Here’s why you expect Nigerian musicians to be the same person in the music, and in real life

jonathan

November 1, 2017 12:29 PM

We have to comprehend that, and constantly remind ourselves not to throw too much into what we see on TV.

When you hear music, on a basic level, you think you are simply just consuming art. But it is deeper than that. The vocals of Wizkid come to you as melodious, and Tekno’s rigmarole through records carry you on a joyous wave that takes you around your emotions in more ways than you can imagine.

But music is deeper than that. It is layered art, which is made from a personal angle. Musicians constantly seek to skip the logical barriers of their fans and connect with the more emotional parts of their consciousness. That’s why they seek to channel emotions all through their music to bond with the fans and generate a connection that they can mine for money and other opportunities.

One of the key ways in which they do this is selling you a brand. The biggest and most influential musicians build a brand that is stronger than the music. The brand is a major force, while the music is only an elemental soundtrack of it. When you think about Davido, you get the image of a rich kid who is aspirational. Timi Dakolo sells the persona of a pristine, romantic singer, who is upright in love, morality and everything nice. You’d want to seek him out for advice on dealing with the human experience. He has it figured out.

Falz adds colour to his art by throwing in his comedic ability, hence making you fall in love with the character that talks funny, makes great music, and just seems like a cool person to hang around with. For Adekunle Gold, he isn’t just a star. He is your reflection in the mirror. The everyday guy who is making music to give you a representation of your life, mundane hopes and dreams. Simi positions herself as the love muse, who floats eternally in a bubble of romance, passion and longing.

The list is endless.

Many of these personas are manufactured. They are carefully crafted and curated personalities that appeal to you and make you perceive them in that light. That’s why old mothers bless Adekunle Gold in the streets, and Burna Boy attracts the wildest women. It comes with the art.

That’s why fans expect to see the same person in real life. When you offer someone a long-running narrative, there’s no reason why they wouldn’t want that consistency of action, when they meet you in person. You can’t make happy music and carry a brooding face when they catch you at the mall. Neither can you position yourself as a champion of family values, and have side chicks running around.

As for the most occurring persona, where musicians put on an illusion of wealth, you have to represent that. When you spray cash all through your videos and run with prettiest women in life, you have to ensure that you never go broke in life, and no one gets wind of your personal financial challenges.

Everything has to come together.

But then, as fans of the music, and followers of the creators, we should take care of our minds, and understand that the entertainment business is strictly an illusory art. These people are like you and I, with jobs that require that they connect with you using a specific persona.

We have to comprehend that, and constantly remind ourselves not to throw too much into what we see on TV. Or else, our rude awakening will be catastrophic…for us.

jonathan

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