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Impact is undeniable. In 2011, when Don Jazzy and D’banj’s partnership launched the Nigerian music sphere into the international space with their partnership with GOOD Music, the resultant effect was a win for the culture. 2Baba through his undeniable attention and prowess in songwriting and P-square through their incredible stage performance and club bangers. We all could see how their relevance led to the progression of the culture. They represented the Nigerian music scene on the world scale and we in turn gave them listening ears that made them marketable to the global music industry.
On Saturday, April 27, Rema had gone on his annual rant where he tagged himself a part of the newly created ‘Big 4.’ While many fans agreed with his position, others opined that he needed more time in the industry to claim a spot. The question begging for an answer is has he earned a spot?
In 2011, as Wizkid and Davido emerged in the industry, we created a new lane for them. The then big three – D’banj, 2Baba and P-square, held their space in the industry while the new cats – Davido, Olamide and Wizkid, produced back-to-back hit singles that eventually became global hits and further exposed Nigerian music to the world. Davido entered the mainstream with a bang, with ‘Dami Duro,’ which till today is considered a classic, Olamide with ‘Eni Duro’ and Wizkid with ‘Holla At Your Boy.’ Although they were releasing back-to-back hit singles and were head to head for the most time, their reign was not officially sealed until the release of highly acclaimed projects.
Wizkid, with his highly acclaimed debut album, Superstar, signified a transition towards the then-new school artistes. In 2012, Davido’s consistent drop of hit singles was followed by the release of his album ‘Omo Baba Olowo: The Genesis,’ which kept him head-to-head with Wizkid at the time. Olamide was also not left behind as he churned out hit album after hit album, from ‘Baddest Guy Ever Liveth’ to ‘Eyan Mayweather.’ Everyone was tuned in.
With the old Big 3 fizzling out and releasing fewer singles, while settling disputes and focusing on other endeavours outside of music, the new Big 3 – Davido, Wizkid and Olamide – took over. It was not until 2018, that Burna Boy came into the limelight with ‘Ye’ and took Olamide’s spot on the Big 3 list as the latter focused on his new venture as a music executive with his label YBNL.
Although the previous big three led the way into the international space, Wizkid and Davido hacked the system. At the time, Davido’s ‘IF’ and ‘Fall’ received critical acclaim and Wizkid’s feature on Drake’s ‘Come Closer’ and hit single ‘Ojuelegba’ launched him into the sphere. Burna Boy joined the duo in 2018 with the release of his critically acclaimed single, Ye, which went on to usher him into the international space with nominations and wins at the BET Awards, MTV Europe Music Awards, and more.
What Does It Take To Be A Part Of The Big 3?
To be a part of the Big 3 is to consistently release hits enough to not only be relevant in the local sphere but be considered a representative of the culture at the global stage with your achievements. What are the stadium numbers? In a world where streaming has taken over, what are your streams? How consistent are the hit singles? To be a Big 3, you have to, beyond unreasonable doubt, prove that in a matter of years, your influence rivals that of artistes who have consistently stayed at the top of their game.
In short, to be considered a part of the Big 3 is to be culturally relevant and impactful enough that your success cannot be ignored – whether it’s as a touring artiste, performing artiste or recording artiste. Undoubtedly, your fanbase power, music prowess and pull have to make a statement no one can deny.
Should A New Lane Be Created?
Criteria-wise, Rema has become culturally relevant, but is it enough to create or displace anyone from the Big 3? Time will tell, but with current data he’s not there yet.
We have ‘Calm Down’, ‘Bounce’ and a few other hits, but in comparison to groundbreaking projects, consistent drops of hit singles, features, million-seller records, and multiple sold-out stadium tours, his impact doesn’t compare to that of the big three. However, his track record and the rise of the new generation of stars is the beginning of a transition into a new stage in the Nigerian music scene.
The Rise Of A New Big 3
Amidst the search for a new generation of artists, we’ve seen the rise of artistes like Tems, Fireboy, Asake, Omah Lay and Ayra Starr. With Fireboy’s struggle to find his sound and style, many have written him off the next set of Big 3 and placed Omah Lay in his place. Depending on how his forthcoming album does, he might restore the confidence most had in his artistry.
With Tems breaking records, earning Multi-Grammy nominations, and wins while writing for some of the world’s biggest acts (Beyonce and Rihanna) without releasing her debut album yet, the music star is on her way to becoming one of Nigeria’s leading music stars. However, she’s yet to have a groundbreaking project that cements her space in the Big 3.
In terms of international acclaim and hit singles Ayra Starr’s consistency gives her a better chance at attaining the Big 3 position. Every year since she entered the scene with her highly acclaimed eponymous EP, the music star has released at least a hit single. From Away to Bloody Samaritan, Rush, Sability, Rhythm & Blues and now, Commas, she has stayed on top of her game, while collaborating with some of the world’s biggest stars across continents. Although she’s not much of a touring artiste, she has the potential to become THE Nigerian female pop star.
With Asake, in the space of two years, the YBNL signee earned a Grammy nomination and has sold out multiple arenas outside of Nigeria despite his use of his indigenous language, Yoruba, and its adages in creating enthralling club bangers that have become distinct because of his infusion of crowd vocals. In terms of consistency, Asake has consistently released hit singles that have become known in and out of the country. He comfortably sits among the new age big three as he continues to sell out tours and stay culturally relevant.
Then there’s Omah Lay, who we were introduced to with ‘Bad Influence’ but completely blew minds away with his songwriting and intense melody that we saw in Boy Alone. His sound and style became so popular that his genre of music was named ‘Afro Depression.’ He has consistently released hit singles, however, he’s yet to get the international appeal as the other three. Although he’s a contender, his place can still be contested.
We are in the transitory stages where we get to determine those who are indeed a part of the new generation of Big 3 stars. One point stands, Rema has done astonishingly well since he released his eponymous album and has continued to release certified hits while selling out tours in countries such as India. However, does his impact disrupt the Big 3? No. His rise marks the start of an era – an era led by him, Asake and Ayra Starr. With Tems and Fireboy DML, having time to prove that they have what it takes to be a part of the new age Big 3.
The post The New Big 3: Is Rema Is Leading The Transition? appeared first on Nigerian Entertainment Today.
