I was recently privileged to have met Nigerian artist Flavour N’abania during a recent press briefing courtesy of Coke Studio Africa. Currently signed to 2Nite Entertainment, he is amongst Africa’s most sought ought artists, with more than 10 awards to his name.
He will be among the performing artists on Coke Studio Africa Season 3, this being his second time to be featured on the show. Flavour describes Coke Studio as a great opportunity that contributes to increasing his musical knowledge, through interaction with different artists from Africa. According to him, the platform is one that helps to widen his fan base, having gained more than 6000 followers on-line, following his first appearance on the show in its second season. This is in addition to his Ada Ada performance with Victoria Kimani being the most watched video on YouTube from Coke Studio Africa, with more than a million hits.
With a video of Rihanna dancing along to his hit song Ashawo doing rounds on-line, Flavour describes it as an indication of the growth of African music. He adds that such a renowned artist dancing along to a song done in a language she barely understands only opens up more doors, not only for him but even other African artists.
The use of local dialect in Nigerian music has played a major role in re- defining contemporary African music and Flavour has not been left behind. According to him, the use of an artist’s native language while expressing themselves through their music helps to engage the audience and to identify the artist and their origin. Flavour points out that artists do not make songs wondering if they will be acceptable beyond their borders, but rather think of a song and its ability to resonate with locals.
Flavour has performed in different places all over the world among them New York, Houston and Abidjan and one would wonder which of his musical tours he enjoyed most. He however describes every place as unique and every audience as different, making it impossible for him to single out a specific tour as his favorite.
Without initial support from his mother for his music, Flavour moved away from Nigeria for about eight years and promised himself to return only after proving that music was a powerful tool that he could use to better himself. He did and through him, it is clear that unlike before, art and particularly music when taken seriously can be taken up as a career. While Ashawo was a major hit and one that helped to elevate his music career to greater heights, Flavour says that he cannot stop there as he needs to keep making more music. He attributes his believe in himself to his understanding of his power to win.