Sevo Nchifor’s Oh My Baby honours happy endings

Produced by Big Dre, the percussive Afropop record – a little over three minutes long and complete with a memorable melody and hook – enkindles love and happy endings. Hardly a surprise there, as Afropop is often preoccupied with matters of the heart.

Though still burgeoning, Nchifor’s catalogue already stocks multiple songs catering to the themes of love and positivity. Indeed, of his 2019 debut ‘Die For U’, the singer said: “I always recommend listening and dancing to music when prescribing medications to my patients and this combination has always worked magic,” adding, “this is the sole reason I decided to become a singer so I can practise medicine and music together.”

‘Oh My Baby’ finds its personas immersed in phrases that habitually show up in vows recited at a wedding. Nchifor tells Music In Africa that he hopes for the song to motivate people contemplating marriage. “I want people to feel free to adore their partners in public without hiding anything. True love should be professed openly.”

“People should not hide their feelings,” he added. “As a medical doctor, I feel it’s my responsibility to educate my fans.”

It's subject matter aside, ‘Oh My Baby’ is as much music for your dancing feet, exposing the other side of African pop: It is possible for heartfelt lyrics and peppy rhythm to coexist on the same song.

The accompanying Adah Akenji-directed video for ‘Oh My Baby’ is a joyful explosion of colour and spirited gyration, complementing the song's general mood of hope and excitement.

As the global appetite for Afropop continues to expand, promising acts like Nchifor will be hoping to make the argument that there's more where Davido and the Yemi Alade come from, propping their catalogues with innovative new offerings.

If ‘Oh My Baby’ strikes your fancy, then you’re in luck, for the artist reveals that the song is taken off a forthcoming new album.

Nchifor was born and raised in Africa before later moving to the US, where he is currently based. He credits his guitarist father, who gave Nchifor his guitar before passing away, for inspiring his music journey.

His pop inroads aside, Nchifor is also keen on support emerging voices confident in their craft but lacking the means to showcase their talents.

‘Oh My Baby’ is released on Nchifor’s independent label, Nchifor Ultra Entertainment via Vydia Music Distribution.

Stream ‘Oh My Baby’ on Spotify.