Charting a unique course to global stardom, Nigerian artist ODUMODUBLVCK has become an unlikely powerhouse, building a movement from the capital city of Abuja rather than the traditional music hub of Lagos. In a wide-ranging interview on GRM Daily, the artist attributes his success to a potent combination of spiritual grounding, calculated career modeling, and intense hard work, all while defying conventional industry wisdom.
GRM Daily hosted the candid conversation where ODUMODUBLVCK shared that his breakthrough from Abuja, which he describes as "so calm," was like when Greece won the Euros—he was "not meant to make it brother". Lagos is widely seen as the "hub of music" where artists are told they must reside to succeed, yet ODUMODUBLVCK "literally did my stuff from Abuja" and did everything he was told not to do, against all odds. This accomplishment means "the whole world" to him and inspires immense pride from the people of Abuja.
A fundamental architect of his career vision is UK grime legend Skepta, whom ODUMODUBLVCK names as one of his "biggest inspirations for sure 100%". He modeled his career so closely on Skepta’s blueprint that he states, "If not for Skeptor I would not be here". He realized, for instance, that without money for expensive clothes and chains, he could adopt Skepta's aesthetic hack: a nice track pants, a white t-shirt, and canvas shoes could still make him "look cool" and able to "mash up the show".
ODUMODUBLVCK studied Skepta’s strategy, interpreting the UK artist’s message that once you get on TV, "stay on TV" and "do shit that pop stars are doing". This means refusing to be "stuck in your ways," exploring other values and cultures, and exposing yourself to the world if you want the world to feel you. He also embraced Skepta's challenge to other artists: "it's not my fault that they cannot make a song for the stage show road man and the radio at the same time". ODUMODUBLVCK aims to make music that can be played on the radio, enjoyed on stage, and "the road man can feel it at the same time". Skepta, whom he calls the "OG," modernized the culture, making hip-hop and grime feel cool so that "Girls can like it too". The influence is so profound that ODUMODUBLVCK describes Skepta as "scattering you" because he is "too cold".
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Despite the competitive environment in Nigeria, which includes a "Big Seven" of powerhouses, ODUMODUBLVCK believes their acceptance of him comes down to "God's grace". He maintains he will "never ever said 'Oh the mood I'm the best in this or best in that'" because "everything comes from God". He warns that the moment God "shuts the tap," an artist's success is done, as it was never truly them. He claims that both his previous hit album, Isoku, and his upcoming project, Industry Machine, were "given to me by Jesus' father God himself".
The concept of the "Machine" is central to his brand, representing a "Christlike" family tree pattern. He asserts, "I am the machine and I'm coming with the industry machine the album". He views collaborators and supporters, like the interviewer and the platform provided by GRM Daily, as crucial "industry machines" because without them, the entertainment business would lack an outlet for artists. The new album, Industry Machine, is set to feature intense "machines" from the industry, including Skepta and Stormzy, as well as "Gigs the machine". His global expansion is evident with features from Cashco Bane, "the international machine" and "New York machine," and South American artist Justin Killers.
The artist is also a fervent football fan, recalling eight players from Manchester United's treble-winning team. He sees football as a powerful uniting force that makes the "richest man in the world and the poorest man in the world come together". His goal in music is to mirror this power: "You will be the source of unity that uniting force".
His life is anchored by his girlfriend, whom he describes as his "everything" and a gift from God. He met her "before I had money". His strong spiritual discipline is evident in his commitment to being a "better version of themselves", even learning from the Bible to "lower his gaze" in the presence of beautiful women, emphasizing that nobody is "holier than thou".
ODUMODUBLVCK's journey, from defying the Lagos music prerequisite to modeling his career on a UK icon, underscores a successful formula driven by hard work and a commitment to unity. He is set to celebrate the release of Industry Machine back home in Abuja, ensuring the people who rode with him from day one "feel how it is".
