Showbiz
The Cultural Impact and Growth of Street Pop in Mainstream Media in Nigeria
Music consistently holds a powerful sway over the lives of youth globally, and in Nigeria, artists and their musical creations profoundly influence culture, impacting the way young people communicate, dress, and express themselves.
Lately, the undeniable rise of the sub-genre “Street Pop” in Nigeria has been both remarkable and thrilling to observe, and it has slowly but surely made its way to mainstream music. This surge in popularity within the mainstream Nigerian music scene actively shapes and establishes cultural trends in the country. Originating from a fusion of Afrobeats, Highlife, Hip-hop, Fuji, Apala, indigenous sounds, and contemporary elements, Street Pop boasts an engaging rhythm, pulsating fast-paced beats, and lyrics that mirror the everyday lives of Nigerians navigating the challenges of the streets.
This journey can clearly be seen in this year’s Spotify Wrapped data, where for the first time, Street Pop artists and tracks are in the top streamed in Nigeria.
“The influence of Street Pop on the Nigerian music landscape in 2023 is clearly and undeniably significant. This is just the beginning of Street Pop going mainstream and we cannot wait to see how it continues to grow,” says Benewaah Boateng, Spotify’s Editor, West Africa.
A notable attribute of Street Pop as a music genre lies in its profound connection to the harsh realities of everyday life in Nigeria. It demonstrates a sincere willingness to delve into the intricacies of street existence, encompassing its language, lifestyle, and all the defining aspects in between.
Olamide is arguably the most influential street pop artist of his generation, consistently praised for his role in elevating Street Pop to mainstream recognition as a distinct music genre. Since the debut of his hit single, “Eni Duro,” he has been a constant cultural force, popularizing dance styles like “Shakiti Bobo” and street lingos such as “Baddo Sneh” and “Pepper Dem”. Through his record label YBNL, Olamide has also played a pivotal role in discovering and nurturing Nigeria’s brightest street pop talents.
Olamide occupies the ninth spot in the list of top 10 artists in Nigeria. His most recent project “Unruly” garnered widespread acclaim from fans who describe it as a brilliant body of work . One particular track that has resonated exceptionally well with audiences is “Gaza” which has received significant admiration for its appeal and musical craftsmanship.
Seyi Vibez, has emerged as an undeniable force in the Nigerian street pop scene, particularly in 2023, after finding mainstream success in 2022. He has ingrained himself in the hearts of Gen-Zs and millennials, with phrases like “na ham, na ham” echoing from his popular song “Chance.” His success in 2023 is evident, from selling out his concert at the O2 Indigo Hall in the UK to securing features on hit songs like Gwagwalada, the second most streamed song in Nigeria on Spotify. Additionally, earning a spot among the top five most streamed artists in Nigeria further underscores Seyi Vibez’s ability to transcend Street Pop and strike a chord with all music lovers.
Born and raised in Ikorodu, the late Mohbad, also a street pop artist, stood out among his peers with a distinctive and captivating sound. His unique fusion of Afrobeat, hip-hop, and street-pop resonated with audiences, distinguishing him and capturing the hearts of music enthusiasts. From his humble beginnings to his rapid ascent to fame, he significantly influenced the street pop genre and discourse, leaving an enduring imprint on the Nigerian music scene.
The devastating news of his passing at the age of 27 on the evening of September 12, 2023, sent shockwaves through the country. His track Ask About Me, where he courageously sang about overcoming personal battles and conquering adversaries, became the top-streamed track every day between September 13th and 25th, reflecting an increased interest in his music following his untimely death. Additionally, he secured a position in the top 20 list of the most streamed artists in Nigeria.
In the world of social media and the streets, Shallipoppi’s breakout hit “Elon Musk,” has become a favorite. This song stands as one of his most streamed tracks on Spotify, marking his introduction to mainstream media. Hailing from Edo, Shallipoppi, one of the most streamed street pop artists on Spotify, remains a constant presence in conversations and is deeply connected to the streets through his music, viral moments, and memorable lines from his songs.
Shallipoppi’s dynamic delivery, use of thought provoking street slang, and infectious beats have ushered in a refreshing wave of sound to the Street Pop scene. His distinctive approach has endeared him to Nigerian audiences who are constantly intrigued, eagerly seeking to comprehend the meaning behind his lyrics.
