The collaboration between the Association of Advertising Agencies of Nigeria (AAAN) and renowned musician Cobhams Asuquo in their latest release, ‘Naija No Dey Carry Last,’ is an inspiring reminder that Nigerians indeed have much to be proud of.
From the streaks of achievement in music, film, sports, and other facets of life, AAAN and Cobhams Asuquo speak to us about the things we’ve accomplished together, how far we’ve come as a nation, and gently remind us that if we could achieve all that against all odds, we can do even more if we believe.
When Cobhams Asuquo’s soulful voice proclaims, “We are everything we are. We have come very far. Naija No Dey Carry Last,” it’s not from a place of mere rhetoric, but an honest truth that only self-acknowledgment can boost our morale to reach for greater heights.
However, as Nigeria celebrated 63 years of independence on October 1, 2023, can we, as Nigerians, find any reason to celebrate?
In the music industry, in just a decade, Nigerian musicians have exported the rich African sounds to the world and have become highly sought after by international artists for collaboration, securing endorsements from well-established reputable brands. Through the efforts of songwriters, DJs, music directors, dancers, musicians, record labels, and industry experts, the Nigerian music industry has become one of the largest in the world with an estimated revenue of $2 billion.
The deliberate efforts of Nigerian music stars to put Nigeria on the global map and redefine the stereotypes that have tarnished the country’s image through their craft is what Cobhams Asuquo celebrated when he light-heartedly quipped, “We have Jollof, the foreigners have pasta, but we leave it for them because we have superstars like Burna, Wiz, and Davido.”
Released on October 1, 2023, ‘Naija No Dey Carry Last’ is not merely a song; it is an anthem of resilience and unity, with the primary aim of inspiring young people. The lyrics of the song subtly and repeatedly echo ‘This is your country, so you have to believe in the Nigerian dream.’
The song, produced by X3M Music and MAD Solutions LLC, celebrates Nigeria’s achievements, highlighting its position as a leader in music and film on the African continent. Steve Babaeko, President of the AAAN, believes that recognizing these feats that the country has achieved could be the driving force for citizens to help Nigeria propel to greater heights despite governmental shortcomings.
“At a time when Nigeria faces what appear to be insurmountable challenges, it is essential for us to recognize and reflect on our achievements in various fields as Nigerians. In music and film, Nigeria has consistently set the pace for the African continent. Only by acknowledging how far we’ve come in music and other sectors can we find the motivation to believe that, together, we can accomplish even more,” he said.
The constant and reassuring repetition of ‘Naija No Dey Carry Last’ speaks volumes to the millions of Nigerians who are defying stereotypes and shattering glass ceilings across the country and abroad, even in the face of obstacles.