boring checks beat viral lies. A single verified correction is worth a hundred unchecked shares. When stakes are high — elections, riots, or human-rights claims — act like a newsroom: contact on-the-ground sources, request raw files, gather multiple witnesses, and route findings to fact-checkers or legal teams. Platforms act when evidence is solid; half-baked clips keep metastasizing. Not a journalist? You still matter. Pause. Ask “where did you get this?” Tag a reputable reporter or a fact-checking group. Post that you’re verifying rather than amplifying the clip as truth. This isn’t cynicism — it’s usefulness. So next time a clip tugs at your pity or rage, run context → frames → file . Sixty seconds of effort; millions fewer lies in circulation. Will you verify before you share? Don’t just scroll. Subscribe to stay plugged in .

Nigeria’s young people — restless, connected and hungry for dignity — are treating 2026 like a referendum on survival. They want jobs, honest security, functioning services and a political class that treats them like citizens, not demographics. Young Nigerians expect concrete policy — not promises — ahead of 2026; they will use the ballot as leverage for economic opportunity and accountability. Tell us: which single issue will make you vote in 2026? What young Nigerians are demanding — the short list Recent surveys are blunt : cost of living and jobs top the list of youth priorities, followed closely by insecurity and basic services. For a population where the median age is just over 18, these aren’t abstract grievances — they’re day-to-day realities shaping life choices and political decisions. Young people want measurable change : stable incomes, accessible credit and predictable markets. How #EndSARS rewired political behaviour The big lesson from the post-2020 years is organisational learning. #EndSARS didn’t just protest police brutality — it taught networks how to convert outrage into civic action: registration drives, volunteer canvassing and digital campaigns that pressure institutions. Several studies and papers show a sustained rise in youth-driven civic engagement and higher post-protest participation in electoral processes. Expect organisers to use those lessons ahead of 2026. The ballot as pragmatism: jobs, security, delivery Politics for many young Nigerians is now transactional in the best sense: vote for demonstrable delivery . Candidates who present credible, costed job plans with timelines, who show where funding comes from, and who outline measurable security reforms will have an edge. Where delivery seems implausible, youth will either abstain, vote tactically, or shift support rapidly. INEC’s ongoing CVR and technological tweaks also lower barriers — making registration and follow-through part of the mobilisation playbook. The risks — cynicism, tokenism and fragmentation If institutions don’t produce results, anger curdles into cynicism. Token gestures — symbolic committees, vague promises — will not be enough. Repression of dissent risks radicalising segments of youth, creating parallel political spaces outside formal ballots. That fragmentation makes politics harder to predict and easier to polarise. What parties must show to win young votes Concrete employment blueprints  — costed programmes, apprenticeships and small-business financing with clear timelines. Security reform with oversight  — community policing models, independent investigations and accountability mechanisms. Electoral credibility  — accessible registration, transparent tech and observers with teeth; the CVR platform matters, but trust matters more. Tools and tactics that will shape mobilisation Localised manifestos, peer networks that translate policy into tangible benefits, civic tech that tracks pledges to progress, and hybrid street/online organising. Digital trackers and pledge-watch platforms — combined with grassroots presence — will make it harder for politicians to fade promises into noise. Young organisers know that mapping promises to delivery is the leverage the ballot needs. 2026 is a stress test. Deliver measurable jobs, safer streets and accountable institutions, and leaders will win youth trust. Fail, and the ballot will be one of many levers — protests, emigration, and parallel civic action will fill the gap. The question for politicians is simple: will they treat youth as voters or as a problem to manage? Don’t miss our deeper takes — Subscribe to the 99Pluz newsletter .

Here’s the gist : President Bola Ahmed Tinubu’s administration rolled out a messy mix of 50 tax exemptions and fresh levies — most visibly a 15% import duty on petrol and diesel and an $11.50 aviation charge — that may leave ordinary Nigerians paying more, not less. Who really benefits when “relief” and “revenue” arrive in the same breath? This isn’t just another policy shuffle — it’s a stress test of Tinubu’s tax package 2026. Can an administration promise targeted relief while quietly tightening the screws on everyday wallets? Our take : the exemptions read like marquee optics; the new levies read like revenue-first governing. Evidence shows the balance tilts toward higher household costs. What Tinubu’s tax package 2026 includes (and when) On 3 November, the Presidential Fiscal Policy & Tax Reforms Committee published a list of 50 exemptions it says are designed to ease burdens on businesses and vulnerable groups. That’s the optics : targeted concessions, positive headlines, immediate political traction. In late October, the presidency approved a 15% import tariff on petroleum products, framed as protection for local refining. The timing is awkward : exemptions slated for January sit beside levies that bite now — and that 15% duty translates to roughly ₦99–₦100 more per litre of petrol for consumers. That’s not a number; it’s a new strain on every household and small business in the country. The gulf between the exemptions list and the Tinubu tax package 2026 moves is the story here. The fuel duty: protection or price pain? Call the tariff protection if you like — that’s the official line — but the arithmetic stings. For a country where transport, food, and small business margins are tightly wound, that increment isn’t academic. It’s a direct hit on budgets and operating costs for traders, drivers, and service-based SMEs that depend on fuel daily. Reports also suggest the duty was applied immediately rather than after a promised transition period — shrinking the time for markets to adjust and amplifying short-term pain. Aviation levy: small number, long tail impact The Nigerian Civil Aviation Authority (NCAA) announced an $11.50 travel charge per ticket for passengers flying in and out of the country. On paper, $11.50 seems minor — a polite tax — but multiplied across millions of travellers and years, it becomes a serious cash stream. The levy will nudge ticket prices upward, reduce affordability for diaspora families, and make business travel costlier. Reports frame it as part of a revenue plan expected to generate hundreds of millions over time, even as citizens bear the immediate impact. Why Dangote alone won’t fix this The government’s rationale is simple : protect domestic refiners like Dangote Refinery and keep value at home. But capacity matters. Nigeria’s national petrol demand sits at roughly 50 million litres per day, while Dangote’s current output is around 20 million litres/day — leaving a massive gap that still relies on imports. That means the tariff raises costs on imported fuel that Nigerians still depend on. Unless local output scales fast and consistently, the short-term effect is predictable: protection for industry, pain for households. The net effect for households and small businesses Household costs Between higher pump prices and airfare hikes, Nigerians are staring down an affordability crisis disguised as reform. Transport and logistics costs will ripple through everything from food to school runs. SMEs and informal workers Market vendors, keke riders, and small business owners — those who can least absorb new costs — will feel the squeeze first. Inflation will move faster than relief. Inflation impact Fast-acting revenue levers paired with slow-moving exemptions equal one thing: higher living costs. Politically, it’s clever — parade reliefs in press releases, collect revenue quietly. Economically, it’s a delayed punchline. There’s a better way : phased implementation, transparent cost modelling, and safety nets for low-income earners. Absent that, “relief” looks more like optics while citizens pick up the tab. This isn’t a test of will — it’s a test of sequencing. Fix the order and the story changes; get it wrong and “relief” becomes a headline that balances government books while households balance budgets on a tighter rope. Nothing says “ we care about everyday Nigerians ” like promising tax relief on Tuesday and charging them for the bus ride home on Wednesday. Until Nigerians see real numbers, not just headlines, “relief” will keep feeling like another tax in disguise. The Tinubu tax package 2026 story is about sequencing as much as substance — and right now, sequencing is failing Nigerians. Don’t miss deep reads — subscribe to our newsletter .