Notably, Shallipoppi has gained recognition for incorporating nursery rhymes into his music, a style playfully coined “Afrocreche” on social media and evident in songs like “Oscroh (Pepperline)” and “Over the Sea.“
Zinoleesky has reshaped and made substantial contributions to the street pop genre through his skillful melodies and compelling storytelling, landing him in the top 15 most streamed artists in Nigeria. Nominated in the Next Rated category at the 2022 Headies, the artist is featured in Adekunle Gold’s Party No Dey Stop, one of the top ten most streamed tracks in Nigeria in 2023.
While the street pop scene may appear to be predominantly led by male artists, it’s important to acknowledge the remarkable female artistes who are not only making their presence felt but also pushing the boundaries of the genre. Among these trailblazers is Candy Bleakz, known as “The Lady Dragon” by her fans. Her unique style and powerful performances have contributed to breaking the gender barriers in the industry.
Another noteworthy emerging artist making waves in the street pop scene is Zerrydl.
These talented artists not only showcase their skills but also bring a fresh perspective to the street pop genre, proving that the scene is not limited to any gender and is enriched by the diversity of voices and talents within it.
The collective impact of these artists and their chart-topping tracks have significantly molded the narrative of Street Pop, propelling the genre into the mainstream and firmly establishing it as a formidable force in contemporary music. Their music not only offers entertainment but also serves as a mirror reflecting the diverse experiences and narratives from the streets, resonating with audiences worldwide.
As the genre continues to evolve, and street pop artists continue to explore new creative frontiers, it is evident that “street pop” is poised for exponential growth in the years to come, potentially emerging as the next global phenomenon akin to Afrobeats.
By Modupe Gbadeyanka
Over N58 billion was paid to Nigerian artists by popular audio streaming platform, Spotify, in 2024, the company disclosed in a statement made available to Business Post on Thursday.
It was revealed that this monumental financial milestone recorded by Nigerian music last year doubled what was generated as royalties in the preceding year.
Also, the number of Nigerian artists generating N10 million in royalties from Spotify has more than doubled since 2023 and more than tripled the amount recorded in 2022, according to Spotify’s 2024 Loud & Clear report, underscoring the explosive commercial growth of Nigerian music globally.
In addition, this unprecedented financial success reflects the dynamic creativity emerging from Nigeria’s music scene and signals Spotify’s ongoing commitment to supporting artistic talent across the region.
The report also stated that Nigerian artists were discovered by first-time listeners over one billion times on Spotify in 2024, with over 1,900 Nigerian artists added to Spotify editorial playlists—33 per cent more than in 2023.
Further, a significant portion of the N58 billion in royalties earned by Nigerian artists came from listeners outside Nigeria, with global listeners on average spending more than 1.1 million hours streaming Nigerian artists.
It was observed that users have created approximately 250 million playlists featuring Nigerian artists worldwide as Nigerian artists have seen a 49 per cent export growth over the past three years amid a 206 per cent year-on-year growth in local consumption of Nigerian content and a remarkable 782 per cent increase over the past three years.
Commenting on this development, Spotify’s Sub-Saharan Africa Managing Director, Jocelyne Muhutu-Remy, said, “We remain committed to empowering Nigerian artists to earn from their art whilst maintaining transparency with artists and stakeholders.
“The incredible growth of Nigerian music, both locally and globally, is a testament to the talent and creativity within Nigeria, and we are proud to support its continued rise.”
Get ready to stream the hottest Showmax Nigerian Originals, international hit series, and blockbuster movies at a steal! For a limited time, Showmax is offering access for just ₦1,000 on mobile or ₦2,000 on multiple devices with the Shikini Season deal. With a deal this good, there’s no excuse not to dive into these must-watch titles.
The Forge| Now Streaming
A young man, stuck at a crossroads after high school, finds himself struggling to carve out a future. With no clear path ahead, he’s challenged by his mother and a successful businessman to take control of his life. Through faith, mentorship, and self-discovery, he comes to realize that his potential is far greater than he ever imagined.
From the creators of War Room, this inspirational drama has resonated with audiences and critics alike, earning over $40 million at the box office against a $5 million budget. A must-watch for anyone looking for a story about purpose, perseverance, and second chances.
Watch the trailer here: https://www.youtube.com/watch?
