Telecom
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.
As Africa edges toward an estimated 750 million internet users by the end of 2025, the continent’s expanding digital footprint is increasingly matched by vulnerabilities that threaten its economic and national security.
Happiness Obioha, Managing Director and Chief Executive Officer of Tizel Cybersecurity
This concern took centre stage at the Africa Tech Alliance Forum (AfriTech 5.0), where Happiness Obioha, the Managing Director and Chief Executive Officer of Tizel Cybersecurity, delivered one of the event’s most compelling arguments for a new cybersecurity paradigm rooted in African intelligence rather than foreign technology.
Speaking on the theme “Beyond Firewalls: The Case for Homegrown Cybersecurity Intelligence in Africa,” Obioha maintained that Africa’s cybersecurity risks cannot be effectively mitigated with imported solutions that were never designed for the continent’s distinct digital realities.
She described Africa’s cyber landscape as one defined by unique threat actors, infrastructural limitations, cultural nuances, and business patterns that global security platforms often fail to understand.
According to her, relying solely on perimeter-based defenses such as firewalls is no longer adequate in a world where cyberattacks grow more adaptive, persistent, and sophisticated.
Obioha argued that Africa’s dependence on generic global tools has created a critical gap in the continent’s ability to detect, interpret, and respond to emerging threats, and explained that foreign cybersecurity systems frequently misread local attack patterns or fail to anticipate region-specific vulnerabilities.
As a result, many African organizations operate with a false sense of safety while facing increasingly complex threats ranging from ransomware and financial fraud to targeted breaches on government infrastructure.
The Tizel CEO emphasised that Africa’s long-term security lies in adopting intelligence-led approaches that draw from local insights, indigenous expertise, and continental research, and noted that such solutions allow faster and more precise threat detection because they are built with an understanding of local behaviour patterns and digital environments.
Beyond security improvements, she stressed that homegrown cybersecurity also strengthens national sovereignty, reduces capital flight, expands technical capacity, and creates jobs in one of the world’s fastest-growing sectors.
Obioha cited Tizel Cybersecurity as an example of what locally grounded innovation can achieve, explaining that the company’s model integrates contextual intelligence, real-time monitoring, rapid incident response, and strict adherence to regulatory frameworks.
According to her, Tizel’s work with banks, telecom operators, government agencies, and SMEs demonstrates the measurable impact of Africa-specific cybersecurity architecture.
Among the results she highlighted were the prevention of a major ransomware attack in the financial sector, a significant reduction in network downtime for a telecom operator, and the deployment of effective real-time monitoring systems for a government agency.
She reinforced that Tizel’s success is built on its deep understanding of the African digital ecosystem, a familiarity she described as indispensable for delivering cybersecurity that genuinely protects African institutions.
The region’s business culture, infrastructural diversity, and evolving digital habits, she said, can only be accurately interpreted by experts who operate within the same environment.
Obioha urged African enterprises and governments to take a more deliberate approach toward securing their digital future, and encouraged them to re-examine their cybersecurity posture, invest in indigenous intelligence-driven solutions, and build internal teams equipped to respond to emerging threats.
The survival and competitiveness of African businesses, she noted, will increasingly depend on their ability to align security strategies with the realities of the continent’s rapidly evolving digital economy.
“Africa’s digital future is promising,” she concluded, “but it must be secured with intelligence and innovation that come from within the continent.”
MTN Nigeria and the Small and Medium Enterprises Development Agency of Nigeria (SMEDAN) have signed a strategic partnership aimed at accelerating the growth, digital capacity, and sustainability of Nigeria’s 40 million Micro, Small and Medium Enterprises (MSMEs).
L-R: Julcit Onigbogi, Head of Legal, SMEDAN; Charles Odii, Director General, SMEDAN; Lynda Saint-Nwafor, Chief Enterprise Business Officer, MTN Nigeria and Ayham Moussa, Chief Operating Officer, MTN Nigeria, during the MTN, SMEDAN Seal Strategic Partnership Signing held at the MTN Plaza, Ikoyi on Thursday, November 27, 2025.
The signing ceremony was held at the MTN Plaza, Lagos, on Thursday, November 27, 2025.
MTN Nigeria’s Chief Operating Officer, Ayham Moussa, reiterated MTN’s commitment to supporting Nigeria’s economic development, stating that MSMEs are the lifeline of Nigeria’s economy.
He said: “SMEs are the backbone of the economy and the backbone of employment in Nigeria. We are delighted to power SMEDAN’s platform and provide tools that help MSMEs reach customers, obtain funding, and access wider markets.
“This collaboration serves both our business and social development objectives.”
Chief Enterprise Business Officer, Lynda Saint-Nwafor, MTN Nigeria described the MoU as a tool to “meet SMEs at the point of their needs,” noting that nano, micro, small, and medium businesses each require different resources to scale.
She stated: “Some SMEs need guidance, some need resources; others need opportunities or workforce support. This platform allows them to access whatever they need.
