Chinedu Okoli, widely known as Flavour in the Nigerian music industry, has given a significant endorsement to Jamaican reggae legend Buju Banton’s critique of Afrobeats artists, who he describes as “lazy.” His voice carries weight in the industry, making his support of Banton’s views all the more noteworthy. In a recent appearance on the ‘In My Opinion’ podcast, Flavour expressed concerns that contemporary Afrobeats musicians often rely on repetitive beats and catchy hooks rather than investing in lyrical depth and musical innovation.
He passionately urged his peers to push beyond creative boundaries, to not settle for the status quo, and to elevate the quality of their music. His words are a call to action, inspiring artists to strive for excellence in their craft. Flavour supported Buju Banton’s assertion that Afrobeats lacks depth due to what he perceives as a lack of effort among artists.
He remarked, “I understand what Buju Banton is trying to say because today’s kids don’t want stress; they just want to vibe. Maybe Buju Banton is trying to awaken our spirit.” Flavour, whose music is deeply rooted in highlife—a genre distinct from Afrobeats, characterized by its use of traditional African instruments and its focus on storytelling—also criticized Western media for broadly categorizing all African music under the Afrobeats label.
He called for greater recognition and respect for the diverse range of African music genres..