Over the past few years there has been a fundamental change in the Nigerian entertainment industry, with the bull’s-eye focused on music as an integral part of the industry that is widely gaining acceptance and ascending to apogee. Record sales have soared, and even in the face of the seemingly unsolvable problem of piracy, artists in the mainstream still have a fair share of success, hence the success of major record labels and the upsurge of independent ones. The rapid and laudable growth within the Nigerian music industry is characterized by the influx of many artists with a high level of competition in the market. Music genres have multiplied, record labels have thrived, emerging artists have taken over mainstream, even music pioneers who have contributed their quota are still relevant and with all these developments, needless to say that the ‘mainstream’ industry is ripe enough to have its ‘baby’….the ‘underground’.

With the influx of many artists and the competition strain being felt more than ever before, many talented artists are signed by or float independent record labels as an avenue of promoting their music. Hence the birth of what is known as ‘underground’ Nigerian music. Are these artists heard and recognised? After a careful evaluation of the ‘buzz’ created by underground artists it is reasonable and logical to conclude that mainstream faces stiffer competition than ever and that these emerging talents deserve a chance to reach the hearts of anyone and everyone.

D.J MightyMike (Atlanta GA), a member of the hottest coalition of Nigerian DJs recently started a mixtape titled ‘underground legends mixtape series’ and according to him as quoted ‘….I recently started a mixtape series titled - "Underground Legends". ‘Underground legends’ is intended to be a series compilation of up and coming artists currently buzzing on the underground scene. Naija DJs get bombed with singles everyday from all over the world. Some of the tracks are hot, and some are not so hot. This mixtape series is intended to be a medium through which these hot underground artists get heard. Hopefully, when you hear a track you like on the mixtape, you can help spread the buzz on the artist…..The promo video for the first volume can be viewed here: http://www.facebook.com/video/video.php?v=55338305573&ref=nf.

Underground legends mixtape vol. 1 can be downloaded here: http://www.sendspace.com/file/ariicy’.

Other D.js involved in this project of showcasing underground talents are D.J Shy Shy Shyllon (London), D.J Teeface (Dublin), D.J Flava (Washington D.C), D.J Marshall (Italy) and a host of others.

The mixtape is hot, showcasing nigerian talent from all around the world, the likes of Frank D’nero, King David, Material, Wally Wa, Iceberg Slim e.t.c. The fact remains that some of these tracks are so hot; they could do well in the mainstream. Of particular interest however on the mixtape is track 10. Titled ‘Mofe’ recorded by Material on his label ‘Strictly Divine Records’. The artist and record label alike seem to be gaining vast popularity with the coalition of Nigerian D.Js and fans abroad. The ‘buzz’ is so significant and impressive that I had to visit the record label and write a profile report with the intention of disseminating a positive message especially to the nigerian entertainment scene, about these artists doing us proud abroad.

The FIRM, the FAM’, the MOB. (SDR PROFILE)

Strictly Divine Records (SDR) – the FIRM.

Strictly Divine Records (www.sd-records.com) is a cutting edge independent record label promoting nigerian music and art in the United Kingdom. The recording studio located in Abbeywood, South East London prides itself among the best in England. The modern equipments are awesome and little wonder it is tagged the ‘kitchen’ by artists. The ‘kitchen’ where the essential ingredients of a hit song are mixed in right proportion before being dished out to the waiting ears of music lovers. The label is owned exclusively by Michael Oloyede a.k.a Mic Divine who according to him ‘…has been his dream to own a label and use it to promote African and most especially nigerian art in the United Kingdom’. More interesting is the fact that even prominent nigerian based artist do visit and record in the studio when they are in the United Kingdom. Labelled the FIRM, this business enterprise is deeply rooted and a pacesetter amongst its peers.

THE SDR FAMILY – meet the FAM’.

Micheal Oloyede a.k.a Mic Divine (C.E.O/Producer) – Strictly Divine Records.

The man himself, labelled (Calogero Vizzini) by his artists, this man single-handedly conceived the idea of owning a record label and turned it into a reality. He started his music career many years ago in the United Kingdom as a member of a very popular band, and subsequently enrolled in a music school in London to further broaden his knowledge and develop his skills and talent. Years of hard work paid off as he set up his own recording studio/independent record label which gained vast popularity amongst nigerian artist in the united kingdom. Progressively he has worked with numerous artists/producers within the music industry and is nicknamed the ‘hit maker’. His works precede him, his beats and production are spectacular, little wonder whatever comes out of the ‘kitchen’ is ‘delicious’ music.

