Nigerian singer-songwriter Niniola Apata, fondly known for her hit single “Maradona,” has recently opened up about her steadfast decision to remain an independent artist in an industry rife with tempting offers from major record labels.
In a candid interview with TVC, the accomplished musician explained that her deliberate choice stems from a deep understanding of the business dynamics of the music industry something she believes many of her counterparts overlook.
For a decade now, Niniola has embraced the life of an independent artist, navigating her musical journey on her terms.
“There are pros and cons to signing with a record label,” she explains. “Having been in this business for so long, I have been fortunate enough to witness the industry’s inner workings, which a lot of artists simply choose to ignore. Too often, they become consumed solely with the art of making music, forgetting about the business side that can significantly impact their careers.”
Niniola thoroughly enjoys the creative autonomy that accompanies her independent status.
This freedom allows her to explore her distinctive sound without external pressures to conform to commercial expectations.
“Being an independent artist gives me the opportunity to do what I want,” she emphasized.
“I’m in charge of my creativity.”Her intuition to remain independent has served her well, especially after a major label sought to sign her following the success of her debut single.
Niniola candidly admitted her scepticism regarding the offer, expressing concern that a record label might attempt to alter her unique style.
“At that time, nobody was doing Afro-house,” she noted, underscoring the importance of authenticity and originality in her work.
“A label’s influence can be strong; they have the financing, and that often means they can dictate what you do.”
This emphasis on maintaining her artistic integrity is paramount to Niniola, who regards creative freedom as one of the most significant advantages of her independent status.
“It allows me to explore new ideas without worrying about fitting into a commercial mould,” she said, highlighting how independence has fueled her innovative spirit.
Interestingly, despite her vibrant stage presence and infectious energy during performances, Niniola revealed her introverted nature.
“I’m an introvert at heart, but music brings out the extrovert in me,” she shared. This duality is not uncommon among artists, who often find that their craft serves as a powerful outlet for expression, transcending their boundaries.
Furthermore, Niniola’s chosen path as an independent artist stands as a testament to her commitment to authenticity and self-determination.
As she continues to evolve as a musician and explore new facets of her artistry, fans eagerly anticipate the next chapter in her dynamic career.
With a growing body of work and an unwavering sense of identity, Niniola is poised to make significant waves in the Nigerian music scene and beyond.
Her journey serves as an inspiring reminder to both aspiring artists and music lovers alike, emphasizing the importance of staying true to one’s passion while navigating the complexities of the industry.
