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Ojo O's avatar

Insightful analysis, as usual. There are probably two things worth considering here. First is how much of the switch made by artists like Adekunle Gold, from "folksy to urbane cool" as you put it, was instigated by the need to appeal to a global audience at a time when the algorithmic pull of amapiano was not yet available. Juls and Mr. Eazi are significant touchstones for that change, as you suggest here, especially for how they offered a danceable low-bpm (Ghanaian) style that could travel globally as an alternative to juju. The second detail worth probing is the rise of social media sites where the virality of dances merged with the market demand for global stars. This is the part of Kizz Daniel's transformation that requires even more analysis. We may not yet have access to the numbers, but it is not insignificant that with Buga a usually niche Kizz Daniel found audience beyond his usual Juju-oriented crowd, even if they were not always dancing with him.

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Adeola Juwon's avatar

Brilliant review. I love the insightful dig into the past.

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