HEIS: Are Nigerians Ready to Embrace The New Rema?

Do Nigerians hate Rema’s ‘HEIS’? Do they hate experimentation and creativity? I guess we might find out by the end of this article. What is evident, however, is that the Nigerian music industry has been in a contentious state for some time. This means that we have a lot of topics and discourse which brings about varying opinions. Examples of such discussions are the Afro-fusion and Afrobeats dichotomy; The substance or No Substance discourse; and the negative impacts of the A&Rs on the industry sonic. 

While many industry stakeholders might dislike this, in my opinion, it is only a sign of an active industry — an industry which is opened to evolution, and which is not allergic to the question of growth. 

In the aforementioned light, today’s reflective piece doesn’t introduce a new topic to the industry. It revisits a discussion that has resurfaced repeatedly, now sparked anew by Rema’s sophomore album, ‘HEIS’.

Following the release of ‘HEIS’ in the early hours of Thursday July 11th, it was met with varying reactions from within the industry and outside of it. Critics voiced strong opinions, with some asserting that ‘HEIS’ is a deeply flawed album that should never have been released. This critique prompted rebuttals from other critics who argue that Nigerians harbor a disdain for creativity. They contend that the album represents a remarkable artistic achievement, suggesting that resistance stems from discomfort with its experimental and innovative approach.

This prompts us to inquire: 

• If, as asserted by this article, this is a recurring discussion, what are some instances of it?
• is it true that Nigerians hate creativity?
• Are Nigerians allergic to sonic changes?
• What is the true reality of the industry?

To illustrate that the Nigerian music industry has experienced similar debates recently, we can examine the initial reception of albums such as Wizkid’s ‘Made In Lagos‘ and ‘More Love Less Ego‘, as well as Fireboy’s ‘Playboy‘.

It then begs the question, do we truly hate creativity? Or are there underlying factors that contributes to the creation of these reactions. In my view, asserting that “Nigerians hate creativity” is fundamentally incorrect. There has been ample evidence of creativity thriving in the Nigerian music industry. In fact, Nigerians often embrace innovation eagerly, readily embracing new musical soundscapes or trends that resonate with their spirit

In the past years, we have seen Asake, Seyi Vibes, Shallipopi, Flavour  and a host of others disrupt and challenge the norms of the industry. And they were all welcomed warmly. 

If this fact counters the narrative that we hate creativity, then what is the true reality of the industry? If being unwelcoming to creativity and experimentation is out of the way, then my theory is that: 

• Nigerians may be particularly critical of fundamental elements within their own musical traditions. While experimentation within the rich tapestry of African sounds is encouraged, there may be a subconscious resistance when foreign influences are introduced.
• It could also be that the reactions we see to certain albums from certain people, are also deliberately triggered to keep conversations going. 
• Lastly, it could also just be a baseless claim spurted out from the dark belly of social media. Which doesn’t hold true to the reality of the average Nigerian. It could just be an ad populum that arises from the cold corridors of ignorance and emotions. 

I don’t know precisely which one of it is the case, but I am certain with indubitable facts that Nigerians warmly embrace innovation, experimentation, and creativity.

Stream the album ‘HEIS’ and tell us what you think.