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Hello you,

I know it’s been a minute and I’ve not been up and doing; filthy December that included three states, a weekend getaway, beach party, house party, three club nights, a LOT of trees, and three prophets – you didn’t look for God? A pity.

Anyways, it is time to get on with business. I felt it would be befitting to kick off the first back-to-work article as a briefing material of our findings and our mission for the hip-hop culture, Nigeria and Africa.


The continued points and arguments for the past decade have been; there’s no love in the industry; Nigerians don’t listen to hip-hop (a fallacy); gatekeepers; lack of funding; etc., and I agree with them. These are simply the symptoms of the actual problem.

The industry doesn’t exist, and what we call the current hip-hop mainstream feels more like an idea; there’s no direct path from the underground (doesn’t exist either) to this mainstream. You simply need to have a lot of money behind you – or be very well connected – to be able to fund the marketing and payolas; talent and skillsets now take a backseat.


2021:

Year in Review

We would like to thank every one of our visitors, emcees, Ol’Gs, A&Rs, Publicists, Artist Managers, Club managers, content creators, and other creatives that collaborated with us towards achieving our 2021 goals. We had sit-downs with creatives, exclusives with the Ol’Gs, and introduced new talents with dope sounds out on all platforms.

The team also introduced new artistes, music, and projects through playlist curation on Apple Music, Spotify, and Audiomack. We also ran reviews – projects, movies, tools/apps, and fashion – to introduce you to dope projects, movies, and to keep you informed about the entire hip-hop culture; lifestyle, music, knowledge and events. All that without the gossip.

Through these collaborations, we put together the maiden edition of the BUJ Industry Night, at De Hive Club, Abuja. The lineup and performances were great; the headline artiste O G Mage, support artistes TMJ, Walze, IB Vibes, Zo, Yung Mela, Diyo Matalo and a few walk-in artistes. This event led to new opportunities and areas to add to the growing hip-hop industry; to be discussed in the following pages. We also acknowledge our social media followers, and e-mail newsletter subscribers. Thanks for every engagement, it encouraged us to keep doing more.

Thanks for a great first year.

Industry Review

The hip-hop industry also enjoyed a significant amount of growth and exposure on all levels. At the mainstream, Ladipoe had a great year with two singles, Feeling (with Buju) and Running (with Fireboy DML); Vector’s Early Momo; Show Dem Camp’s Clone Wars V; BlaqbonezSex Over Love; Laycon’s Shall We Begin…; A-Q’s Golden; Cheque’s Bravo; Olamide’s UY Scuti; Phyno’s Something To Live For; Loose Kaynon’s Survivor’s Remorse; and many more.

On the underground level, a lot of artistes were exposed via growing numbers of hip-hop dedicated channels, and music trendy channels such as YouTube Reactors, podcasts, Rap Radio, Playlist Curators, blogs, media, publishers, and influencers that featured or flirted with these contents.

The cyphers were brilliant; 1442 Cypher series, HNA by Anti World Gangstars, TOJ Cypher, L.A.M.B 3.0: The Last Cypher, some verses of the 2021 Hennessy Cypher series, and some other ones from our African brothers and sisters.

The diaspora artistes also had a good year; Dave’s We’re All Alone in This Together was a global hit, Little SimzSometimes I Might Be Introvert made some Album of the year lists on Dead End Hip Hop, and both of them were nominated for BET’s Best International Flows (USA VPN to watch); alongside Ladipoe, Nasty C, and other African Acts. Little Simz won the award.

The efforts of underground emcees that earned the communities respect with their art did not go unnoticed, but we are pretty sure a lot more didn’t hit our radar, and we will close that gap further this year.


2022:

In Perspective

This new year, our goal is to collaborate with more emcees, hip-hop personalities and brands in different contexts, formats, and delivery to a larger audience. The goal will be achieved by adding new content to our YouTube channels; Freestyle Sessions, Cyphers, Interviews, a Rap/Hip-Hop Music Video Channel, and music video production services (for a token) to hip-hop artistes.

