When I watched the music video of the song Doings by Flavour, I immediately had a very strong urge to understand and speak Igbo. And to dance like an Igbo man in an event where this song is played. When I saw the video of his latest single – Levels, this urge increased exponentially. My reaction to these singles, illuminated in my mind the power of music. It also thought me two very important lessons. The first lesson I learned was that there are careers and there are callings. Flavour’s commendable longevity and dexterity as a musician are what callings are made of. In an interview with Big Brother Naija presenter Ebuka not too long ago, Flavour said he is going nowhere. He was making this statement with regards to the new kids on the block. From the not so new like Wizkid and Davido to Rema and Tems who are setting the global stage alight with irresistible African sound, lyrics, and arrangements. If you know the difficulty in producing a musical hit and the greater difficulty in creating multiple hits after being in the industry for more than a decade, then you will understand the great and exceptional feat that Flavour has achieved with Doings and Levels.

The second lesson I learned with these singles is that originality and authenticity are a must-have when building your creative portfolio. In the internet age where we can easily copy and paste. Where we could easily extract lyrics and instrumentations, being original is the road less traveled. But it should be the road that we should all travel if we desire the type of longevity that Flavour has enjoyed and continue to enjoy. Being proud of your roots as expressed in Flavour readily composing and performing with the Igbo language is another way to differentiate and authenticate your brand and style. From monster hits like Ada Ada to the brand-new Levels, Flavour can also be celebrated for the creativity and originality of his music videos over the years. His choices in music video production are unmistakably worth the watch numerous times without getting bored of the music and visuals, showcasing the rich cultures of Africa. Flavour is indeed a great cultural ambassador of Igboland, Nigeria, and Africa.

Flavour whose real name is Chinedu Okoli, emerged from his mother’s womb on the 23rd of November 1983 in Enugu State, Nigeria. However, his family is originally from Umunze in Orumba South LGA, Anambra State. He started his musical career as a drummer for a local church. At age 19, Flavour emerged into Nigeria’s musical scene as a drummer and pianist for a local band in Enugu. In 2005, he released his self-titled debut album N’abania. His second album – Uplifted was released in 2010. It was accompanied by the singles – “Nwa Baby (Ashawo Remix)”, “Adamma”, and “Oyi Remix”. From the Southeast of Nigeria to South Africa and the United States, Flavour has been the toast of Igbos and non-Igbos alike. Listening and watching the music videos of Flavour and other great Nigerian musicians who continue to ply their trade professionally, you will easily conclude that Nigeria can become a great nation if we create the infrastructure that can dethrone evil and unreasonable leaders, and enthrone leaders who can manifest eras of peace, prosperity, and progress where art and science can flourish.

Ata Ukuta, Editor – Towncryyers