And the Mother Land replied, “W*** T*** S*******!”

I’m not going to get into the details of what was said, but just know that when those censored words were uttered, Zambia found a new love: Eazron Njobvu.

Known more popularly as Mr. Eazi, the Nigerian hit-maker’s trip to Zambia in April stole the hearts of Zambians far and wide. Now, several months later, he is still widely adored across the country, and has developed a certain fondness to Zambia himself, which he avidly flaunts on social media. He recently returned to launch his #emPawaAfrica100 initiative, in which he is providing 10 emerging Zambian artists with a platform to showcase their talent, and with his endorsement, possibly take their careers to the next level.

But what is it that makes Mr. Eazi appeal to Zambians so much? Zambia has had plenty of international artists visiting in recent years, so why have we grown so attached to the “Happy Boy”?

I think I know a few reasons why…

#1: He immersed himself in Zambian culture

Mr Eazi 5

Mr. Eazi fully immersed himself in Zambian pop culture (yes it exists) and current affairs both before, during and after his first show in April. He gave a go at learning some local slang, made jokes relating to Zambians (that Iris Kaingu jab), and even changing his name on Twitter to “Eazron Njobvu”, mimicking a Zambian name, got him in our good books. He was excited to go to Zambia, and Zambia was ready to receive him with open arms.

So what happened when the prince entered his kingdom? Sparks flew:

If that doesn’t make you feel any FOMO, I don’t know what will. “Uncle Eazron” found creative ways to add value for his fans, and this is one of the major reasons we like him so much. We feel as though he is giving us more than what he is “supposed” to. It’s a concept I feel more Zambian entertainers and creatives should explore. Look at the results.

#2: He knows how to use his platform

Mr. Eazi is easily one of the biggest artists on the continent, and with that privilege comes tremendous access. Most artists would keep this access to themselves, or even share it, but not in the proportions that Eazi aspires to. His “emPawa” initiative looks to empower (see the wordplay) 100 young artists across the continent to “global success”. The #emPawa100Africa hashtag has done rounds on social media since it was announced, and though not everyone who has submitted will win, it definitely has increased exposure for young talent. I don’t know about you, but I’ve learned of at least two or more new Zambian artists because of the hashtag. I know creative people hate hearing this phrase, but in this case, it really is “good exposure”.

For Zambians specifically, Mr. Eazi touched our hearts when he joined in the mourning and call for justice for University of Zambia student, Vespers Shimuzhila, who died as a victim of police brutality. Uncle Eazron temporarily changed his name on Twitter to “UNZAMOURNS”, the hashtag that was used at the time of the incident, and expressed his sorrow and condolences about the incident. He also made it a point to personally visit the university himself:

Ladies and Gentlemen, this is a man who knows how to use his platform. Having achieved so much already, he still wants to give back and see others grow. Add on top of that signs compassion and empathy, he actively wants to connect with Zambians, something we feel we don’t get enough of from our local artists. In the day and age of social media, Mr. Eazi has this one down.

#3: He’s appreciative

Mr Eazi 3

Building on from the last point, Mr. Eazi has shown a oneness with Zambians, and I think what has drawn him so close to us is that we’ve been begging Zambian artists to do the same. The general consensus seems to be that we don’t get that kind of engagement from our own entertainers. He takes the time to reply to tweets, offer people opportunities, and he’s not too cool or too busy for a picture. This appreciation for his fans is why we’ve grown so attached to him. He’s kept it simple, and has found alignment between his personal brand and his marketing strategy.

Mr Eazi 4

No matter which way you look at it, Mr. Eazi is a Zambian entertainment hero, a title I’m sure even he would accept. There are plenty of notes local entertainers could take from his book. Will they? I don’t know.

One thing we do know for sure though: Zambia likes it Eazi.
-Guss.

All photos sourced from Dwayne Photography IG: @dwaynephotography

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