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Cultural Impact and Growth of Street Pop in Mainstream Media in Nigeria
Music consistently holds a powerful sway over the lives of youth globally, and in Nigeria, artists and their musical creations profoundly influence culture, impacting the way young people communicate, dress, and express themselves.
Lately, the undeniable rise of the sub-genre “Street Pop” in Nigeria has been both remarkable and thrilling to observe, and it has slowly but surely made its way to mainstream music. This surge in popularity within the mainstream Nigerian music scene actively shapes and establishes cultural trends in the country. Originating from a fusion of Afrobeats, Highlife, Hip-hop, Fuji, Apala, indigenous sounds, and contemporary elements, Street Pop boasts an engaging rhythm, pulsating fast-paced beats, and lyrics that mirror the everyday lives of Nigerians navigating the challenges of the streets.
This journey can clearly be seen in this year’s Spotify Wrapped data, where for the first time, Street Pop artists and tracks are in the top streamed in Nigeria.
“The influence of Street Pop on the Nigerian music landscape in 2023 is clearly and undeniably significant. This is just the beginning of Street Pop going mainstream and we cannot wait to see how it continues to grow,” says Benewaah Boateng, Spotify’s Editor, West Africa.
A notable attribute of Street Pop as a music genre lies in its profound connection to the harsh realities of everyday life in Nigeria. It demonstrates a sincere willingness to delve into the intricacies of street existence, encompassing its language, lifestyle, and all the defining aspects in between.
Olamide is arguably the most influential street pop artist of his generation, consistently praised for his role in elevating Street Pop to mainstream recognition as a distinct music genre. Since the debut of his hit single, “Eni Duro,” he has been a constant cultural force, popularizing dance styles like “Shakiti Bobo” and street lingos such as “Baddo Sneh” and “Pepper Dem”. Through his record label YBNL, Olamide has also played a pivotal role in discovering and nurturing Nigeria’s brightest street pop talents.
Olamide occupies the ninth spot in the list of top 10 artists in Nigeria. His most recent project “Unruly” garnered widespread acclaim from fans who describe it as a brilliant body of work . One particular track that has resonated exceptionally well with audiences is “Gaza” which has received significant admiration for its appeal and musical craftsmanship.
Seyi Vibez, has emerged as an undeniable force in the Nigerian street pop scene, particularly in 2023, after finding mainstream success in 2022. He has ingrained himself in the hearts of Gen-Zs and millennials, with phrases like “na ham, na ham” echoing from his popular song “Chance.” His success in 2023 is evident, from selling out his concert at the O2 Indigo Hall in the UK to securing features on hit songs like Gwagwalada, the second most streamed song in Nigeria on Spotify. Additionally, earning a spot among the top five most streamed artists in Nigeria further underscores Seyi Vibez’s ability to transcend Street Pop and strike a chord with all music lovers.
Born and raised in Ikorodu, the late Mohbad, also a street pop artist, stood out among his peers with a distinctive and captivating sound. His unique fusion of Afrobeat, hip-hop, and street-pop resonated with audiences, distinguishing him and capturing the hearts of music enthusiasts. From his humble beginnings to his rapid ascent to fame, he significantly influenced the street pop genre and discourse, leaving an enduring imprint on the Nigerian music scene.
The devastating news of his passing at the age of 27 on the evening of September 12, 2023, sent shockwaves through the country. His track Ask About Me, where he courageously sang about overcoming personal battles and conquering adversaries, became the top-streamed track every day between September 13th and 25th, reflecting an increased interest in his music following his untimely death. Additionally, he secured a position in the top 20 list of the most streamed artists in Nigeria.
In the world of social media and the streets, Shallipoppi’s breakout hit “Elon Musk,” has become a favorite. This song stands as one of his most streamed tracks on Spotify, marking his introduction to mainstream media. Hailing from Edo, Shallipoppi, one of the most streamed street pop artists on Spotify, remains a constant presence in conversations and is deeply connected to the streets through his music, viral moments, and memorable lines from his songs.
Shallipoppi’s dynamic delivery, use of thought provoking street slang, and infectious beats have ushered in a refreshing wave of sound to the Street Pop scene. His distinctive approach has endeared him to Nigerian audiences who are constantly intrigued, eagerly seeking to comprehend the meaning behind his lyrics.
