On December 31st, 2016, a young bright creative pitched an idea to his boss about traveling round the 36 states of Nigeria. Today, he is envisioning a future where Nigerian newspapers can be digitized and history can be forever preserved. Fu’ad Lawal is the man behind these applaudable feats. The archivi.ng founder was once a young boy searching for jobs as a chemistry student. “I was barely finding anything and then I remembered my friends said I could write,” he tells The NATIVE as he recounts getting into journalism. After facing rejection from his first choice of employment, he got into Pulse NG and things skyrocketed from there on.
It was at Pulse that he took the decision to embark on the impressive journey round Nigeria across 80 days. “It was a thing where the business had never done it before so they had to learn,” Fu’ad recounts of the intense venture for him and his supporting team. Not too long after this journey, Fu’ad was on a new journey and this time, to travel round the whole of West Africa. At this time, he was the editor-in-chief at Zikoko and, alongside his travel team, opened Jollof Road, an online diary where supporters and spectators could keep track of his everyday movements and encounters, either through words by Fu’ad himself or a vlog – most times both.
After working at Pulse, Zikoko and its parent company Big Cabal Media, Fu’ad found himself in the dilemma of ‘what next?’. “One of my problems is that I have many interests and so I didn’t know exactly what to do,” he says. Curiosity always brings out a new side of us and that was Fuad’s story as well. Despite all his many interests, tech was the one he “knewnothing about but had the most curiosity for.” This interest and curiosity for the tech industry landed him a spot at Eden Life, the food and home services company.
Around the same time, Fu’ad started his personal publication, Vistanium, a kaleidoscopic outlet for varying types of stories and pieces, including fiction, personal experiences, life updates and more. It’s via Vistanium that he’s announced and shared the scope of Archivi.ng, an archival publication that will give easy access to old Nigerian newspapers from past decades. A creative nomad who understands the impact of the past on the present, and how history influences culture, Archivi.ng is a critical undertaking with potentially sweeping value. “I don’t see the impact in a journalistic context. I see the impact of it in the context of everything and how it seeps across everything,” he tells The NATIVE.
With the steady progress of Archivi.ng, Fu’ad Lawal discusses his career path so far and his vision for cultural and historical preservation.
Fu’ad Lawal: To give you a sense, I was studying chemistry. And I remember one Saturday night where I checked all the job sites for chemistry jobs and I remember putting “Chem” so that I don’t miss out on chemists, chemists, or chemical anything. I was barely finding anything and then I was like, “Oh, my friends said I can write.” So I put in writer and all sorts of jobs came up. And I was like wow. People actually get paid for this?
Somehow I got a job interview at Anakle and I got rejected, but someone on the interview panel liked me so he followed me. His name is Chydee. One day he tagged me on a tweet and was like “I think you should apply for this. I think you’re going to be a good fit.” So I applied for the job, sent the email that was requested of me and next thing you know I was being interviewed at Pulse. Next thing you know I was resuming work the next Wednesday and that was it.
I joined because I was terrified of unemployment. There was also this period where I was like, you know what? Over the next four months I’m going to try and cast two nets. If it catches HSC and that entire safety net, I’ll go for it. If it catches writing, I’ll go for it. It also did help that I had a lot of friends who were designers. I had two friends who were designers who always needed copy support and that gave me reassurance that there’s something out there for me.
What was the progression from there?
Pulse first, then Party Jollof. I spent 8 months at Party Jollof and then went back to Pulse. I joined Big Cabal, from there I was not sure what I wanted to do next. One of my big problems is that I have many interests and so I didn’t know exactly where I was going to go. I had spoken to a radio station to come lead content at the radio station, I had spoken to a very, very massive studio to come lead content at this massive studio. I had even spoken to a major music label even though I don’t really like music that much. But you just reach a point in life where everyone believes in your sauce. So I had many interesting choices.
It sounds ridiculous but the one I knew nothing about but had the most curiosity for naturally was the tech company which was Eden. The joke I used to make then was that I was the highest paid intern. It’s a very interesting thing where every time we’re doing a new thing, we’re basically rising to a new level of incompetence. It’s really wild because the only way to become competent is to just embrace the incompetence with humility but not accept it. So you continue to chase how to get better. I don’t think I’ve had a job that wasn’t extremely intense. Pulse was intense but Eden was a new level of intensity that I had never seen or experienced before and naturally what tends to happen is if you don’t break, you grow a lot and that happened.
NATIVE: Between Pulse and Zikoko, you pioneered a couple of important projects. Why did you decide it was important to capture Nigeria and West Africa for digital documentation?
