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.
Error
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.
Set backs
- 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.
Adeda’s Verdict
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.
Cyrus didn’t perform… The show wasn’t properly planned. Terry didn’t perform…. Even AQ no perform…. What a show. The truth must be told.. I was there and I wasn’t impressed.
Pls be truthful to ur audience
I dont know what your expectations were but if you are truly a fan of hiphop in Nigeria, you would know for certain that so called hiphop artists dont support one another. My expectation was that 98% of the listed acts wont turn up and my expectation was that the show wouldn’t be be packed FULL like a pop show or comedy show. I was however hopeful that things would change this time even a little bit and guess what it fid. The show indeed started very late because people turned up late and also logistics but hey the 3hours the show lasted, is the best concert hours I as a hiphop fan has ever experienced. Raw Hiphop. That’s what I wanted to see and it was delivered uncut! To all the lame ass rappers who are hipPOP and these Pop fans like you claiming to be hiphop, i can understand your disappointment. But Weird MC, Jesse Jagz, Godwon, Bouki, Fatboy, the cypher session and them few other cats that performed made my day. Any real hiphop fan in attendance will testify cos we look beyond the hype and people. We want a show even if its just 2of us aa audience. The show could have been better, i agree but this is a good start. Take it or leave it
The argument for why he didn’t send a formal invite to the artistes on the mixtape is a weak one. Everyone who took issues on that had every right, it’s terribly wrong. Guests artistes should even get extra complimentary tickets for their fans not the wrong analogy you tried to paint.
To me everything that went wrong was due to poor communication, and like you said AQ is cocky, that might explain it. Brilliant idea but his personality caused the flop.
But all in all, I’m sure lessons are learnt for a more successful one next time. Kudos to him for belling the cat.
My take on this is for all them guest artist on the mixtape, they have no excuse. Whats a formal invite? If they got a tweet from Kanye (if probably he is doing a show in Nigeria) to be a part of his show, am certain they would ride there with their whole crew and even take a cd of unreleased songs along.. Am not saying that AQ is kanye but heck, if Jesse (who is by far a bigger artist than most of these cats) can show up based on the same form of invite to support something this small but yet fundamental and foundational, who are they. Well i guess its okay for all to have issues when they appear not to directly benefit. He is cocky, that is his way, its part of Hiphop, he may not have a great media relations, but do you recognize hiphop in his music? Do you recognize game? If yes be a part of building what will at the end benefit all hiphop acts and liberate them from the hands of the pop acts…. Its all gud sha…. Artists dey hate even fans dey hate… Well most fans were either hopeful rappers or failed ones….lol! I get now sha….
Interesting review. I wanted to come but i had another engagement that clashed. I heard from Boogey that y’all had a great time.
On media relations however, AQ needs to improve. When the poster was tweeted first, i remember reaching out. I wanted to support from my end. I got no reply from anyone on the team. How many media people did AQ actually talked to about this?
Not all of us are jerks. some of us would have actually helped. but he never asked for it. I got no press release. I had airtime to offer him for hype and stuff but he never said anything even when i tweeted that i would love to help. so….
It’s a great idea. a lot of the set backs could have been avoided if he had handled relationships better. But hey… we learn everyday huh?
Kudos!
Will there be any YouTube video for us that couldn’t make it ?
I’m sure a video will be up soon
Hollered at AQ on BBM, asked him to send in a clip of him talking about the #SOJ project so i could air it on my TV show which covers a large part of the southern region of Nigeria, and also viewable on the startimes decoder, bro promised to send it in, and he never ever got back to me on it, something i thought he would get at me in a flash except he undermined its importance or probably never thought it’d have any positive effect on #SOJ.
I wouldnt want to comment much on the issue of formal invitation, but reaching out to people is never enough especially when you are starting something for the first time. Some of us actually wanted to play a part or 2, but AQ never let that happen.
The issue of invite is just about simple courtesy, it’s really simple… personally I find it disrespectful that you’ll invite Artistes to your show with just a random tweet. Especially Artistes that contributed to the album and they did it for free, the least you could do is send an SMS or an Email.
few things;
What 4lah said. Relationships could have been handled better on both sides. Sadly (but expected) Egos clashed. i guess in the Industry these things happen. I hope the organizers have learned a thing or two from the setbacks and not record it as an ‘L’. Even in setbacks, if there is a valuable lesson learned it evens up. Tolerance is key.
Shouts to the artistes that turned up and those that performed DID put up a good show much to our excitement. it can only get better from here.
I enjoyed myself.. I got free drinks, and finally got to see Jesse jagz perform,I have AQ to thank for that… Oh weirdmc was outstanding too.. Decent effort .. It can only get better
My only regret was having played a limited role in the planning and execution of this event!
I’m on this 100% next time out from the jump!
