Speaking with the News Agency of Nigeria (NAN) on the sidelines of the recently concluded Heirs of Greatness Day in Casablanca, Morocco, the artiste shared insights into the structural barriers affecting the export of African music, particularly from French-speaking countries.
The event also featured the unveiling of ORUN X Designers, an initiative of the African Currency Network aimed at strengthening Africa’s cultural and creative industries by promoting indigenous craftsmanship and artistic expression.
According to Singuilar, artistes who perform primarily in French often find it difficult to connect with audiences beyond Francophone regions, largely because listeners may struggle to fully grasp the emotion and message embedded in the lyrics.
“Language is a real barrier. English and Spanish are more international. If people don’t understand what I’m saying, it becomes difficult for them to fully feel the emotion and message behind my music,” he said.
The singer, who describes his sound as deeply rooted in love, storytelling and emotional depth, explained that lyrics play a central role in his creative process. While acknowledging that rhythm and beats can cut across linguistic boundaries—especially in dance or club music—he noted that his style is geared more toward reflective and intentional listening.
“There is music for dancing, and there is music where you need to understand the message—when you’re resting, driving, or really listening. That’s the kind of music I often make because I have many things to say,” he said.
Singuilar also praised the ORUN initiative for its focus on celebrating African creativity and heritage, describing it as a sustainable platform that recognises the true value of handmade African products. He likened African craftsmanship to genuine luxury, arguing that originality and heritage, rather than global fashion labels, define real worth.
“The real luxury is what is made by hand. That’s why ORUN and my music move in the same direction—everything comes from the heart,” he said.
Encouraging young African creatives, the artiste described ORUN as a collective platform owned by Africans and designed to project their work to the global stage. He stressed that the initiative serves as a tool, much like social media, whose impact depends on how effectively it is utilised.
“ORUN is fighting for us, to show that what we do has value. Young people should take advantage of this platform. It belongs to all of us,” he added.
Singuilar also confirmed plans to visit Lagos for the upcoming AfriMap event, where he has received a nomination. He described the recognition as a positive milestone for his career and a broader win for African music on the global scene.