Fu’ad Lawal: I just wanted something for myself. It started as a selfish decision first. Now that I say this, I sound like a selfish person but I guess it doesn’t really hurt to be selfish. When I travelled around Nigeria, I did it with Pulse. Anakle’s team had travelled to Bauchi and they were like the coolest. That was like one of the popping places from a creative standpoint. I texted the WhatsApp group which has my brother and some of my friends and I said, “You guys start saving now, we’re going to Bauchi in December.” I wasn’t at Pulse then, and when I returned to Pulse, I knew that it was not going to happen because Pulse is very intense in December and so I just started nursing this weird obsession that I was going to travel around the entire country. I first posted it on my Instagram. When I was asked why you would want to travel, I validated it with my pitch to Osagie by saying travel for the stories but I really just wanted to enter the street and see everything.
It was a thing where the business had never done something like that before so they had to learn how to do something like that, how to sell it and how to approach the situation. it was just generally intense. I left in July even though I was supposed to leave in March. Things just take time you know. So, I came back in September and the week I came back I downloaded the map of West Africa and drew a line from Lagos to Dakar. Then drew a line back through the Sahel by Sokoto. The line was ridiculous because it cost us days of wandering around in the wilderness when we did travel around West Africa in 2019. So, I just drew a line first and the reason came second. The thing that’s interesting about this line is Jollof rice. The origin is Senegal. So how did it travel along this line down to Lagos, Nigeria. Why is it so popular even though it is from so far away? And so, I started to craft a myth around that.
I met a friend after I travelled around Nigeria. I was telling her how it’s so crazy how I wanted to do this thing and now I’ve done it. She was like “Dude you’ve been making noise about travelling Nigeria since 2015.” I was like, “I have? I have no memory of it.” We did West Africa. It’s funny because I don’t think that’s the most interesting thing that happened at Zikoko. The most interesting thing that happened at Zikoko was that it transformed how, in a sense, a new generation of publications wrote about Nigeria and Nigerians. You can literally see the trace of things Zikoko was doing then in almost everything. It was and still is an incredible team, but the 2019/2020 team was the dream team.
What informed the decision to start Archiving?
Like I said, it started as a selfish interest. I used to work in a newsroom and naturally you want to write about stuff but you just don’t have context. You can’t find anything before the internet became mainstream. What was Maiduguri like in 1995? You don’t know. So, if you want to write about it today, the only material you have is all the Boko Haram coverage and nothing else. So, it’s like, why is Nigerian history inaccessible? The actual original ground zero was, what would it look like to collect all the university projects ever written by students and store this academic body of knowledge. I remember talking about it casually on Twitter. Someone responded saying that it’s a needle in a haystack kind of thing because most projects are bad. I don’t entirely agree but I get it, perception is probably just as important as facts. And then I started thinking about another body of knowledge that we have a consensus on and it became newspapers. So, the new question became, “Oh, Nigerians we don’t keep anything, how are we going to find newspapers?”
When I was traveling around West Africa, Jollof Road, when we got to Sokoto we went to the National Archives and I saw old newspapers from 1983 and I was like, “You people keep old newspapers.” They told me that every national library keeps old newspapers, and that was interesting. The next thing for me became to conduct an experiment. I picked a pilot period of 1960 to 2010. The experiment was, if we go looking for one newspaper per day from that timeline, are we going to find it? It’s 18,647 days. And we found newspapers across the days that we were travelling for, it suddenly became possible. These papers exist. The next thing became, how can we make it accessible? Accessible meaning, figuring out how we’re going to digitise it. And I didn’t know anything about these things. So, I started reading up about digitization and scanning. It was obvious that regular scanners weren’t going to scan the newspapers because they’re large formats. So, I did more research on scanners and I was seeing ridiculous prices.
Second issue was we can’t scan without permission and no one would take us seriously because we’re not a legal entity. And that’s how the process started, registering and raising money for a scanner. When the wave of curiosity started to build, I saw the importance and then we started the work.
NATIVE: How do you envision Archiving contributing to modern Nigerian journalism?
Fu’ad Lawal: It cuts across many things. Journalists have the duty to build, but inevitably what they’re doing is to build the narrative of any nation. The collective narrative of a people and a place at a certain time. And so the problems I had as a journalist where I didn’t have that context suddenly surfaced. But when I think about the ways that it would actually deeply affect us, I think about it currently in five buckets. The first bucket is how we understand democracy and human rights generally, and the effects of having access to how we have engaged with this topic over let’s say over the past 100 years and how they’ve affected us. The second one is policy and governance. What kind of choices did they make fifty years ago that are affecting us today? How did we arrive at those choices?
A third thing is the economy and entrepreneurships. How do you understand the economy? Think about the prices of fuel and Indomie and using them to calculate inflation. There’s also culture and identity. This sounds philosophical. A thing is only as sentient as the awareness of itself and awareness is rooted in knowledge. So, if we don’t know anything about who we are, and we know next to nothing, how aware are we really of why we are here? So it feels like building the identity of the country. The last thing is AI, which is the buzzing thing right now. And so, the thing is how represented is Nigeria in these language models? Because we have nothing to offer. You go to Wikipedia about some historical Nigerian stuff and you’re met with only 15 lines and you can’t blame them because they have nothing to work with.
