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Toby Shang: Igniting the Afrohype Revolution
18 Oct
Summary
- Hypemen use high-octane vocals and sounds over popular beats.
- Afrohype’s roots trace back to West and Central African musical traditions.
- Hypemen can now earn significant amounts for performances, becoming a career.
The energetic style of emceeing known as Afrohype, or lamba, has rapidly gained popularity for its unique ability to engage crowds. This genre is characterized by high-octane, ad-libbed vocals and onomatopoeic sounds performed over fresh beats or familiar instrumentals.
The rise of Toby Shang, who began his journey during his university days at the University of Lagos, exemplifies the growth of this sub-genre. His hit song 'Shedibalabala' propelled him to fame, and he is now considered a pioneer of Afrohype, having hosted his own events and masterclasses.
Afrohype's distinct sound builds upon centuries-old Black musical traditions, including West African praise-singing and the call-and-response styles found in griots and negro spirituals. Its more direct precursors include the 1980s 'atalaku' tradition from Kinshasa and the Côte d'Ivoire 'coupé-décalé' music scene.
This evolving genre is now a prominent feature in various celebrations, from weddings to corporate parties. Previously criticized, hypemen are now establishing Afrohype as a recognized and financially rewarding full-time career, with some reportedly earning between 5m and 8m naira for performances.
Despite some criticisms regarding noise levels or lifestyle encouragement, hypemen are increasingly vital to the entertainment landscape. They are credited with encouraging dancing and a sense of release, helping people connect with a more joyful, childlike spirit amidst life's challenges.
