By Rita Okoye
Nigerian artiste and creative architect, Prince Helloweens, is preparing to challenge the culture of silence with his upcoming single, “London.”
Set for release under his own label, Helloweens Music Records, and parent company, Destinations Flag Entertainment, the track is positioned as a global hip-hop anthem that confronts some of the African music industry’s most persistent blind spots, migration trauma, identity crisis within the Diaspora, and the illusion of escape sold to many young Africans.
“The industry has developed a quiet allergy to accountability. If your voice travels far but never lands at home, you’re not saying it right,” he said.
Rather than offering political sloganeering, “London” weaves its critique through vivid storytelling and cultural provocation. It speaks to the two-sided bind manyAfrican creatives face: risk obscurity by speaking truth, or chase virality and lose authenticity. The artiste hopes the track will prove that depth can still carry commercial weight.
Beyond the music, Helloweens is intent on reshaping how African voices reach global audiences. His ventures are fully African-owned and tech-integrated, sidestepping the foreign filters that often dictate visibility for artistes on the continent.
In an industry where mimicry often outweighs meaning, “London” aims to offer more than entertainment; it’s a call for intentionality in Africa’s cultural exports and a blueprint for music that moves, builds, and critiques simultaneously.
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