IN CONVERSATION WITH KIZZ DANIEL

interview by JANA LETONJA

Award-winning global music superstar Kizz Daniel began 2024 with one of the biggest songs in afrobeats, ‘Twe Twe’, topping the Official UK Afrobeats Chart, and charting in the Billboard US Afrobeats Songs Chart Top 10. 2024 marked his celebration of a decade at the top of afrobeats music via his ‘Vado At 10’ world tour.

‘Marhaba’ and ‘We Must’ are your latest two singles, both with distinct themes. Could you talk us through the inspiration behind each track and what they mean to you personally?

‘We Must’ is about perseverance, determination, and the drive to succeed despite challenges. This also shows in the story behind the creation of the song, when a UK rapper I wanted for a song didn’t work out, I wrote and performed the rap part myself. It’s a call to give it one’s all and not to give up the fight. ‘Marhaba’ in contrast, was written based on my travels in Northern Africa and the Middle East. The people in those areas are so welcoming and that is what the track embodies, the festivities and the love I received.

‘Marhaba’ was influenced by your time in Northern Africa and the Middle East. How did the cultural experiences from those regions shape the song, and what was it about the word “Marhaba” that resonated with you so deeply?

When I was in both regions, the people there were very hospitable and welcoming, and it had a lasting impression on me. ‘Marhaba’ means welcome and it seemed perfect to title the song ‘Marhaba’ as it was the most used word while I was in the region.

Your single ‘Twe Twe’ became the most streamed song in Nigeria and even charted internationally. What do you think is the secret behind the song’s success, and how do you feel about its global reception?

It’s so crazy how ‘Twe Twe’ is actually an experiment where I infused the Nupe traditional sounds with conventional Kizz Daniel melodies, and I’m quite sure that was the main ingredient for its success. I am thankful to God for every success that comes with each song and the love the fans have showed me since the start of my journey a decade ago. I’m glad that my music can effectively export our culture and sound beyond the shores of Nigeria and Africa as a whole. I believe that’s why God has given me the talent to be a global ambassador of the music and the culture.

This year, you celebrated a decade at the top of Afrobeats with your ‘Vado At 10’ world tour. Looking back at your journey, what would you say are the key factors that have contributed to your longevity and consistent success in the industry?

God and my fans have been very instrumental. Also, I would say continuity, development, and sincerity to myself. Over the course of the last decade, I have ensured that I grow with the sound but stay true to the core and essence of Afrobeats. As much as I experiment, I don’t stray so far off that I start to lose the identity of an Afrobeats artist. I’ve also found myself surrounded with great people - producers, writers, my team and friends - whom I know will challenge me to go further and channel out the excellence associated with the Kizz Daniel brand. And, of course, the love and support of my fans have been instrumental in that process of staying relevant for so long.

With the release of your ‘Maverick’ album and massive collaborations like ‘Cough’ with Becky G, how have you found the experience of fusing Afrobeats with global sounds and working with international artists?

It’s a blessing to be able to pour out my heart and soul into my music. I believe It’s a privilege that God has given to me. So, anyone I’ve been able to work with locally or internationally, it’s truly an honour to be able to do that with these talented individuals. It’s also quite interesting to see how Afrobeats can merge with other styles, create something amazing and still retain its uniqueness. Every collaboration is a learning experience, and that is what makes the genre so interesting.

You’ve worked with some incredible producers and artists. How do collaborations influence your creative process, and are there any artists you hope to collaborate with in the future?

It is fun to work with various producers and artists. This encourages me to come out of my comfort zone and step into their reality, and approach the music making process from another standpoint, although with the producers like Ayzed, Blaisebeats and more, that I have collaborated with regularly, we have a working synergy and understand each other’s creative process to the point where it doesn’t feel like there’s any hard part to navigate. Regarding possible collaborations, I would like to collaborate with artists who have a unique sound, but still are keen on experimentation.

Your music incorporates a variety of genres, from Afrobeats to pop to R&B. How do you approach blending these influences into your music, and which genre do you feel most connected to?

I just love music and I have an eclectic taste when it comes to music so it’s only right that my music would incorporate a lot of genres. My method is to allow the infused genre to shape the other in such a manner that it feels natural to me. Afrobeats is where I stand, but I always find myself linked to so many other types of music, which is why the elements will always flow through my music.

As one of the most streamed artists in Africa and a global ambassador for Afrobeats, how do you see the genre evolving over the next few years, and what role do you hope to play in that evolution?

Afrobeats is now and the future, and I’m so happy to be part of the culture and a key player in the genre. The young players are doing great in pushing the genre globally so it’s safe to say Afrobeats is in safe hands.

You’ve been able to maintain both critical and commercial success for a decade. How do you balance staying true to your roots in Afrobeats while still pushing the boundaries of your sound and reaching global audiences?

Staying true to my roots is important because that’s core of my music. But at the same time, I always try to find some opportunities to develop something new and attract new people. I believe that is the reason my music has sustained a popularity for the last ten years.

What can your fans expect from you for the rest of 2024, following the success of your ‘Vado At 10’ celebrations and these two new singles?

More of me, more music and more announcements.