This is not just a celebrity quarrel — the Regina Daniels justice  question lays bare how political influence, policing practice and gendered power can twist Nigeria’s justice system away from ordinary people. A viral video by Regina Daniels, the arrest and remand of her brother Samuel Ojeogwu (Sammy West) , family posts and an official FCT Police response have turned what should’ve been a private dispute into a national test of fairness. If this is what justice looks like for Regina Daniels, what hope exists for everyone else? Here’s the gist : this isn’t about fame — it’s about power, process and how easily the law can become a weapon in the wrong hands. What happened — the timeline that defines Regina Daniels justice Oct 18, 2025:  Regina Daniels posts a viral, tearful video saying she “cannot stand the violence” in her husband’s home. The clip floods social media and sparks nationwide concern — the first spark in what is now called the Regina Daniels justice  saga. Late Oct–early Nov 2025:  Her brother, Samuel “Sammy West” Ojeogwu , is arrested. Family accounts say he was detained in Lagos, denied immediate access to family and counsel, and later remanded in Keffi Correctional Centre . The family accused Senator Ned Nwoko  of using influence to pressure Regina back into submission. Nov 6, 2025:  The FCT Police Command  says charges of criminal conspiracy, trespass, assault, criminal intimidation and theft  were filed after a petition. Sammy was arraigned and remanded pending bail conditions. Aftermath:  Regina posted that she’d return to her husband “if that’s what it takes to free my brother.” That emotional admission became the rallying cry for the Regina Daniels justice  movement online. (Note: transport details, access-to-counsel timing and bail mechanics remain contested. All allegations are cited from public statements or verified media reports.) Two stories, one truth There are two conflicting narratives at the heart of this case: Family / Regina’s version:  The arrest was leverage , designed to force Regina’s compliance. Family posts and videos describe police intimidation, denial of legal access and delayed bail — a textbook case of power abuse dressed in procedure. Police / Official version:  The FCT Police  say a petition was received, investigation conducted, charges filed,  and a court remand ordered. On record, it’s lawful procedure — nothing more, nothing less. Both could be true in parts: an arrest can be legal on paper and abusive in motive. The core civic test of Regina Daniels justice  is whether due process — counsel, fair bail, transparency — was genuinely upheld. When procedure becomes punishment Nigeria’s constitution and Police Act limit detention without charge and guarantee access to counsel. Yet, according to several legal commentators, what happened here shows how the system can weaponise delay. If someone is lawfully arrested but unlawfully held or denied representation, that’s not justice — it’s procedural punishment . And when that happens to a figure as visible as Regina Daniels, the implications ripple far beyond celebrity gossip. When enforcement bends to wealth or status, the law stops being a public good and becomes a private instrument. Regina Daniels justice fits a bigger pattern The Regina Daniels justice  saga isn’t isolated. It mirrors a pattern where the powerful use police muscle to silence or intimidate. From journalists detained  for critical reports, to youth activists  beaten after viral posts, to Senator Elisha Abbo’s 2019 assault case  that only drew charges after public uproar — Nigeria’s power map keeps replaying the same scene. Different names, same playbook: influence first, accountability later. What institutions must do — to restore faith in justice Immediate transparency:  Publish arrest warrants, custody logs, and transfer records for Sammy West. Guarantee legal access:  Investigate claims that lawyers were denied contact — if true, hold officers accountable. Independent review:  The NHRC  and Federal Ministry of Women Affairs  must open inquiries into both detention procedure and the domestic-abuse allegations — not as political theatre but as genuine fact-finding. Court disclosure:  Judiciary should release remand and bail orders (redacted for privacy). Reform detention oversight:  Introduce custody cameras, cross-jurisdiction logs, and 48-hour judicial reviews for high-profile or politically linked arrests. Each step is practical, achievable, and central to real Regina Daniels justice  — not just in name but in structure. What ordinary Nigerians should read from this If someone with Regina Daniels’ platform still struggles for justice, what chance do ordinary Nigerians have? The case exposes a civic contract in crisis — where rights exist on paper but not in practice. Social outrage can force short-term accountability, but sustainable justice needs systems, not hashtags. This isn’t just about Regina Daniels justice  — it’s about every Nigerian who’s ever been told “nothing can be done.” Are our institutions guardians of rights or instruments of influence? If you care about the answer, demand transparency: petition the NHRC, push your representatives, and keep the spotlight on systemic reform. Don’t just scroll. Subscribe to stay plugged in .

