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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.
Most Reverend Lucius Ugorji, president of the Catholic Bishops’ Conference of Nigeria (CBCN), the Archbishop of Owerri has raised caution on the deployment of Artificial Intelligence.
Catholic Bishops’ Conference of Nigeria
Ugorji called for a balance that prioritises human welfare alongside technological progress, mindful of ethics and morals, as well as risks such as job displacement, threat to world peace, spread of falsehood through propaganda, manipulation of the human person, and privacy concerns through advanced hacking and deepfakes.
The clergyman raised the concern during the ComWeek Public Lecture in Abuja on Artificial Intelligence, noting that the exclusive use of technology in religious formation, pastoral care, and education has enhanced theological knowledge, accessibility and mission of the universal church.
Keynote Speaker at the event, Father Anthony Akinwale, deputy vice chancellor of Augustine University Lagos, dismissed the speculations that the intellectual roles of humans will be replaced by Artificial Intelligence, explaining that AI relied on humans to function and did not have a mind of its own to choose to or not to obey commands with which it was programmed.
Akinwale further cautioned that AI should be solely used for the common good of mankind and not for destructive purposes.
Most Reverend David Ajang, chairman on Social communication of the Catholic Bishops Conference, called for a reflection on the power of communication as a divine gift, “one that holds the potential to bridge divides, enlighten minds and unite hearts in the pursuit of truth and common good”.
9mobile, Nigeria’s customer-centric telecommunications company has refreshed its ‘MoreBusiness ComboPak’ offerings with additional benefits to enable new and potential customers enjoy more value on calls, data, SMS and CUG for their Businesses.
The ‘MoreBusiness ComboPak’ product offering is a flexible and customizable plan with an array of add-on services. The plan gives customers benefits of extra cost-saving tariff within the bundle, and 100% bonus data upon repurchase of select bundles.
With the update, 9mobile customers on this plan will also enjoy free incoming calls while roaming on select networks in the following 10 countries: UK, UAE, South Africa, Kenya, Spain, Egypt, France, Germany, Turkey, and Saudi Arabia when they recharge ₦5,000 and above in a month.
A further benefit of the plan is the ‘Add-on solutions’. With this, companies and institutions will enjoy seamless business operations’ continuity and optimization through Close User Group (CUG), Fleet Tracking, Cloud PBX, Cloud Services, and Device Financing. Others are International Call Bundles, Roaming Bundles, and Special International Destinations Calling.
Commenting on the development, Nneka Owolabi, Director Enterprise Business, highlighted the telco’s unwavering commitment to ensure customers and subscribers enjoy premium customer experience, and wholesome value for their subscription on the 9mobile network.
“At 9mobile we have proven time and again that premium customer experience is important for us. It is the essence of our operations. That is why we have reintroduced the ‘MoreBusiness ComboPak’ for customers and subscribers, particularly businesses to enjoy value for their loyalty to us, and upscale their businesses”, he said.
Owolabi also stated that the ComboPak combines all business needs in one affordable bundle with cheaper voice calls, data subscription, SMS, and CUG, saying “It’s a ComboPak offering that keeps you, and your business stay ahead of trend”.
“What 9mobile ‘MoreBusiness ComboPak’ does is to create and sustain an ecosystem where people, in this case, customers and subscribers, and businesses run systematically with a combination of our tools efficiently. This is certain to revolutionize the way Nigerians communicate, stay connected, and transact businesses effectively”.
Subscribers to ‘MoreBusiness ComboPak’ plan will enjoy unique voice calls, SMS & data.
The service allows flexibility to move across packages based on your needs. For ₦1,000 ComboBasic bundle cost, customers will dial *246*4*33# to enjoy 60k/MB Browsing, 12k/sec in bundle calls, 12k/sec out of bundle calls, ₦2.60/SMS, and CUG; while for ₦1,000 ComboValue bundle cost, customers will dial *246*4*30# to enjoy 700MB, 30 National call minutes, 11k/sec out of bundle calls, 10 National SMS, and CUG.
For customers with ₦2,000 ComboPremier bundle cost, all they need to do is to dial *246*4*33# to enjoy 2.1GB, 60 National call minutes, 11k/sec out of bundle calls, 25 National SMS, and CUG. Customers subscribing to ₦5,000 ComboBlack bundle cost will enjoy benefits of 7GB, 300 National call minutes, 11k/sec out of bundle calls, 25 National SMS, and CUG.
The unique value adds on the ‘MoreBusiness ComboPak’ plan for customers also includes: Bundled Plans – for customers to enjoy flexible and customizable plans with an array of add-on services, and extra cost saving tariff within bundle.
Unlimited Add-ons – this is Add-on solutions – include CUG, Fleet Tracking, Cloud PBX, Cloud Services, Device Financing, Shared Data, International call bundles, Roaming Bundles, and Special International Destinations Calling, for customers.
This is in addition, to free data offer which is a 100% bonus data upon repurchase of select bundles.
Convenience has been embedded into the ComboPak plan for Subscribers also to check account balance by dialling *310#, and data balance by dialling *323#, while migration or opting out of the plan is absolutely free.
MTN Nigeria’s Company Secretary, Uto Ukpanah, is the first ever winner of the “Global Corporate Secretary of the Year” award by the Corporate Secretaries International Association (CSIA). She was honoured with the award at an event on April 23rd, 2024, in Kuala, Lumpur, Malaysia.
The CSIA Global Awards was instituted to recognise the efforts of corporate secretaries and governance professionals that not only impact their organizations but also international platforms. Of the three main award categories- Global Corporate Secretary of the Year, Rising Corporate Secretary of the Year and Governance Professional of the Year, Uto was awarded the Global Corporate Secretary of the Year for her hard work, diligence and professionalism by a distinguished jury of expert practitioners and thought leaders in the corporate governance field.
Karl Toriola, Chief Executive Officer, MTN Nigeria congratulating her on the recognition said, “At MTN, we understand the critical role strong governance plays in driving sustainable growth and fostering trust among stakeholders. Uto’s exemplary leadership underscores our commitment to upholding the highest standards of integrity and transparency. We are proud of Uto’s commitment to corporate governance. She deserves the recognition.”
Ukpanah, the pioneer winner of this award has worked with MTN Nigeria for over 18 years. She is a corporate lawyer with extensive experience in company and commercial law. Her contributions in developing sustainable corporate governance structures in the private, public and not-for-profit sectors have been instrumental in fostering transparency and ethical business practices.
Ukpanah’s dedication to ethics and corporate social responsibility advisory services has positioned her as a respected leader in the industry, driving positive change and setting high standards for corporate excellence. This is seen in her active participation on the ‘Code of Corporate Governance Committee,’ ‘9to5 Woman,’ ‘Bankers Committee on Corporate Governance’, among others.
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