How Idris King Is Creating A Music Subculture With 90’s Baby

The music scene in Nigeria is brimming with a lot of talent that can sometimes go unnoticed. There is a lot of noise around already-established musicians, which can leave little room for others on the come up. This is why lifestyle brand, 90’s Baby’s goal of cultivating and creating opportunities for young talents is important.

Their brand identity is embedded in the creation of an organic and evolving lifestyle through their clothing line, events and media company for their followers who are not in the country. Since their inception, they have been co-signed from big stars such as Migos, Earl Sweatshirt and Olamide. 

The 90’s Baby Kickback, in continuation of the Sound Off series they held over the summer, promises to be a celebration of youthful exuberance, showcasing artistic skill and talent. The Sound Off monthly open mic night in Lagos featured a number of upcoming artists such Odunsi The Engine, Bris B, Idris King, DAP The Contract and Joules Da Kid and many more. 

Platforms like this create a new culture in the music scene, by giving these fresh talents a stage to perform to an interested audience. 90’s Baby, by hosting, these events are transforming the music experience in Nigeria, making it more informal and authentic. 

Speaking to Konbini about The Kickback, founder Idris King said: 

“It’s important because it enables the community of 90’s Babies around the world to expand.

Sound Off was mainly about the musicians and their fans, while The Kickback is more about the people and the musicc experience as a whole.

We want it to be sort of like a family gathering with movies, art, games, food, drinks, comedy and other jiggy things.”

The first 90’s Baby Kickback will take place tomorrow, Septemeber 30 in Lagos. The brand promises performances from BollyLomo, Teni The Entertainer and more. In addition, there will be a film screening, along with drinks and nibbles. 

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