Cynthia Morgan appeals to a wider audience as she finds a new formula to connect with fans
Cynthia Morgan’s first true big song was not a dance-hall song. It was a mushy urban Highlife single titled ‘Don’t break my part’. The song was released as a dual promo campaign together with another single ‘Lead me on’ in 2013. Her previous single was titled ‘Kuchi Kuchi’, and although it was ‘Dance-hall’, it failed to spark.
‘Don’t break my heart’ lacked all the fiery characteristics of the Cynthia Morgan that we all know. It was girlie, mushy and heartwarming. There were no guns, threats of violence and bodily harm. Also lacking was the signature red colour, and the cascading hair. Cynthia was just a lovely, cute girl, with a song and a heart that is pink.
Heck, she wasn’t even a ‘Kingston property’ back then.
‘Don’t break my heart’ gave Morgan her first true break, and that skyrocketed into this. She quickly switched things up with the single ‘I’m taken’, and scored another great jam in ‘German Juice’.
But things haven’t been so well with the singer’s next releases. Her next singles have noticeably not been accepted by the Nigerian public, irrespective of all the promotional moves and videos shot to make it come alive. Singles ‘Come and do’, ‘Simati Niya’, ‘Baby mama’, ‘Asampo’, have come and gone with noticeable impact.
The most damning move of all was the singer’s controversial photo promotion for ‘Baby mama’, which gave her attention, but was not adequate to carry the song.
Many would have blamed tough luck, and continued to throw music at the fans until one stuck, but the singer has gone a different route.
Cynthia Morgan’s new single ‘Olowo’ is different from anything she has ever done. It is so different, that you need explaining or second confirmation to agree that Cynthia made that song. Produced by QaseBeatz, the song has Cynthia in tune with her Afrobeat side. Abandoning every link to Dancehall, Cynthia comfortably adds skill and dynamism to the layered arrangement, digging deep into a part of her craft that she has been too fast to abandon.
Cynthia still finds ways to fuse her patois into the song, but its occurrence is so minimal, that one would be hard pressed to consider it a part of this song.
This diversity is great for Cynthia. With ‘Ólowo’ she finds a new formula to connect with fans. She is not alone on this. One of the core reasons why Patoranking stays winning is his ability to explore and create music using new sounds. A current favorite from the singer is his Highlife single ‘Make am’, which features a live band.