Odumodublvck’s ascent to the top feels almost like a carefully orchestrated plan, appearing perfectly arranged rather than simply following a mere natural course of progression.
While his journey could be dated back further, as he mentioned in his Headies acceptance speech, “the day Skepta followed me was when my career started.” A few months later the release of Picanto gave him his first hit single, which he followed up with Declan Rice. However, shortly after its release, Declan Rice not only acknowledged the single but also had an incredible season, captaining West Ham to their first major European title in over 50 years. He became one of only three club captains to achieve this feat and then signed with Arsenal for a record £100 million. The single featured in his announcement video, marking a historic moment as the first Nigerian hip-hop song used in a Premier League announcement.
This story seems almost like something a deus ex machina would pull off. The main point isn’t in this preamble but rather what followed. After this nearly flawless path to success, he dropped his debut mixtape, EZIOKWU. Before, during, and after its release, the project faced heavy criticism regarding how it would fare. Fast forward almost a year later, and I believe a conversation needs to be sparked about the induction of the mixtape into the Nigerian Hip-Hop Hall of Fame.
As expected, it might look like a long stretch, but let’s dive into the topic, and pick apart parameters that warrant such a conclusion.
CONTEXT & DEPTH
In a genre that requires the utmost intentionality and artistic input, the EZIOKWU (Truth) mixtape, when examined closely, reveals a significant amount of conscious conception and artistry. Odumodublvck, renowned for his brash outspokenness, applied this approach to the mixtape, intentionally shaping it in our minds through constant tweets.
At first glance, the mixtape cover may seem unflattering, but in a Native interview with designer OlaoluSlawn and Teezee, they revealed its deeper meaning. The two figures represent Odumodublvck, with one wearing his signature Okpu Agu headgear as they face each other, signifying that his only competition is himself.
A crown in the gold center and the inscription “Nsibiri, Nchibiddi, or Nchibiddy” on a tablet above them connect the cover and title. These inscriptions are ancient Eastern Nigerian symbols used in communication, which colonial forces suppressed in an attempt to portray indigenous African peoples as uncivilized and barbaric.
In this context, the Eziokwu mixtape emerges as a declaration of truth. The mixtape carries powerful themes and, as a whole, holds significant cultural impact, presenting the truth through both music and a visual representation of his culture.
The Eziokwu cover art painting by Slawn was sold for a whopping £20,000
COHESION & QUALITY
Building on the previous point, Eziokwu has already established a sense of aesthetic cohesion, showcasing itself as a compact and well-composed mixtape. Moving to the content, we observe a strong sense of intentionality in its composition and track placement. In an era where mainstream rap increasingly leans toward melodic elements and singing, Odumodublvck skillfully navigates this trend while staying true to his original drill style.
Track after track, the cohesiveness of the mixtape and its overall quality are strikingly evident. Even the featured artists—Zlatan, PsychoYP, Blaqbonez, Reeplay, Wale and others—delivered some of their best performances on this project, enhancing its richness and depth. The individual singles, as well as the mixtape as a whole, are unforgettable, representing some of the most thoughtfully conceived creative works in recent memory.
Taking into context, Picanto, Saint Obi, Commend, Dog Eat Dog II, Tesla Boy, Declan Rice, Mc Oluomo etc. are all contained in a single work, just unbelievable.
IMPACT
The album dropped at a rather unusual time, this mixtape—typically more raw and experimental—surprised listeners with its boldness for an artist’s early introduction to the limelight. But Eziokwu made an immediate impact from the moment it was released; Odumodublvck made it work in a special way.
This project influenced the Abuja rap scene, while Reeplay was the only BUJ emcee representative on the tracklist. The mixtape marked a defining era that showcased a city primarily carried by Odumodublvck.
COMMERCIAL SUCCESS
When discussing legendary projects, many overlook the commercial success of an album today, almost alienating it. While this perspective holds some validity—given the new trend of trivializing success and the gimmicks that can overshadow quality—it’s essential to examine cases like Odumodublvck and Eziokwu, where expectations for success were high.
The success of the mixtape (including the deluxe edition) has been overwhelming. Here are a few highlights:
- 4th most streamed album of H1 2024, according to TurnTable (the only rap album in the Top 10)
- 50 weeks on NG Spotify‘s Top 10 (the first-ever rap album to achieve this, and one of only six albums overall)
- 200M+ streams on Spotify (the second album by a rapper to reach this milestone)
- 24 weeks at #1 on NG Spotify (the second-longest charting #1 album and the first in rap history)
Odumodublvck is establishing his hip-hop legacy with the Eziokwu mixtape, which is achieving milestones we haven’t seen in recent times; enough to at least spark up a conversation about classic hip-hop albums.
Odumodublvck‘s work exemplifies a fresh and innovative approach to hip-hop, pushing boundaries and redefining expectations. Eziokwu‘s impact can be felt within the local and global scene scale, becoming a time-marker in contemporary hip-hop.
As it continues to garner attention and acclaim, this mixtape stands as a testament to the evolving legacy of hip-hop, highlighting the importance of originality and artistic integrity in a rapidly changing musical landscape.
1 Comment
It is not a classic.
It will not be a classic