The show lasted for less than 4hours buh I did enjoy myself at the end, even though I wished it lasted longer it was still worth the while. Segun Loye raised a valid point, if Kanye had tweeted at them rappers wanting a formal invitation to come perform at his show won’t they turn up? If Jesse Jagz, Wierd Mc,Terry the Rapman had to turn up for the show then its Bull sh** the excuse that people like Lord V were louding on twitter because AQ didn’t send a formal invitation for a project u were part of and you know one of the aim of the concert is to promote the project and the hip-hop culture. As a fan,lover and believer of hip-hop I enjoyed every minute of the show and would love for AQ and his team to learn from his mistakes and try to repackage Sojconcert2 to be better. Big ups to AQ and his team for putting up an awesome shoe but it can be better. Nuff said.v
I want yal 2 get one tin straight, especially dose of us clamoring about d formal invitations and all.. 1st of AQ is not kanye, so tryin 2 relate how it might ave turned out if kanye were 2b in his shoes and tweeted 2 invite folks 4d concert is prepostrous! Even an idgit wld knw d turnup wld ave bin far diffrent, 4 christ Kanye’s a brand! AQ is barely known amongst d so called hiphop fans, not to talk of d industry as a whole, and i put it 2 yal dat hiphop concert or no hiphop concert, if Mi, or Naetco c, or some oda more relevant act in d hiphop scene were 2 host sumtin lyk dis, screw d pet talks, d turn up wld ave bin massive! So mayb we shld delibrate more on d organisers, rada dan shy away frm d truth as it were.. AQ needed 2 ave considered his fan base b4 puttin up a show lyk dat! And 2 all d artistes especially d ones on d tape dat didnt show up bcos of some formal invite, shame on u!!!
I still disagree.. The reason HIPHOP and entertainment will never grow in Nigeria beyond this level. Forget what hiphop is on an international level, in Nigeria, it is still what hiphop was in the 80’s in US. A lot of very good rappers with minimal fanbase and pockets of successful ones on a large commercial tip. The way the rap music blossomed then was aggregation of these rappers during block parties/shows to expand the HIPHOP fanbase and not just personal fanbase and in return, they (all rappers) all benefited. If MI or Mode9 or Olamide or whoever the so called big named rapper is in Nigeria does same, in relation to their so called status, it will flop… They should try it and prove me wrong…. Hiphop/rappers in Nigeria is scared of competition but we fail to realise that competition only makes us grow. A support for hiphop is a support for all. I cannot show up but I retweet about the show so my fans who are possibly within that region can also go and have fun. Homage will be paid by organizers … Dats hiphop… I follow a dozen pack of foreign hiphop artists on social media and I see a talib kweli, tweeting about a jadakiss show about to take place even though he ain’t performing there and they both are yet to do a track together, I see a styles P tweeting about a Scarface show happening in Houston while he (styles) is out touring outside the states, I see a method man tweeting about a Kanye show and vice versa… Even the new skool guys do same…. those guys knew what hiphop was and how it was built and they continue, that’s how it expanded and we in Nigeria picked it up, if we picked up the art of making the music, isn’t it also right we learn the art of building the fan base using the same fundamentals they used when no record company thought it wise to sign a hip-hop artist back then, (same predicament we face now). JayZ took a risk in ’99 when he organized back stage concert…. Didn’t it pay off…. Even in d midst of the competition, he tried and made sure he stood his own… That’s hiphop spirit and dats development for hiphop. Aggregation for success and not this nonsense we doing in Nigeria. The truth is… Ain’t no love in Nigerian Hiphop…. Word to “Bobby Bland, the great”
I still disagree.. The reason HIPHOP and entertainment will never grow in Nigeria beyond this level. Forget what hiphop is on an international level, in Nigeria, it is still what hiphop was in the 80’s in US. A lot of very good rappers with minimal fanbase and pockets of successful ones on a large commercial tip. The way the rap music blossomed then was aggregation of these rappers during block parties/shows to expand the HIPHOP fanbase and not just personal fanbase and in return, they (all rappers) all benefited. If MI or Mode9 or Olamide or whoever the so called big named rapper is in Nigeria does same, in relation to their so called status, it will flop… They should try it and prove me wrong…. Hiphop/rappers in Nigeria is scared of competition but we fail to realise that competition only makes us grow. A support for hiphop is a support for all. I cannot show up but I retweet about the show so my fans who are possibly within that region can also go and have fun. Homage will be paid by organizers … Dats hiphop… I follow a dozen pack of foreign hiphop artists on social media and I see a talib kweli, tweeting about a jadakiss show about to take place even though he ain’t performing there and they both are yet to do a track together, I see a styles P tweeting about a Scarface show happening in Houston while he (styles) is out touring outside the states, I see a method man tweeting about a Kanye show and vice versa… Even the new skool guys do same…. those guys knew what hiphop was and how it was built and they continue, that’s how it expanded and we in Nigeria picked it up, if we picked up the art of making the music, isn’t it also right we learn the art of building the fan base using the same fundamentals they used when no record company thought it wise to sign a hip-hop artist back then, (same predicament we face now). JayZ took a risk in ’99 when he organized back stage concert…. Didn’t it pay off…. Even in d midst of the competition, he tried and made sure he stood his own… That’s hiphop spirit and dats development for hiphop. Aggregation for success and not this nonsense we doing in Nigeria.