Adewole Babatunde Kolawole: How Afro-fusion Genre is Conquering the Music Industry

The new wave of African music has already flooded the music industry with exotic melodies; many musicians from Africa are diligently producing music integrating the Afro-fusion beats – receiving a global presence and popularity. The particular genre has widely gained popularity, enabling Afro-artists to yield streams of billions of dollars. 

African music has received popularity since 2000; however, it took over two decades for the subsequent genre to gain the attention it deserved. Long before finding the pathway to success on the world stage, African Americans promoted Afro-music. Now, with the huge marketing campaigns for Afro-music, the genre is witnessing a golden age, immersing social media platforms like TikTok and YouTube with African artists.

In 2022, Afro-music has been ranked among the most popular music genres on Spotify – spreading like wildfire, hence, projecting growth in the industry. The genre was quite popular in the UK but only recently started to flourish in the US music industry. Presently, in the United States, every club and bar has infused Afro-fusion, transcending the club vibes.

“The curious beauty about African music is that it uplifts even as it tells a sad story.” – Nelson Mandela

Afro-music has elements of modernity and jazz, emerging from the streets of Africa. The visuals showcase the blend of uniqueness with diverse sounds like rap, juju music, hip hop, azonto, and many more. Afro-music has pushed the boundaries of conventional Afro-rhythm, infusing contemporary Afrobeat.

Likewise, one of the artists, Adewole Babatunde Kolawole, also known as S.C.U.D., has perfected the art of music within the boundaries of Afrobeat. He shares origins in Nigeria and West Africa and is popular for producing songs within the domain of Afro-fusion as well as possessing a creative entrepreneurial mindset.

The combination of both creates a knack for music while simultaneously establishing the business. He belongs to an affluent family, entrenching his roots into a family of civil servants, contributing services to the state government – hailing from Igbotako-Osooro, Okitipupa.

SCUD studied at Aquinas College located in Akure, thereafter pursuing his Bachelor’s degree in Economics from Benson Idahosa University, Benin City. However, identifying the altering trends in the market, he developed an interest in social media marketing and how the particular domain operates. Hence, to fulfill his desire to explore the world of digital marketing and then apply it in practical life, he joined the Master’s program at CDI College in Alberta to learn Web and Social Media Marketing.

The knowledge SCUD gained while attaining his degree is purposefully integrated by him. The combination of Economics and Social Media Marketing paved a pathway of entrepreneurship – molding creativity and enhancing business acumen.  The following is evident from his position as a Director of Brand Communications, specializing in consulting organizations providing healthcare services. In addition, he is utilizing his skills learned during the Master’s program by pursuing web marketing and digital content production.

Over time, SCUD’s love for music prospered after his father introduced him to music produced by famous artists like Obey, Peter Tosh, King Sunny Adé, Kwam 1, Shina Peters, and Adewale Ayuba. Growing up in a household where music was a dimension of life, the spark ignited the passion in Scud to introduce his songs.

In those precious moments, he immersed himself in his father’s playlist, which later gave him direction. Thus, during SCUD’s early childhood years, Afro-music became an integral facet of his journey, keeping him connected with his embedded roots in Nigeria.

In 2015, he released an introductory solo rap with the name “Onile,” with the production of a video conducted in the aesthetic streets of Lagos, and released ‘Naira and Kobo’ in 2016, followed by a rap mixtape project titled TBS (That Boy Scuddy). After four years of his introductory rap single, he launched an afro sound titled “Southwest Vibes.” His other single discographies include Naira and Kobo (2016) “Jubadi” (2019), “Same Lamba” (2021), and “Nobody feat. Mayorkun” (2022).

Conclusively, due to increasing globalization, African music has conquered the world by winning the hearts of many. With their talent and rich cultural heritage, artists like Scud have altered the music landscape.