As music marketing continues to evolve, even an underwhelming song or project can become the unavoidable soundtrack to our lives, propelled by a well-oiled marketing machine.
By Abioye Damilare Samson
There’s much about marketing that intrigues me, but perhaps what interests me the most is its ability to shape decisions without us even realising it. And every time I think about influence in marketing, I’m often reminded of the words of Chuck Palahniuk, who famously wrote:
“Experts in ancient Greek culture say that people back then didn’t see their thoughts as belonging to them. When ancient Greeks had a thought, it occurred to them as a god or goddess giving an order. Apollo was telling them to be brave. Athena was telling them to fall in love. Now, people hear a commercial for sour cream potato chips and rush out to buy, but now they call it free will. At least the ancient Greeks were being honest”.
It’s a sharp, almost satirical take, but it does make you pause. Despite how much we pride ourselves on free will in the modern era—particularly among Gen Z—many of our choices, whether conscious or not, are often shaped by what’s marketed to us.
From algorithmically curated ads on social media to the trends that dominate our feeds, we’re guided by the most pervasive narratives. This is perhaps most evident in how we consume music online.
What this means is that, as music marketing continues to evolve, even an underwhelming song or project can become the unavoidable soundtrack to our lives, propelled by a well-oiled marketing machine.
Influencers mouth the lyrics on TikTok and Twitter, DJs blast it on loop in clubs, and streaming platforms nudge it to the top of their charts. Before long, you’re singing along, word for word, convinced of its greatness.
But on the flip side, there’s a quieter tragedy: exceptional projects that drop but fail to make an impact. Not because the production isn’t brilliant, nor because the lyrics aren’t profound, but simply because they lack the budget—or the buzz—to rise above the noise of an oversaturated music market.
Which brings us here: the overlooked exceptional music projects of 2024. Here, we present some of the albums and EPs from this year that, despite their outstanding quality, flew under the radar.
Chike — Son of Chike
Since capturing hearts with Boo of the Booless in 2020, Chike has cemented himself as a leading voice in emotive Afro-Pop. His third studio album, Son of Chike, released in July this year, arrives two years after The Brother’s Keeper and builds on his reputation for thoughtful storytelling.
Across the album’s 13 tracks, Chike threads personal and universal narratives of love and identity, melding his unmistakable silky voice with melodies steeped in contemporary and traditional influences.
While the production is sometimes more subtle, it effectively foregrounds Chike’s emotive vocals and lyrical depth that first made him a voice to seek out, reaffirming his place as one of the genre’s most compelling songwriters.
Odunsi (The Engine) — Leather Park (Vol. 1)
Odunsi (The Engine) is one of the few artistes widening the soundscape of Alternative music, and with Leather Park (Vol. 1), he explores the possibilities of Alté with a bold, experimental spirit.
Leather Park (Vol. 1) is a collection of 15 tracks that displays Odunsi’s mastery of the Alté genre. He collaborates with various talents, from the charming Street-Hop energy of Bella Shmurda to the genre-bending style of fellow Alté artistes, Cruel Santino, Minz, and Elias Slay6r. Together, they orbit Odunsi’s ambitious vision.
Through it all, Leather Park (Vol. 1) is an incredible project that refuses to settle into any genre, instead leaping from experimental beats to soulful riffs with ease, embodying the borderless ethos of Alté.
Bensoul — The Party and The After Party
On his sophomore album, The Party and The After Party, Bensoul captures the euphoria of revelry while reflecting on the thrill of living life to its fullest.
His fluid use of Patois stands out on the high-energy opener, “The After Party” where he chants, “Your bum your bum your bum bum bidam / Your bum your bum your bum bum bidam”, which sets the tone for a project brimming with vitality.
Each track on the album is a celebration, elevated by standout contributions from guest features who amplify its infectious energy. With its rich textures and spirited performances, this album firmly positions itself among Kenya’s finest releases this year.
Simi — Lost and Found
Simi’s place as one of Nigeria’s most accomplished vocalists is long secure, but Lost and Found is another emblem of her exceptional artistry. Refusing to chase fleeting trends, she leans into the timeless power of soulful balladry, creating a project that feels refreshingly grounded.
