Chibuzor Nelson Azubuike, widely known by his stage name Phyno, has emerged as a significant figure in the Nigerian music industry.
The indigenous rapper recently shed light on his distinctive choice to rap in his native Igbo dialect, a decision that has set him apart in a genre predominantly influenced by the English language.
In a captivating discussion during the latest episode of the ‘In My Opinion’ podcast, Phyno recounted the beginnings of his musical journey.
Initially, he experimented with rapping in English, drawing inspiration from Western icons such as Busta Rhymes, Jay-Z,2Pac, and The Notorious B.I.G.
However, as he embarked on his pursuit to carve out a unique identity within the music sphere, he felt compelled to pivot towards his roots.
Reflecting on his experiences, Phyno stated, “Growing up, I listened to emcees that were very lyrical. I absorbed everything I could from the likes of Busta Rhymes and Jay-Z.
Their Western influence played a significant role in shaping my musical style while I was still trying to find myself.
During that time, I was also rapping in English.”However, the turning point that led to his notable decision came when he contemplated his career’s trajectory.
“When I reached that critical juncture, I posed a simple yet profound question to myself: ‘What am I going to sell to the world?”
Phyno explained. “If I head to the UK, what can I possibly sell to them in English? They own the English language. If I were to go to America, I would be selling Igbo to them. That’s the essence of it. The aim is to offer something that isn’t readily available to them. I cannot enter another country and sell what is already familiar to them; my objective is to present something unique.”
This pivotal realization fueled Phyno’s desire to embrace his cultural heritage and celebrate the richness of the Igbo language.
He recognized that by promoting his native tongue, he could provide listeners with an experience that transcends mere entertainment and delves into identity and representation.
Moreover, Phyno attributes his sound to the musical environment he was raised in. “I grew up in a highlife-influenced neighbourhood,” he shared.
“It is essential for me to weave all these influences into my music and art.” His commitment to showcasing his cultural identity extends beyond his lyrical choices; it permeates his visual presentation as well.
To further embrace his roots, Phyno has begun wearing traditional Igbo attire during performances and public appearances.
This decision marks a conscious effort to symbolize his journey and the cultural narrative he aims to convey through his music.
“I have to look different; I have to represent my culture,” he asserted.
Phyno’s bold foray into the music scene has not only redefined Nigerian rap but has also paved the way for other artists to explore their cultural identities.
By prioritizing the Igbo language and traditional attire, he stands as a testament to the power of authenticity in an era where many strive for mainstream appeal.
Phyno’s journey sets a remarkable precedent in the music industry, emphasizing that embracing one’s roots can lead to profound artistic expression and originality.
As he continues to innovate and inspire, Nigerian rap is experiencing a renaissance, rooted deeply in the rich cultural heritage that defines it.