Y ou can drop the tightest record of your life and still get lost in the noise. Artist branding  is what turns a single into a signal — something that calls people in, makes them remember you, and keeps them coming back. This isn’t packaging or posing. It’s a promise: a clear way you show up — sonically, visually, and narratively — so that the next time someone hears a first bar or sees a photo, they already know whose world they’ve stepped into. Walk with me. You remember the first time a song felt like it belonged to one person only — not just a voice, but a whole vibe ? That feeling isn’t accidental. It’s the result of deliberate choices: the drum that keeps popping up, the grain in the photos, the same three words you use when you introduce the project. Those repeated choices become shorthand. Fans don’t need the full backstory; they just need a cue. Brand gives them that cue. Branding is not a straitjacket — it’s a scaffold. It helps you move fast while staying recognisable. Think of it like a wardrobe for your career: you can wear different outfits, but your gait, your accent, the way you fold your sleeves — those are the things people learn to expect. The Three Pillars of Artist Branding Don’t start with a brand book. Start with three honest lines. Call them pillars — sound, image, story  — but don’t overcomplicate them. Each pillar is one sentence. Keep it short. Keep it true. Sound pillar:  what are the recurring musical choices you make? Not genres. Small, repeatable things — dry vocal takes, live percussion, a haunting minor-key hook. Image pillar:  what mood sits across your photos and videos? Not “cool” or “authentic” — pick textures: grainy, neon, sunburnt, bespoke. Story pillar:  what’s the one narrative you tell again and again? Not the whole biography — the emotional throughline. “Lagos grit with global dreams,” or “quiet confessions for late-night rides.” Now, stitch one word from each pillar into a tiny tagline. That tagline becomes your north star. It’s not everything you’ll ever do, but it’s the filter you run decisions through: Does this sound feel right? Does this photo belong? Can I tell this story in a way that fits the tagline? If the answer is “no,” walk away — or change the plan so it does. How to Make It Real — A Practical Guide Most artists fail at artist branding  because they treat it like a one-time stunt. But branding is a habit — a rhythm you build into your creative week. Imagine a week where your brand evolves naturally: Day One:  Sit with your three pillars and write that one-line tagline. Say it out loud. If it feels forced to you, it’ll sound forced to your fans. Day Two:  Find five images — phone photos, screenshots, swatches — that match your tagline. Save them in a “Mood” folder. Day Three:  Record a 30–60 second clip that embodies one sonic trait from your Sound pillar. Don’t overproduce it — clarity over polish. Day Four:  Write five micro captions from your Story pillar — one-liners, not essays. Day Five:  Publish one clip and one image. Watch reactions. Which comments reflect your vibe? Which don’t? Day Six:  Adjust. Day Seven:  Repeat. This isn’t glamorous. But it’s how you build a world people can actually enter — one recognisable sound, one tone, one recurring emotion at a time. Visual Rules That Free You to Experiment You don’t need an expensive logo; you need rules. Choose three colours, two fonts, and one recurring visual motif — maybe a jacket, an alley, or that same dim light corner. Stick with those so that even when your music shifts, the visuals whisper you . And here’s the guardrail : before every collaboration or shoot, ask yourself — does this hurt or strengthen the pillars? If it hurts, pause. Ask for creative control, or say no. The best collaborations don’t dilute; they amplify. When “Authenticity” Becomes Performance “Keep it authentic” is the industry’s favourite line — but authenticity can be staged. The trick? Document more than you curate. Fans connect with what feels lived-in: the studio banter, the messy notes, the offbeat clips. Those moments make the polished visuals believable. Real talk : you’ll always feel the pull to copy what worked for someone else. Don’t. Borrow the structure , not the style . Let your story breathe its own air. What to Measure — and What to Ignore Metrics can lie; emotions don’t. A thousand likes are cool, but one honest comment can teach you more. Save screenshots of the comments that sound like your brand  — how people describe you when they’re not thinking about SEO. Those are your mirrors. They tell you if your brand landed. If a post flops, break it down: was it the sound, the caption, the colour? Branding makes troubleshooting precise. A Cautionary Tale I once worked with an artist who reinvented their sound every few months. One season Afrobeats, next month lo-fi, next — hyperpop. The music was great. The problem? Fans never learned what to expect. Then they stopped. Three months off. They locked in on one trait — a vocal inflection that felt unmistakably them — and built visuals around it. When they came back, engagement didn’t explode overnight. But it grew slowly and loyally. That’s what brand does: it keeps you in people’s mental playlists long after the trend fades. Final Homework — Two Minutes, Two Moves Write your three-pillar sentence. One honest line for sound, image, and story. Post a raw 15-second clip that shows one pillar. No filters, no perfect lighting — just truth. If five people say “this feels like you,” you’re on the right track. If not, tweak a pillar and try again. Because artist branding  isn’t a finish line. It’s the act of showing up the same way enough times that people recognise the edges of your world. Do that, and the rest — the playlists, the syncs, the shows — will follow. People won’t just like your music; they’ll trust  what comes next. Sign up on 99Pluz.com  for exclusive news, interviews, and giveaways.

