5th June, 2017
Adefoyeke Ajao
On every occasion that Nigerian music is mentioned, the industry’s numerous commercial acts come to mind. This notion has become entrenched, since the country’s artistes have found fame and fortune at home and abroad by pandering to the mainstream pop culture.
Music has become a profitable venture, and more Nigerian entertainers are reaping benefits such as collaborations with foreign acts, recognition at global award shows and lucrative endorsements deals.
In spite of the prevalence and popularity of commercial releases, few musicians have chosen to shun the mainstream by exploring the less popular genre of indigenous music. One of these is Abiodun Durosinmi, also known as Adiitu, a performer who specialises in promoting Yoruba culture through music.
Speaking at the launch of his self-titled debut album, Adiitu (Mystery), at Quintessence Gallery in Ikoyi, he lamented the dearth of indigenous music in a society that is more attuned to contemporary pop culture. Describing his album as a product of divine inspiration and sheer determination, he prefers the indigenous genre because it bridges a cultural gap and provides a means of self-expression.
The third child in a family of seven, Durosinmi describes his stage persona, Adiitu, “as an indigenous gospel and philosophical song writer, composer and artist who is passionate about promoting good music, Nigerian culture and creativity”. While his stage name might imply someone enigmatic, he clarifies that it has less to do with his personality and more to do with the “illimitable and unsearchable ways by which the Almighty God works”.
For Durosinmi, music is “an avenue for promoting the beauty of humanity,” and he touts his debut album as a mix of “positivity, inspiration, encouragement, faith and good music”. During the event, he performed Ire (Favour), the first track in an album that also boasts songs such as Ole Le (Even if it’s tough) and Ojumo Ire (Dawn of favour). His rendition was accentuated by a vibrant band of vocalists, dancers and instrumentalists and the participation of a responsive audience.
During a Q&A session with the musician, the Managing Director of Evergreen Music, Bimbo Esho advised him to consider ways of sustaining his brand of music to ensure that it competes favourably with the more popular genres. She urged him to create “music that would convey meaningful messages and stand the test of time”.
In his opinion, as the album revealed an in-depth understanding of the Yoruba language, it should not be regarded as a mere piece of entertainment, but as a tool for exporting the language.
Buoyed by the positive reactions and reviews from the audience, Adiitu realises the potential in his work and is currently focused on getting a wider appreciation and market for his music. In his words, he is currently “working on how to get it across to a global audience, and shooting the
videos for the tracks as soon as possible”.