Industry News: J Martins Records Track With Cuban American Rapper Pitbull

In January when we began this journey, I gave you all 13 predictions for 2012 that I could foresee in Nigeria’s music industry. One of the predictions I made was a reaffirmation of prior predictions, on other platforms, that Nigeria’s music industry would see stronger and increased international collaborations with American artists.

Indeed since January, we have seen many examples of this prediction come to fruition. Adding to our growing list is the recent news via Nigeria’s HiponTV about the collaboration between Cuban American Rapper Pitbull and J Martins. The duo according to the media outlet, have recorded a song together and will be shooting a video in a couple of weeks in “an undisclosed location in Amsterdam.”

This collaboration, if executed well (including marketing to Pitbull’s fan base in the USA &/Latin America), will probably be one of the stronger collaborations we have seen, in a while. It  should also further strengthen Nigeria’s music industry and its marketability of its brand of music in the USA. Indeed, I have argued that the time is now for Nigeria’s brand of music to penetrate the USA market. I have also said if the Spanish could do it with Reggaeton, surely we can too.

When you take a name like Pitbull and you associate with Nigeria’s hit maker J Martins,  I think it can only create magic. One thing that remains unique about J Martins is that he is yet to abandon his Nigerian music identity even as he tries to make inroads into foreign markets. That, to me, is part of the key formula to success in penetrating the US Market.

I look forward to the results.

Photocredit: Hip-hop dance.

J Martins


HiponTV Report

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Credited for several firsts in the fashion and entertainment industry, Uduak Oduok (Ms. Uduak) is a fashion and entertainment lawyer, speaker, visionary, gamechanger, trailblazer, and recognized thought leader, for her work on Africa’s emerging global fashion and entertainment markets, and the niche practice of fashion law in the United States. She is also the founder of ‘Africa Music Law,’ an industry go-to music business and law blog and podcast show empowering African artists. Her work in the creative and legal industries has earned her numerous awards and recognitions, including an award from the American University Washington College of Law for her “legal impact in the field of intellectual property in Africa." She has also taught as an Adjunct Professor at several institutions in the United States. For more information, visit her at

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