Cashlino –
“Freedom” 
Before the emergence of Rema on the music scene, everyone seemed to have an original sound.
But since 2019, it’s like every new artist’s goal is to sound like Rema.
You can say Rema doesn’t own the sound, and you’d be right. It’s true, that fresh sound that has now become synonymous to Mavin Record-affiliated singer, Rema, started long ago actually.
Artists have always had a knack for sounds that are ‘spiritual’ and this involves chanting nonsensical lyrics, and using very contagious instrumentals.
More than five years ago, people like Tekno came on the scene, they changed the tempo. Not long after, Mr Eazi dominated. And from there the sound started taking shape.
Perhaps the most perfect version of that sound before Rema was from Dice Ailes, a Chocolate City artist that just went under the radar. Then Rema happened.
Rema
The kid was signed by Don Jazzy‘s brother, D’Prince to his record label, Jonzing World in 2019 after he was discovered on Instagram.
After signing him, Don Jazzy took care of grooming him and pushing him for the world to see.
By the time he was ready to introduce the industry to Rema, an EP was already ready, so they put that out to test the waters. People loved the sound instantly, and the project was a success.
Then, he started doing a lot of singles and freestyles to keep the fans excited. The fans were indeed excited to have something so fresh and new, for the first time in a while.
Something different from the normal afro-pop sound that has been around for so long.
Rema did the job perfectly. He did the “Bad Commando” EP, and months after, everyone was sounding like him.
Ruger
In comes Ruger, another artist D’Prince signed. He also has that fresh sound, he knows how to ride an afro beat, and can do even better chants than Rema. Some people think he’s an improvement on Rema.
Well, either he’s an improvement or not is irrelevant. What is relevant though, is the question of strategy? As a strategy, is it okay to clone Rema in this manner? Moreso by an artist on the same label as him?
The effectiveness of that strategy can only be determined by one thing though, either people like Ruger or whether they prefer him to Rema or not?
Over to you.
