The presence of a new generation of superstars is one of the most exciting things about the music industry. The process of identifying talent on a grassroots level, watching them grow, and guiding their process till the point where they appeal to the mainstream, and then go on to become continental superstars is captivating to witness.
We’ve had different generations of musicians in our industry. They’re popularly referred to as sets. The most recent transitions are the 2Baba, PSquare & Dbanj phase to Wizkid, Davido & Olamide’s set, then to Burna Boy & Sean Tizzle’s set. After this came Kizz Daniel, Lil Kesh, and Reekado Banks’s set, then we saw what is highly regarded as the set of the golden generation of Afrobeats. The set accommodating Rema, Fireboy DML, Omah Lay, and the likes.
This set has gone on to do the most for Afrobeats in terms of taking the genre to the next level. Bar Burna Boy, nobody from the previous two sets has been able to compete on the level of the ones before them ( Wizkid and Davido ) and there has been a clear gap in continuity before Burna stepped up to the challenge in 2019. As of now, our biggest superstars in terms of streams, awards, fanbase reach, impact, and presence are still the same guys from 14-15 years ago.
The new guys are operating on a different level of will and intention and are already catching up and surpassing the legends in record time. Tems has been nominated for the Grammys eight times. Rema has the most streamed Afrobeats album and another Grammy-nominated album in two attempts. Asake’s rise to fame literally feels like a glitch in the matrix. Acts like Victony, Omah Lay, Ayra Starr, and Oxade have churned out songs that have gained global attention. The genre is getting the attention of the world at a remarkable pace, and the next generation is at the forefront of it.
Ushering in a new generation is supposed to be seamless and quick in an industry that is well structured, but the Nigerian music space is still in its formative stages, and in a space where institutions aren’t set up to full capacity yet, we have individuals championing the movement of birthing the next generation of superstars. In the past, we had individuals like Keke Ogungbe, D1 and Paulo used to call the shots, propelling superstars to limelight. Now, a new generation of people have taken that role.
Olamide
Olamide has always been known for putting people on. During his active years, he was always on one collaboration or the other, handing out hits to those in need at will. In 2012, he formed his own record label YBNL. Over time, the label has gone on to establish itself as one of the most successful labels in the Nigerian music industry, churning out superstars like Lil Kesh, Chinko Ekun, Adekunle Gold, Lyta, and more. It’s currently home to two of the biggest acts in the new generation namely Asake and Fireboy DML.
It’s also given producers like P Priime, Young Jonn, Pheelz, and Semzi platforms to build their sound and catalog and guide the genre sonically. On 19th February 2020, YBNL Nation signed a distribution and publishing deal with global outfit Empire, and later that year Billboard Magazine named YBNL as one of the Gatekeepers of the Nigerian Music Industry.
Don Jazzy
Don Jazzy founded Mavin Records on the 8th of May 2012 following the closure of Mo’ Hits Records and has since then gone on to dominate the playing field. The label which is currently home to artists such as Rema, Ayra Starr, Ladipoe, Crayon, and more has produced/ushered in acts like Tiwa Savage, Wande Coal, Reekado Banks, Iyanya, Korede Bello. Producers like Altims, Baby Fresh, London, and Andre Vibez have found their way up the charts through exploits of the label.
The label secured multi-million dollar funding from Kupanda Holdings in 2019. They were listed by Billboard Magazine as one of the gatekeepers of the Nigerian music industry and own or have a joint share in Jonzing World, another label responsible for the birth and success of Ruger.
Show Dem Camp
Show Dem Camp were very instrumental in contributing to the shift of the Afrobeats sound to the mid-tempo vibe. More importantly, they are well acknowledged for their contribution to the Alte scene, platforming it and giving it early access to the mainstream. They put on an entire soundscape and movement with their much-anticipated projects and were instrumental to the platforming of many successful acts today.
Acts like Odunsi The Engine, Oxlade, Tems, Victony, Wurld, Moelogo, Tay Iwar, Nonso Amadi, Flash, Amaarae and more have at one point or the other been co-signed or put on songs by the legendary duo. These acts have gone on to make waves for themselves and the genre while contributing heavily to the soundscape and art direction of the genre, creating templates other artists now bite off.
Over the years, these are the individuals who have shown themselves to be consistent in making an effort to spotlight the next generation. Olamide, outside YBNL, has graced the songs of numerous up-and-coming artists with guest verses and Don Jazzy has consistently used his social media platforms to promote artists that aren’t signed to his label. In the dog-eat-dog industry, very few have shown themselves to be intentional about the future of the genre, and most just do things for themselves.
Honorable mentions go to artists like Wizkid, Phyno, and Davido who use their platforms to promote new artists occasionally. While we clamor for a better setup for our industry, it’s important to celebrate the ones making an effort right now. Olamide, Don Jazzy and Show Dem Camp have dedicated a good part of their careers to finding new material and pushing the genre forward, and we give them their flowers today.
