The Afrobeats star on attaining international success and being labelled a sell-out by people in his homeland
FAME INEVITABLY comes with ups and downs and D’Banj knows this all too well. For all of his international success – over 11 million albums sold, four MTV Africa awards under his belt and sold out concerts in the UK – the Nigerian star didn’t escape the wrath of some of his supporters, who accused him of selling out in his quest to attain international stardom.
D’Banj’s stardom was achieved with the release of his 2012 smash hit Oliver Twist. Released on Kanye West’s label GOOD Music after the US rapper signed D’banj to his imprint, the song became a top 10 smash in the UK and earned the singer-songwriter widespread prominence.
It was a dream come true for the artist, who made his debut in 2004 with his hit single Tongolo. Now celebrating his 10th anniversary in music, D’banj says that it was always his desire to enjoy success beyond his country of birth.
“I’ve always wanted to attain the type of success where I would be seen as a superstar and not a Nigerian superstar,” he said as we chatted during his recent trip to the UK.
“When you see Shakira or Jennifer Lopez, you think of them as superstars; where they’re from is irrelevant. Similarly with Wyclef; for a long time I thought he was American, I didn’t realise he was from Haiti. And where he was from wasn’t even relevant; he was just Wyclef, an international artist.”
However, D’banj reveals that not all of his Nigerian fans supported the choices he made in his quest to further his career.
“Some people in Nigeria have said that I sold out and some said that I was a king who threw away his crown to go and become a slave to Kanye West. The first thing I said to that was: ‘Can a king throw away his crown?’
Even if a king removes his crown, or he goes to visit fellow royals overseas, he’s still a king.
“So I went back to Nigeria to show my people I’m still here and to explain that what I’m doing will better our industry, improve our infrastructure and open the world’s eyes to what we have to offer. I didn’t come to London to do Oliver Twist – I did it in Nigeria. The fact that it gained international exposure allowed the world to see what we have to offer.”
And it seems that the artist’s homecoming was enough to pacify his doubters.
“I think people have come to understand what I’m doing now because I got so many endorsements back home last year. It was as if my people were saying, ‘Ok, we understand, we just wanted you to come back home!’”
Despite boasting a 10-year career, D’banj says that he still feels like “a new artist” in many ways and he was certainly viewed that way internationally with the release of Oliver Twist. Bringing a reincarnation of Afrobeats – now dubbed Afropop – to a mainstream audience, the singer’s success even earned him the somewhat misguided plaudit of ‘Africa’s first musical superstar’ from The Guardian. (Perhaps Youssou N’Dour, Miriam Makeba, Fela Kuti, Akon and Hugh Masakela don’t count).
“As soon as Oliver Twist came out, some people started proclaiming me as the first African superstar,” D’banj confirms. “Obviously I’m not. I’ve just had wonderful opportunities and I’m enjoying the experience.”
Still, the singer says he’s used to Western perceptions of African artists.
“Growing up in Nigeria, trying to do music, it was never considered that you could become wealthy or build a brand that people would buy into. Yes, we have successful musicians, but the structure in Nigeria isn’t like that of the UK, where there is a legacy of legends that is internationally known.
“Africa has always had that challenge; producing artists that are globally recognised. So I think it’s down to us to challenge perceptions and let people realise that Afrobeats has come a long way since Fela [Kuti] and the continent has so much to offer.”
He continues: “In the same way that Usher is no longer making the music he made in 1999, Afrobeats has also evolved. Now you have Afro-pop, Afro-rap, Afro-dance, Afro-jazz. Now that you guys have given us a chance, we’re all making our way in,” he laughs.
“I know Fuse ODG is also doing well and I’m thrilled to see that. I’m grateful to the international consumers for allowing me and others the opportunity to enjoy the success that we are.”
And while his fan base spans the globe, he says his biggest supporters are his family.
“I spoke to my mother a few days before one of my recent shows and she told me ‘make sure you get plenty of rest before your show!’ She’s full of support and prayers, as are all of my family. My brother is a great songwriter, my sister is my accountant – my family is really behind me.”
However, he laughs as he reveals the most memorable piece of advice his father has given him.
“’Don’t do music’, is what my father told me! “Even now, he says to me, ‘are you sure this music thing is right for you?’”
What career would his father have preferred for his son?
“Any other thing apart from music,” D’banj laughs. “My father is so quiet and reserved, whereas music puts you right out there. He knows that fame can destroy things and he worries about me sustaining success.
“He also says: ‘When I was your age, I was married and I already had you! When are you going to settle down?’”
Does D’banj plan to settle down any time soon?
“I think I want to get a Grammy first! But if an angel should come my way, I might just be distracted!”
Now gearing up for the release of his new single Bother You – inspired by the upcoming film adaptation of Chimamanda Ngozi Adichie best-selling novel Half Of A Yellow Sun – D’banj is confident that the current success of Afrobeats will last.
“I think people just needed a name for the music, in the same way that ragga needed a name when it first emerged. I think as long as a style of music can be coined by a particular name, it gives it legitimacy on an international level.
“I’m especially proud that the music that has been accepted and coined as Afrobeats is not anything that was changed or diluted. As we did it was how it was accepted and I believe that as long as we continue doing that, our music will thrive.
According to the Afrobeats artist, “The life span of songs generally is short, compared to how it was years ago and competition is fierce in the music industry at large. But we’re aggressive and Afrobeats fans are crazy!
He adds: “My new single is called Bother You and it is gonna bother you – it will let you know that Afrobeats is here to stay!” – Voice
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