Young, Rich Rulers Of Naija Music
A new generation of artistes are rocking the entertainment scene and smiling to the bank, JAYNE AUGOYE reports
A wind of change is currently blowing across the music industry in
Nigeria. A new order championed by young, vibrant and talented artistes
has emerged. Rather than curse the day that their children decided to
embrace a career in music instead of education, the parents of these
wave-making artistes are pleased with the success they have achieved.
Today, the young artistes are giving the older and established stars a
run for their money. These new-wave superstars now rub shoulders with
the same artistes whom they once looked up to or chose as role models.
Apart from competing with the ‘old guards’ in terms of income and
expenditure, they are often nominated for major music awards in similar
categories.
Multinationals and telecommunications outfits, as well as other major
events sponsors, have realised that the younger generation of music
artistes represent the future of entertainment in Nigeria. With a good
number of them aged between 20 and 25 years and a few others barely
clocking 30, the sky seems to be the limit.
Many of the emerging stars are not just rich; they flaunt their
wealth at every given opportunity. It seems that the rewards for their
modest efforts at making many Nigerians happy are without limit and they
always come in the form of luxury mansions, sold-out concerts, huge fan
base, state-of-the-art cars, bestselling albums, multi-million naira
endorsement deals, chattered flights, big budget videos, custom-made
outfits, ‘bling bling’ and generous airplay on terrestrial TV stations.
Usually dressed in sagging pairs of trousers with expensive jewellery
around their necks, many of them charge as much as N1.5m to mime to
their songs for only 10 minutes at wedding parties or concerts. Many of
them had to drop out of school to pursue a career in music.
E-Punch presents six young music stars that have taken the music scene by storm.
Wizkid
At 23, Ayodeji Ibrahim Balogun, a.k.a Wizkid, leads the pack. A
string of endorsement deals, including one from MTN, has placed him on
the list of big earning music artistes in Nigeria. At present, he is the
highest paid Pepsi Ambassador in Africa and he lives in a N140m choice
home in Lekki, Lagos.
Wizkid’s personal cars include a N14.6million Porsche Panamera, Rolls
Royce, N10m BMW X6, N6million blue Volkswagen convertible and a Hyndai
Sonata.
The talented singer, songwriter and performer has emerged one of
Nigeria’s hottest music acts, seven years after he broke into the
Nigerian music scene. The last child in a family of six, Wizkid began to
sing at the age of 11. Like new wine, his performance matured with age.
His talent has taken him to different parts of the world and seen him
perform alongside world class artistes, such as Chris Brown, Akon, and
Young Jeezy, and Kardinal Official.
The young man’s fortunes improved in 2012, a few months after he
released his Superstar album. As expected, his rating soared in the same
year and he was named the second most influential Nigerian artiste on
Twitter, an enviable position which clearly reflected his growing
popularity.
Wizkid’s position on the African music chart was further justified
after he made it to the Channel O/Forbes List of Bankable African
Artistes. Mentioned alongside big weights like Don Jazzy, Psquare,
D’banj, he was placed ahead of Tuface Idibia, on the list. Early in the
year, he threw a free appreciation party for his fans at the New African
Shrine. He has the BET, MTV, Channel O, Ghana Music Awards to his
credit.
Olamide
Olamide Adedeji, aka Badoo, has succeeded in filling the vacuum
created by the death of rap sensation, Dagrin. The alternative rapper,
who has redefined the word Razz as the new cool, has been dubbed the
‘king of the streets. He recently signed a multimillion naira
endorsement deal with the makers of Ciroc Ultra Premium vodka.
For the self acclaimed ‘Voice of the Street’, who grew up in the
Bariga area of Lagos, fame did not come cheap. He fell in love with rap
music at a tender age and was always visiting renowned producer ID
Cabasa’s music studio in his school uniform.
Today, Olamide hobnobs with some of the industry big names,
especially D’banj. Pictures of both artistes surfaced online and their
close relationship gave room to speculation that he had been signed on
to the seld-styled Koko Master’s record label.
The rapper’s hit songs comprise Jale, Street Love, Jesu O kola,
Durosoke, Stupid Love, First of All and Ilefo Illuminati. His
forthcoming album titled ‘Baddest Guy Ever Liveth’ will be released in
October.
Today, the 24-year-old star acquired a brand new 2013 Range Rover
Sport. He also topped the winners list at the 2013 Nigerian
Entertainments Awards in New York, US, with three awards.
Ice Prince
Twenty-six-year-old Ice Prince lives like a true superstar. A proud
owner of a 2010 model of Bentley GT, a Range Rover SUV, among many
others, the Chocolate City Records ‘golden boy’ is also a BET Awards
winner. Since his first single ‘Oleku’ was released, he has witnessed a
meteoric rise to the top.
He gained international recognition after beating 2face Idibia to the
Best International Act Award at the BET Awards. He recently relocated
from his apartment in Palm Groove Estate, Lagos to a bigger apartment in
the Ogudu area, after completing a mansion in his hometown, Jos. The
buzz around him got louder after he appeared in Yvonne Nelson’s ‘House
of Gold’ alongside Ghanaian actor, Majid Michael.
Dammy Krane
At 19, this 2face Idibia protégé is the youngest of the pack. He hit
the limelight after signing on 2face’s Hypertek Records in 2012. He
started singing when he was eight years-old in the toddlers’ choir in
church. By the time he clocked 11, he was already a back-up singer for
other artistes. His mum, who is currently based in the US, manages a
number of Fuji artistes.
Long before he put out an official single, music video, or inked a
record deal, he had over 4,000 followers on twitter. With his hit
singles, My Dear and Ligali, the artiste known for his melodic voice,
engaging lyrics and exciting genre of alternative music has collaborated
with the biggest names in the industry.
Burna Boy
Burna Boy made newspaper headlines after reports emerged that he sold
the marketing rights to his debut album, ‘Leaving an impact for
eternity’ for N10m to popular Alaba music and movie marketer, Uba
Pacific.
The album is also said to have made a record sale of 40,000 units on the day of its release.
The singer has the backing of his grandfather, Benson Idonije, who was the manager of the late Afrobeat legend, Fela Kuti.
Burna Boy officially broke into the music industry in December 2010
when he moved back to Nigeria from London and has remained a household
name in Port-Harcourt. But, it wasn’t until June, 2012, when he made a
cross-over to the Lagos music scene with his mid-tempo Summer Jam, Like
to Party. He is a Globacom Ambassador.
Davido
At 20, David Adeleke, popularly known as Davido, is one of the most
popular young artistes in Nigeria. The singer drew the attention of
millions of music fans when he introduced himself as Omo baba olowo in
his hit song titled Dami duro. Translated from Yoruba to English
language, it means ‘son of a rich man’.
Davido, whose father, Dr. Deji Adeleke, is the chairman of
Keplo-Pacific Energy Pacific, a company that is involved in banking,
steel, power and energy, found his way to the top as if with the snap of
a finger.
The youngster, who is not afraid to boast about his father’s wealth,
always causes a stir on Twitter with his controversial tweets.
So far, he has won some international awards and performed at various
shows within and outside the country. He is also the face of MTN Pulse.
Davido’s personal collection of exotic cars comprise a silver 2012
Honda Accord, a 2012 Hyundai Sonata, which he won for being ‘Next Rated’
at the 2012 Headies, a N12m 2012 Audi Q7, N17m Chevrolet Camaro and a
N21m Mercedes Benz G55 AMG, his fifth car since he shot to fame last
year.
Source: Punch Nigeria
