Navigating the Music Maze: A Tale of Comebacks and Evolution in the Nigerian Music Industry.
When Show Dem Camp released their second mixtape “Clone Wars Vol 2 - The Subsidy” in December 2012, the duo immersed themselves in the heart of the country's challenges. With razor-sharp verses and unapologetic bravado, the tape resonated profoundly with the hip-hop community, save for two tracks that stood out like gems in the lyrical arsenal - “Sweet Love” Ft. Ladipoe and Lucci, and “Remember Me” Ft. Funbi.
These outliers, as explained by Tec, were a response to the yearning of their female audience: “The last clone wars, the babes were asking me, that there was no babe tracks on the mixtape, you understand, hard gra gra rapping, so we had to do something for the girls this time”
Up until 2017, releasing a project in Nigeria required reliance on Alaba marketers to sell CDs, but several artists and labels expressed frustration with Alaba not fulfilling their end of the deal.
Which is why Ghost aired his displeasure on the opening verse on the first track “O.D” ft Lucci & Ladipoe FKA Poe about their debut album “The Dreamers Project” being one of the best hip hop projects but you couldn’t find it in the stores.
It took SDC—Ghost and Tec—three years before they dropped another project “The Collectiv3 LP” a collaborative project that balanced all genres, appealing to a wider audience including the women who had once yearned for inclusion.
While the Alaba market still held the larger share, Digital Service Providers (DSP) were gaining ground. However, free downloads, aka music piracy, remained prevalent. By 2016, Soundcloud (a DSP outlet) began leading the charge and setting the tone for the popularity of DSPs.
On December 31st, 2016, with 'Clone Wars Vol 3: The Recession,' Show Dem Camp orchestrated a musical opus that not only mirrored the country's situation but also showcased the beauty of their growth and adaptability in an ever-changing industry.
Navigating the music industry can feel overwhelming, especially with the continuous stream of new music. Despite the convenience of several DSP options, it seems that accessibility to music has become both a blessing and a challenge, leaving us spoiled for choice.
In 2023, 336 Nigerian projects were released, according to Pulse NG. The year before that 226 projects were released, highlighting a rapid acceleration in creative output. The days of sprinting to purchase album CDs are behind us; we now find ourselves flocking to DSPs, streaming and downloading albums in a digital frenzy.
There's been a shift. Music is constantly evolving, pushing artists to adapt or risk fading into obscurity. The genre landscape has also changed due to new talents and fresh sounds. Now, these artists are battling for your ears and hearts.
Being out of sight is often seen as career suicide. People rarely succeed in such situations, and those who do are exceptions.
“New Music Friday”, as new projects tend to be released at the start of the weekend, has created a cultural digital dichotomy: listeners either stay up until midnight to be among first listeners or wait for social media outlets and curators to sift through releases and compile the best new music for them.
Crafting A Comeback
Amid these options, I found myself exploring the newest releases on DSPs. To my delight, the familiar voice of Sean Tizzle came through my headphones.
A once dominant force on the radio with his debut album ”The Journey,” Sean Tizzle now presents ”Al Barakah”—a track that is reflective and filled with gratitude as he praises God.
Despite releasing two other projects and numerous singles since his debut, “Al Barakah” felt like a warm embrace, an open letter to the hearts that once found joy in his music.
There have been rumours regarding his predicament, with some attributing it to his separation from producer, D-Tunes. Yet, his voice remains unchanged, his calm demeanour still present in his delivery. His storytelling hasn't changed but the audience and market have.
Sean Tizzle is making a comeback. He's now a veteran in a new world, and some might see his sound as dated compared to his contemporaries. A lot of questions crossed my mind for Sean Tizzle, but the one that topped the list is, can he garner the same attention and hits he once did?
Sean isn’t the only one making a comeback. From Orezi to Harrysong, Seyi Shay, Omawumi and more made their comeback.
It is mind-blowing when you realise Orezi’s debut album "The Ghen Ghen Album", Harrysong’s "Reggae Blues", Omawumi’s "Lasso Of Truth" and Seyi Shay’s debut album "Seyi Or Shay" all turn 10 next year.
