Rema Is Not My Cup of Tea, But He May Be Your Lil’ Bro’s Girlfriend’s Sugar

Somebody said Rema freestyles like he’s from America and drops singles like he’s from Ajegunle. People are wicked.

On the real though, what Don Jazzy is doing with this dude is genius yet simple. There are two principles at play here:

One: the rule of Tribes. To paraphrase Seth Godin, you build tribes when you find people who are passionate about something and give them an umbrella to unite them.

from the Instagram of Rema (Birth name: Divine Ikubor)

In other words, you can do something so wild and different and extreme that people will either absolutely hate it or absolutely love it. No need to play for the average. Those who love it will go to the end of the world to promote it and protect it and spend their $$$ on it.

Two: 1000 true fans. Not unrelated to the rule of Tribes. Kevin Kelly, after many years of trying stuff including cofounding one little magazine called Wired, discovered that a creative person can make enough money to live comfortably well if that person can grab for himself at least 1000 true fans. These fans will follow, protect and serve, and spend their money on the product from this artist, writer, fashion designer, whatever.

Now, what if your luck shines and you get 10,000 true fans? Now, what if it’s 1,000,000 true fans? How about 10,000,000? My sister, that’s how you become Star Wars or Fight Club. But the point is that just 1000 true fans will do. But remember, never play to the average tastes. Average tastes are just that—average. 

Anyway. Personally I don’t get Rema. His music is a mix of trap, afrobeat, and traditional Nigerian melodies, which should be awesome but I just don’t feel it. He seems to also like saying Spiderman a lot. Don’t get me wrong, I like Spiderman. However, when it comes to SpidermanSpidermanSpiderman, no, thank you. But that’s okay. Rema is not for me. But I see the girls screaming and fainting at his shows. Okay, maybe they’re not actually fainting… but they sound like they might faint.

Don’t get me wrong, I like Spiderman. However, when it comes to SpidermanSpidermanSpiderman, no, thank you. But that’s okay. Rema is not for me. But I see the girls screaming and fainting at his shows. Okay, maybe they’re not actually fainting… but they sound like they might faint.

Okay, you feel the idea. He’s got his Tribe and maybe as many as10,000 frenzied fans. And that’s enough for him to drop a freestyle LP that will print new cash for Don Jazzy (Mavin Records), D’Prince (Jonzing World), and Rema. And then he can keep flexing because what? As we now say in Lagos, Daz How Star Do. 😎😎😎😎🔥🔥

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