Notably, Shallipoppi has gained recognition for incorporating nursery rhymes into his music, a style playfully coined “Afrocreche” on social media and evident in songs like “Oscroh (Pepperline)” and “Over the Sea.”
Zinoleesky has reshaped and made substantial contributions to the street pop genre through his skillful melodies and compelling storytelling, landing him in the top 15 most streamed artists in Nigeria. Nominated in the Next Rated category at the 2022 Headies, the artist is featured in Adekunle Gold’s Party No Dey Stop, one of the top ten most streamed tracks in Nigeria in 2023.
While the street pop scene may appear to be predominantly led by male artists, it’s important to acknowledge the remarkable female artistes who are not only making their presence felt but also pushing the boundaries of the genre. Among these trailblazers is Candy Bleakz, known as “The Lady Dragon” by her fans. Her unique style and powerful performances have contributed to breaking the gender barriers in the industry.
Another noteworthy emerging artist making waves in the street pop scene is Zerrydl.
These talented artists not only showcase their skills but also bring a fresh perspective to the street pop genre, proving that the scene is not limited to any gender and is enriched by the diversity of voices and talents within it.
The collective impact of these artists and their chart-topping tracks have significantly molded the narrative of Street Pop, propelling the genre into the mainstream and firmly establishing it as a formidable force in contemporary music. Their music not only offers entertainment but also serves as a mirror reflecting the diverse experiences and narratives from the streets, resonating with audiences worldwide.
As the genre continues to evolve, and street pop artists continue to explore new creative frontiers, it is evident that “street pop” is poised for exponential growth in the years to come, potentially emerging as the next global phenomenon akin to Afrobeats.
National Information Technology Development Agency (NITDA) has intensified efforts to foster a more enabling environment for innovation by inaugurating a Technical Working Group (TWG) aimed at strengthening regulatory collaboration and advancing a coordinated sandbox framework for Nigeria’s digital economy.
Group photograph of the Director General of the National Information Technology Development Agency (NITDA), Kashifu Inuwa, CCIE, represented by the Acting Director of Regulation and Compliance, Barrister Emmanuel Edet, with the newly inaugurated members of the Technical Working Group (TWG) for the National Regulatory Sandbox, at the Agency’s Corporate Headquarters in Abuja.
Speaking at the inauguration, the Director General of NITDA, Kashifu Inuwa, represented by the Acting Director of Regulation and Compliance, Barrister Emmanuel Edet, emphasised the critical need for stronger cross-agency cooperation to address structural regulatory challenges that often hinder the pace of innovation.
Inuwa noted that members of the Technical Working Group were deliberately selected based on their strategic institutional roles and capacity to contribute practical solutions tailored to the evolving realities of Nigeria’s digital ecosystem.
He explained that while regulatory agencies have legitimate and clearly defined mandates, the increasing complexity of digital technologies requires greater institutional alignment and collaboration to ensure regulatory frameworks support, rather than constrain, innovation.
“As government institutions, our core responsibility is to provide solutions to the challenges faced by Nigerians. The issue is not a lack of commitment, but a structural one. Regulators often operate in silos while implementing their mandates, and in today’s digital environment, that model presents significant limitations,” he said.
The NITDA Director General observed that the rapid expansion of the digital economy continues to outpace conventional regulatory systems, creating gaps that can inadvertently delay or obstruct the deployment of innovative solutions capable of improving livelihoods and driving national development.
To address these challenges, he said the Agency is championing a multi-agency regulatory framework designed to bring regulators together, foster understanding of overlapping mandates, and collectively develop adaptive mechanisms that create room for innovation while maintaining effective oversight.
Central to this strategy, Inuwa explained, is the adoption of regulatory sandboxes—controlled environments where innovators can test emerging technologies and solutions under the supervision and guidance of relevant regulatory authorities.
“Our guiding principle is that we learn by doing. Through these sandboxes, regulators can contribute to building safe spaces where innovation can be nurtured, tested, and scaled for the benefit of Nigerians,” he added.
He further reassured stakeholders that the initiative is not intended to weaken or override any agency’s statutory powers, but rather to improve coordination and build a more responsive regulatory ecosystem capable of keeping pace with technological advancement.
According to him, stronger inter-agency collaboration is essential to ensuring that Nigeria remains competitive in the global digital economy and fully harnesses innovation as a driver of inclusive economic growth and national prosperity.
