Tems vs Ayra Starr: Brute force marketing vs Growth hack

Lessons to learn from the two fast-rising music stars who are at polar ends of music breakthrough strategies.

Between January 2021, the moment legendary producer and music executive, Don Jazzy signed Ayra Starr, to September 2021 when the singer herself signed on the dotted lines as a Pepsi ambassador, there were barely nine months in between.

Don Jazzy signed Ayra Starr to Mavin Records in January 2021

When observing that time period through a musical career lens, it is like applying a full nitro boost during a 100-metre race, and many artistes in the Nigerian music industry would agree that it’s a record time feat.

By comparison, fellow music star, Tems, whose stock has soared in the past 12 months, released her first single ‘Try me’ in 2019. Her rise to stardom has been steady, maybe not necessarily slow. From featuring on DJ Khalid’s Know Your Worth, to shattering records with Wizkid on Essence and appearing on Drake’s Certified Lover Boy, she is establishing herself as the perfect partner to deliver a hit song with.

The two artistes are already the face of the next generation of female superstars in the industry and it is only a matter of time before they become headliners for shows, bands and brands. I mean, one got featured on Drake’s album while the other is now a Pepsi ambassador.

But the routes to limelight for the two stars are markedly different with one or two lessons to learn.  

Brute force marketing – Ayra Starr

As already established, Ayra Starr, real name Oyiinkansola Aderibigbe, has barely spent a year since making her official debut in the music industry, yet, two projects after, she’s performing at reality shows and sitting at endorsement tables many of those who have gone before her can only dream of – and she’s still a teenager.

More importantly, her manner of ascent is what I would call Brute Force Marketing.

It’s not big English. Brute force marketing, in simple terms, is the overload of media and broadcast channels with the content of an artist such that wherever you turn, you hear the content (music in this case). You just can’t avoid it and it creeps up on you and becomes a ‘hit’, before you know it.

From Soundcity, Hip TV to Instagram and Twitter pages of social media influencers, it’s Ayra Starr’s name and songs. And award nominations will soon follow as we are getting to that time of the year. Don’t be surprised to find her name shortlisted in a few categories too, and don’t rule her out from winning. Don Jazzy would just smile and mutter under his breath, “it’s our work oh.”

The implication of this strategy, however, is that money will be burnt, literarily – in hefty millions. As an entertainment journalist myself, I know and help people with such PR moves. Coupled with the Don Jazzy effect, it’s no surprise that her rise has been meteoric.

You can recall similar moves with Reekado Banks, Korede Bello, Di’ja and most recently Rema.

The downside to brute force marketing, however, is sustainability. An artiste can only survive on nitro boost for so long. It would take genuine talent and substantial hit songs to maintain momentum. While Rema is doing fine, and also became a Pepsi ambassador alongside Ayra Starr, the same can’t be said for the likes of Reekado Banks (already left Mavin) and Korede Bello who appear to be struggling to reach the heights they once got to earlier in their careers – dominating airwaves and winning awards.

Growth Hack – Tems

Born Temilade Openiyi, Tems has been in the industry for over two years and has been experiencing steady rise in stature since her arrival. She didn’t start with the kind of pace and resources Starr started with but hardly can anyone deny her growth.

Her rise can be likened to growth hacking. Her profile keeps getting bigger, albeit over a longer period of time, but at a relatively much lower cost.

Her voice is as unmistakable as her talent. From DJ Khalid to Wizkid and now Drake, Tems’ core fanbase might not even be the listeners, but the bigger and more established music colleagues.

Essence is by far the most successful song on Wizkid’s Made in Lagos album and it’s not even done climbing charts and setting records. As Wizkid’s legacy is cemented already, Tems then becomes the biggest winner of the collaboration. Now that Drake is checked off her bucket list, Beyonce might be next. She may indeed be the first true queen of collaboration and foreign features – another win for Afrobeats.

She has definitely hacked music growth, and since the growth hack model, which focuses on using creativity and content to drive growth and achieve success without overburdening the budget, is largely organic, it offers greater assurance of sustainability.

But irrespective of whichever strategy is adopted, the talent of an artiste will ultimately shine through. I mean, nobody, not even Mavin Records will bank on an artiste without talent.

And speaking of Mavins Records, Ayra Starr’s recent attention-hogging growth wouldn’t be good news for everyone.

Is it time for Johnny Drille to go solo?

Coinciding with the Starr project at Mavin Records is the launch of Johnny Drille’s album, Before We Fall Asleep. It is truly one disadvantage of being under a huge record label. You can only do so much at the same time.

Alternative artiste, Johnny Drille has been on Mavin’s books since 2017 and even though Mavin is trying hard to push his Before We Fall Asleep album, it is hard to deny that Starr is the new jewel and is hogging all the attention for the right reasons. Rema is also there, among others.

And after spending 4 years with one album to show, albeit among other successful singles, John Ighodaro might just have reached his climax with Mavin, with little room to top what he has achieved so far.

The time for ‘freedom’ may be nigh. Don’t be surprised ‘when’ it happens.

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