The rise and rise of Yo Maps

 

Yo Maps

Originally published in the Zambia Daily Mail 

By VICTOR KALALANDA

For any ardent follower of Zambian music, there appears to be enough reason to believe that celebrated Zambian artiste Yo Maps (real name, Elton Mulenga) is nothing short of extraordinary.

If he was average, as his detractors would desperately have us believe, he wouldn’t have lasted more than six months on the local music scene after releasing his smash hit song “Finally.” He would have disappeared like snow in the summer sun.

The unwritten rule in the music industry is that without a decent prior music catalogue, any artiste who happens upon instant fame is destined to become the infamous one-hit wonder.

In any cut-throat field of human endeavor, big doors don’t swing on small hinges. The roots must run deeper than outward appearances, or else nothing lasts.

For an artiste that keeps exceeding public expectations since rapturously coming to the notice of the nation in 2018, Yo Maps proves that not only had he labored hard and long in obscurity before his big break, but that he has talent that ought to be respected.

I have argued in a past column that Yo Maps’ rise in Zambia is important because it has symbolic meaning.

Before his advent, Zambian hip-hop music seemed to have gone mainstream and it appeared as though one had to rap to become famous. For this reason, the biggest names in the music industry were Slap Dee, Macky 2 and Chef 187.

The promising singer, Daev Zambia, tried to challenge the status quo notably as early as 2016 when he provided the hook on rapper Bobby East’s joint “Next To You.” Sadly, his mission was cut short by a nasty road accident in September 2020.

To appreciate the extent to which hip-hop music had become mainstream in Zambia, one must recognize the fact that as if to be noticed, gifted singers like Daev had to sing alongside rappers who had worked so hard over the years to secure their place in the sun of Zambian entertainment.

This arguably explains why Yo Maps, too, featured rapper Macky 2 on “Finally.”

But the argument is that not only was Yo Maps introduced by that hit, but the aggression with which he cemented his ascent shows that he re-ushered in the crooner’s voice, reminiscent of singers like B1, JK and Exile (Izrael), as the centerpiece of Zambian music.

Since 2018, what Yo Maps has proved is that mere singing in a song is still as fashionable today as it was in the past, and you don’t have to rap to be accepted.

In an entertainment industry where the vast majority of the audience is young and determines the patterns of trends, you have to be extremely hard working and determined to make such a statement. I should restate that this is the symbolic importance of Yo Maps’ presence in the music landscape.

While hip-hop music is still popular, I have also spiritedly argued in the past that Yo Maps remains relevant because he has, in effect, ended the careers of rappers like Chef 187, Slap Dee, Bobby East and Macky 2 himself. It is not an exaggeration if one considers that they also appear to be fans of his body of work. Not only has Yo Maps worked with most of them already, but it also appears that they must work harder than usual to cut through the Yo Maps sound which has become entertainment staple of Zambian homes, transport sector and bars themselves.

It is hardly disputable because now we have seen even more singers like Chile One “Fweba Ku Chaume,” Neo Slayer “24/7” and Towela Kaira “Manana” securing their share of the market. Yo Maps has given such talent hope.

In the recent past it also seemed that the controversy Yo Maps has encountered was enough to break him.

On the contrary, it has made him stronger. He has been denigrated for his marriage and love life, and lack of higher education. Few would rise beyond such trivia in a petty industry, and I don’t want to start calling names.

It’s as though Yo Maps gets recharged with such negativity. Amid the ebb and flow of criticism, he constantly dishes out beautiful and relatable music such as “Aweah,” “Location,” “Mr Romantic,” and “Tiliko.” This can only be the rise and rise of a superstar.

Yo Maps is also the most respected sound for those of us abroad in America when we are asked to play Zambian music.

Locally, by working with gospel artistes like Abel Chungu and singing in both Nyanja and Bemba, Yo Maps has tapped into a Christian audience and endeared himself to practically every corner of Zambia. No wonder evangelists like MMD leader Nevers Mumba express approval for the artiste’s work on social media.

As Yo Maps slowly makes inroads into the international market, any Zambian wants to be inspired by the grit and determination of such a unique Zambian story.

Yo Maps has also not stopped at just releasing hits. But he wishes to take Zambian music to its next level as a commercially viable career.

As he launches his album “Try Again” on May 27, he has resolved to fill up Heroes Stadium, perhaps the venue with the largest siting capacity in Zambia. This will separate him from the rest for many years to come, but it will also provide the fillip to creative talent that Zambia needs to see and experience.

With historic millions of views and streams on YouTube and other distribution channels like Boomplay, there is only one way to describe what’s happening: The rise and rise of Yo Maps.