Make It a Moment: the EP rollout strategy you actually need An EP is your chance to make a moment — not just another upload. Do it right and a six-song project becomes the story that opens doors (press, playlists, gigs, sync). Do it sloppy and it gets swallowed by the feed. This playbook lays out an EP rollout strategy  — a practical, step-by-step roadmap from planning to post-release — tuned to the realities of Nigerian artists but useful globally. Quick opening questions (for the artist) What’s the one feeling or story this EP must leave? Who’s your target listener — street radio riders, Afrobeats playlist lurkers, indie tastemakers abroad? Answer those first. Everything below should amplify that story and reach that person. 1) Start with strategy (2–3 months before release) Don’t treat the EP like a deadline — treat it like a campaign. The core of any EP rollout strategy is clarity. Key decisions to lock down: Objective:  Awareness? Tours? Sync/license opportunities? Revenue? Pick one main goal. Lead single:  Which track best represents the story and is playlist/streaming friendly? Budget:  Production, artwork, ads, PR/pitch fees, video(s). Even a modest ₦100k–₦500k plan changes outcomes. Team:  DIY? Manager? PR/plugger? Playlist consultant? Assign clear tasks. Assets checklist:  Stems, instrumentals, clean edits, metadata spreadsheet, ISRCs, high-res artwork, EPK (bio + photos + links). Quick tip:  build a one-page brief ( EP name, genre, mood, release date, target playlists, target press, 30-second synopsis ). Use it every time you pitch. 2) Actionable timeline — an 8-week EP rollout strategy (works for 6–10 weeks too) This is a straightforward calendar you can compress if needed. Week −8 to −7 (Preparation) Final masters done. Create radio/clean versions and instrumentals. Prepare metadata: songwriters, splits, ISRCs, publisher contacts. Artwork concepts and photographer/videographer booked. Week −6 (Lead single ready / pre-pitch prep) Choose lead single and an attention hook ( video, remix, campaign ). Make EPK and one-page pitch for press/curators. Decide on distribution release date with aggregator/label and set pre-save/pre-add links. Week −5 to −4 (Pitching & teasers) Start pitching playlists and blogs. Drop a teaser clip across socials — 15–30 seconds. Use vertical formats for reels/TikTok. Announce release date with pre-save link. Start email list signups / WhatsApp broadcast group. Week −3 (Build momentum) Release lead single ( or a teaser single ) with visuals. Push for playlist adds and radio. Start outreach to influencers and micro-creators for organic UGC ( User-Generated Content ). Schedule interviews / mini-live sessions. Week −2 to −1 (Final push) Release lyric video or short visualizer. Run targeted ads ( Instagram, TikTok, Facebook ); focus on countries/regions that matter. Confirm press pieces, premieres, radio spins. Release Week Drop EP. Share full visual content — a main video, behind-the-scenes, clips for each track. Launch a release day event — in-person or live stream. Push for share triggers ( e.g., “share this story to win tickets” ). Follow up with playlists and press you pitched earlier; send the release and highlight wins. Post-release (Weeks +1 to +6) Keep content coming: track stories, acoustic versions, remixes, features. Re-pitch playlists with performance data (streams, saves, radio spins). Push a second single if one track is organically rising. 3) Choosing singles (lead & follow-ups) Lead single = entry point. It should be catchy, 2:30–3:30 ideally, and match the playlist mood you’re targeting. Second single = depth. Maybe the one with stronger storytelling or that appeals to different playlists ( mood vs. dance ). Timing: Drop lead single 3–4 weeks before EP; second single 2–6 weeks after release ( if needed ). Data-driven picks: Use early streams, Shazam, DJ feedback, and social engagement to choose follow-ups. Remember: A lead single also lives in ads, radio, and sync pitches. Pick a track that can wear all those hats. 4) Cover art & visual identity Your cover is a billboard for the EP. Treat it like a brand. Design rules:  scalable, high contrast, clear focal point, simple typography. Reflect the EP mood—color palette, textures, props. Deliver multiple crops for streaming platforms and socials. Keep artist name and EP title readable at thumbnails. Borrow visual cues from textures, fabrics, and street signage — think globally, design locally. 5) Pitching press — how to get noticed Personalize every pitch. Name the writer/curator and reference a piece they wrote or a playlist mood. Keep the lead short: 2–3 sentences. Include EPK, private streaming link, high-res images, contact details, and availability for interviews. Follow up once after 4–7 days with a new angle. Target national press, tastemaker blogs, diaspora outlets, and niche scenes. Build relationships: small blogs become tastemakers. 6) Pitching playlists — method not magic Playlists are gatekeepers but they respond to relevance and data. Map playlists by mood and territory; submit early using Spotify for Artists / Apple for Artists ( 7–14 days pre-release ). DM curators with a short, friendly pitch and one link. Share stems with DJs. Use early wins as social proof. Pro tip : curators care about saves, skips, completion rate, and context. Encourage full listens via trimmed teaser clips that lead to full tracks. 7) Social & content plan — make content that converts Think series, not single posts. Content pillars:  Teasers ( 10–30s ), Story content ( micro-docs ), Community ( challenges/collabs ), Performance ( acoustic/DJ sets ), Data proof ( celebrate milestones ). Release week cadence: 2 feed posts, 5 stories/reels, 2 live streams, daily engagement replies. Keep captions short, add a question, and use local slang sparingly. 8) Ads, budgets & targeting Ads are the accelerator — not the engine. Starter ad plan : ₦20k–₦60k split across platforms; use 15–30s vertical videos; target Lagos, Abuja, diaspora hubs; test two creatives and double down on the best performer. Measure CTR to pre-save, completion rate, and conversion to streams. 9) Radio, DJs & grassroots Send radio-friendly files, a short pitch, and the artist bio. Build a DJ pack (stems, acapella, instrumental). Play local shows during release windows. Street promoters and DJs convert online buzz to real crowds. 10) Sync & licensing (think long term) Make clean versions and instrumentals available. Register songs with a collecting society. When pitching for sync, lead with mood and placement examples and supply quick mood reels when possible. 11) Post-release analytics & next moves Track streams, saves, playlist adds, and top cities weekly. Use insights to plan the next single, touring cities, or targeted ads. If a track is rising organically in a territory, double down there. 12) Simple release checklist ✅ Master files (WAV) ✅ Clean / radio / instrumental versions ✅ Metadata spreadsheet (ISRCs, splits, credits) ✅ Artwork (multiple crops) ✅ EPK (bio, photos, links) ✅ Pre-save link live ✅ Pitch list for press & playlists ✅ Social schedule & ad creatives ready ✅ Radio + DJ pack ready 13) Common mistakes to avoid ❌ Releasing without a plan. ❌ Sending cold, generic pitches. ❌ Skipping metadata/publishing registration. ❌ Over-saturating one channel and ignoring others. ❌ Not following up politely with curators/press. 14) Small budgets, big wins Partner with micro-creators for low-cost UGC. Pitch local podcasts and YouTube channels. Use WhatsApp lists and Telegram for superfans. Offer exclusives to mailing list subscribers. An EP rollout strategy is not a sprint — it’s a sequence of deliberate moves. Plan, execute, measure, then pivot. Build relationships — curators, bloggers, DJs — they compound over time. Your story is your leverage. Make every pitch, post, and performance echo that one line you want the world to remember. Don’t just scroll. Subscribe to stay plugged in .

