South African singer-songwriter Lloyiso Gijana has appealed to Nigerian promoters and talent agents to bring him to the country, saying Nigeria is one of his biggest streaming markets despite having never performed there.
The singer, who is signed to global independent music label EMPIRE, made the appeal in a video that has sparked reactions on social media.
Lloyiso said Nigeria is his third-largest streaming market, with Lagos, Abuja and Port Harcourt among the Nigerian cities where his music has gained significant traction.
“But I’ve been singing for a while now, and a big part of my fan base is in Nigeria. My third streaming country is Nigeria,” he said.
“I have three cities in Nigeria that are going crazy for my music — Lagos, Abuja, Port Harcourt, all in the top 10. But I’ve never done a show in Nigeria. That is ridiculous.”
The singer said he had made several attempts to secure a performance in Nigeria but had struggled to find promoters willing to book him.
“I’ve been trying and trying to reach out to people. It’s hard. It’s so hard. It’s expensive. I can’t afford it. So I’m asking promoters to book me, but nobody’s trying to book me,” he said.
Lloyiso also acknowledged messages from Nigerian fans who have been asking him to perform in the country.
“You guys are texting me: ‘Please come to Lagos. Please come to Nigeria.’ I hear you. I see your messages,” he said.
The singer said the challenge was not limited to Nigeria, adding that he also has audiences in countries such as Kenya, Zambia and Namibia but has yet to perform there.
According to him, the difficulty points to a wider problem within Africa’s live music industry.
“The disconnect is real. There are no agents in Africa serving the people properly. It’s so hard to find promoters and agents that can book artists and partner with brands,” he said.
Lloyiso, who is currently performing in London, said he found it frustrating that his touring schedule had taken him outside Africa despite having established audiences on the continent.
He then made a direct promise to his Nigerian fans.
“Nigeria, I promise you, before the end of this year, I need to be there. I have to be in Lagos in December,” he said.
Lloyiso has built a following across Africa and beyond with songs including Speak, Seasons and You’re So Amazing.
His appeal has since prompted discussions among Nigerian music fans about the gap between streaming popularity and live performance opportunities for African artists.
