Global Structures + Problems ∙ Carl Gershenson ∙ SP19 Afrobeats: Emergent Socio-Political Consciousness in Nigeria




How can Afrobeats create a bottom-up emergent social and political conscious movement to coalesce Nigerian yout in a positive direction; and in turn subvert market logic and growing capital influence to spread politically charged messaging, sparking a conversation within Nigeria and the Nigerian diaspora to pressure the government?

Full report click HERE

Summary:
President Buhari in his recent election campaign “promised to diversify the economy away from oil.”[1] As a result, the unilateralism of Nigeria’s economic dependencies, hinge on highly fluctuating and socially volatile markets. Banking on OPEC’s resiliency is a risky bet, apparently one Buhari is not willing to take even while encouraging multi-national oil corporations investment behind the scenes, such as with Shell.
In Nigeria’s current climate, governmental distrust remains high among the general population and Buhari’s election platform of a diversified economic portfolio rings hollow, as top-down reform efforts in the past have fallen short. Therefore, one needs to turn to the social coalescing of citizen interests in order to speculate on economic reform as Keynesian economics and Reagon-omics have done little to address the inequality, and corruption present within the democratic nation.
What does, Drake’s “One Dance,” Childish Gambino’s “This is America,” and Universal Music Group have to do with sustainable development in Nigeria? All play into the emerging role of Nigerian Afrobeats music in the global market, especially in the Nigerian diaspora concentrated in London, Paris and New York. From a Nigerian artist’s perspective “our music, our entertainment in general is becoming one of our biggest exports.” [2] Now, neither Drake nor Donald Glover are natively Nigerian and neither of those songs are explicitly Afrobeats songs either. However, Drake’s bridge in “One Dance” featuring Nigerian artist Wizkid, is both. So what is Afrobeats? According to the same video “it’s high-energy, autotune-heavy, with a constant percussive beat and a sort of electro-hip-hop sound” something you would easily find in the dance clubs of a major Western city, and it’s also the “story of a people, a sound, and a technological revolution transforming pop music around the world.”
Even more than that, I argue that Afrobeats is the key to creating a bottom-up emergent social and political conscious movement to coalesce Nigerian youth in a positive direction; and in turn subvert market logic and growing capital influence to spread politically charged messaging, sparking a conversation within Nigeria and the Nigerian diaspora to pressure the government.
On May 5th of last year, Donald Glover aka Childish Gambino’s “This is America” was released on Youtube to high acclaim. Tackling contemporary issues Black Americans face every day, the music video serves as a diatribe against a complacent State authority and disparages the entertainment industry for their complicity in distracting the American public from real issues. 23 days later, Nigerian artist Falz released this his cover of the video, called “This is Nigeria.” [3] Like Glover’s original, Falz takes aim at the Nigerian government depicting their corruption – from bribes to hit squads via the SARS – to their sluggishness in responding to the Chibok and Dapchi schoolgirl kidnappings, as well as ignoring the Fulani Herdsmen killings. He also criticizes the entertainment industry and fellow Nigerian youth, calling into question the prevalence of “Yahoo” – aka internet fraud – as well as general selfishness and the decadence of other prominent Nigerian artists. [4]The track currently has 17M views on Youtube. [5] However, unlike the praise Glover received for his track, Falz’s cover was banned by the Nigerian government. However, other international artists backed Falz on social media, calling foul on the government censorship.


This Generation’s Fela Kuti?
So who is Falz to Afrobeats and social activism? Folarin Falana, aka Falz, is a 28 year old vocalist and rapper from Lagos State. His latest full-length album project released this January, called “Moral Instruction,” once again takes aim at the Nigerian government and social ills plaguing Nigeria.
The track titled ‘Hypocrite’ calls into question religious hypocrisy, pervasive wealth inequality, and the undermining of social movements through government corruption. [6] Further the song calls attention to a bill called “Not Too Young To Run” which was signed into law last year reducing the presidential age limit from 40 to 35 and the age limit for seeking government positions from 35 to 30 years old. [7]

His track ‘Talk’ goes on to critique internet fraudsters, the failed promises of president Buhari on a platform of change and the National Youth Service Corps (a national development initiative) allowance stagnation. [8] Millennial Nigerian journalist, Laila Johnson-Salami, who reviewed the album called it a “plead with Nigerians through music, telling us to continue speaking up about these heinous problems. Our voices matter as citizens and serve as a strong tool for change.” [9]

