Skales

Skales — pop artist from NG.

Skales, born Raoul John Njeng-Njeng in Nigeria in 1991, began his music career after graduating from the University of Jos. His debut single, "Must Shine,"…

Influence: 58.99% Fanbase: 44.70% Trending: 66.13% Career Level: Rising

Top Brand Affinity

Highest overlapping lifestyle brand

Warner Music • 27.56% • Very Strong

As of 2025-09-21

3,667,968

Social Media Followers

As of 2025-09-21

00:00:00

Hours Airplay

2025-12-07 16:52:14 UTC

Genres

popafro dancehallafropopnigerian pophip-hop & rapnigerian hip hopothersworldwideafricanazontobeatsafrobeatsother african music

Biography

Skales, born Raoul John Njeng-Njeng in Nigeria in 1991, began his music career after graduating from the University of Jos. His debut single, "Must Shine," under the moniker Skales, led to collaborations with artists like Banky W. and Wizkid. Skales' success continued with his solo albums, including 2015's Man of the Year, 2017's The Never Say Never Guy, and 2018's Mr Love, solidifying his place in the Nigerian music scene. With a background rooted in his mother's cassette store, Skales' passion for music has propelled him to international acclaim, touring with Empire Mates Entertainment and earning recognition for hits like "Baddest Boy."

Skales, the Nigerian rapper, has made a name for himself through collaborations with industry heavyweights like Akon and Jesse Jagz. Growing up in Kaduna State, Nigeria, Skales was influenced by the music played in his mother's store, sparking his interest in pursuing a career in entertainment. His partnership with Empire Mates Entertainment led to his debut on the label's 2012 compilation album, Empire Mates State of Mind, and subsequent solo releases like The Never Say Never Guy and Mr Love. Skales' journey from a young music enthusiast to an acclaimed artist underscores his dedication to his craft and his ability to captivate audiences with his unique style and sound.

Top Brand Affinities

Report Date: 2025-09-21

Skales resonates with 18-24 & 25-34 audiences and sustains presence in KENYA, UNITED STATES, TANZANIA. The demographic is heavily male (64%), giving brands permission to be specific without narrowing the funnel. Performance concentrates on Youtube, averaging 224,179 avg views per post; Instagram amplifies the conversation around drops and moments. Affinity adjacency with Warner Music, Airtel, Amazon Music maps cleanly into streetwear, music platforms, and lifestyle products. That alignment reduces creative risk and increases the odds of shareable outcomes.

Artist Affinity estimates how strongly an artist's audience overlaps with interest in specific brands, products, and categories. It is derived from aggregated social and behavioral signals—who fans follow, save, click, and engage with—normalized across platforms. Higher affinity suggests better partnership fit and higher likelihood that fans will respond positively to branded content or offers. Use it to shortlist natural brand partners and product concepts that feel authentic to the audience. Combine affinity with Connection Strength (ER) and reach to balance fit with impact. Treat affinity as directional—validate with creative tests and small pilots before scaling.

ER = (likes + comments + shares) ÷ audience per post ≥ 3.0% = Very Strong 2.0–2.99% = Strong 1.0–1.99% = Moderate < 1.0% = Low

How to read it: Pair ER with reach (views/followers) to gauge intensity and scale.

Connection Strength

Artist Skales score 0.23% — Low bucket.

Brand: Warner MusicBrand: AirtelBrand: Amazon Music

Followers:3,667,968

Engagements:8,445

Rate:0.2%

Posts:543

Avg Likes:8,311

Avg Comments:192

Avg Views:239,629

Audience Demographics & Key Stats

Metric	Value	Why It Matters
Social Snapshot	Followers 3,667,968 · Engagements 8,445 · Rate 0.2% Posts 543 · Views 239,629 · Avg Likes 8,311 · Avg Comments 192 · Avg Views 239,629	Combine reach (followers/views) with ER to size both impact and responsiveness.
Age Breakdown	18-24: 49% 25-34: 41% 35-44: 5% 13-17: 5%	Largest: 18-24 (49%); next: 25-34 (41%)
Gender Split	Female: 36% Male: 64% Non-binary/Other: 0%	Skews male (64%)
Top Countries	KENYA (14%) UNITED STATES (13%) TANZANIA (12%) NIGERIA (6%) FRANCE (5%)	Top regions: KENYA (14%), UNITED STATES (13%), TANZANIA (12%)
Platform Engagement	Instagram: 5,675 avg likes/post · Tiktok: 15,450 avg views/post · Youtube: 224,179 avg views/post	Best reach: Youtube 224,179 avg views; best engagement: Instagram 5,675 avg likes

Top Brand Affinities

Warner Music

Score: 27.56

Airtel

Score: 21.81

Amazon Music

Score: 14.07

Palm Angels

Score: 13.27

A.P.C.

Score: 11.43

CNN

Score: 8.93

Pioneer

Score: 8.36

Hennessy

Score: 8.07

Alibaba

Score: 5.52

Hublot

Score: 5.30

MTV

Score: 5.00

FOREX

Score: 4.17

Brand	Category	Score
Warner Music		27.56
Airtel		21.81
Amazon Music		14.07
Palm Angels		13.27
A.P.C.		11.43
CNN		8.93
Pioneer		8.36
Hennessy		8.07
Alibaba		5.52
Hublot		5.30
MTV		5.00
FOREX		4.17
Kodak		3.87
FashionNova		3.64
Versace		3.17
BBC		3.10
Comedy Central		2.93
SoundCloud		2.83
Fendi		2.77
Barber Shop Connect		2.76
Lexus		2.55
Christian Louboutin		2.54
Monster Beverage		2.50
Beats Electronics		2.47
Timberland		2.24
Oriflame		2.17
Gucci		2.00
musical.ly		1.87
Guinness		1.84
Rolex		1.80
Balenciaga		1.74
Pepsi		1.66
Bugatti		1.66
Paramount Pictures		1.63
GIVENCHY		1.61
FIFA		1.41
Cartier		1.34
Los Angeles Lakers		1.34
Spotify Music		1.32
NBA		1.31
Supreme		1.30
Lamborghini		1.24
Louis Vuitton		1.24
NFL		1.18
Bentley		1.14
Microsoft		1.11
Mercedes-Benz		1.11
Toyota		1.10
Burberry		1.06
H&M		1.03