Our Unsolicited Opinion on Why Commercial Impact Is Very Important in the Rap GOAT Debate

I’ve seen many takes on who the greatest rapper of all time in Nigeria should be. The argument usually centres around lyrical complexity, rhyme schemes, and technical ability. But I believe something important is often overlooked in these conversations. If you’re truly the Greatest of All Time, you must also be commercially successful.

Greatness cannot exist in a vacuum.

Greatness Must Reach People

When we talk about greatness in other fields, public impact is always part of the conversation.

In football, the GOAT debate usually centres around Lionel Messi and Cristiano Ronaldo. Both players were not only technically brilliant but also massively successful on the pitch. Their impact is measurable: goals, trophies, records, and global influence.

In music, think about Michael Jackson. His talent was undeniable, but what cemented his status as the “King of Pop” was his global reach. People across the world know his songs and can instantly recognise the moonwalk.

Similarly, Adele is celebrated for her voice and songwriting ability, but her commercial success reinforces her greatness. Her albums have sold tens of millions of copies globally. In other words, greatness in music has always been tied to impact.

So why do people treat Rap differently?

🔗ICYMI, here’s our unsolicited opinion on “To Kill a Monkey” by Kemi Adetiba.

The Rap Exception

In Rap conversations, especially among purists, the focus often shifts entirely to lyrical ability. You’ll hear arguments like:

• “He has the best bars.”
• “His rhyme schemes are unmatched.”
• “Real rap fans know he’s the greatest.”

But if an artist is truly the greatest, why did the music not reach more people? Rap is still music after all, and music exists to be heard.

If the work only resonates with a very small group of listeners, can it truly be considered the greatest? As much as we believe technical brilliance is important, impact matters too.

The Nigerian Example

This debate shows up clearly in Nigeria.

In conversations about the greatest Nigerian rapper of all time, two names often come up: M.I Abaga and Mode9.

Mode9 is widely respected for his lyrical ability. His rhyme schemes, wordplay, and technical skill are often cited by rap enthusiasts as some of the best Nigeria has ever produced. Artists like him helped establish the technical foundations of Nigerian hip-hop, and that contribution should never be overlooked.

But when I think about the greatest Nigerian rapper, my answer is MI.

Not just because of lyrics but because of impact. MI did something extremely important for Nigerian Rap. He made people love it.

MI’s Cultural Impact

When MI emerged in the late 2000s, Nigerian Rap was not as widely embraced as it is today. Then came songs like “Crowd Mentality”, “Safe”, “One Naira”, “Number 1”, and “Action Film”.

Suddenly, Rap felt exciting, accessible, and relevant to a wider audience. It grew to the extent that Rap was now being played at weddings.

His 2008 album Talk About It became one of the most important hip-hop albums in Nigerian music history. It introduced Rap to listeners who previously preferred other genres. His follow-up album MI2 further cemented his influence and helped push Rap deeper into the Nigerian mainstream.

But beyond albums and awards, MI influenced an entire generation of artists and listeners.

He helped make Rap mainstream in Nigeria.

That kind of influence matters.

Commercial Success and Cultural Reach

Another rapper whose commercial impact cannot be ignored is Olamide.

Olamide’s influence on Nigerian rap is enormous. He consistently delivered hit records, built a massive fanbase, and made indigenous rap hugely popular across Nigeria.

Beyond his own music, Olamide has also shaped the industry through his pivot to singing, his artist development, and his support for several new stars. His success proves that Rap can dominate the charts while remaining rooted in culture.

And Olamide is not alone.

Artists like Phyno, Ice Prince, Vector, and Reminisce have all contributed to pushing modern Nigerian rap forward in different ways.

Each of them played a role in shaping the rap ecosystem we see today, with Blaqbonez, Ladipoe, ODUMODUBLVCK, and many more.

Respecting the Pioneers

As they would say, “What an elder sees sitting down, a child cannot see at the top of a ladder”.Thus, it’s important to acknowledge the artists who helped pave the way for Rap before it became commercially dominant.

Rappers like Ruggedman and Eedris Abdulkareem were among those who helped push Nigerian hip-hop during earlier periods, when the genre had far fewer platforms and opportunities. Their contributions helped establish Rap as a serious voice in Nigerian music culture.

Every generation builds on the work of those who came before.

The GOAT Must Move the Culture

Bringing it home, I believe the greatest rapper of all time should not only be technically skilled. They should also:

• influence the sound of the genre
• inspire other artists
• shape the culture
• reach a broad audience

In other words, they must move the culture forward and as mentioned, commercial success is one of the clearest signals that this is happening.

When millions of people listen to an artist’s music, when their songs become part of everyday conversation, and when they inspire new artists and new sounds - that is cultural power. That is greatness.

Final Thought

Lyrics matter. Technical skill matters. But greatness should be more than technical ability. The greatest rapper should not only impress other rappers. They should also reach people. That is why commercial impact should always be part of the rap GOAT debate.