Before the summer of 2022, there were whispers of an underground artiste who was building momentum, he was an artiste to watch out for, he possessed the grittiness of the late DMX, the branding of Mr Raw (formerly Nxgga Raw), and the hunger of a Prime Rooney.
By summer 2022, if you didn’t cash in on ODUMODUBLVCK, you had to watch him takeoff, surpassing every KPI.
He signed with NATIVE Records and released “PICANTO” featuring Zlatan & Ecko Miles, after the success of the single, he joined forces with Def Jam Recordings, released “DECLAN RICE” a hip hop announcer that applauded the Arsenal’s skipper Declan Rice. Since then ODUMODUBLVCK has released four (4) projects with the most recent being THE MACHINE IS COMING released Q1, 2025.
His latest album INDUSTRY MACHINE drops on Sunday, Oct 5. We link up with three writers to ask 5 questions before the project drops.
Fill in the Blank: After listening to ODUMODUBLVCK’s last project, THE MACHINE IS COMING’, I decided that ODUMODUBLVCK was __________.
H: Exactly who I thought he was — raw, stubborn, and bold. He reminds me of Tupac’s poem The Rose That Grew from Concrete. Despite the obstacles, ODUMODUBLVCK is more visible than ever.
Z: Finally finding himself in ways his earlier projects didn’t fully capture.
W: A paradox. A disruptor and a student of the game.
The past few months, ODUMODUBLVCK has been calling himself the best rapper. Does he deserve a Top 5 spot?
H: Not yet. He’s inspired the industry to follow his lead, he knows how to spark conversations, he’s delivered hits, and he’s clearly one of the most promising artistes of this generation. But promise isn’t the same as legacy. He hasn’t given us a MI1, MI2, Super C Season, or Clone Wars IV — projects that cement artistry. EZIOKWU was his strongest body of work yet, but he’s still a few steps behind the contemporaries he believes he’s matched or surpassed. We don’t judge greatness on verses or hype alone, but on full, defining discographies.
Z: ODUMODUBLVCK is dramatic, incredibly talented, and underrated as a pure rapper — especially with his flows. On paper, he has everything: success, hits, the ability to put his crew on, industry respect. But timing matters. Right now, he feels ready, but the timing doesn’t place him in the Top 5 just yet.
W: Top 5 debates are less about skill and more about legacy. Right now, ODUMODUBLVCK is building his. Not there yet.
There are 23 guest features on INDUSTRY MACHINE — from Modenine and Wizkid to Phyno, Giggs, Pa Salieu, Davido, Cash Cobain, and more. Has ODUMODUBLVCK’s DJ Khaled-like reliance on features helped or hurt his ability to craft classic full-length albums?
H: It’s been a positive, no question. His albums often feel like a Roc Nation Brunch, you’re there for the host, but you’re just as curious about who else will walk in. The stronger the guest list, the better the experience.
Z: Hip-Hop has always thrived on collaboration, and ODUMODU embodies that spirit. I love that about him. The only drawback is the lack of brevity, sometimes the project feels less sharp because of how much is happening.
W: Features aren’t a crutch, they’re his canvas. But a masterpiece needs focus, not just fireworks. I fear he’s diluting his voice in the noise of too many others.
From Giggs and Stormzy to Skepta, Seun Kuti, and Saweetie, the feature list is stacked. Name one artiste ODUMODUBLVCK hasn’t worked with yet that you’d love to see — and why.
H: Odeal or Tay Iwar. Hip-Hop and R&B duos have always produced magic. Odeal’s melodic touch could create an interesting contrast, while Tay Iwar’s spiritual undertones would complement ODUMODU’s prophetic, almost John-the-Baptist energy.
Z: Omah Lay. People underrate ODUMODUBLVCK’s storytelling. A collaboration with Omah Lay could unlock his emotions, the pain, fears, and deep reflections.
W: Burna Boy. Not just for the star power, but for the generational dialogue it would spark. Rhythm & Rebellion. An El-Classico.
Will INDUSTRY MACHINE be an Album of the Year contender?
H: It might not win every critic’s vote, but it will win the moment. And in today’s climate, that often matters more.
Z: Yes. The conversation around it alone makes it a contender — we just have to see if the music matches the moment.
W: Absolutely, no question.