SGaWD is a breath of fresh air and a solid representation of the cohort of undaunted talent from the new generation of musicians coming out of Nigeria, especially when it comes to African hip hop.
Msia Kibona Clark on Hip Hop, Africa and Female Musical Ingenuity
SGaWD is a breath of fresh air and a solid representation of the cohort of undaunted talent from the new generation of musicians coming out of Nigeria, especially when it comes to African hip hop.
Kicking off her adult life with an active law career in Miami, SGaWD had not always embraced her interest in making music. Like many born into African households, she was shooed away from work in the creative industry on account of its “risky” nature. Slowly but surely, however, she took that risk, pivoting into an artistic phase in which she lent her vocals to many of her friends’ projects before beginning her own. As for many emerging artists, posting covers on SoundCloud was a convenient way for her to transition into the music industry and hone in on the craft of song-making. The 24-year-old artist released her first song in 2020 titled “Feel Right” and spent the pandemic building her discography through features and singles.
A clear embodiment of confidence and power is what SGaWD holds, with a varying sound that combines hip-hop with hints of dancehall and Nigerian Alté, that keeps listeners on their toes with anticipation. From “Feel Right” to “POP SHIT”, SGaWD’s ability to embody a new vibe with each track makes her an intriguing listen.
Despite influences from several genres being evident in her output, SGaWD refuses to be locked into a singular category. She accepts the rapper tag but intends on diversifying her discography, dabbling in hard hip hop beats and ethereal alté tones alike. The young musician is as versatile as her fanbase, saying, “My audience is a direct representation of who I am.”
Ahead of her debut EP, AMAKA sits with the multifaceted artist to discuss her new music, growing career and gain insight into everything SGaWD.
What was it like presenting yourself as a rapper in the industry?
I never really presented myself as a rapper; I just got that name. I guess that's what people just really took to, and I just went with it. I don't mind them calling me a rapper, but I call myself a musician.
So would you say you have a dual nature that reflects in your music?
Yeah, I'm comfortable with being multidimensional. When I started, it was hard for people to accept the fact that I was stubborn enough to do what I want, because in Nigeria, they tell you to pick one. People need to be used to one sound, they can't handle it, blah blah, and I was like bye.
In such a short time, you've garnered such a dedicated fanbase. Why do you think people relate to your music so much?
I think it's just because I'm not scared to sing what I want to sing. A lot of the time, female artists need to shave down a lot of their personalities just to fit what a female artist should be like in the Nigerian music industry. They just have a way of trying to like mould babes, and I'm not about that. And also, I talk about real stuff, stuff that affects me that people can relate to, and I don't mince my words. If I want to say fuck I say fuck. I say what I want to say, how I want to say it when I want to say it, and I guess that's what people have going on for them right now because a lot of people are really tired of hiding and being diluted versions of themselves.
So would you say you have a dual nature that reflects in your music?
Yeah, I'm comfortable with being multidimensional. When I started, it was hard for people to accept the fact that I was stubborn enough to do what I want, because, in Nigeria, they tell you to pick one. People need to be used to one sound, they can't handle it, blah blah, and I was like bye.
Does the diversity in your sound worry you at all? Do you think your listeners will be responsive?
Yeah, sometimes, that creeps in, but I try to keep myself optimistic at all times. I wonder if people are feeling it, hoping I'm not deceiving myself because I'm not making music for the same audience I was before. It's different now. I'm making music to gain new supporters that hopefully like what I'm making. So I have to be sure, but then again, I'm glad because I never expected my music to sound like something that has been made before.
With artists like Santi, Odunsi, Ogbonjayar, and Tems, as long as you're doing it in your own way and it's working for you, people will rock with it. If you don't understand it, you will group it as Alté, but that's not always the case.
Tell me about your role in this "evolution". What do you think your music stands for, for people listening in and outside the country?
Comfort food but in a real way. Comfort food that isn't just filling you up but is telling you you're going to be good, that these are the things you need to know.
Tell me about "POP SHIT (feat Somadina)", the first single off your EP.
I just kept saying I can't wait to pop shit. I think I was just really stressed out. You know results don't come at once, and I was like, I can't wait to tell my parents this wasn't a waste of my time- when can I become myself and forgive myself for quitting my job. It's also about me struggling to build a community in Lagos and also about being a woman and men stepping on toes, making it uncomfortable to record, making the environment toxic, or just flat out being disrespectful.
I was just offloading on the song, and like yeah, this is what I was feeling at this time, and I can't wait to get to where I need to be and look at this moment and laugh about it.
"POP SHIT" invoked a lot of confidence and sexiness for many women listening. Was this intentional? How did it make you feel?
I have no idea because I get the same vibe from everyone. I think in the whole sense of everything, people resonated with "POP SHIT" because I was really talking my shit, being honest and analysing my life.
Your Debut EP, Savage Bitch Juice, is out soon. What's the story behind this project?
Well, it has been two years in the making for SBJ. I said 'Savage' because although people associate savagery with wickedness, sex, and being a bad bitch, it's really about not conforming and being brave enough to live your life in colour. It's about me being brave enough to quit my Miami job, moving to Nigeria and building a music career for myself, getting the courage to go beyond SoundCloud with my music, and investing in myself.
How would you describe your general sound? What genre would you say you represent?
My genre is just the GAWD genre. Whatever I'm feeling like in that particular moment, I give it. The EP is a rap EP, but you will notice the cadence on the songs and the vibes, and even the delivery is different with each song because why not? Why do I have to make a rap EP that sounds the same? And why can't I do different things on my EP? It's feel-good music for people to take in and enjoy.
How were you able to interpret your experiences and emotions in the music? What was the process behind this?
It wasn't easy, to be honest. I had to learn a lot from my experiences, and, in [these past] two years, [I've] put my all into the music. It's an extension of me, really, so that part was easy, I just make the music according to what I feel, and it sounds great. I'm also grateful for the support I have. Everybody featured in the EP- from producers to features contributed so much to it in terms of technicalities and support.
What's your favourite song on the EP, and why?
"Woogy" definitely. It's the third song on the EP, produced by a guy called Vader. It's a special song, and it's going to resonate with people that get it, haha.
This interview has been edited for brevity and clarity.