The Nigerian entertainment industry is witnessing a surge in the number of performers and entertainers. Gone are the days when musicians were the only ones who got recognition in the music industry. The paradigm shift has opened a world where producers, directors, songwriters, and disc jockeys are getting appraisals.
The latest addition to the list is Hypemen, who have been around since the emergence of hip-hop, but they barely got acknowledged.
Hype is related to praise singing, which is rooted in some of Africa’s traditions. Praise singing involves a recitation or rendition to acknowledge what an individual or group has done. It is also used to celebrate an individual for a feat that was achieved in the past. It is done at events, special occasions, or festivals, and it is poetic and does not involve the use of ordinary words but rather the use of metaphoric language to highlight what the individual has done.
Hype, on the other hand, is different, and could be regarded as a modernized form of praise singing, but it is not as deep and significant as praise singing. The evolution of music has made it necessary for different individuals to come up with their own style to make music enjoyable for fans. Hype for years was done in the background, and only a few individuals like Oladotun Kayode (Do2tun), the mass communication graduate from Lagos State University, were known in the trade.
Hype culture involves ‘hyping’ an individual with witty words or ‘lamba’, and it’s often hyperbolic in nature. Hype is present in music in recent times and is a thing accustomed to clubs or social gatherings in the country. The hype culture is no longer a thing to be done in the background but a trade that has birthed individuals who are known as “hype men.
Hypemen are individuals who ‘water the ground.’ They set the tone and mood and also get the audience in the groove before an act comes to perform. They energise the crowd to get them prepared. What a hypeman does is the work of an MC, but with much higher responsibility. While an MC would only introduce an act, the hypeman does much more and would also get the fans involved. The hypeman would also sometimes sing along with a musician and interject at different times, stressing a particular line from a song, and also playing around with words.
The social media challenge has led to the rise of many hypemen who have distinguished themselves and carved a niche. Some musicians now move around with personal hypemen. Hype is also a part of the music ecosystem, and record labels now have hypemen attached to them.
However, the downside to the emergence and trend of the hype culture should not be ignored.
The rise of hypemen has led to individuals having unrealistic expectations while being obsessed with materialism and superficial quality rather than substance. The hype culture deals with outward appearance and the highest bidder. Hence, they will always dance to the tune of the one who pays the most.
Also, hype culture is synonymous with the rise of fraud in the country. The prevalence of fraud masked as hustle is rampant among youth. The defence of getting what was taken from their forefathers is not only silly but also laced with laziness, covetousness, and greed. Most surprising is the acceptance they seem to have had in society, which sees no wrong in what they’re doing. Hype culture had led to an obsession for wealth and fueled the get-rich-quick syndrome.
One popular statement, especially on social media platforms, is “Dorime no be for civil servants,” which could translate to “partying or spraying money is not for individuals who work legitimately.” This statement misled many youths, who ignored the days of humble beginnings or working legitimately and would rather embrace fraud while getting the attention of the hypeman.
One undeniable thing is that the hype culture has come to stay and could even grow bigger. However, urgency is needed in the language, mannerisms, and ways the hype culture is affecting the youth.
