by Oma Areh

If and once our star goes down that route, it is over, he has become a relic, the ladies that used to swoon are getting married or all married, in a bid to return to the scene, he goes on a media frenzy telling old stories and complaining about the new industry. This holds us for a day and then we move on to the next hit story….. Maheeda goes bottomless in racy new pics!

His hit single played on radio at least six times a day on every radio station in Lagos and nationwide it seemed. And when the video was released, the TV and music stations picked up the fever and played non-stop.

It was the same in the clubs; the dimmed multi-coloured lights, the deafening sound of the hit song playing for the writhing male and female forms in varied stages of undress. On the streets, every barbershop, every CD seller, every micro boutique owner followed suit.

By then it was clear it was official; his song had become the number one hit in the country, the anthem. So for the next one and a half years, he performed at every show across the country and even scored some African, European and American tours belting out the same lyrics we enjoyed, word for word, beat for beat. And we played on until one day we got tired, sick and tired of the song, the beat, the lyrics, the singer, until we began to beg; someone please make it stop!

This is commonly referred to as the phenomenon of the one-hit wonder; please understand though that just like Sisqo this might happen after one, two or even three hit singles and an album.

What happens to our star, he waits for 4 years and we hear news and hype of a comeback. We hear he is coming back to reclaim his one-hit throne. Most of us don’t care, Wizkid has taken up our time since he left and damn we’ve been loving him for 4 years.

We are not planning to stop over this. What little is left of us still believe and wait in expectancy until he premieres the new [hit-before-it-is released-single]. And then, it drops, and the effect can be described like that of a raindrop coming down in full speed, rushing with the wind and landing finally on a busy ocean bed on a stormy night; a pointless waste of energy, a futile sprint.

Slowly, our star begins to associate himself with the moniker ‘ icon’, ‘the real pioneer of a certain sound’ [never mind that it was pop back in the day] and we hear criticisms of the new music culture, we hear of a lack of respect, the good old days.

If and once our star goes down that route, it is over, he has become a relic, the ladies that used to swoon are getting married or all married, in a bid to return to the scene, he goes on a media frenzy telling old stories and complaining about the new industry. This holds us for a day and then we move on to the next hit story….. Maheeda goes bottomless in racy new pics!

Here is the comeback playbook and it is not for the faint hearted

1. What was your most endearing nature? Identify it, don’t play it up, but make sure elements of it are visible every time.

2. Don’t sing the same songs the same way. We would like to play our old CD collection occasionally not right here, right now. Get a new producer, a new songwriter and spice it up with a little of your old charm.

3. Look different, look stylish let’s face it there is nothing as hated as something that just went out of fashion. Don’t try to wear what everyone is wearing, but please don’t wear what you used to wear 4 years ago.

4. Get a new storyline, a new theme for your personality:  Tell a new story, forget regaling us with news of how you hit the hottest girls 3 years ago or the like. Weave a new story around yourself, we will all be drawn to a new element of you.

5. Be in it for the long haul: This new persona of yours, you have to keep up for the next year at least. You have to make the rounds again creatively, get the people back to you.

6. Get on social media: I hope you’re there already, that’s where you grow a new fan base or reconnect with old ones. That is also where they will talk about you once the news hits

Get a PR/Brand Management team: You need to realize that you’re more than your last single. You need a sustainable come back plan, you need to understand that you’re a brand and that extends beyond airplay and performances.

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Ifeoma Jennifer Areh better known as ‘Oma Areh’ is a Communication and PR strategist. She is the Head, Strategy and Communications, WildFlower PR & Company. A self-described introverted free-spirit, she enjoys reading, travel and delicately exotic cuisine. She is married with children. Catch Oma on plus.google.com/+OmaAreh or  @wildflowerpr

 

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