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Op-Ed: Kanye West In Africa Is Music Marketing At Its Worst

Scream all you want. Feel the euphoria of Kanye moving to our drums, but don't forget he's here for marketing.

One of the most interesting parts of the music industry is the marketing of an album. In developed music markets, accomplished professionals and creatives sit in a room and decide how best they want to sell the music. It's the norm. Many people deliberate and develop a roll-out plan that is improved until it's perfect for execution.

When JAY-Z rented out billboards for 4:44, with everyone wondering what it meant around the world, that is marketing. Mr Eazi drawing a towering mural of himself and Giggs in London, was another marketing tactic to push his single "London Town."Falzcreated an entire movement filled with conventionally attractive men, and named it the 'Sweet Boys Association,' because he had a single that needed to be sold to fans. Perhaps, what takes the cake in the world of African music marketing is one crazy move by a little known Nigerian artist named Skibii. You see, this guy died and rose again from the dead, just like sweet biblical adult Jesus. He had a single somewhere that needed the attention. Death and resurrection was his thing.

Kanye West is in Africa for marketing. The US rap superstar is holed up at the Murchison Falls National Park in Uganda, surrounded by his friends, colleagues and family. He is here because he has an album to release named Yandhi, and somehow, he found his way to the Motherland, where's he's built two outdoor domes, as his working studio. He isn't working from inside a house like a mere mortal. He's in the wild, connecting to Mother Nature and nourishing foliage. This is Africa, Kanye West is an African-American. His ancestors came from this part of the world. He has a claim to this soil.

Kanye West was supposed to drop his ninth studio album on Saturday, September 29. After two days of waiting, three Saturday Night Live performances, one tweet from Kim Kardashian-West and an appearance on TMZ Live, Yandhi was pushed back to Black Friday, November 23. West admitted that he "didn't finish" the album in time, and a member of his management staff suggested pushing the release back.

"I started incorporating sounds that you never heard before and pushing and having concepts that people don't talk about," West said. "We have concepts talking about body-shaming and women being looked down upon for how many people that they slept with. It's just a full Ye album and those five albums I dropped earlier were like superhero rehabilitation and now the alien Ye is fully back in mode… We're going to Africa in two weeks to record. I felt this energy when I was in Chicago. I felt the roots. We have to go to what is known as Africa."

In Africa, Kanye West hasn't laid low. Photos from his arrival hit the internet, and somehow, he was filmed listening, dancing and vibing to African music. Those songs include Mystro's "Immediately," and Burna Boy's "Ye." The videos have gone viral, Africans are wowed by Kanye's interaction with their music, reactions and takes, Africa is moved by Kanye West interacting with our music. Somehow, I used to think we are over this type of event. The event where an an American superstar, who has a huge fan base in Africa, dances to our music, and we lose it. But I was wrong. This content format still has power.

Scream all you want. Feel the euphoria of Kanye moving to our drums, but don't forget he's here for marketing. His album is about to drop, and he's publicly alerted the world that he needs to be in Africa and its strong cultural influence to complete the project. Everyone is watching, the conversation has global traction, and Africans are supporting him. Since Kanye got heat for his infamous "Slavery was a choice," comment, I knew Africa will become a part of that story. The past week has seen him visit President Donald Trump at the white house, and further moved away from the love of his African-American base in the US. Black people are not behind Kanye West right now. The media is tearing him to shreds. Celebrities are in a social media race to dissociate themselves from him. Many fans aren't proud of their icon. But he is in the Motherland, dancing to its native music, and we can all cheer.

"I'm in Africa recording," he says in a 9 minute video on Twitter about mind control free thinking and his greatness. "We just took them to the future with the dome. The music is the best on the planet. I am the best living recording artist. We, rather, because the spirits flow through me. The spirit of Fela, the spirit of Marley, the spirit of Pac flows through me. We know who the best. We know."

On the surface, Africa appears to be a gimmick. A play by a great artist to expand the story of his album for marketing talking points. Yandhi is already anticipated, and generations after us will study his art and point to this project as the one where Africa played a direct role. This black continent is a marketing tool for Kanye. Son of Fela Kuti, Seun Kuti, has already disassociated Fela Kuti's spirit from Kanye's claims. "On behalf of the Kuti family, I want to state that the spirit of Olufela Anikulapo Kuti isn't anywhere near Kanye West," Seun announced on Instagram.

