Press Play offers a fresh perspective on the fusion of urban pop and highlife genres in its debut, 'Urban High.'
At the helm of this movement is Press Play, a project founded by Edwin Etinosa Ehiorobo, the visionary CEO of Etins Record. With its debut project, 'Urban High,' Press Play delivers a beautiful body of work that’s thrilling to listen to.
'Urban High' is a musical experience—a seamless blend of soulful melodies, infectious rhythms, and thought-provoking lyrics. Featuring a stellar lineup of talented artists including Yarden, Swayvee, Morien, and Yunos, each track on the album offers a unique perspective, showcasing the diverse talents and creative energies of its contributors.
Reminiscent of the typical Nigerian urban bars of the early 2000s, 'Urban High' propels listeners into the forefront of Nigerian alternative music, offering a fusion of sounds - a virtual bar, evoking the essence of music to create a soothing and soulful reality.
From the dreamy vibes of 'Drowsy' featuring Swayvee and Yarden to the infectious groove of "Lagos Party" featuring Yarden and Swayvee, “Urban” High takes listeners on a sonic journey through the streets of Nigeria, capturing the essence of urban life with its vibrant beats and catchy hooks.
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What sets Urban High apart is its ability to seamlessly blend traditional highlife elements with modern urban sounds, creating a sound that is both nostalgic and forward-thinking. It's a testament to the creativity and vision of Press Play, who have successfully created an album that pays homage to the rich musical heritage of Nigeria while pushing the boundaries of contemporary music.
But 'Urban High' is just the beginning of Press Play. Since its inception, Press Play has been at the forefront of creative innovation in the Nigerian entertainment industry. From its roots as a live event concept, Press Play has evolved into a multifaceted platform that celebrates the diverse talents of Nigerian artists and creatives.
Under the leadership of Edwin Etinosa Ehiorobo, Press Play has curated a series of successful live events, bringing together top-tier musicians, comedians, and entertainers to create unforgettable experiences for audiences across Nigeria. From star-studded concerts featuring artists like Ayra Starr and Ajebo Hustlers to comedy showcases with renowned comedians like Mr. Funny and Mc Edo Pikin, Press Play has consistently delivered high-quality entertainment that resonates with audiences of all ages.
But perhaps the most remarkable aspect of Press Play is its commitment to nurturing and empowering emerging talent. Through its live events, record label, and artist management services, Press Play provides a platform for up-and-coming artists to showcase their skills and reach new audiences. Whether it's through artist development programs, mentorship opportunities, or strategic partnerships, Press Play is dedicated to supporting the next generation of Nigerian talent and helping them succeed in the competitive music industry.
Press Play's 'Urban High' is a testament to the power of creativity, innovation, and collaboration in Nigerian music. With its unique blend of urban pop and highlife influences, Urban High showcases the incredible talent and vision of Press Play and sets the stage for a bright future in the Nigerian entertainment industry.
