In the early days of Nigerian music and before the emergence of digital streaming platforms, the distribution of music in Nigeria relied heavily on grassroots networks, with Alaba International Market in Lagos serving as the heart of the industry. This was the era when mixtapes were the deal on the streets, packed with over 50 trending songs.

For many upcoming artists back then, getting their music heard was a hustle that involved physically taking their CDs to these music promoters in Alaba. These promoters controlled the distribution channels, handling everything from marketing to duplication and street-level distribution through their boys.

One of the issues artists faced when working with Alaba promoters was the high cost of promoting their music.

Trying to produce these CDs independently, along with managing marketing, distribution, and sales, was a big financial mountain to climb. Particularly, advertising and radio play were a bit of a luxury that most artists could not afford back then due to low returns on CD sales, so the Alaba boys were many artists' only resort.

Artists hungry for exposure often sell the rights to their singles or albums for a lump sum. While this meant they lost control of their music's earnings, the trade-off was a massive street promotion, which was key to building a loyal fanbase.

Some years ago, it was reported that Nigeria’s mega pop twins, P-Square, secured a staggering N50 million deal with a popular Alaba-based marketer for the marketing, duplication, and distribution of their album. This was not unusual for top-tier artists at the time.

Some of the biggest names in this business—Tjoe, Iyke da Don, Obyno na Alaba, and Uba Pacific—were the gatekeepers of music distribution, ensuring that CDs and mixtapes reached markets, transport hubs, roadside vendors, and homes across Nigeria.

These mixtapes became more of an industry phenomenon than just a way to listen and distribute music. DJs and street vendors started curating them, mixing the hottest songs from established and upcoming artists, creating an unofficial but highly effective promotional circuit.

Whether it was in danfo bus stereos on the busy streets of Lagos, local barbershops, or blasting from roadside speakers, these compilations shaped Nigeria’s music culture and played a crucial role in pushing Afrobeats and other genres into mainstream consciousness.

Despite the shift to digital streaming, the grassroots distribution model still holds historical significance. It was a system built on relationships, street credibility, and an understanding of what the masses wanted to hear.

And with the advent of bloggers and the eventual takeover of Spotify, Apple, and the like, who redefined music consumption, we still can’t ignore the role Alaba promoters played in shaping the Nigerian music distribution business.

Alaba market international music distributors relied on grassroot networks, serving as the heart of the industry in music business.

EARLY DAYS OF NIGERIAN MUSIC DISTRIBUTION – ALABA INTERNATIONAL MARKET

Alaba market international music distributors relied on grassroot networks, serving as the heart of the industry in music business.

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