In a recent interview on The Afrobeats Podcast with Adesope, Nigerian singer Flavour expressed his thoughts on being excluded from the list of Afrobeats’ biggest global exports.
The renowned hitmaker was quick to clarify that he does not identify as an Afrobeats artist, but rather as an African artist.
According to Flavour, the media’s focus on Afrobeats overshadows the diverse music scene across the continent, with other genres and styles often being overlooked.
Flavour emphasized the need to recognize and celebrate the broader spectrum of African music beyond the confines of Afrobeats. He highlighted that while Afrobeats garners significant attention, it is essential to acknowledge and appreciate the rich musical heritage and talent found in various African cultures.
In Flavour’s view, the media’s sole spotlight on Afrobeats often neglects the depth and diversity of musical expressions from different regions of the continent.
The veteran musician, whose career spans over two decades and encompasses numerous chart-topping hits and critically acclaimed albums, emphasized the importance of embracing a more inclusive representation of African music.
He firmly stated that not every artist should be confined to the Afrobeats narrative, emphasizing the significance of allowing artists to authentically express their cultural identities and musical influences
As an example, Flavour highlighted the emergence of contemporary artists like Asake, who seamlessly fuse traditional Fuji music with modern sounds, as indicative of the dynamic and multifaceted nature of African music.
Drawing a parallel to his own work, Flavour pointed out that his music reflects and celebrates the diverse aspects of Igbo culture, offering a fresh perspective and representation of his heritage. Flavour’s commitment to his identity as an African artist is evident in his recent album titled ‘African Royalty,’ which was released in December 2023.
Through this project, he aimed to showcase the richness and diversity of African musical traditions, underscoring the cultural wealth present across the continent.
Furthermore, Flavour has consistently collaborated with a wide array of African artists, including notable names such as Fally Ipupa and Diamond Platnumz, further demonstrating his dedication to promoting and celebrating the continent’s musical talent and diversity.
Story by Obaapa Janee
