In the Nigerian entertainment industry; the music circle and its many, multi-layered categories, Afro pop music remains the biggest and most talked about part of our music.
It is now officially a part of our culture. There is no mistaking it.
Now, with this genre comes an almost unlimited amount of releases, then maybe dozens of hit songs and finally a number of A-lists.
These A-lists are up the food chain and currently cutting into mainstream media in America and Europe with Davido, Wizkid, Tiwa Savage, Burna Boy, Ayo Jay, Seyi Shay and a few others leading the process.
The numbers are there, the records are visible and the fan base growing by the millions.
But it’s not always a fun story.
For Davido, it’s been a roller-coaster ride in 2016. First, he got signed to Sony and a celebratory media release followed and then the fans started counting down to the release of a major project from the man.
Weeks turned to months and then more months and the anticipation shifted from an album or EP to maybe a single, at least something from the Skelewu crooner.
But all the feverish anticipation and social media requests didn’t seem to be yielding much so critics began writing all sorts to the effect that Davido was having (or has had) a ‘weak’ year.
To be frank, we also shared a bit of that feeling here as we thought Davido wasn’t up to much since signing with Sony/ RCA despite photos of him hanging in music studios with several international music stars littering social media.
But all of this is fast changing with the new, wave-making single Gbagbe Oshi currently tearing through radio and the internet.We analyze his come back here at LiberBook (even though he wasn’t exactly off the scene) and we narrow it down to several power moves from him:
1. Media rounds – With the release of the new single Gbagbe Oshi came a radio tour, several interviews with local and foreign media and news surrounding his music basically. He made moves to get back into the conversations around our music culture.
2. Private screening of perhaps his biggest pop smash of 2016 – With the media rounds to premiere and push Gbagbe Oshi came a private screening for the video of the song which followed about a week after. The audio version dropped in late September 2016, with a five-track EP expected to drop later in October 2016.
3. Taking it all back to the basis – With Sony/ RCA comes a lot of responsibility and the 23-year-old is very aware. As a result, he’s had to start everything all over again. According to the pop star, playing on a global level demands that he explains all over to the media who he is and what he is about and this he has done excellently.
4. Social media upgrade – As crazy as it could be for a 23-year-old millionaire son of a billionaire father, Davido realizes there is the need to maintain an impeccable social media image, and he has improved fairly in this light. He might be imperfect still, but the improvement is noticeable and it’s clear he is having to keep up with the demands of being under a global music company.
5. Building an empire on the side in case everything fails – Davido is a young man but his business sense is not in doubt, which is understandable seeing as his father is a billionaire industrialist. You see, as much as he is chasing glory with Sony/ RCA, he has a backup of sorts to help buffer everything in the event there is a crash. And you just know this is a man who either is ahead of his time, or he has some of the best hands helping him manage his managerial processes and decision making in order to develop his brand. In the light of building a personal empire, Davido has the Davido Music Worldwide set up and he’s signed several impressive prospects including Dremo, Mayorkun and Dammy Krane, among others unannounced.
6. Appealing to the ladies – In recent times, Davido has been more expressive of his love towards his baby mama Sophia Momodu and the feeling is sweet. We see the PR machines doing decently here and we can’t but applaud. Anything to get the women folks in check is totally fine because a large proportion of the consumer base come from there.