Between Worlds| New Episodes Thursdays
One moment, Olamide is a fraudster navigating the streets of modern-day Nigeria, and the next, he’s thrust into the ancient kingdom of Ilu Aarin. Ruled by the powerful Oba Ajitoni (Femi Branch) and watched over by the enigmatic Yoruba deity Esu, Olamide finds himself at the center of palace intrigue and supernatural forces beyond his understanding.
Meanwhile, in the present, detective Ifetozamiwa investigates a case that seems to hold mysterious ties to the events unfolding in Ilu Aarin. Rooted in mythology and mystery, Between Worlds is a Showmax Original that redefines fantasy storytelling with a cultural twist.
Kabiyesi| New episodes Fridays
On what should have been the happiest day of her life, Princess Aderiyife’s world is turned upside down by a shocking betrayal. With her kingdom on the brink of chaos, she must decide, will she let fate control her destiny, or will she rise to claim the power that is rightfully hers?
An epic tale of honor, duty, and ambition, Kabiyesi is a gripping drama that explores the weight of leadership, the cost of betrayal, and the fight for a throne that will not be easily won.
Under the Influence| Now Streaming
Dami thought graduating from university would be the start of a new chapter. But after an argument with his older brother, Ayo, he finds himself on an unexpected path, one that leads him straight into the chaotic, fast-paced world of social media fame.
This Showmax Nigerian Original drama stars Iremide Adeoye (WURA), Bobby Ekpe, Eva Ibiam, Dante Okere, Isioma Oke-Nwosu, and Funmbi Oguntoye. Directed and written by Wande Thomas (Lara of Lagos, Napped, The Smart Money Woman 2), Under the Influence is a gripping look at social media’s impact on identity and relationships.
The Day of the Jackal S1 | Mondays until the 17 March finale
Imagine being the best at what you do, so good that no one knows your name, your face, or where you’ll strike next. That’s the Jackal. A ghost and a myth. But someone is watching. Tracking his every move. Connecting the dots no one else has. And for the first time, the hunter is at risk of becoming the hunted.
Eddie Redmayne delivers a chilling performance as the ruthless hitman, while Lashana Lynch plays the relentless intelligence officer determined to stop him. The stakes? Sky-high. The chase? Nonstop. The tension? You’ll be holding your breath. This isn’t just another spy thriller; it is a spy thriller. Catch it while you can.
Mr. Robot S1-4 | Now Streaming
A hoodie. A laptop. A plan to take down the entire financial system. Elliot is a genius hacker, but his mind is just as dangerous as the world he’s trying to expose. What starts as a simple cyber attack quickly turns into something way bigger, and soon, he’s questioning everything, including himself.
This show doesn’t just have plot twists; it is a plot twist. The kind that makes you sit there in shock, rewatching scenes like, “Wait… WHAT?” If you love psychological thrillers, conspiracy theories, and stories that mess with your head, you need to watch this.
A Very Royal Scandal | Now Streaming
Imagine walking into a room, confident you’re about to set the record straight. The cameras roll, the questions come, and within minutes, everything unravels. That was Prince Andrew in 2019. What was meant to be a carefully managed interview with journalist Emily Maitlis turned into a royal disaster, a conversation so shocking it made headlines around the world.
This three-part series pulls you into the tension of those final days before the interview, the desperate attempts at damage control, and the fallout that followed. With Michael Sheen as Prince Andrew and Ruth Wilson as the journalist who asked the questions no one could ignore, it’s a gripping look at power, privilege, and the moment it all went wrong.
Bonus: Award-winning and Blockbuster Hits
If you’re looking for more great shows, these are worth watching. The Ringleader: The Case of the Bling Ring streams from March 19 and follows Rachel Lee, the teenager behind Hollywood’s celebrity burglaries, as she finally shares her story. Taylor Mac’s 24-Decade History of Popular Music streams from March 26 and is a unique concert that tells 240 years of American history through music. Gangs of London returns for Season 3 on March 25, with the city’s underworld thrown into chaos after a deadly drug shipment.
So get ready for a month of nonstop entertainment! Whether you’re in the mood for drama, action, or a mind-blowing thriller, Showmax has you covered. And with the Showmax Shikini Season deal, you can stream for just ₦1,000 on mobile or ₦2,000 on all devices. So, what’s first on your watchlist? Sign up now at www.showmax.com/deals.
