'Love Nwantiti': How Nigerian singer CKay created a global hit

How does one take over the world from a studio in Lagos?

This is a question perhaps best posed to Nigerian singer/producer CKay, whose Love Nwantiti is one of the biggest songs in the world right now.

The song was recorded two years ago, and now has an all-time Nigerian record of 85 million views on YouTube.

The Afrobeat song hit millions of streams and sold downloads worldwide, opening up doors to lots of interest on several international collaborations and remixes for the singer.

Love Nwantiti is the most Shazamed song in the world, number 35 on the Billboard Hot 100, and number 3 on the UK singles chart, ahead of global superstars such as Drake and Billie Ellish.

Going by all these accolades, it's fairly easy to get caught up in the numbers, but CKay still maintains a grace of humility.

“I just express myself. It's not like I'm calculating anything. I'm literally just vibing, telling my story and giving my energy to the world,” CKay told OkayAfrica during a recent interview.

This sensual aspect of CKay's artistry is still being acknowledged as clips of the record are being used on TikTok and have surfaced all over the internet.

Love Nwantiti has organically gone viral on the platform, its breezy sound catching the ears of many, garnering over 3 million videos.

TikTokers use the song to feel cute and show their playful dance moves that have made it easier for the thousands joining the challenge each day.

“It's very emotional. I know the emotions I put into my music. So when it's out and I see the effects of those emotions on people, it's crazy to me because I literally see my emotions recreated. Yeah, it's afrobeats but very heavy on the emotions," he told the publication.

Streaming platforms and international record labels are just some of the investors making their way into West African hubs like Lagos and Accra, poaching young talents like CKay.