In the swiftly expanding and ever-evolving Afrobeat landscape, it remains a rarity to encounter artists who incite the “who’s this guy?” reaction through their craft. The current trend, driven by the pursuit of profit in an increasingly data-focused streaming market, often prioritises instant gratification over genuine creative excellence. Indeed, artists, producers, and record label executives share the blame. The prevailing mantra appears to be, “the numbers don’t lie,” as the bottom line now legitimises mediocrity in the creative process. The end justifies the means, it seems.
In mid-2020, a mid-tempo track titled “Swallow” began to gain steady airplay across radio stations in the Benin City region. Its vocals and rhythm stood out starkly among other offerings on the playlists. The hook featured an unusual sense of humour that captured attention. Any discerning music lover would find themselves asking, “Who’s this guy?” The name certainly piqued curiosity: Big Novie.
Shortly thereafter, Novie released “OG Set Up,” which truly captured the public’s imagination. This track was a masterful amalgamation of Hip-Hop and Afropop, a piece that simply could not be overlooked. In fact, Rhythm FM’s Top 20 Songs of 2020 placed it at number five.
Big Novie? Who’s this guy? He hails from the Auchi area in the northern part of Edo State—a composed and introspective creative who, in conversation, consistently attributes his artistic journey to a firm belief in the guiding hand of the Almighty. It is clear that his depths of knowledge and insight far exceed his years and experience. He weaves tales and shares aspirations through his music, offering listeners an opportunity to connect and draw parallels with his experiences.
As the year unfolds, Big Novie is set to release a 4-track EP titled “Collosal” on 3rd March. These meticulously crafted songs promise to leave a mark. When questioned about the potential of this new body of work, Novie responded with a knowing smile, “this is it!” I held his gaze, convinced that once the first single drops, many will undoubtedly find themselves wondering, “Who’s this guy?”
