Nigerian singer Niniola has revealed why she has chosen to remain an independent artist throughout her decade-long career, turning down offers from record labels in favour of creative freedom and autonomy.
Speaking candidly about her journey, the talented Afro-house star emphasized how maintaining independence has allowed her to retain full control over her music and artistic direction. In an exclusive interview, Niniola explained that after the success of her debut single, several record labels expressed interest in signing her. However, she had reservations about giving up her unique style and creative control. “After my debut single, a label wanted to sign me, but I was hesitant.
“At the time, Afro-house was not mainstream, and I didn’t want anyone to change my style. Labels can dictate your sound because they are financing you, and I didn’t want to lose my authenticity,” Niniola shared. For Niniola, the decision to stay independent has proven to be a rewarding one. “Being an independent artist gives me the freedom to create the music I want without anyone telling me what to do. I’m in charge of my creativity, and that’s something I value deeply,” she said.
The singer highlighted that many artists fail to consider the business aspects of the music industry, focusing solely on the creative side. However, she has embraced both the artistic and business sides of music, which has played a key role in her success.
“Understanding the business side of music is crucial,” Niniola said. “A lot of artists overlook it, but it’s just as important as making great music. I’ve learnt a lot over the years, and it’s helped me grow as an artist and entrepreneur.”
Despite the challenges of being an independent artist, such as the financial strain of funding her own projects, Niniola remains committed to her decision. Her choice has allowed her to stay true to her sound and identity while building a successful career without the backing of a major label.
Niniola also discussed her introverted nature, revealing that although she appears extroverted on stage, she is naturally shy in her personal life. “I’m an introvert. Music is my way of expressing the side of me I don’t always show in day-to-day life,” she admitted.
