Afrobeats is a genre of music that originated in Nigeria and Ghana in the late 2000s and has since become a global phenomenon. It blends elements of West African music, hip-hop, dancehall, R&B, and pop, creating a vibrant and catchy sound that appeals to a wide audience. Some of the most popular Afrobeats artists include Wizkid, Burna Boy, Davido, Tiwa Savage, and Yemi Alade. Afrobeats teaches us to embrace diversity, appreciate different cultures, and find common ground through music. The success of Afrobeats artists serves as an inspiration for aspiring musicians, reminding them that with passion, perseverance, and dedication, they too can make their dreams a reality
Idoma music, on the other hand, is a traditional form of music from the Idoma people of Benue State in Nigeria. It features instruments such as drums, flutes, rattles, and xylophones, and is often used for ceremonies, rituals, and storytelling. Idoma music is rich in culture and history, but it is not very well known outside its region. How can Idoma music learn from the success of Afrobeats and reach a larger audience? Here are five lessons that Idoma music can take from the rise of Afrobeats:
1. Embrace innovation and experimentation.
Afrobeats is not a rigid or static genre; it is constantly evolving and incorporating new influences and styles. Afrobeats artists are not afraid to try new things and experiment with different sounds, beats, languages, and collaborations. Idoma music can also benefit from being more open to innovation and experimentation, while still preserving its identity and authenticity. Idoma music can explore new ways of fusing its traditional elements with modern genres, such as hip-hop, pop, or EDM and create a unique and fresh sound that can attract more listeners. The ranks of pioneering Idoma musicians such as Peter Otulu, Bongos Ikwue, etc, and others continue to decrease, which reduces the possibility to experiment with materials.
2. Use social media and streaming platforms for music
Afrobeats has leveraged the power of social media and streaming platforms to spread its music across the world. Afrobeats artists have used platforms such as YouTube, Spotify, Apple Music, SoundCloud, Instagram, Twitter, and TikTok to share their music, videos, live performances, and behind-the-scenes footage, and interact with their fans. Idoma Music can also use these platforms to showcase its music and culture to a wider audience. Idoma Music can create engaging content that showcases its diversity, beauty, and relevance, and use hashtags, challenges, playlists, and influencers to increase its visibility and reach. Sadly, much of the classic or undiscovered Idoma music remains in outmoded formats such as vinyl or DVDS and would require substantial investment to present it to a modern audience.
3. Collaborate with other artists.
Afrobeats has benefited from collaborating with other artists from different genres and regions. Afrobeats artists have worked with artists such as Beyoncé, Drake, Ed Sheeran, Major Lazer, Chris Brown, Justin Bieber, and more, exposing their music to new markets and audiences. Idoma Music can also collaborate with other artists from different backgrounds and genres to create cross-cultural and cross-genre fusion songs that can appeal to a broader audience. Idoma Music can also collaborate with other Nigerian artists from different ethnic groups to promote unity and diversity in the Nigerian music scene. This is where artists such as Tuface Idibia and Chris Morgan can take the lead in the collaboration that promotes Idoma music.
4. Celebrate your identity and culture.
Afrobeats is proud of its identity and culture; it does not shy away from expressing its roots and values in its music. Afrobeats artists use their native languages, such as Yoruba, Igbo, Hausa, Pidgin English, Twi, Ga, Ewe, etc., in their lyrics; they wear their traditional attire and accessories in their videos; they incorporate their cultural dances and symbols in their performances; they sing about their experiences, challenges, aspirations, and achievements as Africans. Idoma music can also celebrate its identity and culture in its music; it can use its native language (Idoma), wear its traditional clothing (such as agbada or akwete), incorporate its cultural dances (such as Ogirinya) and symbols (such as the lion or the tortoise) in its videos; it can sing about its history, stories, legends, and values as Idoma people.
5. Have fun and enjoy your music.
Afrobeats is fun and enjoyable; it makes people want to dance, smile, and have a good time. Afrobeats artists have fun and enjoy their music; they do not take themselves too seriously or try to fit into any mold. They are confident and authentic in their expression and delivery. It appears that classic Idoma music is too philosophical and the delivery too serious. Idoma music can also have fun and enjoy music; it can be playful, humorous, and upbeat in its songs; it can be confident and authentic in its expression and delivery.
In conclusion, classical Idoma music like Afrobeats, celebrates African heritage, promotes unity, and encourages self-expression. Let us embrace it.