At the just concluded NEC, Mavin first lady, Tiwa Savage made a revelation that could be heartbreaking To Whom It May Concern.

The gorgeous singer, and songwriter who was among a 7 member panel which deliberated on content marketing, spoke about the difficulties faced by many Nigerian artistes.

In her words: “I was in the UK recently, they had people called 'Music Pluggers', and these people are professional who help artiste plug their songs on radio and also ensure that the song gets enough airplay.”

Moving on, the mother of one further said, in Nigeria, the case was totally different as artiste have to build a relationship with Dj's and OAPs, and also ensure birthday shout outs are sent to them on their birthdays, else, there songs might not be played.

“We always ensure we send them messages on their birthdays because many of us believe if we don't do that, they might not play our songs.”

Now this could be heartbreaking to OAPs and Dj's who for a moment might have felt an artiste truly cared and sent out a birthday shout out, not knowing it was just a show to make their songs enjoy continuous airplay.