Afrobeats in Adverts: Why Your Jingle Should Feel Like a Hook (Not a Lecture)

Dear brand owner. Afrobeats drives radio, clubs and Reels; smart brands borrow its rhythms—without copying artistes or sounding forced. 

Oya, let’s get into it.

Do’s:

• Simple Rhythm & Hook: 5 to 10 word hooks with fun to repeat ‘catchphrases’. That’s what Lojay’s ‘ma jo Mona Lisa’, Honeywell Noodle’s ‘Bam bam lala’ & Airtel’s ‘four-four-four’ had in common 
• Call-and-response:Handy for crowds during your brand activations 
• Street instruments + modern gloss: Add the spice of talking drums and some synth bass
• Life moments in lyrics: Talk about product usage in transit, markets, campus, romance, hustle… in short, everyday Nigeria.

Don’ts:

• Overproducing a lecture disguised as music. Prioritize fun, musicality and recall 
• Americanised flows or slang. These can be a hit or miss. Don’t risk it – go local
• Lyrics that fight the beat (keep syllables light). Easy n breezy please. We don’t want to hear your Q3 KPIs in a jingle

Culture proof: This is especially for international brands…don’t come across like you’re just visiting. Let them know that Nigeria is home. Even if your brand is an import, have a Nigerian musician repeat your foreign language catchphrase. 

Takeaway: Build a groove first, message second. If people can hum it, they will remember it and your brand.