By Olawunmi Ashafa
African singer, Singuilar, says language remains one of the biggest obstacles facing Francophone artistes seeking global recognition.
He noted that English and Spanish dominate the international music market.
Singuilar told the News Agency of Nigeria (NAN) on the sidelines of the just-concluded Heirs of Greatness Day in Casablanca, Morocco, unveiling ORUN X Designers.
ORUN X Designers is an initiative by African Currency Network and it focuses on strengthening Africa’s cultural and creative industries.
On the challenges of exporting African music, Singuilar explained that artistes who sing in French often struggle to connect beyond French-speaking audiences.
“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 French R&B singer from Congolese, who describes his work as deeply rooted in themes of love and story-telling, stressed that lyrics matter greatly in his creative process.
While acknowledging that rhythm and beats can transcend language, especially in dance or club music, Singuilar said his style leans more toward reflective listening.
“There is music for dancing, and there is music where you need to understand the message, when you’re resting, or driving, or really listening.
“That’s the kind of music I often make because I have many things to say,” he said.
Singuilar also commended ORUN as a platform that celebrates African creativity and heritage, describing it as a sustainable initiative that highlights the true value of handmade African work.
He likened African craftsmanship to true luxury, saying that originality and heritage, not global fashion labels, define real value.
“The real luxury is what is made by hand,” he said. “That’s why ORUN and my music move in the same direction, everything comes from the heart.”
Encouraging young creatives, Singuilar said ORUN belongs to all Africans and serves as a collective tool to project their work to the world.
The artiste added, “ORUN is fighting for us, to show that what we do has value.
“Young people should take advantage of this platform. Like social media, it’s a tool and the rest depends on how they use it.”
The artiste also confirmed plans to travel to Lagos for the AfriMap event, where he has been nominated, describing the recognition as a positive step for his career and African music at large.
Edited by Yetunde Fatungase
