Time is running out on BBN winner to make better music

Before Big Brother Nigeria, nobody knew Efe Ejeba. The affable guy who eventually ran out as winner of the show, was not even on the radar.

But as fate willed it, he became the most loved candidate of the TV show, and racked up enough votes to floor every other candidate who stood near him. He became a celebrity, a star, one that had the eyes and heart of the Nigerian public.

He became Efe; the humble nice chap, who came from humble beginnings and wore no airs or pride. He became Nigeria’s hero.

But fame can never come to you and demand that you only submit this version of yourself. It brings eyes into your entire life, digging into your past, and projecting your future. Efe was a rapper. A rapper from Jos who had travelled to Lagos to record music. His EP, “Lagos,” was released in 2016, and no one too notice. Many would say it was because he wasn’t a star. But on listening, you would realize that the problem was more fundamental than a lack of followership.

The music was crap. Efe of 2016 was a wack artist, with no skill. His music grated the ears, and suffered the brain. I listened and reviewed the project, and honestly came back with this conclusion of which I stand by even as I write this piece:

“Efe might have the ear and eyes of the public, but if he wants to maintain it, he should never direct them towards this project. Fans are fickle, and it takes less than a body of horrible music to make their opinions sway. This is a poor body of work, capturing not just his earlier financial poverty, but also a poverty of skill.”

Apart from a poor artistic skill, a huge part of what affected Efe’s last project was financial. There was literally no money for the man to afford better producers. So he stuck with Duktor Sett, who failed to master and mix the music properly. But money is n’t a problem, at least for now. And he has returned with a new song titled ‘Based On Logistics’.

The new song which is hinged upon the popularity of his favorite catchphrase, has an upgrade in production, cutting out half of the core problem of Efe. But the second part which is the most fundamental exists; Efe still has no artistry.

Nigerians are increasingly impatient folks, who are blunt and without chill. And as the memories of his exploits at the BBN house fade away, more people are moving past what he represents, and judging him based on what he brings to the table. And right now it is not enough. The artistry isn’t present at the quality that would make him a force.

The voice of the critics are becoming louder, with the singer having to respond to incessant criticism. “D problem be say na music I go do…sorry if e dey pain you ..if I drop song just close ear…becoz more songs go comot,” Efe wrote on Twitter.

The problem isn’t that Efe has to stop music. Nobody hates him or his success at BBN. People have simply moved past the euphoria of his victory into demand more. It’s normal in the industry. Unlike other markets, the Nigerian music industry is cruel and unforgiving. It exists because of what the artists put into it. And anyone who fails to contribute to it, has to face a system that would strip you of everything and fling you into obscurity. It’s hard out here.

Efe has to understand this, and work harder at improving his craft. There’s N25 million burning a hole in his pocket. If he has to invest some of that cash, it should go into his career and self-improvement to build his artistry. Time is running out on Efe’s fame. He has to come through with great music, or slowly face the short route to obscurity.