Adekunle Gold - It Is What It Is

What this video is

Released April 30, 2021, 'It Is What It Is' arrived as Adekunle Gold's debut single of 2021 following his critically received album 'Afropop Vol. 1' (2020). The track blends urban highlife, Afrobeat, and dancehall influences, and opens with Yoruba oral praise poetry, grounding the release in deep Yoruba spiritual and cultural tradition while projecting a globally legible Afropop identity. Thematically, the song…

Why it matters

A key transitional release in Adekunle Gold's career arc from acoustic highlife-pop toward a more globally-oriented Afropop sound. The track represents the sonic fusion strategy — Afrobeat, urban highlife, and dancehall — that Nigerian artists were deploying in 2021 to maximise both domestic chart…

The director

MOM is a Nigerian music video director credited on Adekunle Gold's 2021 single 'It Is What It Is.' The name appears consistently as a directing credit across multiple Nigerian entertainment outlets including NotJustOk and BellaNaija. No further verifiable…