And his audience is growing, as his music reaches others in the Nigerian diaspora. Currently Falz (@falzthebahdguy) has 4.9 million followers on Instagram, with nearly 208,000 monthly listeners on Spotify. His recent track, “Mind Your Business” with fellow Nigerian artist Simi released on April 19th of this year is ranked 23rd on Boomplay’s – Africa’s largest music app – Top 100 Nigeria chart. So clearly, he has clout within his industry and Falz has certainly captured the current social and political climate of Nigerians and has expressed it through his music.
So, Falz’s preeminence within the Nigerian Afrobeats movement and following on social media could serve to catalyze the next generation of Nigerian artists to likewise make claims against their government or at least have an unignorable voice in the conversation, or at least that’s what the overwhelming support for his lyrical message in his Youtube videos’ comments would suggest.
Universal Music Group – the largest music label in the world – is opening a branch in Nigeria this summer. “Afrobeats showed Universal that there was money to be made in Nigeria,” says Yomi Kazeem, a Quartz correspondent. [10] Now, this move by Universal is a net positive for already popular artists in Nigeria, despite the neoliberal underpinnings of the move by Universal. Currently Spotify does not operate pervasively in Africa, nor does Apple Music or iTunes due to restrictions and terms of use. As a result street hawkers basically are the only way for up-and-coming artists to have a platform for their music – with the hawkers taking the profit – or artists must get big abroad without a support structure in place. [11]With the opening of Universal in Nigeria, there is the potential for more artists to have a larger voice with access to capital and markets at home and abroad.
other Nigerian artists such as 26 year old pop star Augustine Kelechi aka Tekno, has recently has signed to the Universal label. On the surface, Tekno is not nearly as overtly political in his lyrics as Falz, characterized as just “want(ing) girls.” [12] However, his recent track ‘Women’ suggests at least a social awareness, professing female empowerment. [13] His 2016 track, ‘Rara’ advocates for local industry and labor over foreign capital, and calls out the greed and corruption in Nigeria’s electric power authority as well as other government officials, as causing the infrastructural unreliability. [14] With the backing of Universal, and Tekno’s subversive political messaging, he could also potentially serve as a catalyst to mainstreaming calls for political action both within the Nigerian community but also abroad.


After following Falz on Instagram, a Nigerian rapper from Lagos requested to follow me. Emmanuel Rayven Adie aka Rayven the Rapper (@rayventherapper), is a university student and aspiring hip-hop artist. [15] When I asked him about Falz’s influence on his music, he responded “I know for a fact that his music has a positive influence on my career as a rapper.” [16] When asked if he would consider his music as political, he responded “Not exactly political, but I tend to talk about the difficulties, problems, and also solutions to the crises with young Nigerians.” [17] Hopefully, this young artist will be one of many following the precedent that Falz and Fela before him have set out, just reattuned to the cultural imaginary and zeitgeist of contemporary Nigeria.


Emergent Social + Political Consciousness
With Nigeria’s desire for a diversified economy, it seems that Nigeria’s entertainment economy is a viable option within an expanded economic portfolio. While capitalistic and neoliberal tendencies accompany the introduction of Universal into Nigeria, perhaps we can find hope in the next generation of Nigerian artists who are fueling an international spotlight turned on Nigeria. Perhaps in this spotlight then, prominent artists such as Falz, and newcomers such as Tekno and Rayven can continue to draw attention to the social and political ills the country faces, and that they are persevering despite this. Perhaps, the Nigerian diaspora can then exert pressure on the government to stand by their word and continue to expose unjust practices. Perhaps, these artists can also have a voice, continue to grow their audience and influence the next generation, encouraging others to reclaim their rights and advocate for justice and equality and a turn away from illicit activity in favor of a more productive development approach.  