So, I don’t see the impact in just a journalistic context. I see the impact of it in the context of everything and how it seeps across everything. The vision for Archivi.ng is to become the most dependable resource. One inevitable consequence of this is that it is going to extend all over the continent. We’re going to have to gather some momentum to be able to go past the borders of Nigeria. Because it’s not only a Nigerian problem, it’s a continental problem. It’s fundamentally the purpose is to make Nigerian history accessible, what are the other places that find information that makes Nigerian history accessible?
Is there a category of newspapers you guys are including? is there a criteria for the selection of newspapers?
For the first phase, our priority is just to find one newspaper a day right. Just one a day, and we’re doing one a day because it helps us show everyone what’s possible. This is what happens when you have just 18,647 newspapers. Now, we’re archiving everything eventually. Over the next three to five years we want to have archived one major newspaper from every region. So, the work is a lot.
Apart from copyright issues and resources, what are the other challenges you’re facing with the digitalization of these newspapers?
Storage, that’s a resource problem too to be honest. Storage is expensive, especially when you’re considering the volume of the files that we’re trying to digitise. Few days ago I uploaded four or five months of 1994 PM News to the cloud and it was like 250 GB. So we’re going to be guzzling a lot of storage, I think that’s going to be our biggest expense for a very long time. Then, it’s really just publishers and money. Those are our only two problems. On the talent side, we have serious talents. Our talent pool is divided into volunteers and our full timers. Our full-timers are mostly associates. Our biggest problem is cooperation from publishers and money, we need a shit ton of money.
How have you been navigating copyrights with these publishers?
So it’s literally going to pitch them, right? Currently we’ve closed only two publishers. We’ve closed PM News and a newspaper that was running until the early 90’s I think; The Republic. That’s the hard part for publishers: It’s convincing them that what we’re doing is for them too. Like, our pitch to them has been, we will help you digitise at zero cost to you, just give us permission to redistribute. By redistributing, I mean make it accessible to everyone. It’s been one of the toughest parts to be honest because there’s a suspicion that, “Who’s giving you people money for all these things?” They can’t fathom that we’ve raised over $10,000 from the general public.
NATIVE:You’ve also announced ‘Sun and Country’, a storytelling project centred on the civil war. What informed that?
Fu’ad Lawal: I think ‘Sun and Country’ is one of the few things that is truly rooted in a very moral mission, because that’s the most pivotal event in Nigerian history since independence.
Given the ever-evolving media landscape, how do you plan to adapt? People are tilting more to videos and audio formats like podcasts. So, how do you stay relevant?
Yeah, so, video is not a new format to me. Personally, I think of writing as a critical first draft of format development. Do you understand? And so even when I say ‘Sun and Country’, like we literally have a roadmap that starts at text and ends with a feature release, whether as a limited series or as a movie.I don’t think in one format, I think that’s one of the things that Big Cabal did for me. Big Cabal are very content agnostic. You have an idea and you ask yourself, ‘What’s the best format to interpret this idea?’ For me, staying relevant is actually just challenging yourself to make stuff that you’re not gonna be bored by. I try not to bore myself so that’s a good pace to start. I also try to not approach it in a way I’ve done in the past, and so that helps it to stay interesting and exciting for me. I also consume a lot of really, really good stuff. I consume everything. I watch Korty, I watch Shank, I watch Tayo Aina, I watch Fisayo Fosudo. I watch Mr Beast. So I watch everything, and I read so much.
How can social media help the work Archivi.ng is doing?
To be honest, it’s retweeting. I am a student of media and I understand the power of media, because the current media debate that Archivi.ng is having, is because of a media story right? So just spreading the word is going to help a lot. One of the things we really need to get better at is actually just talking about it. I have a serious problem with sharing when I’m not asked, I need to fix that. I just feel like I’m extremely lazy and irresponsible and I have zero follow through. So I’m like, will talking about it provide some satisfaction on having done it if you don’t follow through?
But you’re actually doing very great work. It takes a lot of energy to say you want to digitise thousands of newspapers from 1960. At some point you’re going to be like, ‘Oh, what is the essence of this?’ and many Nigerians have short attention spans, that’s why scandals in this country last only 24 hours.
Here’s the thing, when i think of the newspaper i don’t believe that the newspapers are for people to go and read. I don’t expect most of the people to go and read, that’s not what i expect. I expect knowledge workers to be the ones to take the stories to people.
Like academics?
