Sometimes having the talent isn't just enough.Nigerian artistes have over the years pulled stunts to draw attention to themselves and their craft.From the semi-effective like Skiibii faking his own death to the utterly feckless like Peruzzi having a bedroom video of himself and a lady leaked just weeks before his HeartWork EP dropped.But if ever any real discussion is had on factors outside the music working to favour an artiste then Zlatan Ibile will feature prominently.
I followed him more closely once i heard Oja and by virtue of that,have had a front row seat to his meteoric rise in the music industry.Zlatan has grown to become not only Nigeria's number one street artiste but also the most featured musician in the industry right now.His most widely accepted song is Zanku (Legwork) which at best is a semi-hit and of all the zillion features he has had,Killin Dem with Burna boy and Chinko Ekun's Able God, if we walk a little further in time are the only ones worth mentioning.
A critical look at his input on both songs will reveal he didn't have as much bearing as others on it.Killin Dem was almost entirely Burna's chorus and verse while Lil Kesh in addition to a verse,also contributed to Chinko Ekun's well loved chorus on Able God.Why then is Zlatan the most coveted artiste in the country?.Where are the hits?.
First he courted attention.A careful look at Zlatan's instagram page before the fame will reveal he aggressively pushed 2 things-a bottled water throwing challenge in which he tagged a lot of celebrities but didn't get much response and the Zanku dance.At that time,the bottled water challenge which involved tossing a half full bottle and making it land upright appeared his best bet at catching the eye.The Shaku Shaku was in vogue and he appeared somewhat lame and desperate trying to start his own dance.
Zlatan even before the fame was pictured and videoed in fly houses and had as friends he hung out with,even bigger artistes who appeared to be eating from his palms rather than the other way round-Lil Kesh and Naira Marley to name two.He featured both on the follow up song to Oja, Jogor which also didn't get much buzz.
Then the break through finally came in the form of Chinko Ekun's Able God where the artistes danced his Zanku in the music video.People loved the dance and it started to grow from then on.It became much bigger than an even bigger Zlatan whose best claim to fame at that time was being on Able God.When he released the Zanku (Leg work) song,a lot more people got to know he started it and that was when he started popping on the streets.
He badly needed to build on that and he got featured by Burna boy and Davido back to back.Most people i told i felt he had an 'agreement' to be featured on those songs said he wasn't rich enough.They obviously hadn't seen what he was living like.The yahoo scandal had them thinking again and even sprung up the question of whether Chinko Ekun was also paid through Lil Kesh to have him on Able God.Bum Bum didn't have the usual fanfare accompanying a Davido song asides the fact that it was produced by Zlatan's producer,Rexxie and both videos weren't at par with what both artistes were used to making.
Killin Dem was initially pitched as a joint effort when it was released and till this day,Zlatan's name comes first on the video on Burna boy's YouTube page.Remarkable also is the fact that only Zlatan's name was mentioned at the beginning of the song.However,that strategy worked wonders.
The 'Zanku' guy had the attention of the big boys and everyone too wanted a slice.The yahoo saga worked more in favour of Naira Marley who went on to drop 2 well accepted songs upon release in Opotoyi and the monstrous hit, Soapy but most people barely noticed Zlatan recorded 4 Days in Okotie Eboh and This Year as well.Not even his street fan base.
Countless features ever since but Zlatan asides not having a decent delivery,has neither a catchy nor distinctive style to enable him make a solid impression on virtually all the songs he has been on.A hit is truly a hit when the streets love it and the Zanku dance and 'Gbe bodi e' slang have kept the streets enthralled till this day.
Most artistes try to key into the street cred when they put him on a track.Regardless of having not really stood out artistically, the streets love Zlatan and that represents opportunity.
He has teased a song dissing recently evicted Big Brother Naija contestant and erstwhile favourite,Tacha.Everyone is talking about it with fans on his side finding it ballsy and hilarious.
Focus will most likely be on anything but the quality of the song and because the Gbe bodi e master is still appreciated where counts most for him,it won't change a lot.Never have factors outside the music favoured an artiste this much.
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