Sync licensing is how songs travel  — from your phone to the big screen, the ad break, or a game’s menu. For African artists and labels, sync is one of the most promising frontiers for steady revenue, global reach, and cultural influence . This guide walks you step-by-step through what sync is, how it works, how to make your catalog irresistible to music supervisors, and what to expect when the contracts land. Sync licensing for African music — what it looks like A synchronization (sync) license  lets someone pair a recorded track with moving images. There are two separate rights to clear: The composition  (songwriting/publishing), and The master  (the actual recording). If a brand wants your recorded song in a commercial, they’ll need permission — and a license — for both. Why sync matters for African music Sync does more than pay. A well-placed placement can: Pay up front ( sync fees + buyouts ) Drive streams and new audiences Open doors to longer campaigns, tours, and brand deals More importantly, global film and TV makers are actively adding Afrobeats and African soundscapes  to their soundtracks — from streaming shows to blockbuster movies — proving the demand is real. Prepare your catalog — metadata, splits, versions If you want to be considered, get your house in order. 1. Metadata is non-negotiable Every track should have: title, writer(s), publisher(s), ISRC, ISWC (if available), release date, and alternate titles. Clean, consistent metadata = fast discovery and clearance. 2. Publishing splits — be clear, be documented A supervisor will ask: Who owns what percentage of the song? Have splits agreed, signed, and uploaded to your publisher and PRO (e.g. COSON). Joint authorship without paperwork kills deals. 3. Deliverables — clean versions & stems Always prepare: A clean radio edit  (no explicit language) An instrumental An a cappella  (if possible) Stems  (separated elements) for remix or dialogue ducking Having these ready speeds negotiation and makes your track more usable. Find the right partners Most sync deals happen through three channels: 1. Publishers & sync agents  — They pitch to supervisors, handle paperwork, and split fees. If you don’t yet have a publisher, consider a sync-savvy co-publishing deal . 2. Music supervisors & direct outreach  — Supervisors scout via libraries, platforms, or direct contact. Build a short, professional pitch: one line about the track, mood descriptors, and links to high-quality MP3s and stems. 3. Libraries & platforms  — Royalty-free or curated libraries place tracks quickly in ads and indie projects. Lower upfront fees, but higher volume and recurring uses. How to reach music supervisors — practical tips Research credits:  find supervisors who worked on projects with your vibe. Short, targeted pitches:  subject line + one sentence + link to a private folder + stems. Provide cue sheets  when requested (title, writers, publisher, PRO, duration). Network:  attend film festivals, sync panels, and online communities. Understanding money and contracts — what to expect A typical sync deal includes: Sync fee:  upfront payment for the right to sync the song Master fee:  negotiated separately if you own the recording Usage terms:  territory, duration, exclusivity, and media (TV, online, theatrical, games) Performance royalties:  paid by PROs for broadcasts or streams Buyouts:  one-time payments that end future claims — handle with care Red flags:  vague territories, overbroad buyouts, or clauses that transfer ownership of your masters or publishing. Always have a lawyer or experienced publisher  review every deal. Pricing — ballparks and bargaining Fees vary: Indie/short film use:  hundreds to low thousands (USD) Major commercial or film:  five figures or more What increases value? Exclusivity, global rights, and “hero” placements — when your track is front-and-center in the ad. African tracks are increasingly appearing in global shows, films, and campaigns  — from Netflix soundtracks to World Cup tie-ins and major brand ads. A single sync can multiply streams, expand an artist’s fan base, and attract publishers eager to represent their catalog. A short checklist to get started Register songs with a publisher and PRO Clean up metadata and add ISRC/ISWC codes Prepare clean edits, instrumentals, and stems Build a sync pitch folder  (1-page pitch + 30-sec clips + stems) Research and pitch supervisors with tailored messages Keep legal counsel or a trusted publisher  ready to review offers Sync is where art meets commerce  — and for African music, it’s a way to be heard in places streaming alone can’t reach. Start small, keep your paperwork tight, and pitch like you mean business. This isn’t just about checks; it’s about placing African stories and sounds on the world stage. Sign up on 99pluz.com  for exclusive news, interviews, and giveaways.

Ruggedman Acoustic Session — A New Era of OG Energy Ruggedman is not just revisiting his classics — he’s rebuilding them for a generation that streams before it studies. With “The Best of Ruggedman: Acoustic Session Vol. 1,”  the veteran Nigerian rapper isn’t chasing nostalgia; he’s redefining it. When we caught up with him for 99Pluz’s Legends Speak  series, he was sharp, funny, and self-aware — the same “Ruggedy Baba”  who helped shape Nigerian hip-hop into a cultural language, not just a sound. But this time, he’s doing it unplugged. Q: In one line, what does this project represent to you right now? “It represents ‘hey Gen Z, listen to one of the talented cats who made you happen,’” he laughs, setting the tone. “Hahaha — that’s really what it is.” Why Acoustic? Why Now? It’s not just a comeback — it’s a creative recalibration. Ruggedman explains that this project came from a mix of necessity, pride, and pure experimentation. Q: Why come back now — and why go acoustic? “It’s a bit of everything — nostalgia, evolution, and yes, a little business. I just wanted to reimagine the sounds that made me and reintroduce them to this new generation of entertainers and streamers,” he says. “As a talented OG, I decided to do it in a way no Nigerian rapper has done it before — the acoustic way. This is a first from Nigeria.” He teamed up with Fiokee , the acclaimed guitarist who’s worked with everyone from Davido to Teni, to strip down and rebuild classics like “Ruggedy Baba.” Together, they created something almost spiritual — verses that breathe. Q: What did you want Fiokee to unlock in these records? “His talent on the guitar is obvious. As a professional, I needed a fellow professional who is really into the art to pull this off. I wanted his magic to unlock the soul behind the words, behind the bars I was spitting — and he did just that.” “Ruggedy Baba” — The Blueprint Song If Nigerian hip-hop were a house, “Ruggedy Baba”  would be one of its foundation stones. The track, first released in 2006, was Ruggedman’s sermon to a young generation chasing foreign validation. And in acoustic form, it lands differently — clearer, rawer, more instructive. Q: Which song flipped in meaning once you stripped it down? “I will say ‘Ruggedy Baba’. That is a track that a lot of people have called ‘the blueprint’ to Nigerian musical hits. Where I preached the gospel of putting a face to Nigerian music by telling Nigerian entertainers that ‘speaking in our mother tongue’ is one of the ways to let the world know where we come from.” He repeats one of his own lines: “The only thing wey go make