While everyone believes Afrogospel is for Gen Zs, Itty Okim believes there will come a time when everyone, including older generations, will love Afro-gospel songs. Check out Itty’s interview with AGM and discover so new names for your playlist.
AGM: Please introduce yourself.Â
Itty: I’m Itohowo Okim, but people call me Itty, and I like it. I work PR in the entertainment scene, run the most streamed relationship podcast in Nigeria, Bae Gist, and am the Managing Editor of DigiMillennials – a Canadian media platform. I really care about African music, and I care about Jesus too, so the Afro-gospel subculture is one of my favourite ones.
AGM: What do you think about Afro-gospel culture in Nigeria?Â
Itty: So, I think Afro Gospel in Nigeria is very much in its growth phase. Yeah, because Afro-Gospel probably started in like 2010 – 2013, an it only started becoming very popular in 2019. So yeah, it’s in its early stage, and it’s definitely going to get bigger. And the Afro gospel singers are doing great work right now, and the culture is expanding.
AGM: Based on our interactions with people, we realized that younger people vibe a lot better with Afro-gospel artists compared to older folks. Do you think there is a way Afro-gospel can expand its reach to older audiences?
Itty: Well, as regards expanding the reach to the older audience, I think it’s something that just happens naturally. As the older demography begins to leave the Earth. The people who are the young guys right now will be the older ones in 20-30 years. And they will still be listening to Afro-gospel. What I mean is what the people who are the older ones right now used to listen to; that’s what is popular music right now.Â
When they phase out, what the younger people right now are listening to is what is going to be the popular music. So I think the the culture, because of its upbeat nature, because of the nature of the sound it might not get to the older people right now. But with time, it becomes popular music. That’s my ideology.Â
AGM: There has also been another debate that Afrogospel songs are not so godly because they mostly use ampiano beat, which has been majorly used by secular artist. What is your opinion about this?
Itty: So, you see, this thing is music. It’s music. I could decide to use a beat for ‘Good morning, Jesus. Good morning, Lord.’ I could decide to use that melody to sing about a girl. I could decide to use that melody for another worship song, I could also use the melody to sing about money. And the reason is the melody is not limited. In the same way. I could decide to use the melody of a secular song to sing about God. So, melody is never the problem. Never ever had a problem. I could take a Naira Marley beat and sing about God. The problem has never been with the melody. So, the reason Christians don’t listen to secular music is never because of the melody of the music. These melodies are great, if we are being honest. It is because the lyrics are dirty. And if I get soap and wash them clean, then I don’t think I have a problem with it.
AGM: As a Christian, do you consider Afro-gospel as a means to preach the gospel? Please state your reason for your answer.Â
Itty: Oh, yes, very much. So. The reason is because any gospel song is probably an venue to preach the gospel. And Afro gospel is not left out.Â
AGM: Who is one Afro-gospel artist you would like to meet in Nigeria?
Itty: One Afro-Gospel artist I would like to meet? honestly, I think I’ve met all of them. Already.Â
AGM: Do you have any Afrogospel go-to playlist? If yes, please mention your five favorite songs. Why do you love them?
Itty: I have favorite gospel songs. Yes, yes, I have favorite Afro-gospel songs. Number one on that list. ‘Is Dive’ by Marizu. It is like my favorite song ever. Then, my number two will be ‘Blow My Mind’ by Limoblaze, every single version of ‘Blow My Mind’ because he has a remix EP of the song. There are like five songs, and I love every single one of them. Number three would be ‘Irregular’ by Gill Joe. I love that song. Very much. Number four will be ‘Elijah Level’ by Gaise Baba and Izee Smith because I am really a fan of anything that Izee Smith. The number five will be, ‘I Think You Are Beautiful’ by Tobi Toun
About Itty
Itty Okim is a writer living in Lagos. While Itty wears multiple hats – as a journalist, PR consultant and essayist – he is first and foremost a storyteller. With his work, Itty aims to tell resplendent stories about African music, urban socio-culture on the continent and the lucid abilities of the generation Z. As a PR consultant, he works with brands to help them get the public perception needed for increased patronage per time by delivering insightful and human-focused strategy for the brands he works with and campaigns he works on.
He is a co-host of Baegist, Nigeria’s number one relationship podcast that focuses on gen Z relationships and the unanswered questions surrounding them. Itty also occupies the office of Managing Editor at DigiMillennials, a news/media outfit that portrays African pop culture to the diaspora through the lens of an average millennial.
In the simplest of words, Itty deals in stories. He tells them, helps people understand the ‘why’ behind them, and presents them in the best of formats. It doesn’t matter if it’s writing about popular culture for his blog, Pop Culture Intelligence, or documenting the biggest protest in Nigeria’s recent history for Y! Africa, or hosting interviews. So long as it’s about telling a story, Itty Okim has his way around it. His writing has appeared on leading culture platforms in the continent including OkayAfrica, Nataal, GRM Daily, Bounce Radio, Bella Naija, Audiomack, DJ Booth, Culture Custodian and Y! Africa. Itty also happens to be a voice in the journaling of Christian Afrobeats and the lifestyle of its creators on Rapzilla, aStep FWD UK and other top local and international faith-based platforms.
In 2019, Itty began a weekly newsletter on joy, productivity, mental health and happiness called ‘Behind The Specs’ which is published every Saturday and has features by incredible guest contributors. Itty has authored two e-Books including ‘Bijou: The Memoir’ in which he addressed the struggles of regular African teenagers and how he was able to thrive through them. ‘Bijou’ is available on all major digital bookstores and has been read by over a thousand young people in Africa.
