Applauding Afrobeats Hit-Makers
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- September 8, 2024
It’s no news that Nigeria’s music industry is the biggest music export out of Africa, and it is an energetic force in the entertainment landscape worldwide. But the artists aren’t the only ones responsible for this meteoric rise. A lot of credit for Nigeria’s music industry being largely accepted can be given to a cohort of visionary music producers.
These creative masterminds are responsible for creating the beats that dominate the charts, shaping the sound of Afrobeats, and pushing Nigerian music to new heights worldwide. Producers like Don Jazzy, Pheelz, Sarz, Masterkraft, and Legendury Beatz have played vital roles in transforming Afrobeats from a local genre to a global phenomenon. Their ability to blend traditional African rhythms with modern, international sounds has resulted in hit songs that resonate with music fans across the world.
Notwithstanding being behind the scenes, these producers are recognised as cultural pioneers for fusing elements from hip-hop, electronic music, dancehall, and traditional African genres to create a groundbreaking sound that continuously pushes the boundaries of creativity. These producers are instrumental in elevating the genre and introducing Nigerian music to a global audience.
As they mentor and collaborate with emerging talents, they ensure that Nigeria remains at the forefront of music innovation, keeping the Afrobeats movement alive and growing. Their contributions amplify the Nigerian music industry and continue to shape global music trends.
This week’s issue will spotlight some top producers pushing the boundaries and leading the industry into the future.
Don Jazzy
A major pioneering figure and one of Africa’s most prolific music producers, Michael Collins Ajereh, a.k.a. Don Jazzy, is an iconic producer whose career has shaped the Nigerian music industry and globalised the Afrobeats genre.
His journey began in the early 2000s when he moved to London and formed a close working relationship with D’Banj. In 2004, Don Jazzy and D’Banj co-founded Mo’Hits Records, where he produced several hits that skyrocketed D’Banj’s career. Notable tracks such as Oliver Twist and Fall in Love earned international recognition, marking Don Jazzy as a rising force in music production.
After Mo’Hits was dissolved in 2012, Don Jazzy founded Mavin Records, a label that would become synonymous with hit-making in Africa. Mavin’s debut compilation album, Solar Plexus, was a success, and Don Jazzy continued to produce hits for major artists like Tiwa Savage, Reekado Banks, and Korede Bello.
His production style is known for blending traditional African rhythms with contemporary pop and electronic influences, creating a sound that resonates across different markets.
Don Jazzy is known for his ability to spot talent and develop artists, which has also been instrumental in his success. Under his mentorship, artists such as Rema, Ayra Starr, Johnny Drille, Ladipoe, Crayon, Magixx, Reekado Banks, Bayanni, and many more have risen to prominence, expanding Mavin’s influence globally.
Don Jazzy’s career is not just about music production but also about creating opportunities for African artists to thrive on the global stage, solidifying his legacy as a leader in the Afrobeats movement.
Pheelz
Born Phillip Kayode Moses, Pheelz is a Nigerian music producer whose career began in the early 2010s. His love for music was evident from a young age, with his early production experience going back to when he was a teenager in church, but he officially launched his professional career when he started working with Nigerian rapper Olamide.
Pheelz’s big break came when he produced multiple tracks on Olamide’s YBNL album in 2012, notably contributing to the hit songs First of All and Durosoke. His production style is characterised by infectious melodies and rhythmic innovation, which quickly gained attention in the Nigerian music industry.
Pheelz soon became one of Nigeria’s go-to producers, crafting hits for several top-tier artists, including Olamide, Tiwa Savage, and Fireboy DML. He became known for his ability to create Afro-pop anthems that combine traditional African sounds with modern pop sounds. His work with Fireboy DML on songs like Jealous and Scatter helped cement his status as a hitmaker and contributed to the growing global popularity of Afrobeats.
In addition to producing for others, Pheelz moved into his own music career, releasing songs like Wayward Girl and Finesse, which became massive hits. His double role as a producer and an artist has increased his standing in the industry, showcasing his versatility and broad musical range. Pheelz continues to be a driving force behind many of the hits coming out of Nigeria, solidifying his position as a critical figure in Afrobeats.
