Review: Ric Hassani’s new song “Thunder Fire You”
Ric Hassani’s new song “Thunder Fire You” should, by rights be Nigeria’s national anthem. It conveys in its words the true sentiment many Nigerians currently carry as they survey the rack and ruin that was once a beloved land. Thunder fire everything and everybody mehn.
But, a few days after release, Hassani tweeted that the National Broadcasting Commission had banned the song and were fining any radio stations found playing it. Now, that sounds about right for a Government parastatal – majoring in the minor and minoring in the major – but rules are rules, I guess. If Cardi B can’t sing about her wet and gushy on the airwaves, then I guess Mr. Hassani cannot swear for his ex-girlfriend either, regardless of how elegantly he phrases it.
The problem here, is not the banning. The NBC has been charged with preserving the moral fibre of the country, and ensuring that the content it permits is wholesome and positive. If they feel that this song does not conform to the standards that they have been charged with, then banning it is well within their purview. Certainly, this writer lacks the time and the inclination to explain the futility of this action to the organisation.
The challenge for the NBC is in governing bodies that are committed to stifling a young, vibrant, resourceful youth population using archaic, outmoded means.
Banning airplay of a song in an age where there is unrestricted, digital distribution may somewhat affect transmission, but will only serve to make the song more popular in the long-term. Stolen waters are sweet and the Nigerian youth – with smartphones, caller ringtones, and MP3 downloads at their disposal – will flock to see what the fuss is about. Or at least they should, if Hassani’s team has any digital marketing savvy.
Social media has completely democratised listener power and undermined airwave authority. Ric Hassani’s smooth, grown timbre-matched with his Marvin Gaye persona seems to be carefully tailored to a young, discerning ear. The type of ear that favours Asa, Brymo, and Drille. An ear that likes coffee shops and thought-provoking podcasts, but also likes the occasional gbas gbos of Naija Twitter. An ear that possesses a smartphone and enough data preserved for the little pleasures in life, such as the sublime sounds of cussing out your ex. And their friends.
The marketing could be inspired. Campaigns such as ‘Thunder Fire You’ TikTok challenges. Stories of relationship heartbreaks and treachery. Thunder Fire all his male friends who called you “Our wife”, knowing there were at least three of you on the roster. Thunder Fire all her female friends who promised you they would talk sense into her head, all the while knowing your girl had gone to Abuja for the weekend to see that one “Uncle” she told you about. Or perhaps Hassani could even go on radio to talk about a song that was banned from airplay – and then telling the listeners where they can download the song. Slip some coins to social media influencers, links in bios, trends, tweets and more.
This could be a sweeping steal for the crooner, and I think he knows it, if his recent social media activities are anything to go by.
Of course, there’s always the chance that the government will do what they typically do when they are outsmarted by a wilier adversary and find some other way to punish young people for another victory against obsoletism.
But this is Nigeria. We move. Thunder fire everybody. And their friends.
Lastly, stay up to date with all you need to know about African music at SOA, right here.
Rachel Onamusi is the founder of VN Sync, a full-service digital agency with expertise in all aspects of digital media, with a special focus on strategy development, implementation and facilitation. Her projects have ranged from marketing consulting, market research, corporate & personal brand management, product & campaign launch, media & publicity strategy development and management, to technology training and certification platforms’ management. An accomplished digital media strategist and growth facilitator for major corporate global brands, Ms Onamusi’s extensive experience spans three continents and covers both the private and public sector.