OLLY – JAY (Co-producer) – SDR

His versatility with musical instruments has been instrumental in the making of SDR. He was a member of the popular Solek band in the united kingdom , until he joined the FIRM, now a renowned FAM’ member, his wizardry in combining spicy instruments as essential ingredients in the SDR kitchen is well applauded. He has worked with various artists/producers within the music industry and has a wealth of experience, and not only is he the co-producer on SDR but is also involved in singing as he had the lead role in ‘Wanbi’, one of the tracks on the ‘SDR Exclusive Party Jamz’ which is due to be officially released on the 31^st of July 2008.

MATERIAL – a.k.a Sembelete!!! Artist on SDR

Nicknamed ‘Mr. Harmony’ after he dropped his first single ‘Mofe’ this year on SDR (a controversial song that explicitly defines the thoughts of a man observing a sexy  woman), this man is one of a kind. He joined the FIRM in 2008 as an experienced artist with proficiency and versatility. Called ‘Material’ because of his ability to switch in between genres, he can do whatever can be done with beats. His single ‘Mofe’ is featured on quite a number of mixtapes and is still fast gaining popularity. He is featured on the SDR FAM’ Exclusive party jamz which will be officially released on the 31^st July 2008.With this kind of artist buzzing in the nigerian underground music scene, we should expect something colossal shortly, ‘sembelete!!’ as he would say. We are eagerly watching the space.

UBEE – a.k.a (Who you be?) Artist on SDR

Another dynamite that is sure to explode. Ubee is Mr. prolific. Tagged ‘lil mama king’ after he dropped his first single ‘lil mama’ this year on SDR. DJ flava (Washington D.C) called it ‘the hottest single for the year 2009’. His lyrics are thought provoking and very commercial. He is featured on the SDR FAM’ Exclusive party jamz which will be officially released on the 31^st July 2008. This young artist is set to take by scene by storm, and with the beats from ‘the hit maker’ nothing is impossible. Once again, this is another significant buzz in the nigerian underground music scene.

DEPAKAS – DeSplash & Antel - Artists on SDR

Sisters act. Depakas are the queens of SDR. Two sisters who formed the group called ‘Depakas’ they are well known for their style of delivery, they both speak Hausa language eloquently and even use it in their music. They feature on the SDR FAM’ exclusive party mix scheduled for release on the 31^st of July 2008 with a superb act. Their part on one of the tracks titled ‘Party Go Blow’ is outstanding and has drawn numerous artists especially from United States to initiate a collaboration with these ladies ever since the promotional video was released a month ago. The sky is the limit because the underground will no longer be able to contain this calibre of artist.

ANDREW BELLO a.k.a AREA 1 (Da hypeman). Artist on SDR

AREA ONE as he his popularly called, this man brings the hype that naturally awakens dead ears to music. His proficient use of the Yoruba language in creating the medieval style hype on tracks is absolutely astonishing. He is also featured on the SDR FAM’ Exclusive party Mix.

Conclusively, it seems more of a controversy imagining that these calibres of artists are still underground. However a deeper insight into the record label’s activities shows that the even though the FIRM (Strictly Divine Records) which is the music and business enterprise itself has been in existence for a few years, the FAM’ (Family) of artists actually emerged in April 2008, a couple of months ago. What merits attention is the dramatic acceptance and recognition they have gained in a couple of months as compared to some underground artists that have been in the business for years. The first two singles released by Material and Ubee ‘Mofe’ and ‘Lil mama’ respectively made the headlines in the underground music scene with various renowned DJs (members of the coalition of Nigerian DJs) featuring this songs on their mixtapes. Numerous air plays on Voice of Africa radio in the United Kingdom has also sent a wild buzz and the sensation is gradually growing. The FAM’ are presently working on a promotional CD titled ‘SDR FAM’ exclusive party jamz’ which will be officially released 31^st of July 2008. The ten track cd features the entire artist in various capacities. The reason as stated by Mic-Divine (c.e.o SDR) ‘…is to provide equal platform to launch his artists into mainstream nigerian music. Their albums are almost already concluded, but there is a need to provide awareness about these artists and how good they are, hence the decision to do a promotional cd containing ten tracks of pure party music, and trust me the response has been tremendous’.

The FIRM has released four tracks of the ten tracks over a period of two months for the purpose of creating awareness.

Mofe – Material Lil’ Mama – Ubee Party Go Blow – Material, Depakas, Andrew Bello, Ubee Wanbi – Olly jay, Material, Ubee.

The stage is set, the artists are ready, the record label is hot, they are guaranteed to seize the nigerian music industry by storm. It is total take over, that is why they are called the MOB!.

Robot  # 1 | 29.07.2008 23:21

Over the past few years there has been a fundamental change in the Nigerian entertainment indust...Read the full article.