Not just academics. For example, there is no definitive story of Festac ‘77 on the internet. Like that’s NATIVE territory. People don’t need to go to the archives to read the weeks long coverage, they just need to go to NATIVE and read NATIVE’s story about it, and go to Wikipedia and read a richer article about Festac ‘77. Do you get? They don’t need to go to the newspapers and look for the price of a bag of rice in 1989. They just need to go to the calculator Stears has built to calculate these things and track these things, see how the price of a bag of rice has gone from maybe 2 naira to 60,000 naira, and the source is Archivi.ng. I think of Archivi.ng as a public well with unlimited utility. For example, the world building of [the film] ‘76 was most likely done with like two weeks worth of newspapers. And that’s fourteen days; we’re trying to archive 18,627 days.
As the economy withers, underground raves have emerged as a viable nightlife option, much to the detriment of...
Something shifts in the air when you walk into a Lagos rave. There is, for lack of better words, a quiet...
Something shifts in the air when you walk into a Lagos rave. There is, for lack of better words, a quiet radicalism that settles over you. A knowing that here, you can move however you want, move however you like, because everyone else is doing the same. “Outside, I calculate every gesture, monitor my voice, watch my walk,” Deji, a 26-year-old graphic designer, tells The NATIVE. “But when I attend raves, I just exist and I dance. Raves taste like freedom.”
This feeling, the opportunity to finally breathe without reservations, is what these spaces offer to so many young Nigerians, particularly those marginalized within society. In a city where authenticity often carries devastating consequences, the thrumming basslines of underground raves have carved out rare pockets where vigilance can momentarily surrender to abandon, where calculation yields to expression, and the perpetual performance of conformity dissolves into the honest fluidity of movement.
A Community Built On Freedom
Cultural historians trace the beginning of Nigeria’s electronic music evolution to the mid-2010s, when local DJs began experimenting with blends of traditional African percussion and global electronic production. It started with house parties. WhatsApp & Telegram flyers passed like secrets. Intimacy mattered more than scale. It wasn’t about clout or big venues. It was about creating a space that felt safe. A space where people who often felt out of place in the real world could finally belong.
These gatherings were built around a shared love for the genre, a communal appreciation for sounds that weren’t mainstream. People found one another through EDM playlists and mutual connections, creating communities anchored by musical taste first. The spaces were accepting by nature, rejecting judgment and embracing differences. Queer people naturally gravitated toward this openness, finding rare solace in venues that didn’t question gender expression or sexual orientation. The rave community became a refuge not by explicit design, but through an organic understanding that everyone deserved to feel comfortable and free.
Gbadebo, a filmmaker who has been involved with the Lagos rave scene since 2019, recalls the early days fondly. “The buzzing DJs then were DJ Aye, DJ Combs, and Tigran,” he says. “It was low-key, chill community gatherings. There used to be mats and rugs spread on the floors during early raves, where people would lie between sets. It was lowkey, but it felt like home.” These spaces became and remain essential for queer people. Places where you could kiss who you wanted, wear what you wanted, move freely, and love loudly. The dance floor became one of the few places where it felt possible to exist on your terms within the melodrama of Lagos.
Back then, it was simple. You showed up with your drink, found your people, and flowed.
What Even Is This Sound?
What struck me most at my first rave was how present everything felt. People were there for the music. They screamed genuinely at beat drops, at brilliant transitions, at that one unexpected song. It felt like communion. Like everyone was holding their breath for that exact moment. The soundscape is difficult to box in. It borrows from everywhere—Afrohouse, Amapiano, and weird soulful remixes of Afropop songs. It’s layered, warm, and often bizarre. It loops when you expect it to break. It stretches where it should snap. It doesn’t ask to get under your skin, it just does.
The scene still sits at the margins of Nigerian music, described as too “alternative” or too “strange.” That strangeness holds its kind of magic. Strange, beautiful music for strange and beautiful people. The kind that gets side eyes at house parties or a confused “what kind of music is that?” But maybe that question feels familiar, because what kind of music is that, really, if not the perfect soundtrack for people who’ve always been asked: “Why are you so different?”
You Can Always Tell
You can always tell a raver from a Lagos outsider. Or at least, I can. The fashion is different.
Bolder colors. Intentional clashes. People wear things that might be seen as “abnormal” anywhere else—fishnet vests, platform boots, mesh, metallics, glitter, lace. What might be mocked on the street feels perfectly ordinary here.
Rave fashion, which intersects heavily with the alté aesthetic, has long been criticized online. But in these spaces, people dress without fear of mockery. And that alone draws many in. Still, as rave culture expands rapidly, new faces arrive—some merely curious, others less understanding—which threatens the safe and accepting environment that initially defined these gatherings.
StyledByNasky, a rising Lagos stylist, explains this phenomenon: “There’s no limit to self-expression here, no policing of it,” she says. “For me, rave fashion embodies freedom, fun, and comfort.” She points out that practicality is as important as style. “It’s usually warm, and things get very heated, so comfort is essential. The choice of shoes, the amount of skin exposed, the selection of breathable fabrics; every element serves both style and functionality within the rave setting.”
