Flavour Clarifies Musical Identity: “I’m Not An Afrobeat Artiste”
Flavour Clarifies Musical Identity: “I’m Not An Afrobeat Artiste”
In a candid statement that has sparked widespread discussion in the music industry, Nigerian music sensation Flavour, born Chinedu Okoli, has made it clear that he does not identify as an Afrobeat artist. The multi-talented musician, known for his rich blend of highlife, contemporary African rhythms, and a unique cultural sound, emphasized the importance of recognizing and respecting the diverse genres that contribute to the global music scene.
During a recent interview with a prominent media outlet, Flavour addressed the growing trend of categorizing Nigerian and African artists under the Afrobeat umbrella, a label that has gained significant global recognition in recent years. While acknowledging the success and influence of Afrobeat, Flavour was quick to point out that his music represents a different cultural and artistic tradition.
“I have nothing but respect for Afrobeat and what it has achieved worldwide,” Flavour stated. “However, I’m not an Afrobeat artiste. My music is deeply rooted in highlife, a genre that carries the history, culture, and rhythms of the Igbo people and other communities in West Africa. It’s important that we recognize the diversity within African music and not just box every artist into a single genre.”
Flavour’s declaration is rooted in his deep connection to highlife music, a genre that originated in Ghana in the early 20th century and later spread to Nigeria, where it became a significant part of the Igbo cultural identity. Flavour, often hailed as one of the modern torchbearers of highlife, has consistently infused his music with the traditional elements of the genre while also incorporating contemporary influences.
Flavour’s career took off with the release of his debut album “N’abania” in 2005, which featured a mix of highlife and urban African beats. He gained international recognition with his hit single “Nwa Baby (Ashawo Remix)” from his second album “Uplifted” in 2010. The song showcased his ability to modernize highlife while staying true to its roots.
Over the years, Flavour has released several successful albums, including “Blessed” (2012), “Thankful” (2014), “Ijele – The Traveler” (2017), and “Flavour of Africa” (2020). Each album highlights his commitment to preserving highlife while exploring new sounds that resonate with a global audience. His music often features traditional instruments, intricate rhythms, and lyrics that reflect his cultural heritage.
Flavour’s emphasis on cultural representation in music comes at a time when African artists are increasingly being recognized on the global stage. However, the tendency to categorize all African music as Afrobeat has raised concerns among artists and cultural advocates who fear that other important genres may be overshadowed.
“Highlife is not just music; it’s a way of life, a reflection of our history, our joys, and our struggles,” Flavour explained. “By labeling all African music as Afrobeat, we risk losing the rich diversity that makes our music so special. There are so many genres within African music, each with its own story and significance.”
Flavour’s call for greater recognition of highlife and other African genres aligns with a broader movement among African artists to preserve and promote their cultural identities. Artists like Flavour, who have deep ties to their musical traditions, play a crucial role in ensuring that these genres continue to thrive and evolve.
Flavour’s message to his fans and the music industry is one of pride in his heritage and a desire to see African music celebrated in all its forms. He expressed gratitude to his fans for their support over the years and encouraged them to explore the rich tapestry of African music beyond the popular Afrobeat genre.
“I’m grateful to all my fans who have supported me on this journey,” Flavour said. “I hope that my music inspires people to look deeper into the different genres that make up African music. There’s so much to discover, and I’m proud to be a part of that story.”
As Flavour continues to make music that resonates with both local and international audiences, his commitment to highlife remains unwavering. He hinted at upcoming projects that will further explore and celebrate the genre, promising fans new music that stays true to his roots while pushing the boundaries of what highlife can be in the modern era.
“I’m excited about the future and what we can achieve with highlife music,” Flavour concluded. “There’s a lot more to come, and I’m looking forward to sharing it with the world.”