“We are committed to identifying opportunities across financial inclusion, digital inclusion, and capacity building that help SMEs to scale.”
Speaking at the event, the Director General of SMEDAN, Charles Odii, emphasised the significance of the collaboration, noting that the agency cannot meet its mandate without leveraging technology and private-sector expertise.
He said: “We have approximately 40 million MSMEs in Nigeria, and only about 400 SMEDAN staff. We cannot fulfil our mandate without technology, data, and strong partners.
“MTN already has the infrastructure and tools to support MSMEs from payments to identity, hosting, learning, and more. With this partnership, we are confident we can achieve in a short time what would have taken years.”
Odii highlighted that the SMEDAN-MTN collaboration would support businesses across their growth needs, guided by their four-point GROW model – Guidance, Resources, Opportunities, and Workforce Development.
He added that SMEDAN has already created over 100,000 jobs within its two-year administration and expects the partnership to significantly boost job creation, business expansion, and nationwide enterprise modernisation.
The partnership will feature joint initiatives focused on digital inclusion, financial access, capacity building, and providing verified information for MSMEs. With millions of small businesses depending on accurate guidance and easy-to-access support, MTN and SMEDAN say their shared platform will address gaps in communication, misinformation, and access to opportunities.
The event concluded with the formal signing of the Memorandum of Understanding (MoU), setting the stage for the immediate roll-out of tools, content, and resources that will support MSMEs nationwide.
Telecom
MTN Nigeria Launches Y’ello Data Gifting Campaign as Digital Connectivity Shapes Festive Celebrations
MTN Y’ello Tide is the gift that keeps giving, with MTN exciting Nigerians through a season filled with yellow gifting, digital rewards, and festive moments. This year, MTN is giving customers even more ways to stay connected and celebrate, and the Y’ello Data Gifting initiative stands as one of the many offerings under MTN Y’ello Tide.
MTN Nigeria
With Nigerians embracing more digital-led ways to connect and celebrate during the festive season, MTN Nigeria has introduced its Y’ello Data Gifting initiative as part of the broader MTN Y’ello Tide, designed to encourage customers to share data with loved ones while standing a chance to win prizes worth millions of naira. MTN Y’ello Tide continues to position digital connectivity as an exciting way to gift this season, reinforcing that MTN is giving Nigerians more value at a time they need it most.
The campaign runs from December 1 to 25, offering daily rewards such as Samsung smartphones and ₦20,000 shopping vouchers for the top 20 data gifters each day. As a core part of MTN Y’ello Tide, the data gifting experience helps customers enjoy more yellow moments through rewards, bonuses, and shared connections. Customers who participate also enjoy bonus data, with 1GB awarded to those gifting 10GB or more, and 500MB for gifts ranging between 5GB and 9.99GB. Participation is available through *321# or the myMTN NG app between 10am and 10pm daily.
Across Nigeria, digital behaviour continues to evolve. Internet consumption reached a record 973,455 terabytes in December 2024, marking a 36.5 percent year-on-year growth according to the Nigerian Communications Commission. MTN Y’ello Tide taps into this shift by offering exciting, value-driven digital gifting experiences that help people stay connected throughout the season.
While costs of food and non-alcoholic beverages have risen by over 92 percent in the last three years, and inflation stood at 34.60 percent in November 2024 with food inflation at 39.93 percent, Nigerians continue to prioritise meaningful and cost-efficient ways to stay connected. This shift has led many families to favour experiential or digital gifts, particularly as surveys show that 76 percent of Nigerians experienced income reductions in 2024, based on the PiggyVest Savings Report.
Festive spending has also adjusted to new realities. Items such as Christmas trees now range between ₦23,000 and ₦700,000, up from ₦17,000 to ₦450,000 last year. In this context, telco-led promotions like MTN Y’ello Tide’s Data Gifting campaign offer an alternative form of giving that aligns with today’s lifestyle needs. MTN is giving customers more ways to celebrate in yellow, creating exciting opportunities to share, connect, and enjoy festive rewards.
Nigeria remains a mobile-first market with 103 million internet users recorded at the start of 2024, representing 45.5 percent internet penetration according to DataReportal. Data now functions as a core utility supporting work, education, entertainment, and social connection across the country, making MTN Y’ello Tide’s digital gifting even more relevant this season.
As a Lagos civil servant noted earlier this month, the season remains a time for gratitude and connection, regardless of spending patterns. MTN Y’ello Tide strengthens this sentiment by making it easier for customers to stay connected and enjoy meaningful gifting in an exciting and accessible way.
The Y’ello Data Gifting campaign continues until December 25, with terms and conditions applying. As part of MTN Y’ello Tide, the initiative reinforces that MTN is giving Nigerians a festive season anchored on digital convenience, rewarding experiences, and yellow-themed celebration.
Dial *321# or download the myMTN NG app to start gifting data to your loved ones. Campaign runs until December 25, 2025. Terms and conditions apply.
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