Going further, she says that rave fashion in Lagos represents an intentional defiance of cultural norms around dress and presentation. In her words, what we see is a “visual language that communicates belonging to a counterculture.” The clothes become flags of identity rather than mere aesthetics. Oversized silhouettes, gender-neutral styling, and DIY alterations all signal a rejection of mainstream Nigerian fashion constraints.
For queer folks and other marginalized communities, these clothes transcend aesthetics. They become armor and announcement simultaneously. “Before, they felt safe dressing however they wanted, breaking gender stereotypes,” Nasky adds. “But now, in a country where dressing ‘weird’ or outside norms is frowned upon, these spaces don’t feel as safe anymore. It’s exposing.”
These spaces offered something rare: the ability to perform gender—or avoid performance entirely—without punishment. To show up in the truest version of yourself and still be enough. In a country where stepping outside of gender norms can mean ridicule, violence, or worse, the freedom to dress as you feel has always been a gift. But that safety now feels less certain.
The Shadow of Surveillance
More than ever, Nigeria’s Same Sex Marriage Prohibition Act of 2014 looms large over queer communities. Beyond banning same sex marriage, it criminalizes public displays of affection between same sex people, advocacy for queer rights, and even queer-friendly gatherings. Penalties can stretch to 14 years in prison.
The economy is withering, as it has been for years. But now, it feels like it’s on its last breath. Traditional nightlife is following the same path because purchasing power shrinks every day. Nobody can afford to order expensive bottles of alcohol anymore, and regular night crawlers are hunting for cheaper alternatives. Underground raves have emerged as a viable option, much to the detriment of the tight-knit communities that built them.
“Back then, there weren’t tickets; you just came and made ‘donations,’” Gbadebo recounts fondly. Today, a few raves still run on donations, but most have leaned into steep pricing. “Prices are now crazy,” Gbadebo admits. “I don’t attend races much ever since I paid 8k and had to stand from 11 to 4 am. I even saw a flyer for a rave with tables for reservation.”
In April 2025, a local online blog threatened to leak the location of Group Therapy, one of Lagos’s most beloved, queer-inclusive raves. The post was laced with moral panic and targeted language. It didn’t go viral, but it didn’t have to. In a city like Lagos, where rumors move faster than facts, it only takes one post to make people feel unsafe.
The damage wasn’t physical, but it was deeply felt. It was the first time some attendees realized just how exposed they were. “I didn’t even wait to see if it was serious,” Faith, a regular attendee, told me. “I just didn’t go. I couldn’t risk it. All it takes is one wrong person showing up.” Even after the post was taken down, the damage lingered. For queer people who rely on these spaces to feel normal, it was a reminder that the safety they’d built was still fragile.
“An attack on Group Therapy is actually an attack on the rave scene in Lagos,” one tweet said. “God forbid that actually happens. You cannot take out queer people from raves, it started from them as a refuge in music. We literally do not bother anybody”.
For some, these risks are worth it. For others, the threat is too high.
Holding On To A Fragile Future
Lagos raves are gaining popularity. As more people know about them, many more want in, and the energy is infectious. There’s talk about raves becoming mainstream. When that happens, many queer folks and original community members start retreating, creating smaller, more exclusive gatherings. These “mini-raves” become refuges within refuges — intimate, secret, and protected.
The question for organizers is: As raves gain cadence and popularity, is it worth risking losing the original community that gave them meaning? The people who built the scene, who know why it matters, who rely on it as a lifeline? Are we ready to welcome everyone — even those who might not understand the deeper value these spaces represent?
Rave culture in Lagos stands as a form of resistance, a reclamation of identity, and a fight for safe space in a world that too often denies it. It testifies to the resilience of a community that refuses to be erased. In a city as complex and vibrant as Lagos, where the stakes are high and the risks real, raves remain one of the few places where marginalized people can truly be themselves, if only for a night.
In these charged, fleeting hours, queer Nigerians reclaim what the world keeps trying to steal: joy, safety, belonging. By dawn, the masks of caution are back on. The city resumes. But somewhere, someone is already planning the next one.
Somewhere, safety is being rehearsed. In another place, the bass is warming up.
True Clrs, a travelling party series launched by Adeola Kofoworade and Menab Tesfu, aims to bring the dance...
One of the more pressing topics of discussion amongst party-goers today is the curious question of why people...
One of the more pressing topics of discussion amongst party-goers today is the curious question of why people don’t dance at gatherings anymore. While partying, theoretically, includes other activities like talking to strangers, getting drinks, and conducting business, it is primarily geared towards dancing and living in the moment.
These days, however, there seems to be more emphasis on these other activities than actual partying. People are doom scrolling on the dancefloor or are more occupied with trying to take the perfect selfie. Enter: True Clrs, a travelling party series launched by Adeola Kofoworade and Menab Tesfu that aims to bring the dance back to the parties by centering on the richness of African sound and the communities that love it.
