Louddaaa’s story is one of faith, emotion, and relentless pursuit of purpose. From sitting in front of a family record player, mesmerized by Plantation Boys, to shaping the sound of a new generation of Afrobeats stars, the Nigerian producer has always known music was his destiny.
“I’ve loved music all my life,” he recalls. “I remember growing up we had a record player in the house and my mom would play Plantation boys and I would sit down in front of the player and wonder how they made this music. Music that stood out for me and made me want to jump into production was made by Don Jazzy. At 10, I already knew this was what I wanted to do. God told me.”
That conviction became the compass for a career that is now cementing him as one of the most emotionally intuitive producers.
Louddaaa | SUPPLIED
His journey into production began in his university dorm room. He was already calling himself a producer, without ever having made a beat. A testament to the heart knowing what it wants and speaking desire into existence. That, however, changed when a roommate introduced him to FL Studio. He began borrowing his roommate’s laptop at night to create.
“At night I’d borrow his laptop and make beats. I could do it in my head, so it felt like bringing everything I had in my head into the laptop. I remember that year I travelled back home to my dad’s place and took a speaker, and when I went back to school, I set up a rough studio in my room. I was still using my friend’s laptop, but I didn’t own a mic. I’d record using the normal earpiece back then. That would be our mic,” he says, proving that with enough conviction, excuses cannot be entertained.
Faith has always been central to Louddaaa’s artistry. Every session begins with prayer. Every sound, he insists, is God-inspired. “Everything I am now is 100 percent God. He’s the Alpha and Omega of my career. I’m nothing without Him.”
But if faith anchors him, emotion fuels his creativity.
“I’m a very emotional person,” he admits. “Before any session, I engage with the artist, not to make music, but to talk. If we end up making music, great. But I need to create from their headspace, from what they’re going through. I’ve been at the bottom before, so if they’re down, I can create from that place because I know it.”
Listen to “Anything”:
That approach has not only birthed some of his most impactful work, including Davido’s “Anything” and Ayra Starr’s foundation, but has led to his sound echoing the nation and leaving fans craving for more.
When Louddaaa joined Mavin Records, it wasn’t as a producer, but as a recording engineer. He was sleeping on couches, crafting beats quietly on the side. Ayra Starr was one of the new artists sent his way, and their sessions quickly turned into experiments.
“I didn’t want to play Don Jazzy those songs because they didn’t sound like what other producers were making. We used to hide them,” Louddaaa laughs. “But 70 percent of those experiments made it onto 19 & Dangerous.” He recalls songs like “Away” as not calculated hits, but the result of friendship, experimentation, and raw expression. Watching Ayra rise, he says, is deeply fulfilling: “I wasn’t trying to make the next number one. I was just making music for fun. I miss that part of my life. But knowing my hands helped shape her sound is special.”
Check out “Away”:
Louddaaa’s reputation rests on his ability to translate emotion into sound without overshadowing artists. He doesn’t force trends or chase formulas. Instead, he adapts.
“When artists reach out, I know they want that feel of my sound. I go into the session to give them a touch of me with a touch of them,” he explains. “I’m loyal to my sound, but I’m not afraid to evolve. When I want to switch completely, I collaborate with other producers.” That’s where his orchestration skills come in. “I’ve learned that directing an artist isn’t about control. It’s about guiding them to express themselves fully while I serve the music.”
For all his achievements, Louddaaa admits to one creative fear: drifting away from purpose.
“I want to be sure everything I’m doing is fulfilling purpose. I believe we’re here for a reason not just to vibe. God has put his piece inside of us. That’s something I check once in a while to make sure I’m not slipping.”
Speaking on what he wants for his legacy, Louddaaa shares, “I’m of the opinion that life is a moment that will not last forever. I don’t know how the spotlight will be on this Louddaaa. But when that new Louddaaa comes through, I’d want him to go back and pick up my pieces and say, ‘Oh, my God! This guy!’ I want him to see this foundation I have laid. I want my sound to influence other producer’s sound just like Don Jazzy influenced my sound. I want other artists to say my story is the reason why they did not give up on their careers.”
Louddaaa | SUPPLIED
For young creatives, his advice is clear and direct: “Put in the work. Even when you’re alone in the dark, keep working. It doesn’t happen overnight, but when it happens, it happens overnight. Be true to yourself. Find what makes you unique and run with it. People will catch up in time.”
From being a child sitting by a record player, to being an engineer sneaking beats into Mavin sessions and producing for Afrobeats’ biggest stars, Louddaaa has walked a path built on faith, emotion, and persistence. And if his journey is anything to go by, the sound he’s shaping today will echo far beyond.
Interview and Words by Zimiso Nyamande
