Mr Eazi has created a formula which
should be studied and applied in various
forms by labels looking to gather enough
buzz for a new project.
Mr Eazi’s new project “Life Is Eazi, Vol 1 –
Lagos to Accra” is out.
The 14-track project which is his first since he exploded in 2016, has all of the influences from Nigeria and Ghana, and is produced by a star array of producers drawn across the cities.
The project which has been made exclusive to Apple Music and iTunes for its first week and features inputs from producers and prominent artistes including Masterkraft, Legendury Beatz, Del B, Maleek Berry, D-tunes, Wizkid, Olamide, Medikal, Mugeez R2beez, E-Kelly and Falz.
The buzz is high, and as people get streaming we can’t but look at the art of rolling out the project. Mr Eazi, for all of his recent troubles, has perfected the art of rolling out the project. Everything he has done up to this point is a calculated sequential process to the big release.
In 2016, as he ascended to the throne as the new breakout star and smashed records, he had already began the project roll out. He had picked the date, and continued to announce it on Twitter Instagram and every other platform.
That’s the first step. Mr Eazi never missed an opportunity to explain to each and every one of his fans who came through with questions. He screamed about the project to the high heavens, and never spared a detail. If there was any problem, it was that he talked too much. All for the project.
Then came the next phase. Mr Eazi slowly let out the technical details and minutiae of the project. He slowly announced the identity of the producers who worked on the project, and how many songs they were responsible for.
Masterkraft, Medikal, Maleek Berry, Legendury Beatz, Del’B and many others were announced.
One per day, until that was done.
In-between he found trouble online with his infamous (or famous) tweet about the influence of Ghana on Nigerian pop sounds. And although, he was bashed, battered and attacked from all corners in Nigeria, he maintained his cool and apologized for all wrongs.
These apologies came in form of interviews, and at every stop, he announced his forthcoming EP. This was another PR win, crafted out of a bad situation.
Words and minutiae aside. Then came the
launch of a series of artworks. These artworks came in various colours and captured the essence of every song on the project. There were also promotional fan-made art which flooded everywhere and lingered in our consciousness. Building anticipation, one pixel at a time.
At this point, his Apple Music affiliation had
become strong. Ebro and Julie Adenuga worked up attention for the music and the project.
Pushing it in London and the US. Eazi moved to London and began work on recording new music. And on the eve of his release, he had an incisive interview with Julie Adenuga on Beats 1, Apple Music.
But the Nigerian front did not suffer. BRT buses in Lagos, and billboard spots created
advertising investment that highlighted the
album and gave calls to everyone to get a piece of Mr Eazi.
Today that project is out, and the music which feels surreal, is being bought and downloaded on Apple Music and iTunes, where it is hosted exclusively for a week. At the expiration of that duration, it will be distributed across every
The roll-out of the project was a series of steps which felt like an art. It was the culmination of a series of meetings and planning designed to give Eazi the perfect roll-out. In doing this, he has created a formula which should be studied and applied in various forms by labels looking to gather enough buzz for a new project.