Bankulli Urges Artistes To Educate Themselves To Keep Up With Music Industry Changes

Nigerian music executive Bankulli has urged young African musicians to invest in learning and research, arguing that talent alone is no longer enough to succeed in the modern music industry.

Speaking on The Big Convo segment of the Culture Daily morning show on 3Music TV and Pluzz 89.9 FM, Bankulli said the music business has evolved significantly over the years, requiring artistes and industry professionals to continuously educate themselves to keep pace with technological and commercial changes.

“A lot of people see music business as just talent-based. That’s a lie. Education is key,” he said.

He said education should not be limited to formal schooling, adding that artistes can develop themselves through independent learning using digital platforms such as YouTube and online search engines.

“When we talk about education, education is not necessarily being formal. It has to be informal as well,” he said.

Bankulli reflected on witnessing the transition from the analogue era to today’s digital music industry, recalling a time before social media, streaming platforms and smartphones.

“There used to be a time there was nothing like Twitter. There was nothing like Spotify. There was nothing like Instagram,” he said.

He said those changes have transformed how music is produced, marketed and consumed, making it essential for artistes to understand more than just songwriting and performance.

“If you’re from that era, you’re going to crash,” he said, referring to those who fail to adapt to technological changes.

Bankulli also encouraged young people to make better use of technology by seeking knowledge rather than using mobile phones solely for entertainment.

“If you want to learn how to cook, YouTube is there for you. Google is there for you,” he said.

“But a lot of people just make use of their phones for Snapchat and TikTok.”

He argued that many aspiring musicians are attracted by the lifestyles of successful stars without studying the work that made those careers possible.

“A lot of people are into this music business just because they see Shatta Wale flying a private jet, Burna Boy, Wizkid or Davido,” he said.

“They don’t know what it took to become that.”

Bankulli said learning from experienced professionals and documenting Africa’s musical journey were among the reasons he had spent almost nine years producing Chronicles of Afrobeats, a documentary and book project tracing the history and evolution of the genre.

He said preserving knowledge would help future generations better understand the industry’s development and create sustainable careers in music.