Sauti Sol too attach to Nigerian artists

One trend that is fast becoming the norm in the music industry is that African musicians, in their pursuit of genuine continental fame and fortune, adopt the strategy of collaborating with successful Nigerian artists to achieve them.

So far, artists who’ve featured Nigerian artists in order to become more popular and successful include Ghana’s Becca and Sarkodie and Tanzania’s Diamond Platnumz.

Before the issue of cross-border collaboration became an in-thing, Becca had already been featuring Nigerian artists, namely MI and then 2face who was also on a song with Ghana’s VIP just as Tony Tetuila and Ghana’s Tinny also had a song together.

So the collaborations have been there for years but Diamond Platnumz took it to the next level some four years ago when he declared openly that in his bid to become a true star, he was going to be featuring Nigerian artists.

And he did so indeed. He featured the very best of Nigeria like Flavour and P-Square and now he’s so big that when he won the SoundCity Male Artist award, some felt he wasn’t supposed to win, but hey, his strategy of featuring Nigerian artists has worked so well for him that he’s arguably even more popular and respected worldwide than the Nigerians he featured.

And with the strategy having worked so well for Platnumz who shamelessly made it public even, Sarkodie took it up for his last album which has Korede Bello, Flavour, Runtown and others on it.

Now the latest Africa artist making use of Nigerian artists to become successful is Kenya group, Sauti Sol. They featured Patoranking on Melanin and Tiwa Savage on Girl Next Door and both songs’ videos have amassed millions of views on YouTube.