Tech And 5 Other Reasons PSquare Still Matters In 2022 (And Beyond?)

A couple of months ago, I was invited to a concert at Terrakulture in Victoria Island, Lagos for a concert by PSquare. I had imagined it would be quite an event. And so it proved. The twins still have it. As I watched (and, shh, danced) I reflected on why PSquare has endured.

It is easy to say now but before streaming forced everybody to release brand news songs per minute, PSquare knew that releasing albums frequently was an important way to stay top-of-mind. To make their case even stronger, they knew that an album that was all killer and no filler was the way to go. There are only a few artists from more than a decade ago with albums you would play from start to finish. PSquare is one of those.

For those who can remember, there was a time the Nigerian pop “album” had only two to four songs and then instrumentals. P-Square didn’t do that. Game Over and Get Squared are enough for the duration of an entire concert. Of course, Olamide will take the idea to its extreme and Asake will do something similar with singles…

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Listen to African China: how many young people know Clifford Orji today? From a strictly business point of view, new artists interested in the long game need to ask themselves if their talent is enough to combat the trouble with super-specificity. If it isn’t, they would do well to understand the limitations and plan accordingly. Love and sex are eternal; Tinubu isn’t. Perhaps the most popular political song by PSquare is the one about “Oga Police”. When they sang it at Terrakulture, the crowd hollered. You know why.

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