Seyi Shay had the time of her life last year. Seyi Shay’s was a revelation. Picking up from her 2014 smash hit song ‘Murda’, the singer struck again as her club single ‘Crazy’ with Wizkid received new life after the video.
Picking up from that, she released ‘Jangilova’, which ushered in the deal-clincher ‘Right now’. That has led to the release of her debut album “Seyi or Shay”, and also aided in her new Pepsi brand endorsement deal. Throw in the deal she clinched with Universal Island Records, and you begin to get how high she flew. She also made Pulse Nigeria’s list of top hottest musicians in 2015.
This year, Seyi Shay has been somewhat calm. The singer has been actively working, performing at shows, and making the right appearances. She even had a recent performance in Ghana, where she thrilled the audience.
But something is missing. This isn’t the vibe from Seyi Shay last year which propelled her to queen status. Gone are the publicized movements and power moves that pushed her thus far. As for the music, she did release a sexy video for ‘Mary’, a collaborative single with Phyno, which was directed by Meji Alabi. But it’s the third month of the year, and “Seyi or Shay” album has a solid 19 tracks.
Seyi’s fire burned bright for 12 months, and now she appears to be coasting. This is a regular occurrence in the Nigerian music industry. Artistes show up with a plan, hustle hard, execute and get play the right cards. Things shake, orders are disrupted, and the rewards roll in. Once that happens the artiste deliberately plateaus and refuses to fight complacency. This results in a lack of initiative and growth. In life, to be static is to fall behind.
Seyi Shay needs to release more materials. Competition is intense, and there are many artistes currently competing for the limited attention span of listeners. She doesn’t necessarily need to go and record new material. She simply has to search through her last album and make some songs singles. A favorite pick will be the collaboration track featuring Cynthia Morgan – ‘In Public’. That song deserves a good visual that captures the electric feel it generates during listens.
She also does need to take the initiative and engage in activities to keep her name swirling around the news. This will sustain an air of activity, and give her an illusion of influence which is necessary to keep her brand profitable. Seyi Shay is an amazing artiste that appeals to a great number of people.
She needs to reactivate the hustle spirit of 2015. That spirit brought good things.