Orezi’s debut album was a full-course meal, there was something for everyone. A record to inspire; "Double Your Hustle", records to ignite the dancefloor; "Shuperu remix ft Davido" "Ogede ft. Timaya & Wizkid " and"Shoki " and a record for the ladies; "Rihanna ".
His prowess in storytelling, melody, power of collaboration and detailing lustful desires while using lamba to create a soft landing made him a force to be reckoned with.
He released his sophomore project titled "Chocolate Daddy" __The lead single "No Advise Me" takes cue from social media memes. The record feels like a desperate attempt to fit in rather than stand out.
While the project sees Orezi return to his loverboy phase. "Chocolate Daddy" works as a reintroduction for Orezi, He paid enough attention to the market’s new ideas to come out with an album that looks forward while remaining true to what made him a force to be reckoned with.
Harrysong released "Reggae Blues" in 2015, which featured Orezi, Olamide, Iyanya and KCee. This track was arguably one of the biggest posse cuts of the year.
Harrysong’s rise to fame was through the traditional route, he was a congarist in the church his mother served as the music director before he went on to learn contemporary gospel music. In 2007, he moved to Lagos as the lead singer of a live band that performed in nightclubs until he met Kcee which led to him signing for Five Star Music.
Harrysong is cut from the same cloth as Orezi. He uses comedy, and storytelling to pass across his message while ensuring you swing to his melody. For instance, "Ara Banko" addresses critics and success. "Reggae Blues" is a call for celebration, the highlife production by Dr Amir. allowed Harrysong to take it back to how he got his music started. "Baba For The Girls" celebrates his love for women and his ability to grant their desires. "Selense" follows the route of "Ara Banko" but it is more of a social commentary route of "Reggae Blues."
What made Harrysong a household name was his appeal to his audience. He understood the art of storytelling, his music can be likened to conversations heard at the local bars, and the nuances are a reflection of the everyday lifestyle.
Since then, Harrysong has dropped several singles, including a 2020 project "Right About Now", a departure from the mainstream Harrysong. They haven’t captured hearts as he once did.
His lead single off the "God Amongst Men" album, "Asante ft. Camidoh & Majeed," the feature artists bring a refreshing feel, and Harrysong retains the storytelling element allowing Majeed to lead the charge. The song is catchy, and while I admire Harrysong’s new approach, "Asante" just like Orezi’s "Start To Dance" feels like Harrysong is trying to fit in with the cool kids.
He found his rhythm on the album "God Amongst Men", retaining the old audience and appealing to the new music audience and direction.
Orezi, Harrysong, and Sean Tizzle are established artists. However, the industry is shifting from the music of their heyday. Music doesn’t stand still; it progresses without mercy. The music industry has experienced transformation in sound, lyricism, style, and more.
Sonic Shapeshifters
On the other side of town, some artists have evolved with the music industry by being consistent with releases. Notable mentions are Olamide and Tiwa Savage.
With 13 projects, Olamide tailors each to complement the era. In his debut album, "Rapsodi," he loudly represented the streets as a badge of honour, succeeding the late Dagrin. The industry erupted. By the sophomore album, "YBNL," he had captured the hearts of the streets.
On his third album, "Baddest Guy Ever Liveth," the boy from Bariga rose to become a cornerstone in Nigerian music. Wearing multiple hats—from hip hop to Afropop to a lover man—his hits dominated the dancefloor, his raps matched the hip hop elite, and the streets were taking notice even before he declared it in the 2015 guest verse on Reminisce’s "Local Rappers." Every record he touched turned into gold and was emulated.
By 2020, There was a paradigm shift in the music industry and Olamide adapted to the era. From his 11th project, “Carpe Diem,” Olamide shifted from streetwear to a more exotic high fashion, embodying the persona of a seasoned veteran. He collaborated with rising talents at the time Omah Lay on "Infinity", Bad Boy Timz's "Loading", and Bella Shmurda on "Triumphant".
Progressively, he moved away from energetic records to a slower bpm. The dominance of "Don’t Stop," "Loving You," and "Story for the gods'' gave way to a more exciting mid-tempo showcased in "Rock," "Hate Me" featuring Wande Coal, and "Want" featuring Fave.
