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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.
In a recent revelation from the Nigerian Communications Commission (NCC), Airtel Nigeria has emerged as a standout performer in the country’s telecommunications sector, marking significant gains in market share over the past year.
According to the NCC data, by the end of March 2024, Airtel Nigeria has grown its market share over the last year into a remarkable 29%, solidifying its position as a leading telecom provider in the region.
In stark contrast, other mobile network operators such as MTN and 9mobile have faced considerable setbacks, with MTN witnessing a notable 3.19% decline in market share and 9mobile experiencing a 0.5% decrease.
Even Glo, a prominent player in the market, saw a decline, albeit less pronounced, with a 0.58% drop in its share of internet subscribers.
Airtel Nigeria’s success story goes beyond market share gains. The company has also witnessed a substantial surge in its share of internet subscribers, boasting an impressive 165% basis points increase.
This surge correlates with the launch of Airtel 5G, which the company began rolling out in June 2023 and underscores the telco’s continued push to grow its customer base nationwide.
Airtel Nigeria’s ascendancy in the telecom market comes at a pivotal moment when mobile network operators face challenges of rising operations cost and exchange rates volatility. The company’s recent results solidify its position as a frontrunner in Nigeria’s telecom landscape.
Google Developer Groups Lagos (GDGLagos) has announced a regional edition of the global #BuildWithAI hackathon, in partnership with SeerBit, Africa’s most trusted payment solutions provider and GOMYCODE.
This hackathon, taking place on Saturday, April 27th and Wednesday, May 1st, 2024, will empower participants to explore Google’s AI tools, Gemini and Vertex AI and develop innovative solutions for real-world challenges.
“We are excited to partner with Seerbit and GoMyCode to bring the #BuildWithAI hackathon to Lagos,” says Co-Organizer, GDGLagos, Femi Taiwo. “This event fosters innovation and empowers individuals to use AI to solve real-world problems. We encourage everyone interested in AI to join us for this inspiring event.”
Founder & CEO of SeerBit, Omoniyi Kolade articulated the profound impact of this collaboration, stating, “At SeerBit, we are committed to pioneering innovative solutions that enhance financial security and foster trust in digital transactions. Collaborating with GDG Lagos amplifies our quest to combat fraud effectively. Together, we aim to empower developers to harness the power of technology for the greater good, ultimately benefiting society as a whole.”
“At GOMYCODE, we are committed to unlocking the potential of innovators across Nigeria and beyond through accessible technology education. The ‘Build With AI’ hackathon with Google Developer Groups Lagos offers a hands-on chance for innovators to use AI for real-world solutions. We’re excited to create a space where technology meets creativity, empowering participants to actively shape the future,” Country Head, GOMYCODE Nigeria, Babatunde Olaifa said.
The #BuildWithAI hackathon aligns with Google’s global initiative to democratize access to AI technology. This regional event in Lagos offers a unique opportunity for developers, data scientists, designers, students, and anyone curious about AI to:
- Gain hands-on experience with Google’s cutting-edge AI tools, Gemini and Vertex AI.
- Tackle real-world challenges across various sectors like sustainability, finance, education, healthcare, and social good.
- Leverage SeerBit’s expertise in digital payments to create solutions with tangible applications.
- Develop in-demand skills with the support of GoMyCode’s training resources.
- Collaborate in teams and network with fellow AI enthusiasts.
- Compete for a chance to win a cash prize of NGN 1,000,000, office space to further develop their winning solution, and the opportunity to partner with SeerBit, with NGN 500,000 and NGN 250,000 for second and third place respectively.
The GDGLagos #BuildWithAI hackathon serves as a springboard for the global Google AI Hackathon, taking place online. This international event focuses on pushing the boundaries of what Generative AI apps can do with Gemini. Participants in the Lagos event are highly encouraged to consider entering the global competition as well.
GDGLagos will provide ongoing support and guidance to the regional winner as they prepare to compete on the global stage. This includes access to mentorship, resources and technical expertise to help them refine their solution and showcase their talent to a worldwide audience.
Startup founders, experienced developers, data scientists and expert resources and designated mentors will be available during the hackathon to provide guidance, refine ideas, answer questions and offer technical support to participants. This ensures they receive the necessary guidance to tackle the challenges and bring their innovative ideas to life.
Telecommunications service provider, Airtel Nigeria has collaborated with the Nigeria Institute of Public Relations (NIPR) to provide with unlimited internet access at the institute’s inaugural edition of the Nigeria Public Relations Week.
The trailblazing event themed ‘Leveraging Public Relations as a Critical Asset for Nigeria’s Economic and Reputation Renaissance’ is set to run from Monday, April 22nd to Friday, April 26th, 2024, and will welcome thousands of delegates across Nigeria to the prestigious June 12 Cultural Centre, nestled in the heart of Abeokuta, the Ogun State capital.
Speaking on the strategic collaboration, Femi Adeniran, Director, Corporate Communications and CSR, Airtel Nigeria, expressed enthusiasm about the partnership, stating, “Airtel is proud to support the Nigeria Institute of Public Relations in its endeavor to advance the field of public relations.
“The relevance of public relations practice in Nigeria cannot be overstated, as it plays a vital role in shaping perceptions, managing reputations, and influencing public opinion. Hence, our support is a demonstration of our commitment to empowering individuals and organizations with innovative solutions that drive progress and create an enabling society.”
According to NIPR, through the PRWeek Organizing \Committee Chairman, Mr Yomi Badejo Okusanya, the NPRW will gather over 2,000 experts in the fields of economics, PR, and nation-building to discuss strategies for effectively communicating government policies and initiatives to the public.
Other activities at the NPRW will include conferences, the annual general meeting, workshops, induction of new members, breakout sessions with students as well as traditional rulers and a tour of some legacy projects in Ogun state.
With Airtel’s provision of onsite unlimited data connection, attendees and participants can enjoy unparalleled access to online resources, real-time updates, and interactive engagements throughout the duration of the event. This will significantly support the exchange of ideas, foster networking opportunities, and elevate the overall experience for all stakeholders involved.
Airtel Nigeria remains committed to offering unwavering support for initiatives aimed at driving innovation, collaboration, and nation-building.
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