South African pop artist Demi Lee Moore has been announced as Spotify EQUAL Africa’s Artist for March 2025, highlighting her powerful voice and significant contribution to the Afrikaans music scene.
Demi Lee emerges as the first South African artist to join this year’s Spotify EQUAL Africa programme – a global initiative that supports women’s music through education, inspiration and networking opportunities, showing the platform’s support for female artists all year round.
Her album, “Mis Eet Slaap Herhaal”, quickly achieved Gold status, selling over 15,000 copies in 14 days. 2018 marked a pivotal year in Demi Lee’s destiny when she entered “Die Kontrak” – a competition that began with 2 000 participants – and emerged victorious.
Demi Lee Moore’s impact on Spotify is undeniable; in 2023 she was recognised as one of the top artists in the Afrikaans music category. “Being a part of the EQUAL campaign means the world to me,” says Moore. “To be in a position to inspire women in the industry and little girls growing up with big dreams is such a blessing!”
“Spotify’s EQUAL Africa programme is dedicated to empowering female voices in Africa, spotlighting artists who continue to push boundaries with their artistry,” says Spotify’s Head of Music for Sub-Saharan Africa, Phiona Okumu. “Demi Lee exemplifies the calibre of talent the programme aims to support. Spotify is proud to be associated with her and will continue to use the EQUAL Africa programme to provide support for women in music, amplifying their voices and helping showcase their incredible talents to a global audience.”
We sat down with Demi Lee to learn more about her and her music:
What is that one surprising thing your fans might not know about you?
I absolutely LOVE cooking, I love my dogs more than anything and I love to wakeboard. I also worked as an air hostess straight after school and later became a nail technician as a side job from home, all while I was working my way up in the music industry.
When did you realise that making music was in your destiny and what is your WHY for pursuing this craft?
I had a connection to music from a very young age. I was always part of the theatre and performing in school. I loved the feeling that music and being on stage gave me. Being able to be creative and share it with people is so fulfilling. After school, I just decided that I’m gonna go for it. My why has always been ‘WHY NOT’. I do not believe in losing, I believe in learning and growing. How could I not use the talent God has given me? If I can make someone experience emotion through my music, uplift them and make them forget in dark moments, I am truly fulfilling my calling. Music is the soundtrack to our lives, every heartbreak, wedding, birthday – every memory is connected to music and it is the greatest gift to be part of just a moment in someone’s life.
Which African songs or artists did you grow up listening to?
My biggest influence from Africa has been Mango Groove, I always wanted to play with a band and I remember the first time I had the opportunity, we sang a Mango Groove Medley. Naturally, as an Afrikaans artist, the artists I listen to most growing up in Africa have been from the Afrikaans music scene.
To someone who has never heard your music, how would you describe the sound, tone and style?
My sound has definitely changed over the years and I always try something new with every album, but one aspect that has remained is my ‘country’ influence. I have a very organic approach while still keeping it pop with a country feel to it. With the new album we coloured outside the lines, bringing in some saxophone elements with a jazzy sound on the one song but still remaining true to Demi.
Any advice for someone dreading following their dreams?
I believe the biggest part of being successful is believing in yourself. If you don’t believe in yourself, how will you convince other people to?
How do you navigate the music space as a female artist and how does your unique perspective shape your artistry?
Being a woman in a male-dominated industry is extremely challenging but having confidence in your purpose is key. I think being female is my super power. I can tap into my emotions and really connect with females listening to my music and inspire young women to not stray away from who they are. I only put out music that portrays a message that I want to share and is true to who I am. I want to inspire the next generation of female artists to follow their dreams and believe that they, too, can dominate a male-dominated industry.
A quote from you about your experience navigating the male-dominated world of music and what being a part of the EQUAL programme means to you”
I believe in always having perspective in every situation. There is a Jane Fonda quote from an old movie –
“There are watchers in this world and there are doers. The watchers sit around watching the doers, do”
We need to be both. Watchers first, to learn, observe and then apply what we have seen. Then we need to become doers. And the only way you can be a doer is to do and try everything you possibly can to get your name heard, to never allow your own ego or opinions of others to ever stand in your way.
If you’re not putting in the work, it’s never going to happen for you. Even if you are better, you will need to work harder. Purpose should be the centre of your focus.
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