Why won't singer succeed when he is every man's friend?

Everyone thinks Adekunle Gold did something new with his music.

I have had conversations with music industry heads who believe that the ‘Orente’ singer is essentially doing something new. But when asked about what exactly what that new thing is, they simply say “He is on his own lane.”

The truth is Adekunle Gold scored heavy when he remodeled Highlife for a new purpose; telling stories. The singer deals in a genre that has existed long before most of you reading this was born. But what Adekunle is working on involves rebranding the genre and operating at the mainstream level, using all the distribution channels and media platforms. It’s like serving old wine in a new cup, to new guests.

play Meet Adekunle Gold's new band The 79th Element
(Buki HQ)

Right from the moment, he dropped the cover of ‘Sade’ in 2014, he has refined the sound and reimagined it with different elements, including fusing it with folk music to create his style. And Nigeria has lapped it up.

Gold is one of Nigeria’s leading acts, with a solid debut album that still holds true as one of the best projects Nigeria has produced within the past half-decade. That’s why he deserves everything good happening to him now.

But the key to his success so far isn’t in his style of music. It’s in his theme. Adekunle Gold does not simply create Highlife music. He creates Highlife music inspired by his environment. Where Nigerian pop songs sell aspirational living, Adekunle grounds his themes in reality, singing like the guy next door, who understands your problems. These has created the biggest hits in his career.

Check out all of his themes, he delivers like the guy next door. Love for Adekunle Gold is pure. There are no endless displays of wealth, twerking asses, booty calls and more. Instead, the emotion and reality of real life romance are captured.

play Meet Adekunle Gold's new band The 79th Element
(Buki HQ)

‘Orente’ defines love in the simplest yet flowery of terms. Gold thanks his lover for her presence and support in his life. I would thank the lady in my life. Same as you. ‘No forget’ with Simi is a classic reality check on human relationships. Distance and ambitions have long been the bane of many Nigerian relationships.

‘Nurse Alabere’ and ‘Temptation’ detail other aspects of human interaction by the infusion of humor to dilute the gravity of his subject matter.

Other parts of mundane living are captured in the most ordinary but melodious way possible. Hard work is encouraged on ‘Work’. ‘Pick up’ is the tale of all religious people begging for divine intervention in our lives. And when everything seems dark in your life, and you need a pick-me-up, there’s inspiration for you in ‘Gold’ and ‘My life’.

All these have made Adekunle Gold relatable to a degree that he crosses demographic boundaries, and appeals to everyone. Add that to his everyday-guy persona, and a performance ethic which provides high quality experience. You have a musician with power in relativity.

play Meet Adekunle Gold's new band The 79th Element
(Buki HQ)

To many, he is a breath of fresh air. Nigerian pop music has fed Nigerians with enough ideals, which tap into our need for something bigger than us. We see the flashy cars, the freshest outfits, and the hottest babes. And although fans wish to have that in their lives, it gets overwhelming when compared to the reality of everyday life.

But with Adekunle Gold, we have our man. Our guy who keeps it level with all of us, and connects with our sorrow. He is just like the guy you high-five down the street, or wink at, and play football with. He is a friend, who sits beside you and shares your existence with you.

That’s the core power of Adekunle Gold. That’s why he is a star. The common man’s champion.