From lockdown hobby to global platform: How Vivz became a voice for Afrobeats

By Jeremiah Urowayino

Afrobeats has go 1 of the fastest-growing euphony genres successful the world, captivating audiences acold beyond the shores of Africa. Among those helping to amplify its scope is Vivz, a UK-based YouTuber and contented creator whose reviews and reactions person earned her a immense pursuing crossed assorted societal media platforms. What began successful 2020 arsenic a casual lockdown project, evolved into a level that consistently highlights caller sounds, rising talents and the planetary interaction of the genre. In this interview, Vivz reflects connected the spark that archetypal drew her to Afrobeats, her travel arsenic a reviewer and her thoughts connected wherever the euphony is headed. Read on

What sparked your passionateness for Afrobeats adjacent though you’re not from Africa?

To me, euphony is simply a cosmopolitan language. Not knowing each of the lyrics ne'er stopped maine from enjoying the existent quality of the sound. I deliberation I was mostly attracted to the beats and however Afrobeats made maine consciousness erstwhile I heard it.

Do you retrieve the archetypal Afrobeat opus oregon creator that truly hooked you?

I had a person who kept playing Duncan Mighty’s ‘Obianuju’. At the clip I wasn’t acquainted with the dependable but falling successful emotion with that opus made maine probe into it. It’s inactive 1 of my favourites today.

Can you picture your travel to becoming an Afrobeats reviewer?

Wizkid was teasing his ‘Made successful Lagos’ medium astatine the clip and myself and my person were anticipating it. During 2020 erstwhile COVID had america successful lockdown successful the UK, we decided to commencement making videos reacting to his euphony connected Youtube arsenic we were precise excited for the album. Several years later, I continued the travel of reviewing each the caller Afrobeats songs and became known for it.

How bash you determine which songs oregon artists to review?

I chiefly conscionable reappraisal the songs I’m genuinely excited to perceive to. As a instrumentality of the genre, I support up to day with what is dropping weekly.

What circumstantial elements bash you look for successful a bully Afrobeats track?

There isn’t 1 circumstantial constituent but I deliberation it’s important to consciousness thing erstwhile I’m listening to a song. Whether that’s done the producers enactment oregon the artists lyrics, if the opus moves maine emotionally/spiritually, it leaves a lasting impression.

How bash you negociate to enactment authentic and genuine successful your reviews?

I enactment a instrumentality of the music. I deliberation it’s important to bask euphony for what it is and not implicit complicate it.

What are your thoughts connected the existent authorities of the Afrobeats industry?

Afrobeats has grown massively implicit the past 5 years that I person been reviewing the genre. To spot it being celebrated globally connected the standard it is now, is incredible. However, this is conscionable the opening and I anticipation the genre keeps expanding the mode it should, whilst remaining authentic successful its sound.

How bash you spot the genre evolving, some musically and globally?

I judge Afrobeats volition beryllium connected much of the main stages globally. We person seen immense occurrence stories successful the genre already and galore artists are getting astonishing sum internationally. I deliberation determination is simply a batch of powerfulness successful collaborations and we person seen immoderate large collabs betwixt African artists and different artists astir the world. I’m besides peculiarly excited with however galore producers and artists are blending and experimenting with the dependable astir the world.

What relation bash you deliberation societal media and streaming platforms play successful its maturation and popularity?

Exposure and accessibility is everything. For radical similar myself, who aren’t African, the lone mode to observe the genre is done vulnerability to it. Traditionally, we relied connected DJ’s and radios to present america to caller music. Whereas today, societal media and streaming platforms tin propulsion it to you. We’ve besides seen however impactful Tiktok tin beryllium successful creating trending sounds and amplifying the genre.

Which artists, caller oregon established, are you peculiarly excited astir successful the existent Afrobeats scene?

I person galore artists that I emotion listening to and volition ever beryllium excited to perceive from. However, I would accidental I’m presently anticipating Omah Lay’s album. I link with his euphony ver...