Hailing from the alluring and exotic lands of Nigeria comes the up-and-coming record label 2Digits Records that promises to put all the ingredients to make sweet-sounding music. The label has forged the likes of their promising artists Lumi, Dee Dread, Cheekuh, and ND Dancie to one super group known as 2Digits All-Stars. Together, they instill the standard for African Pop music and begin their reign as the All-Stars of that music with their latest video “Sugar”.

“Sugar” is a track that is sure to hype up any party and bring people to their feet and to the dance floor. The style of the song has a Caribbean flavor to it, which isn’t surprising as rhythms such as Dancehall and Soca are very popular in West African culture. Yet 2Digits All-Stars add their own slang to the lyrics and do music on their own terms.

The video begins with an introduction of the All-Stars, wearing their signature swag and portraying their respective characters. Each member has their own individual flow, but collectively bring a sense of uniformity that resembles a real All-Star team.

The video then is segmented into different parts, prominently showing each member when their verse bumps the speakers. This solidifies each artist’s personality as each member is in a different scenario. For instance, Dee Dread’s verse mostly occurs in a car with his lady friend, trying to entice her with his lyrical prowess and bravado. As each artist undergoes their part of the story there is one underlying theme that unites the song “Sugar”, which is the sugar. The song praises women’s beauty and their indisputable allure towards men, so it comes to no surprise that the video has beautiful women in almost every scene. Much like how each artist has their own segment in the video, there is a gorgeous woman who accompanies them to also signify their style as an artist.

The video uses a minimalistic approach to the backgrounds and scenes, which often is characteristic of urban genres and their videos. However simplicity is elegance as this technique paves the visual road for extravagant video editing and subtle metaphors throughout the song. It also offers a focus dedicated to the artists and in this case, the tantalizing sugar they show off.

2Digits All-Stars are definitely making their mark in African Pop music and their video “Sugar” is their first seal. Their high energy music and creative visual talent is sure to turn more than a few heads and get the balling rolling for this All-Star team. The video is set to prove to audiences around the world that Nigeria has a say in music. If you feel the need to dance and have some fun with the ladies, make sure to bring some “Sugar” to your party.

2DIGITS RECORDS OFFICIAL TUMBLR PAGE

SUGAR by 2Digits All Stars (Official) – YouTube