Sarz
Notably one of Nigeria’s most prominent music producers, Osabuohien Osaretin, also known as Sarz, is recognised for his distinctive sound that blends Afrobeats with electronic and futuristic sounds. Sarz began his career in the early 2000s when he was introduced to music production as a teenager. His breakthrough came in 2007 when he produced See Drama for Nigerian rapper Lord of Ajasa. This track helped him gain attention in the Nigerian music scene, but his giant leap into stardom came when he worked with Wizkid on the chart-topping song Jaiye Jaiye in 2013. The success of this track solidified Sarz’s reputation as a producer capable of crafting global hits.
Sarz became widely known for his versatility, producing for artists across different genres. He has worked with top-tier Nigerian artists like Niniola, Reminisce, and Burna Boy, contributing to hits like Niniola’s Maradona and Burna Boy’s On a Low. His unique blend of Afrobeats with house music and electronic influences has made him stand out, earning him international recognition.
Beyond producing for others, Sarz ventured into solo projects, including his acclaimed instrumental album Sarz Is Not Your Mate (SINYM) in 2019, where he showcased his ability to create captivating beats without vocals. Sarz’s impact extends beyond just music production; he has mentored emerging artists and producers, contributing to the growth of Afrobeats globally. His rhythmic sound continues to influence the Nigerian music industry, making him a pioneer in modern African music.
Masterkraft
Born Sunday Ginikachukwu Nweke, Masterkraft is one of Nigeria’s most versatile and influential music producers, whose career began in the early 2000s. Growing up with a passion for music, Masterkraft initially built his skills during his time as a church keyboardist. His big break came when he was discovered by the legendary singer Kennis Music’s CEO, Kenny Ogungbe, and started producing for artists like J. Martins and Banky W.
However, his rise to prominence truly began when he started producing for Nigerian rapper Flavour. His work on Flavour’s hit song Kwarikwa showcased his ability to blend Afrobeat with highlife, cementing his status as a top producer.
Masterkraft’s production style is diverse, spanning genres such as Afrobeats, highlife, and dancehall. He has worked with many artists, including Wizkid, Davido, Phyno, Timaya, and Tekno. He is known for his melodic touch, rhythmic sophistication, and ability to create catchy, radio-friendly songs that still maintain depth and authenticity.
Notable hits produced by Masterkraft include Phyno’s Fada Fada and Flavour’s Ada Ada, all of which have become anthems in the Nigerian music industry.
Beyond producing hits for others, Masterkraft has also ventured into his own projects by releasing singles and albums that showcase his talents as both a producer and an artist. His influence in the Nigerian music industry continues to grow, and he remains one of the big names pushing Afrobeats to the global stage.
Legendury Beatz
Brothers Uzezi and Okiemute Oniko are the dynamic duos that make Legendury Beatz. They are highly regarded for their contributions to Afrobeats and Nigerian music. Their careers started in the early 2010s when they caught the attention of the industry with their unique production style, which mixes traditional African rhythms with modern electronic sounds. The duo gained significant recognition when they signed with Wizkid’s Starboy Entertainment and produced some of his biggest hits.
Their breakthrough came with the production of Wizkid’s 2014 global hit Ojuelegba, which became an anthem not just in Nigeria but internationally as it received praise from artists like Drake and Skepta. This track helped put Legendury Beatz on the map as top-tier producers capable of creating timeless hits. Their work with Wizkid continued to flourish, producing songs like Caro and Ginger, further solidifying their place in the Afrobeats genre.
Beyond their collaborations with Wizkid, Legendury Beatz has produced for other major Nigerian artists, including Burna Boy, Maleek Berry, and Yemi Alade. Their versatility allows them to work across various genres, blending elements of Afro-pop, highlife, dancehall, and more, making them a vital part of the evolution of contemporary African music.
The duo also ventured into releasing their own projects, including their 2017 EP Afropop 101, which showcased their range as producers and highlighted their ability to curate cohesive, engaging bodies of work. Legendury Beatz still puts in so much work pushing Afrobeats to the world.
These Nigerian producers are at the forefront of mentoring the next generation of African artists, ensuring that the future of Nigerian music remains bright. From Don Jazzy’s Mavin Records to Sarz’s solo projects, their influence extends beyond production to business ventures and talent development.
They are pioneers in an industry that continues to grow and evolve, bringing African music to global stages and cementing it as a driving force in modern pop culture. With their continued contributions, Nigerian music will undoubtedly remain at the heart of the global music conversation, with producers pushing its progress forward.
