Damilola Afolabi, widely known as LAX, has stated that Nigeria’s music scene serves as a vital catalyst for tourism and enhancing the nation's image on a global scale. However, he cautioned that inadequate infrastructure and ongoing security threats pose significant limitations on this potential.
In a recent interview with ARISE News, LAX highlighted how Nigerian music has been instrumental in reshaping global perceptions and attracting visitors from the diaspora, particularly during the festive seasons in December.
"I believe music plays a major role in drawing people to Nigeria, especially during December when numerous concerts occur," he remarked. "This influx allows visitors to experience a different side of Nigeria than what they may have believed before."
LAX mentioned that his musical style is deeply rooted in Nigerian culture, influenced by traditional sounds he grew up listening to.
"My grandmother played Apala and Fuji music, which inspired my own sound," he shared. "When you listen to my tracks, you can detect these traditional elements meshed with contemporary pop. Nigeria has profoundly influenced my music."
On the increasing international presence of Nigerian music, LAX noted that artists are effectively promoting cultural identity worldwide, thereby enhancing Nigeria's reputation abroad.
"Last year, I performed in around 30 shows across Europe. It was remarkable to see attendees enjoying our music even if they didn't speak our language," he explained. "Music has substantially contributed to the country’s growth and its recognition outside our borders."
Additionally, he emphasized that the music industry has helped dispel numerous stereotypes associated with Nigerian culture and its people.
"People from Western cultures used to believe that Nigerians only wear traditional attire and don’t assimilate into other cultures. Through our music, they witness us in stylish outfits, embracing diverse cultures while remaining authentic. It has positively altered perceptions of us," LAX stated.
Addressing criticisms that contemporary Nigerian music lacks depth, LAX argued against broad generalizations, asserting that the music scene now boasts a range of styles.
"We shouldn’t generalize the entire industry. Many artists are creating profound music with meaningful lyrics while others focus on feel-good tracks. Ultimately, music is about joy, too," he clarified.
He noted that listeners now have ample choices, allowing them to select music based on personal preference. "If you prefer deep lyrics, you're free to choose those artists, and if you want something upbeat, there are plenty catering to that style as well," he added.
LAX underscored the over-centralization of Nigeria’s music industry in Lagos as a barrier to cultural and economic expansion in other regions.
"Artists outside Lagos often feel compelled to move there to launch their careers. We need more performances, talent shows, and events in other states to broaden the spotlight," he urged.
However, he pointed out that security challenges remain a significant obstacle to the development of music tourism throughout the country.
"Some musicians are hesitant to travel due to dangers associated with poor road conditions and insecurity," LAX mentioned. "Previously, I would tour throughout Nigeria for performances, but times have changed and safety is now a greater concern."
Discussing collaborations, LAX stressed the importance of artist-brand partnerships in expanding audience reach and strengthening the industry's economic footprint.
"Collaborations are essential since two minds working together can yield greater results. When artists join forces, we can tap into each other’s fan bases, and this is equally true for tourism and commercial brands," he explained.
He highlighted the potential of large-scale collaborative tours, akin to those in the United States, benefitting the Nigerian music scene. "Consider a tour featuring Wizkid and Davido. Such partnerships can elevate visibility," he expressed.
LAX identified subpar venues as a critical infrastructure issue affecting live music and tourism in Nigeria.
"We have the audience, but we lack adequate venues. In London, stadium shows are well-organized with multiple entrances, while in Nigeria, audiences may still be outside long after the event starts," he commented.
He called for government investment in at least one premier performance venue in Lagos, emphasizing the need for a recognizable location for quality shows.
"There should be a proper venue known for exceptional events," he remarked.
On the topic of technology, LAX acknowledged the impact of social media in music promotion and tourism marketing, which has enhanced Nigeria's cultural visibility globally.
"In the past, we relied on distributing flyers door-to-door. Now, a single online post can reach millions instantly," he noted.
He added that social media has not only showcased African destinations appealingly but has also encouraged domestic tourism. "Countries like Kenya and Tanzania now present themselves beautifully online, positively influencing tourism along with the music industry," he said.
LAX concluded by asserting that with strategic investments in infrastructure, security, and cultural development nationwide, Nigeria’s music sector could evolve into an even more potent driver of tourism and economic prosperity.
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