Inuwa expressed optimism that the Technical Working Group would serve as a strategic platform for shaping forward-looking regulatory solutions while advancing NITDA’s broader vision of repositioning the Agency as an ecosystem orchestrator committed to enabling digital transformation and sustainable national development.
Presenting an overview of the National Regulatory Sandbox, the National Coordinator of the Office for Nigerian Digital Innovation (ONDI), Victoria Fabunmi, said the initiative is designed to provide a structured, legal, and multi-agency framework that enables innovators to test emerging technologies under regulatory supervision before obtaining full market approval.
According to her, despite rapid advancements across sectors such as Artificial Intelligence, fintech, health technology, and blockchain, innovators continue to face significant challenges due to siloed regulations, fragmented approval processes, and the absence of coordinated mechanisms for testing new technologies.
Fabunmi noted that while Nigeria’s digital economy continues to witness remarkable growth, the lack of harmonised regulatory engagement has often delayed innovation and increased uncertainty for startups and technology-driven enterprises.
Describing the National Regulatory Sandbox as more than just a digital platform, she explained that it is fundamentally a governance and legal framework aimed at creating an enabling environment where innovation can thrive responsibly.
Unlike traditional sandbox models often associated primarily with financial services regulation, Fabunmi said Nigeria’s approach is intentionally sector-agnostic, allowing regulators from multiple sectors—including agriculture, digital health, mobility, clean energy, and digital public infrastructure—to collaborate in supporting innovative solutions.
Under the framework, startups and innovators will be able to engage multiple regulators simultaneously within a controlled testing environment, reducing bureaucratic bottlenecks and significantly shortening time-to-market for emerging solutions.
She added that the sandbox will also generate shared, evidence-based regulatory insights, enabling participating agencies to make informed decisions collectively and develop adaptive policies that support responsible innovation.
The inauguration of the Technical Working Group marks another significant step in NITDA’s efforts to build a more agile, collaborative, and innovation-friendly regulatory environment—one that aligns with Nigeria’s broader ambition of becoming a leading digital economy in Africa.
MTN Nigeria has announced the selection of 25 media practitioners and digital content creators for the fifth cohort of its Media Innovation Programme (MIP), reinforcing its commitment to strengthening Nigeria’s media industry through capacity building, innovation, and leadership development.
MTN MIP 2026
The Media Innovation Programme (MIP), implemented in partnership with the School of Media and Communication, Pan-Atlantic University, continues to serve as a platform for equipping journalists, broadcasters, and digital content creators with the skills, exposure, and mentorship required to thrive in today’s evolving media ecosystem.
This year’s fellows were selected from a highly competitive pool of applicants across print, broadcast, digital media, and content creation, reflecting the programme’s growing reputation and influence within the industry. In commemoration of the techo’s 25th anniversary, the cohort has been expanded from 20 fellows in previous editions to 25 for the year.
Speaking on the first day of the programme, Tobe Okigbo, Chief Corporate Services and Sustainability Officer, MTN Nigeria, described the initiative as a reflection of the company’s commitment to innovation, partnership, and continuous learning. “At MTN Nigeria, innovation, insight, knowledge, skills, and partnership matter deeply to us.
“The Media Innovation Programme represents all these values – a partnership not just with Pan-Atlantic University, but with every fellow.
“This programme is an adventure in learning, one that challenges participants to reconsider assumptions, revise opinions, rethink ideas, and ultimately grow both professionally and personally,” he said.
Also speaking during the session, Dr. Ikechukwu Obiaya, Dean, School of Media and Communication, Pan-Atlantic University, encouraged the fellows to recognise the programme as more than a professional milestone, describing it as a transformative experience designed to prepare them to make meaningful contributions to the media industry and society at large.
“The media space today faces significant challenges, and this programme equips participants not just for personal development, but to make a real difference.
“Beyond skills and exposure, we place strong emphasis on values such as truth, honesty, ethics, and responsibility to society. We hope that every fellow leaves this programme better prepared to contribute significantly to the future of media,” he said.
