In the fast-paced world of Afrobeats, where new hits emerge daily and the competition is relentless, staying relevant is a challenge even for the most talented artists. Skales, a pioneer in the genre, once enjoyed the spotlight with his 2014 smash hit, “Shake Body.”
The song, known for its infectious beat and dance-inducing rhythm, became a continental anthem, further solidifying his status as a top-tier afrobeats act at the time.
However, in recent years, Skales has not been buzzing like he once did. While he has consistently released music, none of his recent songs have managed to embody the cultural moment in the way “Shake Body” did.
But in an interesting turn of events, the song has found a new lease of life, trending globally, particularly on TikTok, where white folks and other content creators are enthusiastically dancing to it. This resurgence presents a golden opportunity for Skales to re-enter the mainstream conversation and reclaim his spot as an afrobeats heavyweight.
The Power of a Viral Moment
The digital age has rewritten the rules of music consumption. Songs that seemed to have faded into obscurity can suddenly resurface, thanks to social media algorithms and user-generated content.
We’ve seen this happen with other artists. CKay’s “Love Nwantiti” went from being a sleeper hit to a global sensation years after its initial release. Similarly, Oxlade’s “Ku Lo Sa” exploded due to a well-timed performance and social media engagement.
For Skales, the virality of “Shake Body” is a blessing in disguise. The key now is to seize this moment and use it as a springboard to revive his career. Here’s how he can do it:
1. Engage With the Trend
Skales should actively engage with the TikTok community driving the trend. He can start by reacting to viral videos, collaborating with influencers, and even initiating a #ShakeBodyChallenge with a unique twist.
By embracing the movement rather than letting it run its course without his involvement, he can generate even more traction for the song.
2. Drop a Remix or a Rework of the Song
A strategic remix featuring a currently buzzing artist could inject fresh energy into “Shake Body.” Imagine a version with Rema, Ayra Starr, or even a top international artist like Chris Brown who has shown interest in afrobeats.
This approach could reintroduce Skales to a younger audience while keeping the core essence of the original hit.
3. Collaborate With the Right Producers and Artists
Skales needs to channel this renewed interest into fresh music that resonates with today’s audience. A collaboration with producers who are in tone with the current sound trend could give him the kind of refined sound that dominates the charts today.
He should also consider working with artists who have mastered the fusion of afrobeats with global sounds, like Burna Boy, Rema, or Tems.
4. Capitalize on Streaming and Playlisting
With “Shake Body” gaining traction, Skales should ensure it gets prime placement on major streaming playlists like Spotify’s “Afro Hits” or Apple Music’s “Afrobeats Essentials.” Reaching out to curators and leveraging digital marketing can boost streaming numbers significantly.
5. Strategic PR and Media Engagement
This moment provides a perfect storyline for media engagement. Skales should actively grant interviews, tell the story of “Shake Body’s” revival, and discuss his plans moving forward. A strong PR campaign can help position him as an artist experiencing a career resurgence rather than just a one-hit wonder from the past.
6. Tap Into the Global Market
The international success of afrobeats is at an all-time high. Skales can consider international tours or appearances at major afrobeats festivals, where he can perform “Shake Body” live for new audiences who are just discovering the song.
Additionally, he should leverage platforms like COLORS, Tiny Desk, or Boiler Room for performances that showcase his artistry beyond just the viral hit.
Conclusion
Skales is at a crucial crossroads in his career, and the unexpected resurgence of “Shake Body” could be the catalyst he needs to reignite his musical journey. By strategically engaging with the trend, collaborating with the right people, and releasing new, compelling music, he can turn this moment into a long-term comeback.
In the ever-evolving world of afrobeats, relevance is not just about talent, it’s about knowing when and how to ride the wave. For Skales, the time is now.