Works Cited
“(113) Falz - This Is Nigeria - YouTube.” Accessed May 5, 2019. https://www.youtube.com/watch?v=UW_xEqCWrm0.
Adie, E. (2019, May 3). Personal Interview
Aigbokhaevbolo, Oris. “Moral Instruction or How Falz Fails Fela.” Oris Aigbokhaevbolo(blog), January 18, 2019. https://medium.com/@Catchoris/moral-instruction-or-how-falz-fails-fela-906b889b33cd.
Al Jazeera English. 🇳🇬 Nigeria to Diversify Economy Away from Oil | Al Jazeera English. Accessed May 5, 2019. https://www.youtube.com/watch?v=qMXeBMV1Gas&list=WL&index=3&t=0s.
Commentary, Kwasi Gyamfi Asiedu. “Nigeria’s President, 75, Has Reduced the Minimum Age for Presidential Aspirants to 35.” Quartz Africa. Accessed May 5, 2019. https://qz.com/africa/1292513/nigerias-president-75-is-about-to-reduce-the-minimum-age-for-presidential-aspirants-to-35/.
Editor. “ARTISTE: RAYVEN THE RAPPER.” Phace Mash Blog (blog). Accessed May 5, 2019. http://phacemash.blogspot.com/2017/05/artiste-rayven-rapper.html.
Falz – Talk. Accessed May 5, 2019. https://genius.com/Falz-talk-lyrics.
Falz – This Is Nigeria. Accessed May 5, 2019. https://genius.com/Falz-this-is-nigeria-lyrics.
“Falz: ‘Entertainment Is Becoming One of Our Biggest Exports’ - CNN Video.” Accessed May 5, 2019. https://www.cnn.com/videos/world/2018/11/15/falz-afrobeats-nigeria-lon-orig.cnn.
Falz (Ft. Demmie Vee) – Hypocrite. Accessed May 5, 2019. https://genius.com/Falz-hypocrite-lyrics.
“Fela Kuti.” Biography. Accessed May 4, 2019. https://www.biography.com/musician/fela-kuti.
Kazeem, Yomi. “The Hit ‘This Is Nigeria’ Video, Which Addresses the Country’s Worst Problems, Has Been Banned.” Quartz Africa. Accessed May 5, 2019. https://qz.com/africa/1355833/falzs-this-is-nigeria-take-on-childish-gambino-america-banned/.
“NIGERIA: Amnesty Calls for Immediate Investigation of Football Fan Killed by Police.” Accessed May 4, 2019. https://www.amnesty.org.uk/press-releases/nigeria-amnesty-calls-immediate-investigation-football-fan-killed-police.
“Nigeria Apple Music Top Songs.” Accessed May 3, 2019. https://kworb.net/charts/apple_s/ng.html.
“Nigeria’s ‘State of the Union Address’ in Song | YourCommonwealth.” Accessed May 5, 2019. http://www.yourcommonwealth.org/social-development/culture/nigerias-state-of-the-union-address-in-song/.
“OEC - Nigeria (NGA) Exports, Imports, and Trade Partners.” Accessed May 5, 2019. https://atlas.media.mit.edu/en/profile/country/nga/.
Quartz. Afrobeats Is the Nigerian Sound Taking over Pop Music. Accessed May 4, 2019. https://www.youtube.com/watch?v=RzT-NqqazDw.
Tekno – Rara. Accessed May 5, 2019. https://genius.com/Tekno-rara-lyrics.
Tekno – Woman. Accessed May 5, 2019. https://genius.com/Tekno-woman-lyrics.
Wazobia Max Tv. This Is Nigeria : Falz Explains Messages Behind Video - Hello Nigeria. Accessed May 4, 2019. https://www.youtube.com/watch?v=R6u-ELxvWlM&list=WL&index=13&t=0s.
“Yahoo Yahoo Don Tear Everywhere Now / And We Act like It’s so Cool / Casting the P, I’m Being Castigated Just for Trying to Be Noble.” Genius. Accessed May 5, 2019. https://genius.com/14695697/Falz-this-is-nigeria/Yahoo-yahoo-don-tear-everywhere-now-and-we-act-like-its-so-cool-casting-the-p-im-being-castigated-just-for-trying-to-be-noble.


[1] Al Jazeera English.
[2] Falz: “Entertainment Is Becoming One of Our Biggest Exports”
[3] “(113) Falz - This Is Nigeria - YouTube.
[4] Falz – This Is Nigeria.
[5] “(113) Falz - This Is Nigeria - YouTube.”
[6] Falz (Ft. Demmie Vee) – Hypocrite.
[7] Commentary, Kwasi Gyamfi Asiedu. “Nigeria’s President, 75, Has Reduced the Minimum Age for Presidential Aspirants to 35.”
[8] Falz – Talk.
[9] “Nigeria’s ‘State of the Union Address’ in Song | YourCommonwealth.”.
[10] Quartz. Afrobeats Is the Nigerian Sound Taking over Pop Music. Accessed May 5, 2019. https://www.youtube.com/watch?v=RzT-NqqazDw.
[11] Ibid.
[12] Aigbokhaevbolo, Oris. “Moral Instruction or How Falz Fails Fela.” Oris Aigbokhaevbolo (blog), January 18, 2019. https://medium.com/@Catchoris/moral-instruction-or-how-falz-fails-fela-906b889b33cd.
[13] Tekno – Woman. Accessed May 5, 2019. https://genius.com/Tekno-woman-lyrics.
[14] Tekno – Rara. Accessed May 5, 2019. https://genius.com/Tekno-rara-lyrics.
[15] Editor. “ARTISTE: RAYVEN THE RAPPER.”
[16] Adie, E.
[17] Ibid.