The selected fellows for the fifth cohort include:
1. Agbetiloye David Adekunle (Senior Reporter, Business Insider Africa)
2. Adeniyi Fatima Adetoke (Content Writer, NotJustOk)
3. Adetola Kayode (State House Correspondent/ News Anchor, Lagos Television)
4. Ajibola Tolulope (Presenter, Silverbird Television)
5. Aliyu Usman (Assistant Chief Correspondent/ Editor, News Agency of Nigeria)
6. Augoye Jayne (Arts, Entertainment and Culture Editor, Premium Times)
7. Auwal Muhammad Ibrahim (Senior Editor, Halal Reporters)
8. Collins Christopher (Programmes Producer, News Central Television)
9. Dan-Ikpoyi Veronica (Senior Anchor, TVC Communications)
10. Dike Chiamaka Patricia (Broadcast Journalist, BBC News)
11. Eluemunoh David (Digital Content Creator)
12. Eseimokumoh Denise Loliaba (Editor-in-Chief, Marie Claire Nigeria)
13. Fosudo Oluwafisayo (Digital Content Creator)
14. Godfrey Progress (Reporter, Vanguard Media Limited)
15. Itiafe Glory Ugonma (Broadcast Journalist, Diamond 88.5 FM)
16. Kasali Segun (ICT Correspondent, Nigerian Tribune);
17. Ofonedu Sarah (On-Air Personality, Inspiration FM)
18. Okamgba Justice (Reporter, The Punch)
19. Onwuka Emmanuel (Presenter & Executive Producer, Nigeria Info FM)
20. Oyesanmi Ifeduyi (Managing Editor, TechCabal)
21. Sabastine Emmanuel (Sports Commentator, Team 33 Production)
22. Taiwo Kafilat (Data Journalist, Media Trust Group)
23. Thomas-Odia Ijeoma (Editor, The Guardian Woman, The Guardian)
24. Ugwu Amarachukwu Deborah (On-Air Personality, Rhythm 93.7 FM PH) and
25. Ukachukwu Nneka (Editor/Producer, Voice of Nigeria).
Over the years, the Media Innovation Programme has grown into a leading media fellowship in Nigeria, providing participants with access to industry experts, structured mentorship, hands-on learning experiences, and global best practices in media and communication.
The six-month programme commenced on Monday, May 18, 2026. During this period, the fellows will receive intensive education focused on media innovation, digital transformation, strategic communication, storytelling, and leadership development both in Nigeria and during their one-week study visit to South Africa
MTN reiterates its commitment to supporting journalism and advancing media excellence in Nigeria, while empowering professionals who continue to shape important conversations across the continent.
Airtel Africa Plc has announced a strategic initiative in partnership with Barclays Capital Securities Limited to execute on-market share purchases totaling up to $110 million.
This initiative will be divided into non-discretionary and discretionary segments, marking a proactive step in optimizing the company’s capital structure and enhancing shareholder value.
In a statement released on the Nigerian Exchange and signed by Simon O’Hara, group company secretary, Airtel Africa described this share buyback program as a key component of its broader strategy to return cash to shareholders.
It noted that the program aims to repurchase up to one percent of the company’s issued share capital as of the date of this announcement.
“This decision by the Board reflects the organization’s strong financial position and its commitment to maintaining flexibility while continuing to invest for growth across its markets.
“The initial phase of the program will see Airtel Africa collaborating with Barclays Capital Securities to facilitate the purchase of its ordinary shares,” the statement noted.
According to Airtel Africa, the agreement features two key components operating concurrently: a non-discretionary segment allowing Barclays to purchase up to $60 million of ordinary shares independently of the company, and a discretionary segment where Airtel Africa can guide Barclays in purchasing an additional $50 million, adhering to the regulations set forth by the Market Abuse Regulation (EU) No 596/2014.
“The program is set to commence today and is expected to conclude by November 27, 2026, unless terminated earlier under the agreement’s terms. Airtel Africa has signaled that as the initiative progresses, further tranches may be announced to achieve its objective of repurchasing up to one percent of its issued share capital.
“The primary aim of this buyback program is to streamline the company’s capital. Accordingly, all shares purchased will be cancelled, contributing to a more efficient capital structure. Any transactions will be performed in alignment with pre-defined parameters outlined in the agreement with Barclays and comply with the authority granted by shareholders for share repurchases.”
At the annual general meeting on July 9, 2025, shareholders authorized the company to buy back a maximum of 366.073 million ordinary shares.
Following the previous buyback program, the remaining authority now stands at a maximum of 357.042 million ordinary shares, demonstrating ongoing support from shareholders for these initiatives.
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