African music can only get better and stronger
Par: Kingsley Ighobor
Afrobeats music is captivating the global scene; its rhythm is imbued with the vitality of Africa. Famous Nigerian maestro Young John and other extraordinary talents, like Davido, Wizkid, Burna Boy and Rema, are filling stadiums around the world. But what sparks this fervor for African melodies?
Afrique Renouveau interviewed two industry luminaries: the fascinating singer, producer and songwriter Young John, and music video director Justin Edet.
L’ascension de Young John
In 2023, Young John (birth name John Saviors Udomboso) embarked on a remarkable collaboration with enchanting singer Tiwa Savage and rising star Ayra Starr, birthing the resplendent anthem “Stamina”, which quickly rose to the top of Apple’s most played songs in Africa.
The previous year, Young John’s sonic masterpiece “Xtra Cool” reigned supreme in Nigeria for several weeks, an exceptional feat considering the abundance of musical talent in that country.
Dada, a remix with the eminent Davido, embodied Young John’s breakthrough, etching his name in the annals of afrobeats.
Known in the industry as “The Wicked Producer”, Young John has left indelible marks on illustrious compositions such as Olamide’s “Wo”, Lil Kesh’s “Shoki”, Kiss Daniel’s “Mama”, “Ello Baby” by Tiwa Savage and “Issa Goal” by Naira Marley, to name a few.
In 2016, Young John won the prestigious Headies Producer of the Year award, followed by the African Producer of the Year award in 2017.
Success after success
What’s it like to have one hit after another?
Young John reveals the immense joy that comes with creating chart-topping melodies for great artists. However, it reveals the work hidden behind the scenes: the meticulous arrangement of harmonies, the pursuit of sonic perfection and the unwavering commitment to delivering quality.
“Producing great songs for great artists is amazing, but there’s a lot of work behind it: arranging the music, making sure the sound is at the desired level and the quality is high,” he explains.
” Perfection does not exist. Some of us are not easily satisfied. This is why we come back to the project as many times as possible. We continue until we say to ourselves: “This is how I want it to sound”.
“Sometimes it doesn’t even take long. You can be in the studio and bang! you have it “.
The invisible heroes
While music fans often praise the merits of singers, producers remain in the shadows, hidden by their own creations. Young John recognizes that producers are increasingly appreciated in the African musical landscape.
“Things are improving, that’s obvious,” he says. “Time improves everything. So as producers, especially African producers, I feel like we’re getting there little by little.
He believes the industry is moving forward, charting a path where recognition and respect for these creators will find their rightful place.
Amid heated debate over what kind of music is currently emanating from Africa – Afrobeats or Afro-fusion – Young John says African artists have become fusion maestros, blending diverse genres into a singular mosaic of brilliance musical.
“In today’s era, everything is merged. Unknowingly and unconsciously, everyone merges a little of this with a little of that. It’s a fusion of all genres,” he says.
Africa’s time has come
The growing popularity of African music is a cultural revelation that doesn’t surprise Young John.
“Africa’s time has come. We always knew this moment would come, but we never knew when. I am happy that my generation is playing an instrumental role in the birthing process. »
But will it be a fleeting moment in history?
Young John rejects these doubts, emphasizing that the current phenomenon is sustainable.
“I don’t think it will stop. I think we will continue to improve and develop.
“It’s an industry issue. The industry is about more than just those who sing and produce. We have producers, singers, songwriters, audio engineers, mixing engineers, promoters, managers, PR teams, digital marketers, etc.
Music and socio-economic development
Beyond melodies, the music industry breathes life into the socio-economic development of nations. Young John affirms the profound impact of entertainment, particularly for African youth.
“I think entertainment generally provides jobs for young Africans, because without entertainment there is not much for young people.
Music also contributes to other causes. “Everyone listens to music. Language is not a barrier. Music brings people together: people of different races, different countries and different cultures. It can be used as a tool to convey important messages to these people. Messages of peace, for example.
While he highlights the role of Nigerian artists in solving economic and political problems, citing as an example the #ENDSARS movement (a movement which succeeded in getting the Nigerian government to disband the Special Anti-Robbery Squad accused of brutality ), Young John insists that African music has always been a vessel for expressing society’s concerns.
In the mosaic of melodies, the triumphs and tribulations of the continent find their place. “We have songs that convey messages about political freedom. What characterizes African music is that our whole situation is always found in our songs.”
Young John urges governments to invest in the sector. He advocates providing a platform for emerging artists and supporting them from the ground up. According to him, young talents aspire to recognition and support that will propel them forward.
“I have the impression that there are a lot of young talents in Africa who have not yet been discovered and who lack a platform and funding.
“Another way to help our talents, old and new, is to develop policies that allow artists and producers to make a profit, to encourage them to go further,” he says, quoting example copyright policies.
Melodies that cross borders
Are Nigerian producers incorporating varied beats to captivate listeners abroad?
He explains: “One of the principles of the creative process is freedom, regardless of boundaries. There are no limits.
“Personally, when I create most of my music, I just do what I do, regardless of the final destination. I don’t think I make music for certain people. I just make the music that comes to mind. Fortunately, most of the time our music crosses borders more than we think. »
Regarding the future of African music, Young John says, “We will continue to evolve.”
As the industry morphs, he envisions his own journey: “I plan to continue producing more music, enlightening and expanding my audience, my reach.
To budding producers across Africa, he sends a resounding message: “Be prepared to work,” because “talent is not enough.” It’s the pace of work that matters most.
“With every opportunity, with every shot given, you get better. Work like crazy.
In a moment of lightness, Afrique Renouveau has fun probing Young John’s nickname: will he remain “Young John” when he is 40?
Laughing, he replies, “I’m forever young.”
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2023-10-04 22:34:05
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