Ayodeji Ibrahim Balogun, better known as Wizkid, has done more than just make music he has transformed Lagos from a bustling Nigerian metropolis into a global symbol of ambition, creativity, and resilience. Through his chart-topping songs, critically acclaimed albums, and a recent documentary, Wizkid has woven the spirit of Lagos into the world’s cultural fabric, showing the extraordinary power of authentic storytelling.
Wizkid’s journey is inseparable from his city. From his breakout hit “Ojuelegba” named after a gritty Lagos suburb to his 2020 album “Made in Lagos,” which topped charts and garnered over a billion Spotify streams, Wizkid has consistently celebrated his roots. His latest documentary, “Wizkid: Long Live Lagos,” premiered in 2025, tracing his rise from humble beginnings in Surulere to sold-out arenas around the globe. In every performance and interview, he proudly carries Lagos with him, making the city itself a living, breathing character in his narrative.
Lagos, with a GDP of £67 billion and a population of over 15 million, is more than just Nigeria’s commercial engine. In Wizkid’s music, it becomes a city of dreams, where hard work and raw talent can propel anyone to international stardom. His storytelling—rooted in real experiences, late-night bus rides, and the vibrant chaos of Lagos streets—resonates with fans from Tokyo to New York. According to Brandwatch analytics, Wizkid’s organic advocacy has generated over 2 billion social media impressions for Lagos since 2020, surpassing many government-led tourism campaigns.
This phenomenon is not unique to Nigeria. Throughout history, entertainment has shaped perceptions of place. Hollywood films have made American cities aspirational destinations, while sports icons like Michael Jordan and LeBron James have put Chicago and Los Angeles on the world map. In Brazil, football legends have turned Rio into a symbol of joy and carnival spirit, while Jamaica’s Bob Marley made his island a mecca for reggae fans. In Africa, Fela Kuti’s Afrobeat gave Lagos a rebellious edge, and South Africa’s Lucky Dube helped unite a nation through music.
Governments have recognized the value of such storytelling, investing heavily in destination branding. Rwanda’s “Visit Rwanda” campaign, for example, has partnered with major football clubs to boost tourism, while Ghana’s “Year of Return” attracted over a million diaspora visitors in 2019. Yet, Wizkid’s organic, heartfelt celebration of Lagos rivals these efforts without a marketing budget.
Wizkid stands alongside other Nigerian stars like Burna Boy, Davido, and the Kuti family, all of whom have elevated Nigeria’s global profile. But his singular focus on Lagos its energy, struggles, and triumphs—sets him apart. He doesn’t just represent the city; he embodies it, drawing power from his lived experiences and sharing them with the world.
The lesson for artists and creators everywhere is clear: authenticity is irreplaceable. In an age where artificial intelligence can generate polished but soulless content, it is the real, raw, and rooted stories that resonate. Wizkid’s music, born from the heart of Lagos, connects with audiences because it is genuine. It encourages everyone—from painters in Accra to entrepreneurs in Soweto to draw from their own roots and craft stories that endure.
As Lagos continues its rise on the global stage, Wizkid’s work is a testament to the transformative power of staying true to one’s origins. Through his music and storytelling, Lagos is no longer just a city it’s an anthem, a movement, and a beacon of hope for dreamers everywhere.