Perhaps marketing isn't Kanye's only reason for his African trip. Maybe, the world is too harsh on Kanye West and his new level of introspective vibrations. Maybe we aren't seeing the bigger picture. Oh gosh! We might all be victims of this grand mind control programme that West talks about! What if Kanye West is on these shores for some actual influence? Africa has a rich spectrum of sounds, laden with enough culture, soul and character to influence any type of music. From Cairo down to Lagos, there's enough music to add colour.

A clear way for justification of his African trip is perhaps for Kanye West to give back. He is connecting to the 'roots' after all. He is soaking in the energy for inspiration. Perhaps he might actually get to work with an African artist while on the continent. Already, Perhaps Africa's contributions to the project will be anchored by an African. Already, in his creative dome, Ugandan producer extraordinaire, Benon Mugumbya, has been pictured. If he gets some of that Yhandi shine, it wouldn't hurt.

Kanye officially has to be the first hip-hop star to make a trip to the continent for direct inspiration since Africa began to hug the spotlight as an interesting market for global music players. Recent years have witnessed the penetration of African music into global pop spaces. Africa has become the new cool. And as her sonic influence grows, more artists would continue to find new ways to interact. Kanye is making a splash with this. Perhaps, he will be the inspiration for more exchange between Africa and Europe.

Perhaps, his music isn't his true reason for this trip. Maybe Ye just wants to get away from the madness from the USA, and go find Wakanda. Maybe he will discover Ye-Kanda. Either way, only the final version of Yhandi will contain the answers that we seek, and Kanye West's true intention. For now, he is already winning. All those marketing points are already helping the project.

Photo: Patrick Kovarik/AFP via Getty Images

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Photo Credit: Sope Adelaja

Travel Diary: The Warmth & Beauty of Senegal is Unparalleled

In OkayAfrica's latest Travel Diary, Nigerian photographer and storyteller Sope Adelaja heads to Senegal to learn what it's like to embrace the "Teraanga" lifestyle.

After about 10 hours of flying and stopovers I landed in the city of Dakar, Senegal at about 11pm. I approached immigration to have my passport stamped and then proceeded to get my luggage. I immediately noticed that almost everyone spoke French and very few people understood English. I understand little French, so I knew then that it was going to be a struggle. With the help of Google Translate, I was able to then negotiate and hire a cab to drop me off at my residence for the night.

Photo Credit: Sope Adelaja

The language barrier was not as much of as an obstacle as I thought it would be. This largely had to do with the generosity and warmness shown by the community during my visit.

Senegal is known as the “ Land of Teraanga." Teraanga, which is a Wolof word, is often defined as meaning “ hospitality." But that is a very loose way of translating it. It's so much more complex than that. It is a process of discovery and expression. It is a way of Life. Teraanga is aimed at showcasing a narrative of hospitality and beauty that exists across different cultures.

Photo Credit: Sope Adelaja

Unity over adversity is a running theme of Saint-Louis, a town located on an island at the mouth of the Senegal river. It is an outstanding example of a colonial city by its natural setting and colonial architecture which gives it a distinctive appearance and identity. (These features are why the island is on UNESCO's World Heritage Site list.)

Photo Credit: Sope Adelaja

Saint-Louis is a city that will charm you. Beyond tourism, this community has come to embody its resourceful spirits. A big part of the way of life is fishing. It is the main occupation of people living in Saint-Louis, also known to the locals as Ndar.

Photo Credit: Sope Adelaja

When shooting in Africa, it’s easy to lean on visual crutches — like ornate jewelry or bright, striking clothing. But that’s only skimming the visual surface of the community of people. Digging deeper requires an extended stay, as well as collaborating with locals who have grown up in the area.

Photo Credit: Sope Adelaja

In the course of digging deeper, i discovered Ndar had a lot more to offer beyond beautiful aesthetics, very rich culture, and history it holds strong remains of past colonial times.

Next up was Gorée Island and the destination is an exceptional testimony to one of the greatest tragedies in the history of humanity: slave trade. Even with its complicated history, Over the years, Gorée Island has become a well known destination, with figures like Nelson Mandela and even Unisted States President Barack Obama and his family visiting the island.

Photo Credit: Sope Adelaja

Storytelling is so powerful. And as a photographer, it's my intent to show the warmth, beauty, and hospitality of Africa across different regions. I strongly believe we as people of Africa have a responsibility to further shape the narrative of Africa’s unique culture and people.

See more photos from Senegal below.

Photo Credit: Sope Adelaja


Photo Credit: Sope Adelaja

Photo Credit: Sope Adelaja

Photo Credit: Sope Adelaja

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