It’s no longer news that Starboy is working in the US, we need music!

(Endowed Blogs.)

Wizkid and his international campaign have become stale.

The singer recently announced on Twitter that he is working on a new collaboration with rapper Future, and it didn’t make headline news. Starboy is collaborating with one of the most raving and high-flying rappers in the game, and it didn’t make a dent in the news circles of Nigeria.

Neither did it trend hotly as it sometimes does. Instead, what caught the eye internationally for Nigerians is that Tiwa Savage, Wizkid and Maleek Berry are billed to perform at Jay Z’s “Made In America” festival 2017. And that’s because it’s a major breakthrough for African artists taking the culture to a major music festival. That’s a collective win, made possible by the efforts of numerous players.

But if that was to be only Wizkid performing at the concert, only few people would take notice.

play Wizkid debuts blonde hair
(Instagram)

The same disinterest was shown when Wizkid featured in Zara Larsson’s album, and also with his new deal with RCA Records. It’s just not news anymore.

Everyone in Nigeria now knows that Wizkid is on an international campaign. We know that a chief part of that endeavor is his collaboration with artists. We also do know that with such a huge major label machinery behind him, we will see him plugged into various media outlets as a means to promote him.

What he says at these media interviews, just like anywhere else, becomes news to Nigerians. And it’s because it’s always fascinating what goes on in the minds of these artists who make music. On occasions where they share their stories and outlook on life, it’s interesting.

But asides that, nothing from Wizkid and his US tour is news anymore. People are tired of hearing and seeing images of him working and collaborating. They are tired of having to update their brain with so much promise without music emerging.

play Wizkid and Wande Coal
(Instagram)

That’s why it’s only news when he releases the music from this campaign. Take a look at the general reaction when he dropped the official version and video for ‘Come closer’, which featured Drake. Everyone celebrated, listened, devoured and talked about it for days on end.

And the major reason is because there’s a tangible benefit for everyone. There was a shift from just talk to actual product.

Judging by what Wizkid has promised, there will be five projects to come from him. He has 4 mixtapes in the pipeline, including one with Wande Coal. He also has an album planned for release.

People want to see and feel these things. Everyone has become immune to the collaborations, photos and announcements. It’s time for music, videos, mixtapes, EPs and albums. This is 2017. It’s time for substance over hype.