Iyanya isn't struggling to make hit songs

Iyanya is on to a good thing.

The MTN Project Fame breakout star is one to polarise opinions. After half almost a decade chasing music for passion, happiness and money, the star is in a good place.

People are quick to point to his amazing time with D’Tunes and the phenomenal success of his “Desire” album as a yardstick to measure his professional growth. But constantly the man has kept up his own end of the deal, dishing out good music and keeping critics at bay with an endless release of good songs.

A number of things do seem to take away attention from his music. They always have. First was his high-profile tryst with Yvonne Nelson, which actually did good for his career. Then came his insistence to look like a stout version of a younger Arnold Schwarznegger. He still hasn’t reached that goal. But he has sure kept fit, and made his slightly disproportionate figure a huge talking point. These days he is all suited up and smiling. No naked Iyanya-shirtless-tattoo selfies harass Nigeria anymore.

Iyanya’s undeniable talent has been praised, but the application of it still leaves many in mild disbelief and concern. Frankly, Iyanya has arguably one of the best voices to come out of Nigerian mainstream music in the last 10 years. With amazing vocal registers and voice control, the man can sing the devil to sleep.

But the dynamism of our pop culture frowns upon singers, and idolizes software-created beats, autotunes, and pop synthesizers. Iyanya has had to adapt, and he has done that remarkably. Perhaps a balance of both worlds would have helped his cause more, but commercialisation and competition won’t afford him the chance.

Only rarely does he marry both worlds to good effect. Listen to ‘Oreo’ and the certain aspects of ‘Gift’. He stayed commercial, but utilised his singing voice. And they are both hits. Good job Nigeria!

Iyanya has an album coming out next in Sepember. Nameless, and without much detail, the singer is throwing in his work into the mix in a hot month where a minimum of seven top albums are to be released. This will be a test of his mettle, and star power.

One his quest to release a new body of work, he has put out snippets of the entire project. But the criticisms still linger, with questions about his ability to still make hit songs. But staring at his stats, he isn’t doing shabby at all. He might not be on a run, but he is right in there with the best, doing just enough to get his career moving.

Singles off the album have had mixed success. ‘Gift’ is the bomb, ‘Nakupenda’ lacked wings to fly, ‘Applaudise’ needed a high-budget video to begin its journey to collective playlists, ‘Finito’ banged, but lacked character. His success rate lies at 50% for his singles. That isn’t bad when you factor in competition and the unstable channels of distribution in Nigeria.

Surprisingly, only Wizkid, and Davido currently can boast of a near 70% success rate. 100% is a myth in Nigeria.

Iyanya isn’t struggling to make hit songs. He has a decent success rate. His new album has new influences from current hit producer DJ Coublon who is signed to his record label Made Men Music Group, and seems to have found a formula for contemporary highlife.

Also he has Ubi Franklin, who has guided him every step of the way. The man Ubi might also have his personal issues and hug the spotlight for the wrong reasons, but he is a genius with Iyanya. They make a world class team.

Come September, Iyanya will be sailing with his third album. That album will contain hit songs. The man isn’t struggli