Emerging Singer Big Banju trends after splashing ₦400m on X Ads for New Single

Emerging Nigerian music artiste, Big Banju, has set social media abuzz after reportedly spending a staggering ₦400 million on advertisement campaigns on X (formerly Twitter) to promote his latest single, Ada.

The Akwa Ibom-born Afrobeat and Afropop singer, known for his emotional street-style lyrics, has practically taken over timelines on the platform, with his ads appearing frequently between tweets and comment sections.

His name has since become a trending topic, as users of the platform joked that it’s now impossible to scroll without coming across his promotional content. While the ads rarely give much information about his music, their consistent presence has stirred widespread conversation.

The development reflects the changing dynamics of music promotion in the digital age.

In the past, artistes depended heavily on a mix of talent, the right timing, and endorsements from industry gatekeepers.

However, with the rise of streaming services and social media, that traditional formula has shifted.

Platforms like X and Instagram have gradually replaced record stores and street promotions.

Now, the approach is less about building an audience organically and more about seizing attention through aggressive algorithm-driven campaigns.

Music, by nature, is meant to connect emotionally, evoking feelings, memories, and moods.

But as artistes increasingly rely on mass digital advertising, some critics argue that this trend risks diluting that emotional connection, reducing music to the same promotional tactics used for ordinary products.

Big Banju’s aggressive campaign has drawn mixed reactions.

While some social media users have praised him as a smart investor for putting his money into self-promotion and daring to stand out in a competitive industry, others have complained about the frequent ads, describing them as intrusive and overwhelming.

Regardless of the divided opinions, one thing is clear, the strategy is working.

Curiosity about Big Banju and his music has spiked, and whether out of interest or frustration, people are now eager to find out who he is and what his sound is about.