them know where your music come from in the long run is the fusion of grammar, your slang, and your mother tongue.” He pauses. “That was 2006. Every hit song since then? It’s got local language in it. I said it back then, and it’s still true.” Rehearing Himself One thing you notice when you remove heavy production? The lyrics start talking back. Q: When you removed the heavy production, was there a lyric that hit you differently? “All the lyrics did, because there’s no distracting instrument. It is just you, the guitar and the lyrics,” he says. He recalls a fan comment under the acoustic video on his YouTube: “A guy said, ‘Thank you for releasing this version. I just realised I’ve been singing rubbish all this while — now I know the actual words.’” He laughs. “That one cracked me up.” The Lesson for New Artists Ruggedman’s tone sharpens when we shift to the state of the game. He’s still the elder statesman who’s seen too many artists burn out chasing hype. Q: If there’s one truth every artist should know before chasing a deal or dropping a debut, what is it? “A record deal is not a poverty alleviation programme, neither is it a favour. A deal is a partnership where you play your part and the label plays theirs. Any money spent on you WILL be recouped by the label, so make sure to discuss terms of spending. Tell them you need to know and co-sign off any money to be spent and you need copies of receipts. Then lastly — promotion is 70% the work.” That’s Ruggedman in a sentence — no filters, no shortcuts, just facts. Who’s Carrying the Torch? He gives credit where it’s due — though not without a knowing nod to how the culture’s changed. Q: Which new-school rappers are you feeling right now? “Rap/hip hop has truly changed in this generation. It is no longer just about the art like it was during our time and this is not only happening in Nigeria. It’s the same even in the rest of the world. Now it’s more about cruise, vibes and the numbers. New school artists I am feeling are Fireboy, Odumodublvck, Omah Lay, Ladipoe, Ayra Starr, Lojay, Tems.” He’s naming a map of artists who’ve learned to mix craft with reach — the balance Ruggedman respects. Building Bridges Between Eras This new chapter — from The Michael Stephens Experiment  EP (2024) to The Acoustic Session  — isn’t just about staying relevant. It’s about refusing erasure. Q: What’s the message behind this new era of Ruggedman? “Yes, it is a bridge. I already said it earlier that I want the new generation artists to know their uncle in the game. I dropped The Michael Stephens Experiment EP in 2024 where I experimented with different genres of music and featured some OGs. Now I want people to enjoy real lyrics. Not mumble rap. Lyrics that actually speak to you and remind you of how all this started.” He’s not bitter. Just grounded. Like the chords that now frame his bars. “A record deal is not a poverty alleviation programme. It’s a partnership.” — Ruggedman Sign up on 99Pluz.com  for exclusive news, interviews, and giveaways. “What’s your favourite Ruggedman era — the battle days or the acoustic vibe?” “Do you think Gen Z fully understands how Nigerian hip-hop got here?” “If you could strip one classic Nigerian track to its acoustic core, which would it be?”

A viral sermon claimed a payments app was “demonic” and would collapse. OPay’s swift, documented rebuttal turned a rumour into a case study about who Nigerians trust — and why. Religion’s cultural authority often moves faster than bank statements. The OPay prophecy exposed a gap: many Nigerians judge fintech through relationships and narrative, not balance sheets. The company’s public response — “these allegations are entire false, baseless, and defamatory” — didn’t just deny the claim; it reframed the debate about trust, regulation and the work fintechs must do on the ground. Here’s the gist : a short viral clip of Prophet Aliyu Barnabas predicting OPay’s collapse travelled through WhatsApp forwards and TikTok in hours. The story landed where most financial panic does — at the intersection of fear and faith. 99Pluz asked the community if they’d move money. OPay replied publicly, calling the video “false and misleading,” reminding users it is licensed and insured, and saying it had “involved our Legal Team and are taking appropriate legal action” to stop the spread of false information. Religious leaders are social anchors in Nigeria: they officiate rites, settle disputes, and influence decisions about loans, schools and services. When a trusted cleric frames a payments platform as “linked to rituals,” that’s not abstract criticism; it’s a social cue with immediate behavioral consequences. People who wouldn’t read a corporate earnings brief will, however, act on a pastor’s warning. That’s the power of religious trust — and it’s precisely why rumours about finance travel so fast. OPay’s response — the right moves, in order The company did three things that matter in crisis control: it denied the claim clearly; it reminded the public of regulatory safeguards; and it committed to legal escalation. To quote OPay’s statement to 99Pluz: “We wish to categorically state that these allegations are entire false, baseless, and defamatory. OPay is a CBN-licensed, NDIC-insured financial technology company… We have involved our Legal Team and are taking appropriate legal action to address this defamation and prevent the spread of false information.” That language does two jobs. First, it anchors the conversation in verifiable fact (licence, insurance). Second, it creates documentary evidence that platforms and courts can use if the falsehood spreads. In short: denial + documentation + deterrence. Why facts don’t always win Even with a firm reply, rumours persist because they tap emotion — the dread of losing savings, suspicion about new tech, and the social reward of warning friends. These stories live in a different currency: relationship capital. A single sermon reaches the network that moves real money every day. For fintechs, the takeaway is clear: technical resilience must be matched by social resilience. A practical playbook for fintechs (three steps) Partner with trusted local nodes.  Work with community leaders — including clergy — so protection mechanisms are translated into culturally resonant messages. Make protection visible.  In-app badges, plain-English FAQs, agent scripts and short videos explaining NDIC coverage and what users should do if they see a claim. Activate rapid, documented rebuttals.  Public replies that quote licence status and link to regulator pages make it easier for journalists and citizens to verify fast. Trust is a product The OPay clip didn’t break the company because it was false; it spread because we live inside two overlapping economies of trust: one institutional (banks, regulators) and one social (clergy, family networks). Fintechs must learn to operate inside both. Treat trust like a product: it needs design, testing, distribution and ongoing support. “These allegations are entire false, baseless, and defamatory. OPay is a CBN-licensed, NDIC-insured financial technology company…” — OPay, official reply to 99Pluz. When rumour meets religion, panic travels faster than press releases. The OPay episode shows how a swift, documented corporate reply can stop an individual rumour — but it also shows why fintechs must build social trust, not just technical resilience. Don’t just scroll. Subscribe to stay plugged in .

