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Cultural Impact and Growth of Street Pop in Mainstream Media in Nigeria

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Music consistently holds a powerful sway over the lives of youth globally, and in Nigeria, artists and their musical creations profoundly influence culture, impacting the way young people communicate, dress, and express themselves.

Lately, the undeniable rise of the sub-genre “Street Pop” in Nigeria has been both remarkable and thrilling to observe, and it has slowly but surely made its way to mainstream music. This surge in popularity within the mainstream Nigerian music scene actively shapes and establishes cultural trends in the country. Originating from a fusion of Afrobeats, Highlife, Hip-hop, Fuji, Apala, indigenous sounds, and contemporary elements, Street Pop boasts an engaging rhythm, pulsating fast-paced beats, and lyrics that mirror the everyday lives of Nigerians navigating the challenges of the streets.

This journey can clearly be seen in this year’s Spotify Wrapped data, where for the first time, Street Pop artists and tracks are in the top streamed in Nigeria.

“The influence of Street Pop on the Nigerian music landscape in 2023 is clearly and undeniably significant. This is just the beginning of Street Pop going mainstream and we cannot wait to see how it continues to grow,” says Benewaah Boateng, Spotify’s Editor, West Africa.

A notable attribute of Street Pop as a music genre lies in its profound connection to the harsh realities of everyday life in Nigeria. It demonstrates a sincere willingness to delve into the intricacies of street existence, encompassing its language, lifestyle, and all the defining aspects in between.

Olamide is arguably the most influential street pop artist of his generation, consistently praised for his role in elevating Street Pop to mainstream recognition as a distinct music genre. Since the debut of his hit single, “Eni Duro,” he has been a constant cultural force, popularizing dance styles like “Shakiti Bobo” and street lingos such as “Baddo Sneh” and “Pepper Dem”. Through his record label YBNL, Olamide has also played a pivotal role in discovering and nurturing Nigeria’s brightest street pop talents.

Olamide occupies the ninth spot in the list of top 10 artists in Nigeria. His most recent project “Unruly” garnered widespread acclaim from fans who describe it as a brilliant body of work . One particular track that has resonated exceptionally well with audiences is “Gaza” which has received significant admiration for its appeal and musical craftsmanship.

Seyi Vibez, has emerged as an undeniable force in the Nigerian street pop scene, particularly in 2023, after finding mainstream success in 2022. He has ingrained himself in the hearts of Gen-Zs and millennials, with phrases like “na ham, na ham” echoing from his popular song “Chance.” His success in 2023 is evident, from selling out his concert at the O2 Indigo Hall in the UK to securing features on hit songs like Gwagwalada, the second most streamed song in Nigeria on Spotify. Additionally, earning a spot among the top five most streamed artists in Nigeria further underscores Seyi Vibez’s ability to transcend Street Pop and strike a chord with all music lovers.

Born and raised in Ikorodu, the late Mohbad, also a street pop artist, stood out among his peers with a distinctive and captivating sound. His unique fusion of Afrobeat, hip-hop, and street-pop resonated with audiences, distinguishing him and capturing the hearts of music enthusiasts. From his humble beginnings to his rapid ascent to fame, he significantly influenced the street pop genre and discourse, leaving an enduring imprint on the Nigerian music scene.

The devastating news of his passing at the age of 27 on the evening of September 12, 2023, sent shockwaves through the country. His track Ask About Me, where he courageously sang about overcoming personal battles and conquering adversaries, became the top-streamed track every day between September 13th and 25th, reflecting an increased interest in his music following his untimely death. Additionally, he secured a position in the top 20 list of the most streamed artists in Nigeria.

In the world of social media and the streets, Shallipoppi’s breakout hit “Elon Musk,” has become a favorite. This song stands as one of his most streamed tracks on Spotify, marking his introduction to mainstream media. Hailing from Edo, Shallipoppi, one of the most streamed street pop artists on Spotify, remains a constant presence in conversations and is deeply connected to the streets through his music, viral moments, and memorable lines from his songs.

Shallipoppi’s dynamic delivery, use of thought provoking street slang, and infectious beats have ushered in a refreshing wave of sound to the Street Pop scene. His distinctive approach has endeared him to Nigerian audiences who are constantly intrigued, eagerly seeking to comprehend the meaning behind his lyrics.

