As an African artiste, imagine for a second a white European or American singing in your native language. How would they sound to you? Perhaps a bit awkward.
But they sound spot on when they sing in English, French, Spanish and Portuguese.
That is why you love Adele, Enrique Iglesias, Isabelle Geffroy, AKA ZAZ, and David Fonseca.
As Depeche Mode sang, People are People. Human nature is the same worldwide, with little tweaks here and there.
Therefore, apply that logic to yourself. You could crossover and blow internationally singing wholly in English. It is rare. Yet, it is a possibility. But there is a strong possibility that you may sound awkward to European and American audiences.
But if you look at the biggest crossover success from Black Africa, Burna Boy, Wizkid, Davido, DJ Maphorisa, Asake, and Diamond Platnumz, you will notice that they do not really sing in English. They do use it. But to a large extent, their success is down to their songs in their native tongues.
You cannot sing in English better than the English, but you can sing in your own language better than anyone. Therefore, it is your sweet spot. It is the zone where you have the highest comparative advantage.
Do not worry about being understood. This is music. It is not a movie. You do not have to be understood. You just have to be grooved. And as long as your melody and beats communicate to people's feet, they will vibe to you as if they are from your tribe!
That is the secret of cross-over success. Stop trying to be European or American. Be yourself. And if you cannot speak your own native language, that is okay. Sing in pidgin English or patois French. That is what Rema did and now the world has still not calmed down.
Originality, spontaneity, and Afrocentricity are vital factors that drive the biggest Black African stars.
And that is the secret behind the success of music of Yoruba origin. Whether in Nigeria or globally, the biggest and most successful artistes in Nigeria have historically sung in Yoruba.
Most Nigerians did not understand what Fela, Chief Commander Ebenezer Obey, King Sunny Ade, Shina Peters, and K1 De Ultimate were saying. But on Christmas Day, you must find Shina Peters performing in Igboland.
Chief Emeka Odumegwu Ojukwu is the highest specimen of what it is to be an Igbo. Yet, at his wedding to my friend, Bianca, Shina Peters performed in Yoruba. Oh yes! Fact-check me.
As conservative as Kano is, Fela Anilulapo Kuti performed there in Yoruba and pidgin.
If you are a Nigerian in your forties and above, you probably fell in love with Yvonne Chaka-Chaka, not because of her English language songs, but because of Umqombothi. Umqombothi's chorus goes like this:
We Madlamini
Uph'umqombothi
We Madlamini
Uph'umqombothi
Did you know what it meant? But you enjoyed the song.
I encourage Black African artists to learn from the Yorubas. Sing in Swahili, Zulu, Hausa, Wolof, etc.
And by the way, the language used in Umqombothi is Xhosa. You are probably forty-something and knowing that for the very first time. But it doesn't matter. The song was a hit!
I am a bestselling author who has travelled the world. Please give me the benefit of the doubt that I know what I am saying. It will not make you local. It will make you global.
That English that you think is so posh is a manufactured language that did not even exist during the time of Christ. Your African language is an ancient language dating back to the time of Cush, Nimrod and Babel. There are mystical and esoteric properties in your native tongue that cast a spell on your listeners. Use the gift of language that God has given you to get the lift for your musical voyage.
Reno Omokri
Gospeller. Deep Thinker.
#TableShaker. Ruffler of the Feathers of Obidents. #1 Bestselling author of Facts Versus Fiction: The True Story of the Jonathan Years. Hodophile. Hollywood Magazine Humanitarian of the Year, 2019. Business Insider Influencer of the Year 2022.
As an African artiste, imagine for a second a white European or American singing in your native language. How would they sound to you? Perhaps a bit awkward.
But they sound spot on when they sing in English, French, Spanish and Portuguese.
That is why you love Adele, Enrique Iglesias, Isabelle Geffroy, AKA ZAZ, and David Fonseca.
As Depeche Mode sang, People are People. Human nature is the same worldwide, with little tweaks here and there.
Therefore, apply that logic to yourself. You could crossover and blow internationally singing wholly in English. It is rare. Yet, it is a possibility. But there is a strong possibility that you may sound awkward to European and American audiences.
But if you look at the biggest crossover success from Black Africa, Burna Boy, Wizkid, Davido, DJ Maphorisa, Asake, and Diamond Platnumz, you will notice that they do not really sing in English. They do use it. But to a large extent, their success is down to their songs in their native tongues.
You cannot sing in English better than the English, but you can sing in your own language better than anyone. Therefore, it is your sweet spot. It is the zone where you have the highest comparative advantage.
Do not worry about being understood. This is music. It is not a movie. You do not have to be understood. You just have to be grooved. And as long as your melody and beats communicate to people's feet, they will vibe to you as if they are from your tribe!
That is the secret of cross-over success. Stop trying to be European or American. Be yourself. And if you cannot speak your own native language, that is okay. Sing in pidgin English or patois French. That is what Rema did and now the world has still not calmed down.
Originality, spontaneity, and Afrocentricity are vital factors that drive the biggest Black African stars.
And that is the secret behind the success of music of Yoruba origin. Whether in Nigeria or globally, the biggest and most successful artistes in Nigeria have historically sung in Yoruba.
Most Nigerians did not understand what Fela, Chief Commander Ebenezer Obey, King Sunny Ade, Shina Peters, and K1 De Ultimate were saying. But on Christmas Day, you must find Shina Peters performing in Igboland.
Chief Emeka Odumegwu Ojukwu is the highest specimen of what it is to be an Igbo. Yet, at his wedding to my friend, Bianca, Shina Peters performed in Yoruba. Oh yes! Fact-check me.
As conservative as Kano is, Fela Anilulapo Kuti performed there in Yoruba and pidgin.
If you are a Nigerian in your forties and above, you probably fell in love with Yvonne Chaka-Chaka, not because of her English language songs, but because of Umqombothi. Umqombothi's chorus goes like this:
We Madlamini
Uph'umqombothi
We Madlamini
Uph'umqombothi
Did you know what it meant? But you enjoyed the song.
I encourage Black African artists to learn from the Yorubas. Sing in Swahili, Zulu, Hausa, Wolof, etc.
And by the way, the language used in Umqombothi is Xhosa. You are probably forty-something and knowing that for the very first time. But it doesn't matter. The song was a hit!
I am a bestselling author who has travelled the world. Please give me the benefit of the doubt that I know what I am saying. It will not make you local. It will make you global.
That English that you think is so posh is a manufactured language that did not even exist during the time of Christ. Your African language is an ancient language dating back to the time of Cush, Nimrod and Babel. There are mystical and esoteric properties in your native tongue that cast a spell on your listeners. Use the gift of language that God has given you to get the lift for your musical voyage.
Reno Omokri
Gospeller. Deep Thinker. #TableShaker. Ruffler of the Feathers of Obidents. #1 Bestselling author of Facts Versus Fiction: The True Story of the Jonathan Years. Hodophile. Hollywood Magazine Humanitarian of the Year, 2019. Business Insider Influencer of the Year 2022.
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