Iyanya was on top of the world a few years ago. He was the golden child of the celebrity scene but these days it seems he is struggling to get back on top.
Four years ago pop singer Iyanya was scorching hot. The MTN Project Fame winner had dropped his chart topping single 'Kukere' and the smash club hit 'Ur Waist' and he was the new kid on the block with all the hits.
During this period Iyanya transcended just the world of music and established himself as a pop celebrity. His rippling biceps, Aztec tattoos and suggestive waist movement hooked millions of ladies in Africa's most populous country. His romance with Ghana's sweet heart Yvonne Nelson and a love triangle involving Nollywood's bad girl Tonto Dikeh dominated headlines all over the country. A new star was born.
In 2016 Iyanya's stock seems to have dipped as he no longer hogs the headlines. When his name pops up on sites then the stories are not really favourable. The last two stories of Iyanya that have trended are how he plans to set up his music label due to unfavourable conditions in Triple MG and him not being able to allegedly pay his hotel bills.
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His third album 'Applaudise' released in 2015 quickly disappeared from the consciousness of Nigerians and on the shelves as well. It's been a while Iyanya scored a major hit. Nowadays Iyanya's celebrity lifestyle doesn't get the nation buzzing as it used to. His last high profile relationship with Francis Freda even though it got a lot of attention was hardly enough to bump Iyanya back into the top tier of hot celebrities in the country. Something has clearly gone wrong in his celebrity make up.
The celebrity game in Nigeria is hard and fast and there are new eye candies for women to dote on. As for muscles even his label mate Selebobo is showing off what he is made of. On the music front, Tekno of Triple MG has been dropping more hit singles than Iyanya so it's not surprising that the attention has shifted from him.
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"Why has Iyanya stalled and Tekno accelerated? Because unlike Iyanya, Tekno possesses something that cannot be bought; he is new. And everybody loves new" writes Joey Akan, Music Editor at Pulse on the dwindling fortunes of Iyanya.
"Where Tekno has risen, Iyanya has found difficulty in growing, and pop culture is ruthless in kicking out stars as quick as they are made. Attention span is fickle, and as Iyanya has lost ours, Tekno has found it, and he is keeping it for now" he further writes.
This is the summation of the plot- Iyanya has failed to hold our attention and unfortunately he has been eaten up by more captivating and younger stars.
Can Iyanya get back to the summit? Yes, he can. All he needs to do is create more compelling and captivating content- not just only music only. We need to be invested in him once again as a celebrity. He needs to make us thirst and hunger for what he is offering. Hopefully he is getting ready to do so.