When Nenye Mbakwe  hit record, she wasn’t chasing numbers — she was clarifying a narrative. Her short clip about Gunna’s Afrobeats pivot  moved faster than most explainers. On X, it became a reference point; in group chats, it was the clip people rewound to hear again. But this wasn’t gossip or a hot take for clout — it was analysis. Q: That Gunna clip blew up — what was the backstory? “I filmed it after noticing how foreign acts suddenly started courting Afrobeats,” she says. “People thought I was being critical, but I was actually analysing the business and diplomacy behind it. I wanted artists to understand that global attention comes with responsibility.” Q: Did you expect the clip to go viral? “Not really. I post to spark thought, not numbers,” she says. “But when comments shift from noise to insight, I know it’s travelling.” That shift — when a clip becomes context — tells you two things about Nenye: she knows what she’s talking about, and people are finally paying attention. Roots & Rhythm — Lagos to the UK When asked where it all began, Nenye paints her origin like a short film: Lagos streets, Anambra calm, then the UK for studies — contrast that shaped her tone and purpose. Q: Tell us the short version of your origin story. “I was born in Lagos and spent most of my life shuttling between Lagos and Anambra,” she says. “So I had a mix of city rhythm and deep-rooted community values.” She studied Biomedical Science in the UK, but her creative instincts were already pulsing beneath the surface. “I realised I was already doing commentary informally — explaining music videos, artist stories, and creative choices to friends,” she says. “It stopped feeling like small talk and started feeling like purpose.” That purpose now wears many hats — strategist, publicist, creator. The mix of structure and feeling is the throughline. The Work & The Why By title and trade, Nenye is operational — Head of Operations at The 99 Pluz Media Ltd (UK)  — managing campaigns, partnerships, and the strategy that turns releases into narratives. Q: What’s your current day job or main creative hustle, and how do you split time between that and content creation? “My primary role is Head of Operations at 99 Pluz,” she confirms. “I manage campaigns, projects, and partnerships. Outside that, I’m also a Project Manager for a fashion clothing line, so I live between structure and creativity.” Q: How would you describe your editorial voice in three words? “Intentional. Cultural. Educative,” she says. “Before I post, I ask myself: ‘Does this inform, inspire, or improve the conversation?’ If not, I hold it back.” She treats content like deliverables — planned, researched, and timed. Her posts feel deliberate because they are. It’s a practical philosophy: content with purpose, not noise for attention. The Viral Voice — Intent Meets Impact Q: How did the virality change your day-to-day life? “My inbox went wild — artists, managers, and blogs reaching out,” she says. “It proved that credible commentary still matters. It also taught me pace — not every message is opportunity.” Q: How much of your on-camera persona is planned versus spontaneous? “The research is structured, but the delivery is spontaneous. I’m not performing — I’m amplifying curiosity.” Q: How do you handle criticism? “By treating it as data. I read, filter, adjust, and move. If I can’t take critique, I can’t lead conversation.” That approach positions her as both analyst and amplifier — turning curiosity into credibility. Cultural Diplomacy — Beyond the Studio When people ask why Afrobeats attracts so many global names, Nenye reframes the question. It’s not about headlines — it’s about exchange. Q: You called Gunna’s move ‘cultural diplomacy.’ Why? “Featuring Afrobeats acts isn’t just collaboration — it’s cultural exchange. When done right, it bridges audiences, markets, and respect.” Q: How do Nigerians perceive foreign artists entering the scene? “Nigerians value authenticity — learn the rhythm, respect the roots, and the scene will embrace you.” Q: What cultural red lines do fans guard most? “Mocking accents, misusing slang, or misrepresenting African aesthetics. Nigerians celebrate inclusion but reject imitation without credit.” Her point lands cleanly: welcome must be earned, not assumed. On Data, Infrastructure & the Afrobeats Engine For someone who lives between branding and culture, data is language . Q: Do you use data in your commentary? “Streams, demographics, and chart movement give perspective,” she says. “Data tells you reach; emotion tells you why.” Q: Afrobeats’ growth — product or infrastructure? “The music led first; the systems are catching up,” she notes. “Now playlists, promoters, and PR agencies are formalising what creativity already proved.” Q: Which Afrobeats artists or producers are shaping conversation right now? “Tems for storytelling, Asake for sonic experimentation, Davido for consistency, Burna Boy for global weight, and producers like Sarz and Pheelz for sound innovation.” Q: Where have foreign artists gotten it right? “Chris Brown truly got it right — he immersed himself, learnt the dances, respected the roots. Cardi B did too — her Lagos trip wasn’t PR; it was connection. They didn’t borrow culture; they embraced it.” Balancing Pride and Honest Critique Q: How do you balance local pride with critique? “I love the art enough to challenge it. Praise without truth doesn’t build legacy,” she says. That line captures her editorial ethic — firm but rooted in care. Q: What themes will you cover more next year? “Next year, I’ll focus more on educational pieces for upcoming artists — breaking down music-business basics, branding, and storytelling.” Her vision: scale 99 Pluz  into an Afro-global PR hub. “More campaigns, more artist education, and stronger cross-border collaboration,” she adds. The Industry Pain Points She Sees Q: Main industry pain points around credits or pay? “Metadata. Too many songs move without full credits, which affects revenue and recognition,” she warns. Q: Do Nigerian creators want institutional protections or informal systems? “We want structure, but we trust relationships,” she answers. “The future is formal — contracts as collaboration tools, not control measures.” Her fix? Education, credit visibility, and long-term structure. Who Nenye Mbakwe Really Is Q: What misconception would you like to correct? “That I’m a critic. I’m a strategist. I analyse culture to strengthen it, not to shame it.” Q: How do you monetise your work? “Through consulting, brand campaigns, and agency retainers,” she says. “Authenticity is currency — if money shapes my message, I lose both.” Her rapid-fire favourites mirror her ethos: “Don Jazzy, Sarz, Pheelz, Johnny Drille — I love creatives who shape sound with intention,” she says.She also co-hosts The Misinformation Podcast  with Great Adamz — part education, part entertainment — and spends her free time watching culture unfold in real time on X. Closing — The Case for Context Q: What would success look like in the next 12 months? “Scaling 99 Pluz into a full Afro-global PR hub,” she says. “More campaigns, more artist education, and stronger collaboration.” Q: Any final thought? “My mission is simple — to make African music not just heard, but understood,” she says. “Every rollout, every post, every story is part of that mission.” In a landscape obsessed with virality, Nenye Mbakwe builds clarity — campaigns that teach, commentary that clarifies, and strategies that scale. She’s not chasing moments. She’s engineering legacy. Quick Facts Full name:  Nenye Mbakwe Titles:  Music PR Publicist & Brand Strategist; Head of Operations, The 99 Pluz Media Ltd (UK) Platforms:  Instagram @thenenyembakwe | X @NenyeMbakwe | TikTok @NenyeMbakwe | YouTube: The 99 Pluz Favourite producers:  Don Jazzy, Blaq Jerzee, Sarz, Duktor Sett, Johnny Drille, Pheelz Favourite podcast:   The Misinformation Podcast  (with Great Adamz) App obsession:  X — “That’s where culture unfolds in real time.” Contact for verification:   the99group11@gmail.com Sign up on 99pluz.com  for exclusive news, interviews, and giveaways.

