Everyone who knows the name Tosinadeda on the internet knows that the name is synonymous to a patriotic Nigerian music disciple.
Little wonder I’m a promoter of anything/anyone that promotes Nigerian music.
The music industry in Nigeria has grown bigger and bigger over the years, and has become really sellable to the average Nigerian. Artistes now get mega box off album sales, concerts and endorsements.
Talking about concerts, in my 20+ years of existence in Nigeria, is has somehow become an unwritten law, that it is impossible to have a successful Hip-Hop concert.
Because of this development, Hip Hop artistes have been forced to do pop songs that people term “sellable”, just so they can get on the list of performers for concerts and shows.
A-Q, is a Nigerian rapper who I’ve known over the years, and I’ve been a fan since I bought the album: Past, Present and Future. Asides being controversial and cocky (which I find nothing wrong with), he decided to do what no rapper in Nigeria has had the boldness to do over the years, and enter his name into the history books of Nigerian Hip Hop.
Asides putting up his mix-tape “Son of John 2” for sale on all platforms online at a price of N50, he decided to concert to launch the mix-tape, and later decided to make a Hip Hop concert. The moment he sold the idea to me, I was in total support and I vowed and promised to do the best I could, to make the concert a success.
It was a thing of joy to me, it was like a dream come through, it was history in the making, it was something to be proud of and off course being a move that was Nigerian, I was in total support.
It is not surprising that the concert experienced a lot of setbacks and lack of support, being a Hip Hop concert, and more so being the first in Nigerian history for more a long time.
When A-Q tweeted about the concert and said “Every artiste on the Mix-tape, had an automatic invite for the show, I automatically understood the logic behind it.
- From what I know, an album launch concert should have every artiste featured on the album, just like how movie premieres always has all actors and everyone that made the movie a reality in attendance.
Apparently some rappers that featured on the Mix-tape felt slighted, for not being formally invited, despite the tweet and decided to talk bad about the concert on twitter, which made it lose some credibility, In addition to that there were some mix ups with a couple other rappers who didn’t get formal invitations, due to some logistic flaws.
- Getting sponsors for the show was quite hectic and impossible, as no brand wanted to be a part of history. The few brands that showed any form of interest only promised to show any form of commitment for subsequent shows, depending on the success of this one.
- Also, getting media houses to show support was disappointingly futile as majority of media house practically flung out proposals out the window, on discovering it was a hip hop concert.
- Selling the tickets was quite hectic as the online platform did almost nothing at all in promoting the sales.
- A whole lot of rappers were contacted by the organizers of the concert about a month to the concert, and they consented. But few days to the concert, when it was time for the rappers to talk about it to their fans, they suddenly went worryingly silent and those who responded started to make monetary demands and give series of excuses.
- The concert started very late due to logistics issues with the venue and majorly the late turn out of people.
Successes and High Points
- The concert planning team decided to sell the tickets like drugs on the streets, everyone who was interested in making it a success sold the tickets in their hoods. Series of online platforms helped in giving out free tickets also. So before the day of the concert, one thing was sure, the turnout was going to be impressive.
- Since no major sponsors were ready to put down their money for an experiment, ticket sales, and proceeds from the online sale of the Mix-tape and other forms of taxing between the organizers, was well managed and put into the planning of the concert.
- The audience was large for a first time, and even though majority of rappers billed to perform didn’t show up, the ones that did put up a hell of a performance that will linger long in the minds of the fans that attended the concert.
- Security and organization was very good and top notch, sound was dope too.
- The joy in the faces of the upcoming rappers who had a platform to show their talents, it was a dream come through for them, and hopefully the first of many. We had dope performances from Eclipse, High-M, Blaqbonez, Fatboi, PayBac, Kursor, Butafly, Boogey, Cyclone, Peter Clarke and many more up and coming rap stars.
- The concert experienced great performances by bigger Rappers like Godwon, Terry Tha Rapman, Cyrus, Weird Mc and Jesse Jagz. Weird Mc and Jesse Jagz were easily the best acts on the night, Jesse Jagz’s charisma and Weird Mc’s energy got the whole concert turnt.
The Son of John concert has showed us that it is possible to hold a Hip Hop concert in Nigeria with almost no support at all and be very successful at it, now imagine if the funds and support from sponsors are available.
The Son of John concert showed us that Nigerian rappers have a lot of work to do in the area of unity and commitment. It’s sad that rappers have placed themselves on a very high pedestal of deceit and lies, that their ego is way bigger than their fan base and record sales.
Nigerian rappers need to work together to re-build the Hip Hop scene in Nigeria, the concert showed us all that the fans are willing and ready to pay Hip Hop albums and attend shows, we only need a structure on ground, and unity between Nigerian rappers.
Media houses in general need to quit the segregation of Nigerian Hip Hop and help propagate this genre of music the more. There are Hip Hop fans in Nigeria who also deserve to enjoy what the pop fans enjoy. Ironically Nigerian Radio/TV stations play foreign Hip Hop than they play Nigerian Hip Hop.
All in all, The Son of John concert was a success, and hopefully, it will be the first of many Hip Hop concerts in Nigeria, and hopefully one day Hip Hop will sell out a stadium in Nigeria!
Shout out to everyone/brands who made this historical event a possibility.