Is Olamide’s ‘Who You Epp’ single helping Lilkesh’s Y.A.G.I Album?

22nd April 2016
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Olamide-Lil-Kesh-and

Lil Kesh dropped an album recently, but
the chief vibe around YBNL is all around
Olamide’s ‘Who you epp’ ‘ freestyle.
Lil Kesh and Olamide are what you will refer to
as benefactor and beneficiary. The former is a
protégé of the latter, profiting from his financial
and experiential magnanimity to create a
thriving career path. From 2012, they both
partnered, and together they have become
influential players in the uber dynamic clime of
the Nigerian music industry.
But now there’s a clash. And Olamide is
winning.
Lil Kesh dropped his debut album “ Y.A.G.I ” in
March 2016, and he is currently working on
promoting the album. The LP contains features
from Phyno, Adekunle Gold , and even Olamide,
marking his first body of work ever in his career.
With an album out of the way, the popular
opinion is that under the leadership of Baddo,
YBNL Nation would aggressively push the
project, thereby generating record sales and
many more.
But that isn’t the case. Less than a month later,
Olamide has released 2016’s most viral song
‘Who you epp’.
The rapper has been at the top of Nigerian rap
via the quality of his content, and the marketing
of his sounds, from owning the gunman pose for
his “ Baddest Guy Ever Liveth ”, album art, to his
simple, yet expressive dance step for ‘ Bobo’ ,
king Baddo has kept up his profile. ‘Who you
epp’ took a simple, yet different route. The
rapper’s single comes with a free 16 bars of
instrumental, with no vocals laced in it. Olamide
put that deliberately, and via social media,
announced a competition for people to bring on
their most creative 16-bars to fill that space.
First came the celebrity rappers who took the
gauntlet, and dropped their golden flow.
Ruggedman, Phyno, Lil Kesh and many others
are proud fillers of ‘Who you epp’ .
But the competition really became a hit with
lesser known rappers and singers. There have
been works from Slay, Bils, MVP, Pepenazi,
Gunzoe, Ms Chief, Ozee, Lypsi, Viktoh, Subzilla,
Lowbeek, Ckay, Pryse, and a host of others.
This has created a long list of ‘ Who you epp’
songs flooding the Internet, and offering new
versions and extended enjoyment to fans.
Right now, currently, Olamide’s single is one of
the top singles on iTunes Nigeria, with no single
from Lil Kesh playing at that level. There’s also
no video to support the marketing of the album,
as the conversations around Nigerian music
have moved from “Y.A.G.I” to ‘Who you epp”.
The album is currently still on the streets, but
support for it has all but died online.
Olamide has always epp-ed Lil Kesh. But at the
moment his new single hasn’t just failed to epp
him, it has become toxic to his album.

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