“We found that there were a lot of parties in Dallas that had cultures that didn’t encourage dancing or interaction between customers,” Kofoworade tells The NATIVE about the inspiration for True Clrs over a Google Meet conversation in July. “Seeing how parties were being thrown in L.A., New York and other places in Europe, we thought to bring that idea here to Texas.”
Since its inception in 2023, True Clrs has hosted over 15 editions of its travelling party series across cities in the United States. In addition to a dedicated real-life following that engages with their series, they have also cultivated a robust online presence thanks to their meticulous branding and active CRLS YouTube page that features various thrilling DJ sets.
Ahead of the latest Houston edition of True Clrs, which featured ODUMODUBLVCK and Sarz headlining the Global Sounds Stage and others like Native SOUND SYSTEM’s DJ Sholz, Lowkey Ade, and Khulumars on DJ duties, we caught up with Adeola Kofoworade to discuss how they’ve managed to position True Clrs as the go-to party series in Texas, what makes them unique, and what their long-term plans are.
What inspired True Clrs?
We originally started True Clrs about two years ago because we noticed that there was a space in Dallas that we could infiltrate. We found that there were a lot of parties in Dallas that had cultures that didn’t encourage dancing or interaction between customers. That’s something pretty notable down here in the South. In clubs, there are a lot of sections and no big dance floors, so people are stuck in their sections without really interacting with other people. Seeing how parties were being thrown in L.A., New York and other places in Europe, we thought to bring that idea here to Texas. At first, we started with Afrobeats and Amapiano-centred parties, but then we started branching out to other genres as well.
How have you been able to position True Clrs as one of the go-to diaspora-focused party series in the U.S, especially in Texas?
We try to be innovative. We always try to make every event better than the last one. So if you came to one of our events the previous month, we try to switch things up and make sure you have a better experience the next time you come. We do this by booking notable DJs from around the country and even around the world. We also started booking a lot more talents. Last year, we had Lancey Foux; we had Sholz, who brought ODUMODUBLVCK; and we also had Skyla Tyla. This year, we’re looking to do more of that so we can always give our audience a notable experience.
How do you balance catering to the African diaspora with appealing to a broader audience that might be unfamiliar with the music and experience?
There are a couple of ways we try to do this. First, since we have monthly events, we try to switch between different genres and vibes. So let’s say, one month we have an Afrobeats and Amapiano party, the next month we could switch to this concept that we call the R&B rave. In the R&B rave, we basically play all types of R&B music, whether it’s old, contemporary or alternative, and we curate a rave-like setting.
We also run this concept where we have like two or three stages playing different genres. We could have one stage playing Amapiano, the other R&B and the other more global sounds. I guess it just depends on the venue we use. But we’re able to offer different experiences even at the same party.
Are there any other unique elements that set the True Clrs experience apart from other nightlife events?
One of our main appeals is recording DJ content. I know DJ content has become saturated recently, but what separates us is that a lot of our content is very genuine. It’s not made up or staged. We get real-time reactions from people. A lot of the time, people don’t even know they’re being filmed. Our content makes us notable, and it’s helped push our brand forward.
Since you began True Clrs, how have you been able to cultivate a strong online presence as well as a thriving community in real life?
With our online presence, it’s really been our content that has helped put us out there. We’ve had a couple of reels or YouTube sets go viral, and that’s definitely helped our online presence. Also, just being the kind of people we are, we take our time when it comes to branding True Clrs. We get a lot of feedback from people regarding our content, and we take it into account moving forward. For our real-life community, my partner and I had already been heavily involved in the entertainment space and the African community here before we began True Clrs. So we got a lot of support when we first started, and we’ve just kept building from there.
What’s the long-term vision for True Clrs? Are there any plans to expand into other U.S. cities or even international markets?
Definitely. Last year, we had our first international event in Addis Ababa, Ethiopia. My partner was up there for a holiday, and we decided to throw an event there. In the future, we do plan to expand to other countries, whether in Africa or Europe. With our connections with talents like Lancey Foux, Skyla Tyla, we’re also looking to see if we can put together festivals. That’s what’s on the horizon for True Colors.
What would you say to someone who’s never been to a True Clrs party? What should they expect, and why should they come?
Our goal is community curation through music. So what I would tell someone who’s never been to a True Clrs party is they should come with an open mind. They should trust our DJs because they might hear songs they’ve never heard before and still be able to have a good time. Also, while we don’t force people to interact, we encourage people to interact and dance while listening to good DJs.
Louddaaa sees Nigeria’s distinctive sonic identity as a responsibility, something to preserve and carry...
The world first discovered Louddaaa's artistry on Ayra Starr's eponymous debut EP, where he produced three of...
