Highlife and Afrobeats sensation Flavour has responded to recent social media claims that he does not adequately support up-and-coming Igbo artistes.
The debate began after a user named Charles accused Flavour of prioritizing his own career over the growth of young musicians from the South-East. According to the critic, many talented Igbo artistes struggle to gain recognition because established figures in the region have not created opportunities for them.
Charles specifically questioned Flavour’s collaborations, or lack thereof, with emerging talents. He also criticized the singer’s affiliation with controversial entertainer and cleric Odumeje, arguing that such partnerships do little to promote the next generation of artists. The critic went further, suggesting that Flavour avoids working with newcomers due to fear that they might one day surpass him.
This, Charles claimed, has contributed to frustration among young Igbo creatives, with many abandoning their ambitions after repeated setbacks in the industry.
Flavour’s Response
In reply, Flavour encouraged critics to take proactive steps if they genuinely wish to support rising talents. Rather than focusing on established stars, he advised aspiring mentors to build their own platforms and invest in the next generation.
He wrote directly to Charles:
“I have given you people one serious advice for the new year. Jee chuba ego o. Chuta ego then start your own label make you help the wonderfully talented Igbo boys scattered all over. Make us proud, Odogwu Charles.”
The singer’s response emphasizes self-initiative and entrepreneurship as a means to nurture young talent, rather than placing the entire responsibility on established stars.
Analysis
Flavour’s reply sheds light on a recurring debate in the Nigerian music industry: the role of leading artistes in mentoring new talent. While some critics argue that established musicians have a duty to uplift their peers, others contend that fostering talent requires active investment and personal effort from aspiring mentors themselves.
By redirecting the conversation toward actionable steps, Flavour reframes the criticism, urging young stakeholders to create opportunities rather than solely relying on support from prominent artists. This approach highlights both the challenges of mentorship in a competitive industry and the importance of entrepreneurial mindset for emerging creatives.
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