Is P-Square breakup a publicity stunt? - You need to read this!

Is P-Square breakup a publicity stunt – Editor’s note: Naij contributor Udochukwu Ikwuagwu wades into the PSquare issue, which engaged fans and foes this week. It all started with Peter Okoye’s tweets disclaiming his elder brother Jude as the manager of the popular song and dance duo. Now, there are reports of a breakup. Like the dissolution of Mo’hits, and D’banj and Don Jazzy’s separation. this would certainly break our hearts if true.

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“The history of Nigerian music industry will not be completed without the chapter of the group P-Square (sic),” so reads the opening line of Africa’s most beloved twins’ bio on their official website. Sadly the last words are being inked wrapping up that chapter. Far be it to be called a stretch when the duo, P-Square, is labeled a reference point in urban music and pop culture with huge influence in African countries pitching the twins against AU assembly.

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For the duo that surpassed the acclaim, popularity and impact achieved in the ‘70s and ‘80s by Nigerian-born Lijadu Sisters touring United States; on their own part- with similar records like Danger, and Double Trouble- selling out stadiums in Cameroun, Congo, Rwanda, Zimbabwe, Ghana, Malawi, Uganda, etc, and more than tripling the sisters on account of their US tour (Dallas, Chicago, Houston, Washington, etc stop-overs), that story could end before a tribute on their 65th birthday.

The writings have been faintly written on both walls of Square Records and SquareVille as few passed it off as yet another PR stunt to sell music or perhaps presence. But, ask yourself: over a decade in the industry is P-Square one to engage in vicious faux-trending? Didn’t they get the whole continent talking and national leaders stumbling over themselves to get handshakes and thousands of eager fans fainting at the sound of their name? Say the duo that built reputation for selling millions of records within first week of release and breaking all sort of sales margins now squatting to feast on social media crumbs? No, P-Square is way too big to dabble into such nonsense. P-Square can’t be bothered by some suit and tie’s amateurish promotional strategy just to remain on the lips of millions of fans and posts of bloggers. That’s not the move Africa’s biggest and most marketable duo will choose to play. So, the latest writing on SquareVille is telling of a troubling situation that has been waved off as ‘one of those things’. And there is history to show these ignored cracks.

On Wednesday, the extroverted half of the duo, Peter Okoye took to twitter to air his frustrations on the handling of the duo’s recent endeavours by their brother/manager Jude, questioning his loyalty and where his interest lies: “I don’t have a problem with Paul but the management—My loyalty for P-Square and the fans still remains 100%—A manager is been employed by the artiste not the other way round—P-Square is Peter and Paul (sic).” He then issued a sack to his brother, sending out a warning to the general public as “whosoever makes any transaction with Northside Entertainment or Jude Okoye on P-Square’s behalf does so at [own] risk.” To say some were befuddled by the weighty statements off Peter’s handle is an understatement. Out of the blues! No premonition, no clues, just out of the hat—A sack, persona non grata?

Hours later, Jude Okoye responded in a rather sarcastic cum religious tone: My brother please be prayerful. Only God can rescue u (sic). Paul, who previously kept out of the raging feud, took to instagram to show support for the ‘embattled’ brother/manager.

Betrayed by his twin pitching tent with his ‘enemy’, Peter explained the genesis of the whole issue: Cynthia Morgan. Yes, the dancehall godmother was the bag of tea that unsettled the P-Square water. Jude Okoye going behind Peter’s back to sign the German Juice singer in 2013 was the source of the whole trouble, and maybe more, which wasn’t a thing of surprise for event watchers in the entertainment scene. When Jude decided to unveil Northside Music in 2013, some considered it a spin-off of the highly successful Square Records or perhaps Northside Entertainment Inc. delving into territories beyond artiste management like music streaming or publishing or online music store, but few thought something was off. Then, Northside signed Cynthia Morgan, an artiste who was fairly known in the South and for her fine showing on Jhybo’s Ejo Le Fe Ro. Why would Jude Okoye sign a May D replacement to Northside and not Square Records? Is Jude taking time off managing the label? Is all well within the Okoye music powerhouse?