On Olamide's latest album "Unruly", he sounded better than he has sounded in ages, he moved with the cadence of someone who has nothing to lose but everything to gain. On the album, he sends the elevator down for the younger generations (Asake, Bnxn, CKay, Fireboy DML, and Rema), as they compliment the album’s direction. If "Unruly" is truly his last album, then he is going out with a bang.
Tiwa Savage’s longevity is credited to her ability to evolve with the genres, she is not resting on her laurels.
Earlier in her career, she explored genres, enjoying the best of multiple worlds. From the R&B anthem "Kele Kele" to the exciting "Wanted" to the fan favourite "Eminado" to the gratitude record "If I Start to Talk."
Her last project "Water & Garri EP" was released in 2021, the project was one of the most pleasing Tiwa Savage’s releases as she showcased her R&B creativity, proving she was going to be here for a long time.
If "Water & Garri" appealed to the older generation and R&B lovers, then her singles and feature runs positioned in the street pop conversations. From "Loaded ft. Asake" to the outstanding guest verse on “Spyro - who is Your Guy” to the eccentric "Majeed’s Gbese.”
Tiwa Savage, at this point, is like a veteran politician. She's capable of being all things to all people at once.
Balancing Roots and Radiance
Ageing gracefully isn't easier for Hip Hop artists, especially after their first few studio albums. Show Dem Camp, the rap duo, are at the forefront as Hip Hop undergoes an evolving stage. They laid the foundation for their cultural dominance with ‘Feel Alright’ produced by Juls a decade ago.
The Juls-produced “Feel Alright” diversified their output, allowing them to be more mass appealing on records like this while still retaining their rap authenticity with the “Clone Wars” series.
In 2017, they released the first instalment of The Palm Wine Music Series and unlocked a wider audience.
Six years later, they’ve released two more Palm Wine music series, A Palm Wine Music Express project, two Clone Wars projects, and a Collectiv3 LP 2.
Each project differs in terms of subject matter, creative direction, lyricism, and the discovery of new artists, including Tems, Bnxn, Bellah, Nesta, Twelve XII, Shalom Dubas, and more.
Show Dem Camp has attained a notable level of excellence in the Nigerian Hip-Hop scene. They have the respect of their peers, and the younger generations look up to them as they have a bond.
Show Dem Camp's mixtape-album strategy has contributed to their overall success, which came nearly a decade into their career.
“Rappers got their start by releasing rawer, uncut mixtapes to the streets. These tapes were more frequent, less polished, and had samples we knew damn well weren’t cleared! But once the artist got popular, their studio albums were more polished, had radio-friendly singles, big-name producers, and a slow song or two to broaden appeal.
When artists focus on albums and stop making mixtapes (or mixtape-type music), they risk losing the audience that fueled their rise. But if artists stuck only with mixtapes, there’s a higher chance they might never breakout. Doing both allows them to grow while staying true to their roots. That’s why Lil’ Wayne’s run from 2005-2009 was so iconic. He released classic mixtapes and albums to maintain both audiences.” - Trapital
Show Dem Camp’s annual Palm Wine Music Festival, Lagos Edition is a convergence of hip-hop lovers, Alte music fans, and individuals from both younger and older generations.
Growing old in the Nigerian music industry is a delicate dance between adaptation and authenticity—a journey that, when navigated with finesse, is as beautiful as the melodies themselves.
I heard once that 'Music is youthful; kids drive cultural change. However, ageing isn't glamorised by the younger generation. Time marches on, and youth has an expiration. Whether you're young or at a crossroads, your lifestyle won't always sync with popular music. Enjoying and connecting with music don't always align, and age plays a role in how it impacts each person.'
The resurgence of veterans like Sean Tizzle, Orezi, and Harrysong reminds us that growing old in the industry is not a hindrance, but an opportunity to rediscover one's sound. Simultaneously, the constantly evolving talents such as Olamide and Tiwa Savage showcase the importance of adaptability and staying true to one's artistic identity.
As the music industry marches forward, let's celebrate not just the new sounds but also the enduring stories of those who've gracefully aged within its rhythm. As you reflect on the tunes that shaped your past and those that accompany your present, remember, there's a unique beauty in growing old—a beauty that is waiting to be told.