By: Emmanuel Esomnofu
BBeatz’s initiative to support emerging artists through her beat giveaway and subsequent rap battle competition demonstrates her commitment to nurturing young talent and making grassroots contributions to the creative industry. In 2023, she released a free beat titled “Can’t Stop,” which quickly caught the attention of aspiring rappers worldwide. Known for her creativity and community-driven projects, BBeatz then launched a global rap competition, encouraging artists to showcase their skills.
This competition aimed to discover raw talent, giving unknown voices, especially from disadvantaged communities, a platform to express themselves creatively. It fostered cultural realignment and advanced youth participation in the music industry.
A standout entry came from Attitude Rap, an indigenous Nigerian rapper, whose Instagram post garnered millions of views. Mascara Vibez, a singer with a trap style, also made a notable entry. Both performances were so compelling that the competition ended in a tie, leading to an official collaboration between BBeatz, Attitude Rap, and Mascara Vibez. The resulting song, released on October 27, 2023, encapsulates the struggles and dreams of young artists striving to escape the slums.
BBeatz’s contribution to this project is remarkable. She not only produced the beat but also co-wrote, arranged, and polished the raw freestyle entries into a professional, radio-ready track. Beginning with a minimalist piano arrangement, she sets the emotional tone, allowing Mascara Vibez to deliver a heartfelt introduction, followed by Attitude Rap, whose lyrical depth questions the struggles of life—a sentiment resonating with listeners from similar backgrounds.
The lyrical content, refined by BBeatz, was a significant upgrade from the initial freestyle. Her touch is evident in the improved structure, emotional clarity, and the seamless blending of genres. The track switches between rap and a trap-infused chorus, showcasing BBeatz’s versatility in catering to diverse musical tastes. This genre-bending approach provides a refreshing departure from traditional Afrobeat, offering a blend of the grit of rap and the melodic smoothness of Mascara Vibez’s trap style.
This project is not only a contribution to the Nigerian music scene but also highlights the importance of platforms that nurture undiscovered talent. By giving artists from disadvantaged backgrounds a chance to shine, BBeatz contributes to their journey from “grass to greatness.” The song’s success—amassing a large number of streams—demonstrates the power of such grassroots initiatives in advancing young talent. BBeatz ensured that the track met industry standards by handling its production, mixing, and mastering, making it competitive both locally and internationally.
While the competition successfully showcased standout talents, a more inclusive finale featuring additional artists from the competition could have further enriched the project’s diversity. By narrowing the focus to just two artists, the opportunity to experiment with a wider range of genres and styles was somewhat limited. Including more participants could have broadened the song’s appeal and created a more dynamic musical narrative.
The collaboration between BBeatz, Attitude Rap, and Mascara Vibez exemplifies her technical brilliance as a producer and songwriter. However, the track could have benefited from more participants, potentially enhancing the thematic depth and genre variety. For instance, incorporating Afrobeat elements or alternative rap flows from other contestants could have created a more complex and original sound.
Despite these minor critiques, the song does a commendable job of transitioning from raw freestyle to a polished, professional product. BBeatz’s versatility shines through in the smooth genre transitions, although some listeners might find the switch between rap and trap slightly disjointed.
While the lyrical content is impactful, focusing on familiar narratives of hardship, a more nuanced exploration of these themes—perhaps incorporating perspectives from other competitors—could have offered a richer commentary on the lives of these emerging artists.
Culturally, BBeatz’s project is significant. By providing a platform to marginalized artists, she elevates overlooked voices in mainstream media and contributes to a broader cultural realignment. While the project was successful, it could have had an even greater impact by presenting a broader array of emerging voices, perhaps through an album or a series of collaborative singles.
This would have amplified its cultural relevance and showcased the diversity of African talent.
From a production standpoint, the track meets international industry standards. BBeatz’s attention to detail in the mixing and mastering process ensured its market competitiveness.
However, a more innovative approach—such as adding live instrumentation or experimenting with Afrobeat rhythms—could have further broadened its appeal and created a more globally representative sound.
In conclusion, BBeatz’s initiative to support emerging artists is a commendable and culturally significant effort, positioning her as a key figure in talent development within the music industry. Her ability to transform raw freestyles into a refined, genre-blending track demonstrates her technical prowess and creative vision. A more inclusive approach in future projects, featuring a broader range of talent, could offer greater versatility and a richer final product. While the occasional genre switch and familiar thematic content do not detract from the project’s success, future endeavors that capitalize on her platform’s potential for inclusivity could redefine the landscape of Afro-pop and hip-hop for emerging artists worldwide.
and then