Notably, Shallipoppi has gained recognition for incorporating nursery rhymes into his music, a style playfully coined “Afrocreche” on social media and evident in songs like “Oscroh (Pepperline)” and “Over the Sea.”

Zinoleesky has reshaped and made substantial contributions to the street pop genre through his skillful melodies and compelling storytelling, landing him in the top 15 most streamed artists in Nigeria. Nominated in the Next Rated category at the 2022 Headies, the artist is featured in Adekunle Gold’s Party No Dey Stop, one of the top ten most streamed tracks in Nigeria in 2023.

While the street pop scene may appear to be predominantly led by male artists, it’s important to acknowledge the remarkable female artistes who are not only making their presence felt but also pushing the boundaries of the genre. Among these trailblazers is Candy Bleakz, known as “The Lady Dragon” by her fans. Her unique style and powerful performances have contributed to breaking the gender barriers in the industry.

Another noteworthy emerging artist making waves in the street pop scene is Zerrydl.

These talented artists not only showcase their skills but also bring a fresh perspective to the street pop genre, proving that the scene is not limited to any gender and is enriched by the diversity of voices and talents within it.

The collective impact of these artists and their chart-topping tracks have significantly molded the narrative of Street Pop, propelling the genre into the mainstream and firmly establishing it as a formidable force in contemporary music. Their music not only offers entertainment but also serves as a mirror reflecting the diverse experiences and narratives from the streets, resonating with audiences worldwide.

As the genre continues to evolve, and street pop artists continue to explore new creative frontiers, it is evident that “street pop” is poised for exponential growth in the years to come, potentially emerging as the next global phenomenon akin to Afrobeats.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

Telecom

Subscribers Say Telcos Cannot Hike Tariff Business without Consultation

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Association of Telephone Cable TV and Internet Subscribers of Nigeria (ATCIS) has said that operators would not review tariff without consulting stakeholders.

Subscribers Say Telcos Cannot Hike Tariff Business without Consultation

ATCIS was reacting to fears to rumours that telecom operators were planning tariff increment early this year.

Recall the operators had threatened service disruption without an increment in tariff even as the operators await regulatory nod to effect an increase in tariff.

But Prince Sina Bilesanmi, national president, TCIS-Nigeria, said the association confirmed from the Nigerian Communications Commission (NCC) that there has not been an increment.

“ATCIS had written a letter to the NCC dated December 24th, 2024 requesting the Commission to clarify the new tariff increment proposed to be announced on December 13, 2024 as reported by the national daily and the online platforms, which they said would take off in January 2025.

“Firstly, there are procedures for tariff review like; cost study, consultation, enlightenment, engagement of Stakeholders like ATCIS being telecom subscriber advocacy body and all these requirements are not yet met by telcos,” he said.

He urged telecom subscribers not to panic, saying the NCC is the authorised body to announce tariff increment.

“The commission would have made an official statement regarding tariff increase. Therefore, people should disregard whoever said he is the spokesperson of NCC.

“Telecom subscriber members of the public should watch out for some unscrupulous reporters that are being used to destabilise the telecommunication industry. There’s no new tariff, and if such will happen every stakeholder would be carried along,” he said.

He assured that the association would not rest on its oar to ensure sanctity of information, saying their mission is to promote mutual co-existence, fair play and defend the rights of telecom subscribers.

 

 

 

 

 

 

 

 


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NCC Dismisses Rumours of Telecom Tariff Hike in January

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Nigerian Communications Commission (NCC) has dismissed claims of a telecommunications tariff hike allegedly set to take effect in January 2025.

NCC Dismisses Rumours of Telecom Tariff Hike in January

The Commission described the reports as false and unfounded, urging subscribers to disregard the misinformation.

A senior NCC official, emphasised that the regulatory body operates under a transparent framework guided by the Nigerian Communications Act, according to Punch Newspaper.

According to the official, this framework requires stakeholder consultations and strict adherence to due process before any tariff adjustments are approved.

“These rumours are baseless and misleading. The NCC is committed to protecting consumers and ensuring that any potential tariff changes are communicated clearly and transparently,” the official stated.

