Key facts
- Hypemen use energetic ad-libs and onomatopoeic sounds over beats, often eliciting monetary donations from patrons.
- Toby Shang, a pioneer of the 'Afrohype' sub-genre, hosts a 'School of Hype' masterclass.
- Performers can reportedly earn 5-8 million naira (£2,844–4,550) for a 30-minute to one-hour performance.
Hypemen and women are redefining the Afrobeats music landscape with energetic performances characterized by ad-libbed vocals and onomatopoeic sounds. Toby Shang, a prominent figure in this emerging 'Afrohype' or 'lamba' sub-genre, has leveraged his captivating stage presence, honed since his university days, into a successful career. His hit song 'Shedibalabala' and subsequent EPs and masterclasses have established him as a pioneer. The art of hyping, with roots in West and Central African traditions like praise-singing and call-and-response, has evolved into a significant part of modern African entertainment. Performers like Lady Ponce, known for her high energy, and others such as Deborah 'Hype Queen Baddy' Francis and Melody 'M.I.A' Adigo, are making their mark. The tradition also draws parallels with historical practices like the Congolese 'atalaku' and the influence of artists like Koffi Olomide and Awilo Longomba. As Afrobeats gains global recognition, Afrohype is increasingly viewed as a viable career path. Promoters are turning to hypemen, who can command substantial fees for their performances, especially as booking established artists becomes more costly. While some critics view the practice as a nuisance, hypemen are credited with revitalizing the energy at events and encouraging participation on the dancefloor.