Nigerian rapper and music producer Phyno, born Chibuzor Nelson Azubuike, has revealed the thought process behind his transition from rapping in English to performing in Igbo, a move that has defined his career and set him apart in the global music industry.
During the latest episode of the In My Opinion podcast, the artist revealed how his cultural heritage and the need to bring something unique to the world shaped his decision.
Reflecting on his early musical influences, Phyno said, “Growing up, I listened to emcees that were very lyrical like Busta Rhymes, Jay-Z, 2Pac, Biggie, and the rest. I listened to everything. I had that Western influence in my music but then at some point in my life when I was still trying to find myself, I was rapping in English, too.”
Phyno described a critical turning point in his career when he questioned what he could offer that would stand out in the global music scene. “What am I going to sell to the world? If I go to the UK, will I sell English to them? They own the English language. If I go to America right now, I am selling Igbo to them. That’s what it is. So you have to sell something that they don’t have. I can’t come to your country and sell what you already have. But if I sell what you don’t have, it will be unique,” he explained.
The rapper’s decision to embrace his cultural identity extends beyond his lyrics. He revealed. “I grew up in a highlife-influenced neighborhood. I make sure that I incorporate all the influences into my music and art. I have started wearing the Igbo traditional attire because I have to look different; I have to represent my culture,” he said.
Phyno’s latest album, Full Time Job, released in 2024, is a testament to his dedication to blending Igbo culture with contemporary hip-hop. Featuring collaborations with several prominent artists, the album showcases a fusion of traditional sounds and modern rhythms, solidifying his reputation as a trailblazer in the industry. This follows his acclaimed 2021 album Something To Live For, which also highlighted his cultural influences and lyrical depth.
Through his music, Phyno continues to celebrate Igbo culture while challenging the norms of the global music scene. His decision to perform in Igbo, combined with his incorporation of highlife elements and traditional aesthetics, reflects a deep respect for his roots and a desire to share them with the world.
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