Fifteen years ago, Flavour N’abania‘s second album, ‘Uplifted,’ dropped onto the music scene. This was a first showcase of his talent. With powerful vocals, masterful highlife production, and a deep connection to his cultural roots, ‘Uplifted’ solidified Flavour’s reputation as a gifted artist.

At the time of its release, ‘Uplifted’ smashed through borders and cultural divides, all thanks to Flavour’s deep commitment to celebrating his Nigerian roots, especially his Igbo heritage. This powerful connection to his culture has made him a major force, not just in Nigeria, particularly in the East, but also among the Igbo community dotted around the world.

The sheer success of Flavour’s cultural expression is highlighted by Spotify data from ‘Uplifted’ and his other tracks. Even though his songs are deeply rooted in his culture and often sung in Igbo, they’re getting massive plays all over the globe.

‘Uplifted’ itself has stayed a big deal on streaming platforms, with its standout tracks racking up some serious numbers. Among the most-streamed hits from the ‘Uplifted’ album are ‘Ashawo Remix,’ ‘Adamma,’ and ‘Oyi’. These tracks, along with other timeless fan favourites like ‘Time To Party,’ ‘Nwa Baby,’ and ‘Game Changer,’ have all contributed significantly to Flavour’s overall streaming success, proving their lasting appeal.

Reflecting on the album’s anniversary during an exclusive chat, Flavour revealed that for him, ‘Adamma’ truly captured the essence of Flavour from the’ Uplifted’ album era.”

Flavour’s music really does have a universal pull. His songs have appeared in over 2 million user-created playlists on Spotify, demonstrating the significant connection people have with and share his tunes. In the last three years, from 2022 to 2024, Flavour’s music has experienced a growth in streams, with a total global stream increase of 134% and a 573% increase across Sub-Saharan Africa.

While 51% of his total audience is in Nigeria, his influence stretches far and wide, with the USA, UK, Canada, South Africa, and France all among his top listening countries.

Leading Flavour’s listenership in Nigeria is a strong showing from Lagos, accounting for 38% of his Nigerian audience, while Abuja and Rivers State also follow closely, making up 22% and 16% respectively, together claiming 76% of his Nigerian audience. He also enjoys love in the east as two Eastern Nigerian cities, Enugu and Onitsha, break into his global top 10. Big international cities like Greater London, Johannesburg, and New York City feature prominently, too. This wide geographical spread shows how his music crosses all sorts of borders.

Flavour’s audience is diverse, with Gen Zs (18-24 year olds) as his biggest fans globally and across Sub-Saharan Africa. This strong youth appeal is vital for his long-term success. While his music celebrates women, men form the majority of his listeners globally (57%) and in Sub-Saharan Africa (63%).

Flavour’s strong link to his Igbo roots, seen in his music, has driven his global success, acting as a cultural bridge for Nigerian traditions. The ongoing popularity of ‘Uplifted’ and his other songs on streaming platforms proves that genuine cultural expression, mixed with great artistry, ensures lasting success today.