Crown Uzama, the artist known as "Shallipopi," has once again made headlines with the release of his latest tracks, "Oscroh" and "Things on Things," last Friday. As predictable as Spurs not winning a trophy, his music has sparked a whirlwind of both praise and criticism, all while effortlessly climbing the music charts. 

Shallipopi, in my view, stands as the standout fresh artist of the year, with hits like "Elon Musk," "Obapluto," and "Ex-Convict" becoming veritable anthems. While I may not count myself among his fans (Coughs in “Yahoopiano”), there's no denying the devoted following he commands. Shallipopi's ability to inspire "plutomanias" is nothing short of remarkable and His strategy is simple; “Keep them talking”.

“It’s the job of art to be divisive” - U2 

Shallipopi has indeed mastered the art of being divisive, igniting strong reactions among listeners. His music leaves no room for neutrality; it's either a perfect 10 or a resounding 0. Through this avant-garde approach, Shallipopi ensures that his art remains impossible to ignore, consistently keeping audiences engaged in discussions.

Unforgettable Hooks

"Men mount o, men mount,

That's if yawa don cast,

The only way men fit take lose guard,

Na if the plug don go and the kpo no last." 

Shallipopi's most remarkable talent definitely lies in his ability to craft hooks that are etched in your memory, ensuring that his music remains a topic of discussion long after the first listen. These hooks are designed to be not just catchy and infectious but also polarizing. While his melodies may border on the eccentric, they have an uncanny ability to embed themselves in the listener's psyche, making it impossible to forget. This approach ensures that even those who vehemently disagree with his music can't resist humming along to his tunes, whether they wish to or not.

Lyricism 

Critics like myself, have often taken issue with what they label as "lazy lyrics" in Shallipopi's work, you really cannot blame us when he sings phrases like "Bend am like Benz" over and over and over again. Yet, in a surprising twist, these seemingly simplistic words are meticulously chosen. They not only resonate with his intended audience but are also crafted for simplicity, catchiness and to keep the conversation going.

Take, for instance, the line, "Inside that your evian, another evian dey inside." Does "Evian" refer to the water brand, Is “Evian” jazz or perhaps a metaphorical circle? We’ll never know. 

The beauty of Shallipopi's lyrics lies in its enigmatic nature, open to diverse interpretations.

His lyrics can be dissected and interpreted in multiple ways, leaving room for fans and critics to engage in endless debates.

For a long time, we've associated "good music" with the quality of its lyrical content, often judging songs based on their ability to evoke deep emotions or meaning. However, in the modern music landscape, commercial success often takes precedence. Artists understand that the primary goal is to make a living from their music, and the key to achieving that is by creating something that people vibe to, something people listen to.

This strategy of crafting divisive music to ignite conversations is not a novel concept. Artists have used this strategy to attain commercial success.

One of my favorites who hacked this is, “The Insane Clown Posse”, often criticized for their music, managed to create tunes that couldn't be ignored. They also cultivated a passionate fan base, much like the "plutomanias" known as juggalos.

It is clear that the general public is growing less conscious of the quality and message in song lyrics with the influence of modern platforms like TikTok and the increasing commercialization of music, we can anticipate more artists shifting their focus away from lyrical content and prioritizing the creation of infectious hooks. In this evolving musical landscape, the power of a catchy melody or beat to captivate audiences is becoming increasingly obvious.

“You either love it or hate it”

The strategy of polarization isn't confined to the world of music; it's also been effectively harnessed by businesses, most notably by Marmite, the dark sticky spread. Their iconic slogan, "love it or hate it," is undeniably one of the most memorable catchphrases you'll encounter. The public embraced this slogan, and it found its way into everyday conversation to describe people or things that left them feeling ambivalent. Some individuals are likened to Marmite – you either adored them or despised them. Whether you have an affinity for Marmite or find it repulsive, you can't deny the intense emotional reactions it elicits. This passionate response invariably leads to lively discussions and debates.

Much like Marmite, there's an undeniable truth that Shallipopi stands as a dynamic artist who simply refuses to be overlooked. Only time will reveal how long he can sustain this phenomenon, but there's an air of déjà vu about it. We witnessed a similar trend years ago with Naira Marley but for now, whether you love him or hate him, when the club speakers reverberate with "pepperline line, pepperline line...," we will all find ourselves dancing and singing along with infectious smiles.