Renowned sound engineer and music producer, Suka Andrew, popularly known as Suka Sounds, has urged creatives in Plateau State to focus on monetizing their talents rather than doing it just for excitement or recognition. He made this call during the Plateau Creative Industry Engagement organized by the Plateau State Government in Jos.

Sharing his experience, Suka explained that in his early years, many artists produced songs mainly to hear them played on radio rather than viewing music as a source of income. He said this mindset of doing music for fun or social validation still exists among many young creatives today.

He stressed that creative work should generate income and encouraged musicians to take publishing seriously. According to him, publishing gives artists a platform to earn money from their work through proper registration on global streaming platforms.

Suka highlighted that musicians could earn between $1,000 and $4,000 for every one million streams on Spotify when their songs are properly registered. He urged government agencies and financial institutions to support creatives with funding to help them market their work to a wider audience.

The sound engineer revealed that he is currently setting up a branch of his music company in Jos, where he plans to train young producers and sound engineers. He said the creative industry holds huge potential for employment and wealth creation if properly managed.

He called on artists to place value on their work and avoid underpricing themselves. Suka frowned at the common practice where clients expect free or heavily discounted services simply because of familiarity, describing it as harmful to professional growth.

He noted that while registering with the Ministry of Tourism and Culture guarantees recognition and possible access to loans, real success in the industry depends on the ability to generate revenue through proper monetization.

Suka also advised musicians to track their data and earnings across digital platforms, as this information is vital for attracting support from banks and investors. He said transparency in income reports can help creatives access grants and build trust with financial institutions.

He further called on artists in Plateau State to unite, discuss common challenges, and take industry associations like the Performing Musicians Employers’ Association of Nigeria (PMAN) seriously. He said regular collaboration among creatives would strengthen their bargaining power.

Suka Sounds commended the Plateau State Commissioner for Tourism, Culture, and Hospitality for organizing the engagement, noting that it has opened new conversations on revenue generation and value creation within the Plateau creative space.

https://clusterchannel.com/suka-sounds-urges-plateau-creatives-to-monetize-their-talents-not-just-seek-fame/

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Joshua Ishaku Apajukun

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