Gwo Gwo Gwo Ngwo: Social Media Revives Old Nigerian Songs, Creating New Waves of Nostalgia
Social media platforms like TikTok, Instagram Reels, and YouTube Shorts are playing a pivotal role in reviving old Nigerian songs, with the latest hit being Mike Ejeagha’s 1983 classic, “Ka Esi Le Onye Isi Oche (Gwo Gwo Gwo Ngwo).” This phenomenon underscores the enduring appeal of nostalgic music in contemporary digital culture.
The resurgence of these songs is largely driven by user-generated content. Influencers, content creators, and comedians have been instrumental in promoting both new and old music. Recent examples include Rema’s “Calm Down,” CKay’s “Love Nwantiti,” and WizKid’s “Essence,” which gained international acclaim partly due to their presence on these platforms.
Ejeagha’s track gained new life after comedian Brain Jotter featured it in a viral video posted on Instagram on July 5, 2024. The video has since garnered over 29.1 million views and 30,000 comments on Instagram, and 19.6 million views and 23,000 comments on TikTok. This viral moment has sparked a trend, with over 7,000 reels and 29,000 TikTok posts featuring the song in the past week.
Other Resurrected Hits
Mike Ejeagha is not alone in this resurgence. Other Nigerian songs that have recently enjoyed renewed popularity through social media include:
“Who Get That Thing Remix” by Dekumzy ft. Stormrex & Desperate Chicks (2016)
“Gentility” by Melvitto & Wande Coal (2019)
“Perfect Gentleman” by Sean Tizzle (2014)
“Egungun Be Careful” by Obesere (1998)
“Olori Oko” by Infinity (2013)
“Elewe Ukwu” by TJ (2009)
The Power of Nostalgia
The revival of these songs can be attributed to the nostalgia they evoke. These tracks are ingrained in the memories of many, having shaped the youth of today’s generation. Music editor Adeayo Adebiyi of Pulse Nigeria explains that old music creates an emotional connection that periodically resurfaces. “The trend is a result of people going back to rediscover music that shaped our past in a bid to create from it,” he said.
Motolani Alake, a Label & Marketing Manager at Virgin Music, suggests that the desire for fresh sounds drives this trend. “The mainstream Pop sound has expired. People need newness. The Afro-pop sound expires every five years and people need new stuff,” he noted. He believes that the repurposing of past music creates a sense of novelty.
Future Prospects
Sampson Malachy, co-founder of Maxtreme Inc, believes this trend will continue, with major labels likely to acquire old catalogs. Creative marketing consultant Tochi Louis views the phenomenon as organic and unpredictable. “It’s not what you sit down and plan. Right now, we don’t know the next song that will be picked up. But it’s mostly because of the song. It resonated with the people years ago, was heavily consumed then, and thus will most likely be consumed now,” he said.
As old Nigerian songs continue to find new audiences through the power of social media, it is clear that the past will remain an influential force in shaping the future of music.
