Emma Nyra landed on the Nigerian entertainment scene using what could be seen as great moves from the playbook of success for female pop entertainers: She relocated to get closer to the audience and dominate what’s hot, and she aligned herself with entertainers who already had a proven track record of hits and industry clout.
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After leaving her hometown in Texas to tour with hit-making crooner Iyanya and Made Men Music Group, she’d already made her first mainstream debut as a leading vocalist on Iyanya’s smash, “Ur Waist.”
The savvy singer and songwriter has since had her own radio hits including “Elele,” and has toured the U.S., Canada, and Europe, garnering a buzz with a fan base of more than 200,000 on social media and hundreds of thousands beyond. Her resume includes honors from the Nigerian Entertainment Awards, and she’s shared the stage with many of the top African acts, including Sarkodie, Davido, and Ice Prince, performed live at the esteemed O2 Arena in London, and co-headlined the African Showcase at SXSW last year.
BlackEnterprise.com caught up with the busy budding pop star to talk about her journey to transition from the States to full-time life in Nigeria, and her advice for other women who seek to follow their dreams beyond U.S. borders.
BlackEnterprise.com: What motivated you to pursue a music career in Nigeria?
Nyra: I moved to Nigeria in 2012 after completing my bachelor’s degree in health administration from Texas Southern University in Houston. Throughout college, I opened up shows in Houston, Dallas, New York and Florida. What stood out to me was the fact that within our Nigerian entertainment industry, most of the main acts lived in Nigeria. This is what motivated me to re-locate to Lagos.
Find out how Emma Nyra prepped financially to move to Africa and more on the next page …
What were the first three steps you took in moving from your hometown of Houston to Lagos?
First, I did my research. I went to Nigeria and performed in the NotJustOk concert as well as several other concerts during December 2011. I was able to learn firsthand what the industry was all about. The next step I took was to get my parents’ blessing, as they live in Texas and I wanted to make them comfortable with my transition. They supported me and made sure I had family to look after me when I arrived in Nigeria.
My final step was to decide what to take with me. That was really hard!
What challenges have you faced in your transition—especially as a woman in a male-dominated environment and as a U.S artist seeking to gain traction in that market? How have you been able to overcome or face them?
There are obvious challenges that a female artist will face in a male-dominated industry, such as inequality of pay, show
availability and access. However, our industry is seeing such a breakthrough with female artists, so I really can’t complain. The change has evolved so quickly during these past few years, and with women like me who fight for equality and opportunity, I already see that change is gradually pushing through. Our society has been much more adoptive of the concept of female artists, within the past five years especially, as a culture.Financially, what were three things you did to prep for transitioning to move to Nigeria from the States?
I saved enough money  [to cover my expenses for a period of time], budgeted for those daily expenses, and also budgeted for a stable place to rent.
What does a day in the life look like for you? Describe a typical work day.
My typical work day starts with checking on my promotions and projection of my online material. Next, I prepare for my day which typically includes radio, TV, or magazine interviews. This could take anywhere from three to six hours. The rest of the day is normally dedicated to studio time until the early hours of the morning.
What advice would you have for African women of the Diaspora who seek to take a leap and go for their dreams on the continent?
My advice for women who want to pursue their dreams in Africa are to first, mentally prepare for the job. There are many people— even friends and family—who may try to discourage your work and efforts. Also, make sure you pay attention to the sound of your music and make sure it is compatible with your region. This also applies with what is acceptable [as related to] traditions as to how women may be expected to dress in accordance with the area.
Above all, the best career advice that has truly helped me is to exercise patience. Every single step is achievable, but God’s time is the best time.