The Nigerian music industry is a glittering maze where hustlers, dreamers, and occasional miracles collide. But occasionally, we’re forced to ask the uncomfortable question: Is this success as organic as we think? Enter the “industry plants” concept—artists who pop up overnight as acne emerges on a forehead.
The name Shinettw has been at the center of this writer’s curiosity lately. The singer’s incremental climb to the ranks, being beloved by the media, has had this writer scratching his head like he ate a gluttony size of cassava pound.
For those unfamiliar, an “industry plant” isn’t an exotic tree imported to decorate record label offices. No, it’s a term for artists whose success, relative or otherwise, seems suspiciously sudden and outlandishly smooth, thanks to the backing of imperceptible industry forces.
Shinettw seems to be one of such artists. His journey feels like it was scripted by an A-list director, with no detail left to chance.
Shinettw’s story is…well, actually, there isn’t much of a story. He went from relative obscurity to making guest list appearances at high esteemed events such as the Paris Fashion Week and rubbing shoulders with Afrobeats A-listers like they were at proximity’s length(status-wise).
While Shinettw hasn’t scored much commercial success that usually warrants for the term ‘Industry Plant’, one can’t help but notice the constant positioning of the singer like he were some avante garde talent.
Here’s the kicker: no one can trace his grind. No old SoundCloud links. No cringe-worthy early freestyles. No evidence that he was hustling in the underground scene.
Of course, this is Nigeria. We love a good Cinderella story, but Shinettw’s fairy godmother appears to be well-funded music executives with connections in high places.
His rollout has been impeccable—everything from his visuals to his online persona feels calculated to appeal to the Gen Z and millennial crowd. Is this raw talent, or the product of a corporate strategy session? Or to the more important question: Why do industry plants like Shinettw thrive?
It’s simple: they serve what the average consuming Nigerian likes. relatively enjoyable music, subjectively slick visuals, a sprinkle of mystery, and vibes, don’t forget the vibes.
In an industry that’s as competitive as it is chaotic, virality often trumps authenticity. Labels have realized that the audience doesn’t necessarily care where the hit comes from—just that it slaps.
But let’s not ignore the larger issue. The music industry’s infrastructure doesn’t always favor grassroots talent. Breaking out without connections or resources is like trying to drive a keke through Third Mainland Bridge traffic: possible, but painfully slow. So, when a Shinettw appears with all the right tools and timing, it’s hard not to side-eye the whole operation.
The problem isn’t necessarily Shinettw or artists like him. The problem is the system that prioritizes instant stars over organic growth. While industry plants can deliver quick wins for labels and streaming platforms, they often crowd out authentic voices struggling to gain a foothold.
That said, let’s not pretend we’re all here for the art. Nigerian music fans are pragmatic. If the beats are banging, the lyrics are catchy, and the vibes are correct, we’re sold. Does it matter if the artist’s rise was orchestrated in a boardroom? For many, the answer is a resounding no.
Whether Shinettw is an industry plant or just a phenomenally lucky guy is a question we may never definitively answer. But his case shines a light on the growing trend of engineered success in Nigeria’s music scene. Is it bad for the culture? Maybe. But it’s also an inevitable byproduct of an industry that’s becoming increasingly globalized and commercialized.
At the end of the day, Shinettw’s rise is proof that the music game is evolving. Love it or hate it, he’s a product of the times—and he’s delivering hits while we debate his origin story. In the
immortal words of Davido: we rise by lifting others, even if some of those “others” had a little boost from the start.
Industry plant or not, one thing is clear: Shinettw is here to stay. So, let’s just vibe to the music and leave the conspiracy theories for Twitter. Na who sabi jam go dance.
