JosPlay Rise Fund, an initiative targeted at promoting the careers of independent artistes, ended recently without most of Nigerian female musicians featured on the streaming platform.
The maiden contest was won by Rheed1 (nee Raheem Rilwan Tobiloba), but data from the event showed that only a few female artistes applied for the fund, dedicated to promoting African artistes and the diaspora.
In fact, no female musician made the Top 5 winners of the fund.
The Artiste Acquisition and Marketing lead at JosPlay, Blessing Tenumah, acknowledged that only a few female artistes applied for the fund, adding that plans to establish an entirely different fund for female artistes were underway.
She said that in the interim, JosPlay will engage in more aggressive marketing of the fund by reaching out to female communities and female artistes to apply for the fund.
“Data showed us that there were fewer female artistes applying for the fund. We will be coming up with something targeted at women artistes. From the next Rise Fund, we will sound the alarm more. We will work to make them understand that the fund is not just for men alone.
“We have deliberated on this to see how we can get them on board before the next phase of the Rise Fund. I want to see my girls win too,” she said.
Conversely, not all data on the fund is doom and gloom. In fact, through the fund, JosPlay penetrated some African regions, where it initially had difficulty doing so. While a majority of 500 applicants to the fund were Nigerians and West Africans, entries came from Central African countries such as the Democratic Republic of Congo (DRC) and Ethiopia, East African countries like Uganda. It also saw unusual entries from West African countries like Sierra Leone. South African artistes also popped up on the entries.
What that says of African music, Tenumah said, “I think it shows they are keen about African music and the artistes are beginning to respond to JosPlay’s vision, and care for indie artistes.”
As the winner of the Rise Fund, Rheed1 has access to $300 worth of music promotional, distribution, and marketing activities to help boost the visibility of his song and brand image. He will be spotlighted on Josplay’s social media handles and Editorial Playlist, as well as music blogs, alongside the ‘Top 5 winners’ (Chssom, Rheed1, Shaan, Sammy Jones, Miles Ayo).
In addition to having his song, alongside that of the ‘Best 20’ songs entries to the fund, featured on JosPlay ‘The Raw and Rising Playlist’, Rheed1 gets 100% benefits made from merchandising his brand – fez caps, joggers, t-shirts etc. – courtesy of Merch Base Africa – partners of the Rise Fund.
One of the first projects initiated by Tenumah post her assuming the position at JosPlay, the talent manager was driven by her foreknowledge of the challenges faced by indie artistes to get noticed in the industry.
“I have seen firsthand how hard it is for artistes to get visibility. To select the winners, we looked at artistes’ brand image, social media activeness and traction, their songs, marketing plans and objectives for the fund; some stood out by giving us definite ideas of what they want to use the money for.
These guys worked hard for this,” she said.