The world first discovered Louddaaa’s artistry on Ayra Starr’s eponymous debut EP, where he produced three of the five tracks. “Away,” his first collaboration with Mavins Records, became Starr’s breakthrough, gaining over one million Spotify streams by April 2021 and establishing him as a force behind the boards.
His signature lies in the spaces between sounds: synths that drift like the morning mist of Lagos, percussion that falls with the gentle persistence of rain, and arrangements so delicate they seemed to float. On Starr’s debut album, ‘19 & Dangerous,’ Louddaaa’s evolution unfurled across five tracks: “Cast,” “Beggie Beggie,” “Lonely”, “Amin,” and “In Between.” By then, his work had blossomed, the beats becoming muscular without losing their supple grace, and the melodies flowing like liquid silk across each composition. Now, in 2025, the quiet kid from Lagos has found his voice.
Like many great artists, Louddaaa’s calling found him. Walking home from a church rehearsal at just eleven years old, he experienced what he describes as divine revelation. “God showed me that I was going to be a producer,” he says during our Google Meet conversation on a chilly Sunday afternoon in mid-July.
Born Kehinde Alabi, he grew up in Oshodi, Lagos, where he had his basic education. At age nine, his family moved to Ejigbo, the part of the city he would come to call home. A true Lagosian, he traces his ancestral roots back to Ekiti through his father and Osun through his mother. He’s one of three children—and a twin. Music wasn’t a profession in his household. As a child, he’d sneak out to church rehearsals to play, fearful of the punishment that might follow if his father found out.
At age 11, didn’t know what the term “music producer” meant. He simply knew that his destiny lay in creating music. The calling required preparation, and unknowingly, he had been getting ready for it since the age of seven. While his siblings attended children’s church, he would linger behind the drummer during services, soaking in the rhythms. Eventually, at nine, he took up the role himself, becoming one of the church drummers.
As he grew older, he added the keyboard to his repertoire, driven by instinct. “I’m the kind of person who likes to learn new things,” he explains, excitement audible in his voice. “Everything was just God preparing me for production.” It would take some time for the prophecy to come to pass because prophecies, even divine ones, require patience.
Louddaaa’s earliest musical influences came from home: his father played a lot of gospel, Apala, and Baba Ara, while his mother was a huge fan of Tope Alabi. Growing up, he gravitated toward artists like 2Face and Styl-Plus, D’Banj and Don Jazzy, who left a lasting impression on him. As a professional drummer throughout much of his young adulthood, he was exposed to a wide range of genres, learning to adapt his playing style for different artists and audiences.
In his first year at the Federal University of Technology, Akure, Louddaaa began telling anyone who would listen that he was a producer despite having never actually produced a single track. The universe, it seemed, was listening too. In his second year, tired of Louddaaa’s endless talk about production without action, a friend put a laptop in his hands. The gift came loaded with FL Studio, a software that would become his gateway to actualization.
That night marked the first of countless all-nighters spent hunched over glowing screens, crafting beats while his classmates slept. His hunger was insatiable. His makeshift production journey began when he salvaged a pair of old speakers from his dad and set them up in his school dorm. With nothing but earphones and those aging speakers, he started calling up friends who could sing, drafting them into his self-declared label. In 2016, he officially founded his record label, Tal Entertainment. Throughout his years in university, he visited local studios, absorbing knowledge through internships and observation.
Armed with an Industrial Design degree and an unfulfilled musical prophecy, Louddaaa graduated from school in 2017 into a world that had no immediate use for either. He found himself in Port Harcourt, interning as a sound engineer, still chasing the dream, just from a different angle. Then fate intervened. In 2019, he moved back to Lagos, and not long after, a friend forwarded him a job listing: Mavin Records was looking for a recording engineer. It wasn’t his dream of music production, but it was a door, and Louddaaa walked through it.
If you had told him then that he would one day craft hits for Ayra Starr, he would have laughed at the possibility. In 2020, he was simply the sound engineer who stayed late, making beats when no one was watching. He expected nothing in return. But the universe rewards persistence in mysterious ways. One evening, as Louddaaa lost himself in a rhythm that had been haunting him all day, footsteps echoed in the hallway. Don Jazzy paused at the door, drawn by the loop spilling from the speakers.
“Who owns this beat?” he asked.
“I’m just playing around with it,” Louddaaa replied, perhaps too casually for a moment that would reshape his entire trajectory.
Don Jazzy wanted Mavin Records’ newest signee, Ayra Starr, to try something over it. By the next day, she had, and history was quietly being written in that Mavin studio. His first collaboration with Ayra Starr never saw the light of day, but it did something else: everyone who heard it believed. “She started sending me ideas to help her make beats,” he recalls. At the time, he couldn’t fathom why.
This period of his life was Louddaaa at his most vulnerable: a producer who didn’t yet trust the title. No one had ever paid for his beats. His credentials consisted of a childhood prophecy and an ambitious university label. When the melody that would become “Away” first whispered through his headphones, he had no idea he was architecting his breakthrough. “I didn’t even know why Ayra wanted me to produce for her,” he admits, the bewilderment still fresh in his voice years later.