We would also need your help in getting content we miss or would likely miss by putting us on; send your release press pack – artwork, backstory for the single/project or music video, and a smart link to project/song on all platforms.

If you have other announcements or events/workshops that hip-hop creatives and enthusiasts can benefit from, forward us the press back and we will make sure to put it out there for our ever-growing audience.

BUJ Industry Night

The BUJ Industry Night will also resume. A more organised, ticketed and choreographed event. Dope performances from established and rising emcees, spoken word poets, freestylers, dancers, Deejays, and other unique performers will be the entertainment for the night in Abuja.

We are counting on your continued support to be there physically or virtually for the event. 

R&R Hip Hop Awards 2021

The nominees of the maiden edition of the R&R Hip-Hop Awards will be announced in the coming weeks and a portal for public voting and an explanation of the scoring system will be opened in that regard.

This edition is simply a notification to all the nominees – underground and mainstream – that their efforts and contributions that impact the hip-hop culture are noticed and appreciated. Mother tongue or posh English rap, traditional or progressive sound, and inclusive categories to accommodate fresh nominees every year.

The selection panel is made up of respected music critics, hip-hop Ol’Gs, producers, A&R, DJs and music execs.

Releases

Highly anticipated releases from M.I Abaga (Rendenvouz 2), Vector (Teslim), Reminisce (Alaye Toh Seh Gogo), etc. Other releases from some of our JJC guests, Murz, O G Mage, Astrap King, Diyo Matalo, Jason Nkanga, Fozter, and Aiseh. Other underground releases are also expected this year, and the categories for the 2022 awards edition will be very competitive with quality dope songs from Nigerian and African emcees and producers.

Remember to subscribe and add our playlists to your music library to discover these new talents as their songs and music videos are fresh off the studio.

Community

This year, we are working towards a new community of creatives and hip-hop enthusiasts in all sectors across Africa. The group is focused on being solution-minded; we all face similar problems and challenges in our different sectors, we can come up with strategies and tactics to overcome these obstacles. Start with a WhatsApp group, and then Telegram when we hit the former’s limit.

Members of the group are required to dispose of their ego regardless of their financial status, job description, talent and superstar level; we are all humans and we are trying to create an economy where every member can collaborate to establish new tools and products, that will get the attention of more audience to their already existing ones.

It is only when we have a substantial audience size will the big brands and their deep pockets come along. That is when we begin to reap on a mainstream scale. For now, let’s figure out how to exploit a market of 30+ that was raised on hip-hop, on live performances at local joints and venues. Slowly growing an audience and your value over time. You begin charging the venues a fixed amount as your appearance fee, fans will spray, you will also get requests for private performances that come with a higher appearance fee and an all-expense-paid account.

The above is just one of the many benefits of the community. It also includes educational classes on the business end of the different sectors for entrepreneurs, independent artistes and creatives. Workshops on skill developments across several fields, development of innovations of tools that would help the growth of creatives in the different fields.

Updates of the community will be given in the following weeks via our newsletter (subscribe).


Conclusion

Overall, there’s a greater expectation for hip-hop to hit new all-time highs this year, as hip hop practitioners and creatives continue to create an ecosystem and economy in the industry; through networking and collaborating to grow an audience that is large enough to provide a fair living income from the different platforms and tools online. This is what we call the #LongerTable mentality. Before we can attract investment into the culture, we need to do the work of building the value that will attract such investments and funding.

Remember to subscribe to our newsletter for updates on the new hip-hop community that is focused on sharing knowledge and creating values at all levels (aspiring to professionals); playlist curation, production, writing, singing, delivery, music business, media, pr and digital marketing agency, animation, graphic design, videography, photography, fashion, cinematography, brand managers, promoters, OAPs, bloggers, bloggers, reactors, critics, internet radio and podcast hosts, publishers, tech bros and sis, art, and every other area influenced by the hip-hop culture.


The change we seek starts from the relationships and networks we create, and the impact of the outputs that come from those relationships.

Happy new year to you all and may all your dreams and wishes come true.

Stay Jiggy.

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