“Subscribers can rest assured that no tariff increase has been approved,” he added.

The NCC also appealed to journalists and industry stakeholders to verify information before publication, stressing the importance of accurate reporting to avoid unnecessary public panic.

Reiterating its commitment to consumer interests and the stability of the telecommunications industry, the Commission assured Nigerians that updates on tariffs or related matters would always be communicated through official channels.

The Association of Telephone, Cable TV, and Internet Subscribers of Nigeria (ATCIS) also addressed the rumours.

Speaking in Lagos, Mr Sina Bilesanmi, national president, ATCIS, stated that the association sought clarification directly from the NCC on December 24, 2024.

“The NCC confirmed there is no truth to claims of call charges increasing to N15.40 per minute from N11, SMS charges rising to N5.60, or 1GB of data costing N1,400 instead of N1,000.

“Any changes in tariffs, if necessary, will follow due process and involve input from all stakeholders, including ATCIS. There is no cause for alarm,” Bilesanmi said.

Both the NCC and ATCIS emphasised their commitment to consumer protection and urged subscribers to rely on verified information from credible sources.

 


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UnoTelos and Niral Networks Forge Strategic Partnership to Revolutionize Connectivity in Africa

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UnoTelos, a leading telecommunications innovator in Nigeria, has announced a groundbreaking strategic partnership with Niral Networks, an advanced Private 5G and EDGE AI computing solutions provider from India.

This collaboration marks a significant milestone in addressing connectivity challenges and driving digital transformation across Africa.

Transformative Connectivity Solutions

The partnership between UnoTelos and Niral Networks emerges from a shared vision to overcome critical network infrastructure limitations that have traditionally hindered technological progress in the region. By combining UnoTelos’ deep understanding of the African market with Niral Networks’ cutting-edge NiralOS 5G Core and Edge AI technology, the collaboration aims to deliver secure, low-latency, and scalable connectivity solutions.

“This partnership is more than a technological alliance—it’s about empowerment,” said Jude Egbokwu, Founder & CEO of UnoTelos. “We are not just solving connectivity problems; we’re creating opportunities for businesses to innovate, grow, and compete on a global stage.”

“Our collaboration with UnoTelos represents a pivotal moment in the digital transformation journey across Africa. By integrating Niral Networks’ advanced Private 5G and Edge AI technologies with UnoTelos’ profound system integration capabilities and market insights, we are not just deploying telecom infrastructure—we are engineering ecosystems for innovation. This partnership is strategically designed to address the continent’s most critical connectivity challenges, enabling industries from mining to oil & gas to leapfrog technological barriers and compete on a global scale,” said Abhijit Chaudhary, Founder & CEO of Niral Networks.

Strategic Focus and Initial Deployments

The initial partnership will concentrate on pilot projects across key strategic sectors, including:

  • Mining
  • Oil and Gas
  • Manufacturing
  • Shipping & Ports
  • Aviation & Airports
  • Logistics & Warehousing

The modular design of NiralOS Private 5G and Edge provides the flexibility to customize solutions that meet the unique requirements of each industry, ensuring efficient and targeted deployment.

Technological Innovation and Market Differentiation

By leveraging NiralOS Private 5G and Edge, UnoTelos is positioning itself at the forefront of telecommunications innovation. The partnership enables enterprises in Nigeria to access advanced connectivity solutions that were previously unavailable or prohibitively expensive.

Key technological advantages include:

  • Secure and reliable private network infrastructure
  • Low-latency communication
  • Scalable edge computing capabilities
  • Tailored solutions for specific industry needs

Economic and Developmental Impact

The partnership is expected to catalyse digital transformation across multiple sectors. Potential applications include smart factory solutions, enhanced remote operations, and sophisticated IoT-enabled systems that can dramatically improve operational efficiency and competitiveness.

Future Outlook

Looking ahead, UnoTelos and Niral Networks envision expanding their collaboration, with plans to:

  • Increase deployment scope
  • Develop more advanced connectivity solutions
  • Support the development of Private 5G & EDGE infrastructure
  • Advance critical sectors like telemedicine and autonomous systems

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