“Away”soared. It became number one on the charts, earning millions of streams locally and internationally, morphing into a cultural moment that transformed two careers simultaneously. For Ayra, it was stardom. For Louddaaa, it was validation on the grandest scale possible. The prophecy had flesh now, and the producer who once questioned his abilities finally understood what everyone else had already seen. “Away” was his creative genesis, not just the song that introduced him to the world, but the voice that said: You can do so much more. That voice has since become a roar, leading to collaborations with Afropop royalty including Davido, CKay, Simi, Ladipoe, and Lojay.
The origin of his name dates back to when he worked as a sound engineer at Mavin Records. Kenny (as he was called) preferred to keep his speakers at a modest volume, but the artists and managers around him wanted high volumes. “Kenny, turn it louder!” they’d urge, again and again. Louddaaa stuck, first as a joke, then as a brand. Now, a Louddaaa instrumental is instantly recognizable by his vocal tag and the emotional core running through the music. He calls his sound “soulful,” and it’s a quality that is traceable across his work.
But perhaps the producer’s most intriguing dimension is his growing intersection between music and film. “Film is my retirement plan,” he used to tell himself until a conversation with director Kemi Adetiba reframed that thinking. “She asked me, ‘Why make it your retirement plan when you can start now?’” The question stayed with him, especially since scoring films had been a long-held dream. So when director Afolabi Olalekan approached him to work on the score for ‘Freedom Way,’ it felt like destiny.
The score came naturally to Louddaaa, as Freedom Way draws from his own lived experience with police brutality. That personal resonance shaped the project’s emotional core. Since its completion, the film has premiered on prestigious international stages, including the Toronto International Film Festival (TIFF), the Red Sea International Film Festival in Saudi Arabia, and a screening in New York. On July 18, 2025, it finally made its debut in Nigerian cinemas and is now available for public viewing. For his work on ‘Freedom Way,’ Louddaaa earned a nomination for Best Score/Music at the 2025 AMVCAs.
Louddaaa is part of a compelling wave of Nigerian producers and artists expanding their creative reach beyond the charts, venturing into film scoring and sound design. This cross-pollination of talent has been brewing for years. Take Falz, for instance. Known for his genre-blending sound, he’s also made a name for himself onscreen. His breakout role in Jenifa’s Diary earned him an AMVCA in 2016, followed by appearances in hit films like Chief Daddy, Merry Men, and 10 Days in Sun City. Tiwa Savage joined this cross-medium movement in 2024 with her film debut, Water & Garri, named after her 2021 EP. The project served as a visual interpretation of the emotions and themes embedded in the music.
For Louddaaa, the pull toward film is rooted in a desire for deeper expression. “Music and film go hand in hand,” he explains. “That’s why we shoot music videos, we’re trying to tell a story, to express ourselves.”It’s this understanding that positions him not as a producer dabbling in film but as a storyteller expanding his canvas, recognizing that some emotions require more than three minutes and a hook to fully unfold.
Today, Louddaaa’s father speaks of his son with pride, often referring to him as “the big producer.” “My dad carries it on his head now, literally,” he says, half in awe, half amused.
A typical day in Louddaaa’s life includes hitting the gym, working on music, and reading self-help books. “My favorite book depends on the problem I’m trying to solve at the time,” he says. It was while trying to navigate one of those problems that he decided—on a whim—to create a few ideas for Davido. At the time, he didn’t even know the global superstar was working on a new album that would become ‘Five.’ He sent the ideas to Davido’s manager without overthinking it. To his surprise, Davido liked them. “Next thing I knew, David started following me on Instagram.”
Louddaaa went on to produce “Anything” and “10 Kilo” on the album, both tracks carrying the signature elements of a Louddaaa production: emotive, featherlight, and breezy. There comes a moment in an artist’s journey when the work begins to speak louder than the name, and Louddaaa was honing in on that moment.
Louddaaa sees Nigeria’s distinctive sonic identity as a responsibility, something to preserve, evolve, and carry forward through both music and cinema. “It’s a blessing that I’m able to contribute to the evolving nature of African music and film,” he says. The future he imagines reaches far beyond mere music scores. “I don’t plan to wait a long time before directing films,” he says with the same certainty that once made him claim the title producer long before the world agreed. It doesn’t sound like ambition; it sounds like purpose, stepping into his next chapter. That sense of purpose has become his anchor, transforming what might otherwise be an anxiety-laced career into a stress-free one.
“I don’t enter a session to make a number-one song,” he says. “I enter to tell a story.” That distinction defines everything he does. The charts might applaud his work, but his heart is tuned to something deeper. “I don’t know how long this moment will last, but I do know I want to contribute something. I want my work to touch someone’s life.”