Nigerian indigenous rapper, Chibuzor Nelson Azubuike, better known by his stage name Phyno, has opened up about why he chose to rap in his native Igbo language rather than English, despite initially starting his career with English lyrics.
In an interview on the latest episode of the ‘In My Opinion’ podcast, Phyno explained that while he began his musical journey influenced by Western artists, including the likes of Busta Rhymes, Jay-Z, Tupac, and The Notorious B.I.G., he ultimately felt a need to distinguish himself and offer something unique to the global audience. He recalled how growing up in a neighborhood shaped by highlife music played a crucial role in his artistic development and decision to embrace his cultural heritage.
Phyno shared, “Growing up, I listened to emcees that were very lyrical like Busta Rhymes, Jay-Z, Tupac, Biggie, and many others. I was exposed to a lot of Western influences in my music, and at one point, I was even rapping in English. But as I began to mature and understand my path more clearly, I realized I had to ask myself a very important question: ‘What am I going to sell to the world?’”
He continued, “If I go to the UK, for instance, am I going to sell them English? After all, they own the English language. But if I go to America, I can sell them Igbo because they don’t have that. The key is to offer something unique, something that isn’t already available in those spaces. You can’t go into someone else’s market and sell them something they already have. But if I offer something they don’t possess, then it becomes something special.”
Phyno emphasized how his environment and upbringing played a significant part in shaping his music style. He further explained how his cultural background, particularly growing up in a highlife-influenced community, shaped his decision to not only rap in Igbo but also incorporate his traditional roots into his entire persona. “I make sure to integrate all those influences into my music and art,” he said. “I’ve even started wearing Igbo traditional attire because it’s important to represent my culture and to look different. I want to stand out and embrace who I am.”
