In writing the history of the rise of street music in Nigeria, Idowest is definitely a name that will come up once or twice. The rapper who sought to revive Da Grin’s edgy delivery of indigenous bars might not be getting the coverage he craves but with the occasional release such as the just-released video for Ye Mama which now serves as quarterly reinforcement and the backing of Davido, there is a possibility of god status on the streets for him.
The Lucas Ried directed video is his first visual effort following the release of his 7-track debut EP, Mafia Culture Vol 1 released earlier in the year. In the video for the trap-inspired track, Idowest takes to the streets to visualize his emotional narrative, turning to his community as he dispenses bar after bar that resonates with the track’s bouncy bass-driven soundscape.
While the Ye Mama is not as acclaimed as his breakout hit Ji Masun, the essence and theme of the video which gives off menacing vibes places the track at the top of relevant lists.