All seemed rosy even as Jude continued to vigorously push the newbie into unreached territories, juggling promotion of her new singles and artiste branding with promotion of P-Square’s then untitled sixth studio album—offering their testimony in February 2014 to prove ‘all was well’. Then came the cryptic message by Jude in April: After over 10yrs of hard work, it’s over—Am done (sic). The media went wild; fans were seen sending out queries in numbers as well as pleas to all parties involved not to break up—even media personalities penned open letters to the brothers (and their partners). Though no further information- as to the meaning of the message- was given to the concerned public, the message was crystal clear! Fans began fleshing the tweet when a popular blogger went beyond 140 characters to get the whole ‘gist’. It wasn’t juicy (or was it?); the tale moved from fiction to imploding family feud, yet the parties involved offered no comment. Till the duo’s publicist, Bayo Adetu, responded, calling the claims and counterclaims “baseless and untrue.” Some ran with the publicity stunt narrative when days later Bayo Adetu granted an interview, saying, “We later decided to further play into their (bloggers) hands by reaching a consensus to tweet what they have termed the ‘reconciliation tweet.’” It was too easy for damage control; why would P-Square choose to play into anyone’s hands? This is P-Square, not some up and coming artiste trying to make the best of the worst allegations—not some fame junkies or wannabe superstars wanting 5 seconds in the sun. P-Square couldn’t have been that attention starved to resort to gimmickry; for a duo that hardly grants interviews, and does well to stay off limelight and covers of soft sell magazines, the strategy to douse the flames was hard to buy.

Double Trouble, their sixth studio album dropped in August 2014 and the skies were blue again at Square Records. Unfortunately, that calm was short-lived following the launch of the music label PClassic in October by Peter Okoye signaling the long suspected trouble in paradise. Peter signed his cousin Malcolm to the label, and weeks later he got his first sole endorsement as brand ambassador for Olympic Milk. Hitherto Peter and Paul Okoye have gotten endorsements as P-Square, not individually becoming brand ambassadors. That was the fourth crack for the music world to see; writing on the wall the duo may just be breaking up.

Though, in the early half of 2015, the duo appeared unruffled by speculations, promoting Double Trouble with visuals for the Don Jazzy-assisted Collabo, Bring It On, soukous Enemy Solo, and headlining Dance Afrique London alongside Flavour and Shatta Wale. In April, the duo released five songs that didn’t make the Double Trouble final cut to keep fans wanting more. But, in August, Peter debuted his own dance reality TV show, Dance with Peter, sponsored by telecom giant Globacom. Peter and Paul Okoye were both unveiled as brand ambassadors for Glo, so why launch a reality show off half of the brand P-Square? Since their debut on the now rested Benson & Hedges Grab Da Mic, P-Square has been known for crafting infectious pop tunes and breakdancing skills. So, why would Glo start a reality show off the duo’s brand with only Peter as host? In Peter’s defence: he is focused on “doing me”. Well, the duo went on a hugely successful US tour in September after dropping a new single OMG. Then came January 2016, Peter announced his new venture— P-Classic Football Management Agency, a football management outfit/scouting agency. In February, the previously quiet Paul announced his own business move- a record label. He signed up and coming singer, Muno, to recently established Rudeboy Records with two official singles. Also in February, he became brand ambassador for Nigerian Urban Reproductive Health Initiative (NURHI), featuring on the campaign theme song on sex and contraception with fellow ambassador Tiwa Savage.

Speaking with Naij.com on his newly founded music label, missed signees and other music endeavours in February, he stated: “When Jude brought Cynthia Morgan I was in support of it but my brother (Peter) wasn’t comfortable with it; but Jude doesn’t want that kind of stories anymore so he went on his own. We don’t want to experience the kind of experience we had before, because the problems we will start resolving might even start affecting us.”

Paul’s interview put truth to the speculations that, after all, it wasn’t sunshine in Square Records. The statement “the problems we will start resolving might even start affecting us” is best captured by one of Peter’s tweets: “[…]been nurturing and managing this problems for over 4yrs now—Don’t take my silence as a weakness (sic).”

At this point where P-Square stakeholders are focusing on “doing me”, and establishing their individual brands, labels and businesses, no soothsayer should be paid to tell the future—P-Square’s break up is imminent, sadly! The duo that brought us hits after hits after hits, and sent many a bodies contouring on dance floors, and acted as muse for love poems, and made many ladies fainting out of excitement at sold out concerts may just be penning the last paragraph of their existence. The duo that held nations standstill, and presidents grinning from ear to ear with government officials perhaps waiting in line for autographs could be packing their luggage and leaving the music scene as you read this. Peter has got Dance with Peter, PClassic football management agency and record label to run, and his brand to build, and a family to love; Paul has Muno to develop into a superstar, and family and businesses to juggle; on Jude’s part: Cynthia Morgan has a début album to release, and a brand to push to corporate organizations and countries across Africa, and businesses to manage, and of course a lovely wife and kid to care for. This could be the real break up, not publicity stunt. E no easy, but fans in the end will understand and cherish the memories of Africa’s greatest duo.

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