She pulls from a broad palette to compliment her sonorous R&B sound and teams up with Asa to deliver a goodbye message to troubled relationships on the mid-tempo “Messiah”. The breezy Afro-Pop stylings of “Know You II” see her link up with Ladipoe to revisit the magic of their 2020 hit, “Know You”, offering a fresh spin on familiar chemistry.
With her voice as the project’s magnetic core—effortlessly evocative yet supremely controlled—Simi reaffirms her position as one of African music’s most captivating storytellers.
Phyno — Full Time Job
Phyno’s Full Time Job is a clear proof to the grit and finesse that have come to define his storied career. Rooted in cultural reverence, the album feels like both a nod to his origins and a declaration of his continued relevance.
At its heart lies an unshakable dedication to craft, with Phyno threading themes of gratitude, love, and triumph through the fabric of his music.
Anchored by his signature blend of indigenous rap cadences and genre-bending production, the project unfolds with an assuredness that highlights Phyno’s mastery.
A Pass — Bagonza
It takes a certain kind of audacity to release a 42-track album at a time when everyone’s attention is spread thin. But A Pass does it effortlessly, serving up Bagonza, his third album—a full-bodied collection that earns its length.
Over 42 tracks, A Pass explores love in all its raw, unfiltered forms: the ache of unreturned affection, the heat of lust, the vulnerability of making love, the pull of obsession, and the weight of regret and self-belief.
The production on Bagonza is sharp, rich, and textured, with every beat carefully crafted to match the mood of each track.
Fave — Dutty Love
On Fave’s latest project, Dutty Love, she crafts a project that thrives on its understated charm, a reminder that the most compelling love stories often lie in their quietest moments. Across seven tracks, she explores the darker, more unsettling aspects of love.
What makes this EP stand out is its slow-burn, personal intimacy. Fave’s delivery pulls listeners into her world, where the sparseness of her arrangements amplifies the weight of her reflections.
Tracks like “Juju”, and “Lose My Mind” exemplify her ability to distil complex emotions into deceptively simple melodies.
Without a single feature, Dutty Love feels deeply personal, as though Fave whispers confessions directly into your ear. It’s a brief offering that finds strength in its subtlety, reinforcing her knack for turning vulnerability into art that resonates universally.
Taves — Are You Listening?
On Are You Listening?, Taves carves out a space that’s uniquely his own, where introspection and bold musical experimentation converge. Drawing from Afro-Pop, R&B, and soulful Folk, the album becomes a stage for candid, untamed narratives—stories of love and youth life.
Among the highlights, the pre-release single, “Folake” taps into the infectious energy of Disco and Funk, fusing it with House elements to create an irresistible, groove-driven anthem.
Are You Listening? sidesteps the distractions of mainstream Afro-Pop that is heavily influenced by the log-drums of Amapiano, but instead offers something more profound and melodiously captivating.
Kemuel — Clouds
In a year flooded with music, Kemuel’s album, Clouds, stands out as one of the few projects that truly deserves more attention. On this project, he ascends beyond expectations, delivering a body of work that is as polished as it is emotive. Across seven tracks, he takes us on a journey that’s intimate, weaving through the highs and lows of love with a rare emotional clarity.
“Alone” opens with a joyful defiance, a commitment to love despite everything stacked against it. At the same time “Polo” captures the intoxicating rush of romance in its prime, brimming with vitality and hope. There’s a youthfulness to it all, but not the kind that hides from the complexities of life.
Lioness — If Not In This Life
Lioness comes roaring back with If Not In This Life, a bold 13-track statement that marks her return to rap after a life-changing break. Born from the struggles of motherhood and societal expectations, the album is a raw exploration of identity, empowerment, and creative freedom.
With smooth production that blends her Namibian roots with global sounds, Lioness delivers a sound that’s both fresh and rooted. Collaborations with Azmo Nawe, Skrypt, Earthonami, and Mel add texture to the album, but it’s “Feel Good”—featuring Azo Nawe and Ethnix Namibia—that really stands out, thanks to its stellar production and the groovy log-drums.
If Not In This Life is the album Lioness had to make, and it’s a reminder of why she remains one of the most exciting voices in African Hip-Hop.
Abioye Damilare is a music journalist and culture writer focused on the African entertainment Industry. Reading new publications and listening to music are two of his favourite pastimes when he is not writing. Connect with him on Twitter and IG: @Dreyschronicle