Dagrin’s influence remains palpable, even over a decade after his demise. His raw, unfiltered musical energy still echoes on the streets, emanating from speakers, cars, and clubs. His 2009 hit, Pon Pon Pon, was more than just a song; it was a groundbreaking force that redefined Nigerian music.
Recently, the world finally caught up to what Nigerians have known for years. The GRAMMY officially named Pon Pon Pon one of the ten most important songs that shaped Afrobeats, the only rap song in the list. It was a massive moment of validation for the man who gave a voice to the streets.
But who was this pioneer, and how is his fire still burning so brightly today?
The Chief Executive Omo Ita
Before Dagrin, rapping in Yoruba was mostly on the sidelines. Oladapo Olaitan Olaonipekun, a.k.a. Dagrin grabbed it, dusted it off, and placed it on the throne. With his groundbreaking album C.E.O. (Chief Executive Omo ita), he painted a vivid picture of life on the streets, the hustle, the ambition, the struggles, and the swags in Yoruba language. He wasn’t just using local language to rap, he was speaking the truth in a way no one had dared to before.
He mixed Yoruba with Pidgin and sharp, street-smart rhymes, creating a sound that was undeniably Nigerian and universally hip-hop. He made it cool to be local, giving a sense of pride and dignity to the “omo ita”-the child of the street.
Tragically, his journey was cut short in a car crash in 2010, at just 25 years old. But legends never truly die.
The Blueprint for a Generation
Before the rise of artists like Olamide, Reminisce, Seriki, CDQ among others, who have become household and global names in Yoruba rap, there was this one man who laid the groundwork for their success: Dagrin. His influence wasn’t merely a suggestion; it was a blueprint. He wasn’t just another artist; he was a pioneer who single-handedly kicked down the industry doors, proving that authenticity and staying true to one’s roots could be a direct path to superstardom. Dagrin’s raw, unadulterated lyrical prowess, delivered in his native Yoruba, resonated deeply with a generation starved for genuine representation in mainstream music. He showed aspiring artists that they didn’t need to dilute their identity to gain acceptance; instead, their unique cultural voice could be their greatest asset.
The DNA of Pon Pon Pon can still be heard in the modern hits of street-hop artists like Zlatan, Portable among others. It remains the prototype for raw, authentic Nigerian rap. Dagrin laid the foundation, and a new generation is still building on it.
Keeping the Legacy Alive
For years after his passing, a quiet battle was being fought for his legacy. While his music was everywhere, the profits weren’t always going to the right place. That’s where a company called Digital Music Commerce and Exchange Limited (DMCE) led by Olayinka Ezekiel, stepped in to become the guardians of his work. DMCE is a full-service company offering catalog administration, IP valuation, acquisition, and rights management. They also function as a copyright clearinghouse for businesses that use music for commercial purposes.
Their mission was simple but crucial:
- Get it back: They hunted down his entire music catalog from unofficial distributors and brought it all under one roof.
- Protect it: They fought against piracy to ensure no one could illegally profit from his name.
- Make it count: They secured a major publishing deal with Sony Music, ensuring Dagrin’s family and estate finally earn what they rightfully deserve from his genius, both in Nigeria and across the globe.
They are also helping new artists connect with his sound. A recent “Legends Sampling Camp” in partnership with Sony Music Publishing Nigeria allowed young creators to legally and creatively reimagine Dagrin’s classics, proving that his sound is timeless. This initiative saw modern artists reimagine and sample iconic works from legends like Dagrin, K1 De Ultimate, King Dr. Saheed Osupa and the Late Chief Dr. Sikiru Ayinde Barrister (MFR), who are all well represented by DMCE, proving that his sound is not just a memory but a living, breathing source of inspiration for the next generation of Afrobeats stars.
Dagrin is more than just a memory in a playlist. He’s a movement. He proved that authenticity resonates louder than hype and that truth, no matter how gritty, is beautiful. He gave the streets a microphone, and thanks to the tireless work of his family and partners like DMCE, we can all still hear and enjoy the echo.
The street will never forget, because Dagrin’s voice is forever woven into the sound of the street.