Here’s the gist: getting your song onto the right playlists isn’t luck — it’s a repeatable process that mixes great music, smart timing, relationships, and small technical things most artists ignore. Whether you’re just starting out or already dropping EPs, this guide gives you the playbook — step-by-step and practical. Why playlists matter (and what “playlisted” really means) Playlists are the new radio. They put songs in front of millions, drive algorithmic discovery, and feed the metrics labels and bookers look at. But not all playlists are equal: Editorial playlists  — curated by DSP teams (Spotify, Apple Music). High reach, high prestige. Algorithmic playlists  — generated by the DSP (Discover Weekly, Release Radar). Depend on listener behavior and metadata. User-generated playlists  — made by influencers, DJs, users. Great for niche penetration. Curator/Third-party playlists  — independent tastemakers, blogs, and collectives (local and international). Goal:  stack placements across these types so the algorithms notice your traction and editorial curators keep recommending you. The fundamentals — before you pitch (How Artists Get Playlisted) You’ll be ignored if the song, delivery, or data is sloppy. Start here: Record a competitive master  — good production and loudness consistent with streaming norms. Bad mix = no playlist. Proper metadata  — exact artist name, featured credits, correct release date, ISRC, and composer credits. DSPs and curators hate messy metadata. Artwork & visuals  — clear, professional cover that reads at thumbnail size. Add a short artist bio (100–200 words) and high-res artist photo. Deliver everywhere  — distribute to Spotify, Apple Music, Boomplay, Audiomack (for Nigeria), Deezer, YouTube Music. Use a reputable distributor that supports pre-release pitching. Pre-save & pre-add campaigns  — build a minimum baseline of listeners before release day. Timing & release strategy Timing is everything. Pitch early:  Submit to Spotify for Artists/Apple Music for Artists at least 3–4 weeks  before release (earlier is better). Release day choice:  Friday is still the global release day — use it unless a local event makes another day smarter. Staggered pushes:  Have a playlist strategy for release week (week 0), week 2 (local tastemakers), week 4 (algorithms and follow-ups). How to pitch editorial playlists (what to say — and not say) Editorial curators get hundreds of pitches. Be professional and specific. Do: Use the DSP’s official pitching form (Spotify for Artists, Apple Music for Artists). Choose accurate genre, mood, and descriptive tags. Give a short story: “This is a Lagos-inspired afro-fusion banger produced by X, with a viral hook built for playlists like Afro Pop Heat and New Music Friday Nigeria.” Mention any real traction : plays, radio spins, influencer posts, playlist adds, or sync interest. Don’t: Overhype (“world-changing anthem”) — curators value clarity over hype. Lie about metrics — DSP curators can see real data. Sample Spotify pitch (copy/paste) Short description (1–2 lines): “Afro-fusion single blending highlife guitar with trap percussion — made for fans of Burna Boy and Tems. Infectious chorus and radio-ready arrangement.” Why it matters (1 sentence): “Already tested in Lagos clubs with great responses and 10k pre-saves from local listeners.” Target playlist fits: “Afrobeats Now, New Music Friday Nigeria, Afro Pop Heat.” Build relationships — curators, DJs, influencers Playlisting is still human. Relationships scale faster than cold emails. Find curators:  Look for local playlist curators, music blogs, and DJs on Instagram, Telegram groups, and Twitter/X. Be useful:  Send one-line messages, not walls of text. Offer exclusives (first listen), stems, or short promo clips. Attend events:  Network at shows, radio stations, and industry panels in Lagos, Abuja, Port Harcourt. Maintain a database:  track who added you, who ignored you, and follow up politely after release. Use local platforms and communities Nigeria has platforms and communities that matter: Boomplay, Audiomack, local DJs, club playlists, and WhatsApp/Telegram groups. These can kickstart algorithmic traction because local engagement signals are strong. Paid playlisting — caution and ROI There are services claiming guaranteed placements for a fee. Be skeptical. Avoid payola  that violates DSP terms — it risks takedowns or de-ranking. Real investments:  spend on PR, radio plugging, content creation, or targeted ads that drive genuine listens. If you use a paid service, vet it:  ask for case studies, check reviews, and insist on transparent reporting. Convert listeners into fans (so playlist adds stick) It’s not enough to be added once. Convert that moment into a lasting relationship. Link your socials  in the track’s artist page. Add a follow CTA  in captions: “Follow for more drops.” Engage quickly  after release — post short behind-the-scenes clips, IG/TikTok challenges, and live sessions. Collect emails & WhatsApp subs  — use a simple pre-save form that asks for contact options. Measurement — what to watch Track these metrics weekly: Streams by source (playlist vs. organic) Saves and follows (more valuable than a one-off stream) Skip rate and completion rate (how people listen through the song) Geographic spread (where the song is playing) Playlist conversion rate (plays per listener, saves per 1000 plays) If a playlist gives lots of streams but no saves or follows, rethink targeting or song arrangement. Quick checklist before you hit submit Mastered track (yes) Metadata & ISRC (yes) Artist bio + 1-line pitch (yes) Distributor pitch submitted 2–4 weeks before release (yes) Pre-save campaign live (yes) Local curators contacted (yes) Social assets ready (yes) Sample short pitch email to an independent curator Subject:  New single — “[Song Title]” — fits [Playlist Name] Hi [Curator Name], I’m [Your Name] (artist: [Artist Name]). I’ve got a new Afro-fusion single called “[Song Title]” dropping on [Release Date]. Short hook: [one-line hook].Here’s a private link: [stream link]Why it fits your playlist: [1 short reason connected to the playlist vibe].If you like it, I’d appreciate an add — happy to share stems or promo assets. Thanks, [Your Name] | [Artist handle] | [phone/IG link] Final note — consistency wins One playlist placement is a door. The next step is building a predictable rollout process: release, pitch, promote, analyze, repeat. Keep releasing good songs, keep relationships honest, and use local leverage — clubs, radio, DJs, and Nigerian platforms — to build the momentum algorithms reward. Sign up on 99pluz.com for exclusive news, interviews, and giveaways.