UK-based Ghanaian singer Effs has visited Nigeria after her debut track, “I Like That,” achieved a global milestone of 1 million streams,.
Nigerians notably contributed to the significant streaming numbers of her song.
During a private gathering with the media in Lagos on Wednesday, the singer shared her purpose for being in Nigeria, expressing her intention to capitalise on the high streaming figures to connect with her fans and the broader Nigerian music community.
“My debut single, ‘I Like That,’ has surpassed 1 million streams worldwide, but what matters most to me is that the majority of these streams are coming from Nigeria. Even if people may not recognise my face and name, they are actively streaming the song. So, I’m here to express my gratitude to my Nigerian fans and to give them a chance to know more about me. Essentially, our goal is to leverage the impressive numbers from Nigeria and transform these streaming statistics into genuine fans,” she explained.
Effs, who characterizes her music as Afro-fusion, is not a stranger to Nigeria. Her musical journey was deeply influenced by Nigerian sounds, cultivated alongside her Nigerian friends during her university days in the UK.
“This marks my first official release. We’ve had underground releases in the past, like mixtapes. One of my songs was ‘No Wahala.’ This is because of the strong influence of the Nigerian community in my upbringing,” she revealed.
Discussing the single, Effs described it as a distinctive song showcasing her enchanting vocals, complemented by the production skills of Richie Mensah, a renowned producer known for creating numerous hits.
“The song is unique; it doesn’t follow the typical Afrobeats pattern. That’s why I categorize it as Afro-fusion. It carries a definitive Afro sound, especially with the Amapiano drums. Richie Mensah, famous for producing major hits, developed this heavily influenced Afro drum sound. Even if you wanted to label it as pop, you couldn’t ignore that African drum element. What sets it apart is probably the Nigerian diaspora influence and the fact that Nigerians today embrace a global musical palette. Thanks to platforms like Spotify and Instagram, they are more open to diverse sounds. I’ve blended my R&B vocals with Afrobeats, which I believe is unconventional. However, artists like Tems and Wizkid have explored similar blends in tracks like ‘Essence,’ bringing a gritty and authentic vibe,” she elaborated.
“I Like That” represents a fusion of R&B Pop vocals with Afrobeats, offering a unique blend of old-school R&B and contemporary Afrobeats—an exciting prospect for Nigerians and R&B enthusiasts alike, according to Effs.
