ARTICLE: The Upward Decline Of Naija Music {via @234VIBES]

The Nigerian music industry and its celebs have witnessed a boom beyond expectations in recent times. It’s refreshing to see so many people using their talents and getting the recognition, respect and remuneration that most of their predecessors never had.

The problem I have with it though is the lack of diversity and originality in the game these days. Everyone wants to make that huge hit (a-la-D’banj), to the extent that their unique creativity is often sacrificed. Worse still, I don’t know if it’s just me, but the songs are getting sillier by the day. Remember “Fokasibe”? Well, incoherent gibberish and catchphrases have become the order of the day. The right combination of words is the “koko” needed to guarantee a hit. They range from the witty (e.g. Olamide’s “Are you a learner”), to the inexplicable – last I knew, Limpopo was a river; singer KCee begs to differ. Chei!, see gobe! It’s all about the vamp just right enough to make your heart go “ke di ke” J.  Can anyone tell me what it means to “tigbagba”? I’m not sure that May D himself even knows, otherwise why was the next line asking “Omo, wetin you say say say, you say say…”?

Gosh, as ironic as it may seem, the boom of the industry is killing its creativity. Unlike the evergreen hits we once had, most of what we hear today is so easily forgotten within weeks or months. What’s more, a lot of the songs sound so similar, or maybe it’s just me?

For any music industry to be strong, it needs diversity. In America (I believe that’s who our celebrities want to model), different genres of music are equally successful. Take a look at the charts and in the Top 10, you’ll find country music, pop, rap, R&B, rock music and sometimes, even classical music. Beyonce may be the most famous singer, but many times, Taylor Swift (country singer) and even Pink (pop-rock) have outranked her on the charts and even outsold her. Garth Brooks and Faith Hill may not be chased by paparazzi as often or appear on numerous blogs on a daily basis, nevertheless, they sing their country music, sell millions of records every year, win awards and make a lot of money without compromising who they are musically.

But in Nigeria, musicians who are talented in other genres feel compelled to sing club music (I can’t think of any other way to describe what our studios are churning out).  They say it’s the “only way” to be successful (and in their dictionary, “successful” means making a crapload of money; no thanks to dimwits like Jude Okoye who feel the need to post pictures of themselves with stacks of dollars, not knowing that such unwarranted exhibitions only highlight low self esteem and insecurities resulting from how poor they must have been once. I digress!).

In other climes, a successful and critically acclaimed musician may not be filthy rich or famous, but he or she will surely not be poor. They will be respected by their peers and most importantly, fulfilled and enjoy a long career built upon commitment to their craft and a loyal fan base who appreciate the artist’s consistency. I suppose the poverty that has ravaged our country is the reason why the talented and untalented alike are flocking to music for way out.

I refuse to believe that Nigerians don’t have the taste for other types of music. I’ve seen people light up when they hear Randy Travis, Adele, Bob Marley, Dolly Parton, Sting, Linkin Park, Mobb Deep, Angelique Kidjo and more. Well known singers like Alicia Keys, Usher and Jay Z know that their type of music, though mainstream, is not the only type of music their fans listen to. So they switch it up with each single, and even feature artists, songwriters and producers from other genres to help them bridge the divide, as well as show versatility, which is the hallmark of any showman.

So if our “hot stars” ever try to use their fame to push other types of music, we’d all be better off. But it appears we should not hold our breath. We know Iyanya has left his R&B roots (apparently for good) for “your waist”. I’m not even sure Darey knows what type of musician he’s meant to be anymore. Nevertheless, the likes of Asa, Omawumi and Bez encourage me to believe that if you are truly gifted and stay true to yourself, you will eventually “make it” (whatever that means to you) and gain a significant fan base if you don’t give up.

So if you had to make up a crazy catchphrase for a hit song, what would it be?

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