From Hypeman to Entertainment Promoter: How Hyper Best Is Putting Afrobeats on Sunderland's Map

Hyper Best, real name Solomon Osaiyekemwen Ehigie, is the voice behind some of Sunderland's most popular Afrobeats nights. He's also the mastermind behind HB7CITI, the events brand that has brought Crayon, Fido, and Ycee to the city on October 30.

For years, fans of African music in the North East have had to travel further from their cities to experience the biggest Afrobeats events. London, Birmingham, and Manchester have traditionally held sway in the UK's African entertainment scene, attracting some of Nigeria's most prominent artists and their dedicated fan bases. Hyper Best aims to change that dynamic.

Hyper Best didn't enter the business side of music promotion; instead, he came from the stage. HB7CITI emerged from his desire to create something that embodied the culture, energy, and people around him. This journey began with him honing his skills as Hyper Best, working as a hypeman and performer, and learning how to connect with diverse audiences.

As Hyper Best performed at more events, the disparity between his experiences and those of fans in the Northeast became increasingly apparent. These fans longed to see prominent African artists but were forced to travel long distances to attend their performances.

"I wanted people here to experience the same level of Afrobeats entertainment they would normally have to travel to cities like London, Birmingham or Manchester for," he said. "That gradually led me into promotion and event curation through HB7CITI."

Speaking about his craft as a hypeman, Hyper Best emphasised that it goes beyond simply holding a microphone and shouting on stage. In his view, the role involves controlling the energy in a room, fostering a connection between the artist and the audience, understanding the crowd's dynamics, and creating memorable moments.

The role has evolved as well. Hypemen are now emerging as personalities and performers in their own right, with social media enabling them to connect with their audience beyond the venue. Consequently, personality, creativity, and the ability to cultivate a community have become more crucial than ever.

For him, it comes down to being the link between the artist, the DJ and the crowd. "When everyone is working together, you can change the atmosphere of an entire room," he said.

Behind the Bookings

Getting artists like Crayon, Fido, and Ycee to Sunderland is a long way from holding the mic.

"There's a lot that goes on behind the scenes," he explained. "It involves working with artist teams, promoters, venues, production teams, DJs, security, marketing, and ticketing, all while ensuring the event caters to both the audience and the artist."

He asserted that the bookings demonstrate the presence of an audience for African music in the city, which contributes to the brand's growth. Sunderland fans, he explained, should have the opportunity to witness renowned African artists perform at home, eliminating the need for frequent travel. Additionally, he believes that these shows play a pivotal role in elevating Sunderland's profile within the broader African entertainment community.

"When artists and their teams see that there is an audience here, it can create opportunities for more artists and more events in the future," he said.

He said the biggest lesson he's learned in entertainment and music promotion is that people want more than just a show.

“When everyone is working together, you can change the atmosphere of an entire room.”

"Audiences crave experiences, not merely performances," he explained. "They seek high-quality music, exceptional production, a secure environment, and an atmosphere conducive to their enjoyment."

He emphasised the importance of consistency. "Building an audience takes time," he explained. Each event provides him with valuable insights into marketing, organisation, ticketing, and audience preferences.

Culture, Not Just Music

Hyper Best views HB7CITI as a part of a broader cultural shift. Sunderland's diverse population is experiencing a growing interest in Afrobeats, Amapiano, and other African music genres.

"Music serves as the initial spark, but culture encompasses a far broader spectrum," he remarked. His vision is to establish spaces where individuals can celebrate African culture while embracing people from diverse backgrounds. In a vibrant city like Sunderland, he perceives entertainment as a powerful medium for fostering unity among these communities, and local DJs, performers, creatives, and businesses play a pivotal role in this endeavour.

For him, it's not just about bringing an artist to perform. It's about creating an atmosphere and a cultural experience around the event.

He intentionally separates Hyper Best and HB7CITI. Hyper Best represents the personality and performer, while HB7CITI represents the broader platform and brand.

"I want people to acknowledge Hyper Best for the energy and entertainment I provide, while also recognising HB7CITI for the events, experiences, and culture we create," he said. "They collaborate effectively, but I also want HB7CITI to expand beyond the scope of a single individual."

Coming Up: Halloween at Elysium

The next date is already marked in the diary. Hyper Best is hosting a Halloween Masked Party at Sunderland's Elysium Night Club, featuring a live performance by the renowned Nigerian artist Ycee. This is another opportunity for local fans to witness a major Nigerian artist without leaving the city.

Five Years From Now

He envisions HB7CITI becoming a renowned brand, beginning in Sunderland and expanding nationwide. This expansion will include larger shows, more spacious venues, increased collaborations with artists and creatives, and greater opportunities for emerging talent. Hyper Best's ultimate goal is international recognition as a professional hype artist, MC, and performer, with larger concerts and festivals across the UK and eventually beyond.

He believes Sunderland can continue to grow as a destination for African entertainment in the North East if promoters, artists, venues, and the wider community collaborate.

"The foundation will always remain the same: creating opportunities, promoting African music and culture, and demonstrating that Sunderland can be a part of the broader Afrobeats movement," he stated.

From the night