ODUMODUBLVCK comes through with the release of his ambitious fifth studio album, INDUSTRY MACHINE, a 23-track LP that exhibits every facet of the rapper’s artistry. Released via Native Records, the project clocks in at over an hour of unrelenting energy, serving as a bold manifesto on the music industry’s machinations, personal triumphs, and cultural fusion. Executive produced by the artist himself alongside a cadre of elite beatmakers, INDUSTRY MACHINE builds on ODUMODUBLVCK’s signature Okporoko sound, characterized by chaotic, laden verses and experimental percussion, while expanding his sonic palette to encompass Afrobeats grooves, UK drill, and more. The expansive body of work cements the rapper’s status as a genre disruptor, bridging Nigerian streets with international stages through unfiltered lyricism and high-stakes collaborations.
At its essence, INDUSTRY MACHINE is a sonic indictment of the entertainment grind, where themes of self-mythologizing, social commentary, and unyielding ambition collide amid midtempo beats and viral-ready hooks. ODUMODUBLVCK’s gravelly delivery cuts through layers of trap-infused basslines and traditional agidigbo accents, creating a narrative arc that oscillates between vulnerability and bravado, from dissecting industry betrayals to celebrating hard-won success. The album’s production prowess shines in its genre-bending experiments, incorporating elements of highlife echoes and trap hi-hats that propel tracks into euphoric territory, all while maintaining a distinctive edge that feels weaponized and worldly. This evolution addresses past critiques of his delivery, refining the chaos into a cohesive force that demands replay, positioning the project as a pivotal evolution in Nigerian rap’s global ascent.
Standouts abound across the sprawling runtime, with UNAWARE featuring Pa Salieu delivering a gritty UK-Naija clash of melodic flows. At the same time, HALLELUJAH unites Jeriq, Phyno, and Tobe Nwigwe in a triumphant, gospel-tinged banger that pulses with communal resilience. PAY ME, the lead single with Zlatan and Stormzy, sets a combative tone with its sturdy verses and midtempo percussion, and deeper cuts like BABY REINDEER and BANZA BOY showcase solo prowess through playful yet incisive bars. High-profile features from Davido, Wizkid, Skepta, Seun Kuti, Nasty C, Tyla, and Portable infuse star power without overshadowing the core vision, turning select moments into cross-cultural explosions.
Critics hail it as an ambitious gamble that unites drill-rap ferocity with Afrobeats accessibility, praising its culture-shaping potential, even as some note the polarising edge of its chaotic verses. Available now on all major streaming platforms, the album invites listeners to engage with its authenticity and forward momentum, solidifying ODUMODUBLVCK’s trajectory as a cornerstone in African music.
Listen to INDUSTRY MACHINE here.
