Entering Rema’s album, HEIS, with the track “March AM”, the energy is intense, akin to a club after a scuffle, eager to return to the revelry. Producer P.Priime, a pivotal force behind this fervent musical shift, helms over half of the year’s standout album, fueling a bold change in the Afrobeats space.
Shaping a Unique Sound
P.Priime’s production spans artists like Shallipopi, Odumodublvck, Victony, and now Rema, reflecting his disruptive approach to music. Influenced by his early upbringing in Lagos, his musical journey was nurtured by familial ties and an insatiable curiosity.
Birthing a Distinctive Style
Embracing chaos from EDM greats like Major Lazer and Skrillex, P.Priime forged his path to create a sound all his own. The concept of ‘the drop’ became a cornerstone of his music, pushing boundaries within the Afrobeats landscape.
Honing his craft alongside industry stalwarts like Wizkid and Fireboy DML, P.Priime’s impact reverberates across the music scene. From crafting hits like “Ololufe” to the chart-topper “Bandana,” his willingness to embrace change and trust the artist’s vision has been paramount in his success.
A Diverse Influence
His foray into cinematic realms through collaborations like the Wakanda Forever soundtrack provided P.Priime with a newfound perspective. Drawing from experiences and encounters with renowned artists like Ludwig Göransson, he continues to push creative boundaries, infusing his work with diverse musical elements.
Collaborating with artists like Rema on projects such as Ravage EP and HEIS, P.Priime channels his layered musical upbringing, integrating cinematic nuances and personal influences into his evolving sound. The synergy between him and Rema underscores a shared vision and artistic synchronicity, propelling their collaborative efforts to new heights.
Future Trajectories
As P.Priime navigates the dynamic music landscape, his commitment to authenticity and innovation remains unwavering. From channeling anger and intensity to exploring new sonic dimensions, he continues to shape the Afrobeats narrative, leaving an indelible mark on the industry.
Letting Go of Anger and Embracing Creativity
There seems to be a connection between EDM influences and venting anger, especially noticeable in the beginning tracks like “March AM” and “AZAMAN.” The use of 808s and log drums gives off a drop-like feel, even without vocals. These elements were born spontaneously and organically.
The gritty synth patterns in songs like “March AM” stemmed from Rema’s idea of conveying anger through music. The focus was on evoking raw emotions rather than creating something aesthetically beautiful. Starting with a melody suggested by Rema, the sound design process unfolded from there.
During the recording, when Rema introduced the unique “HEHEHE” element, it took everyone by surprise, including the producer. While most sessions involve the producer making beats and leaving, the “AZAMAN” session turned into a lively party, reflecting the intense energy and fun that filled the room.
Being at the forefront of the evolving Afrobeats scene, having worked with various artists, the producer views his impact as a wake-up call for the industry. His work aims to provoke a response from producers, musicians, artists, and listeners alike, challenging them to explore new sounds and emotions. Despite initial reactions labeling the Rema album as noisy, the producer believes it has the power to inspire and move people, sparking creativity and a desire to innovate.
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