Cobhams has a thing for emotional songs.

It is encased in how he curates music. You would think that someone who has long left the place of hustle and aspiration (he’s doing quite well) would have lost track of what it is to feel need.

But Cobhams is the king of empathy and distills it liberally in the place of creating emotionally-anchored songs.

He channels that emotion in the song, ‘We Plenti’ and in the subsequent way he designed an apt challenge to help drive the song’s virality.

The song, ‘We Plenti’ is an investigative narrative that struggles to find the root cause of why certain people, despite all odds, are yet to access prosperity.

It is the premise to the popular Nigerian question, ‘Why Nau?’

Cobhams Asuquo didn’t just stop at a well-crafted, emotionally-tainted narrative, but goes a step further when he developed a challenge that urged Nigerians to ‘show off’ their daily hustle by creating a video of it and sharing on social media.

As if on cue, Nigerians responded in their hundreds, as varying shades of hustle modes were turned on.

It was a breath of fresh air from the usual questionable twerking challenges that would on a good day flood social timelines and weaken the resolve of lesser men.

Cobhams Asuquo creatively engineered the ‘We Plenti’ challenge’ by kick starting it with a video of himself in hustle mode cleaning a car in a carwash. The responses came in all shapes and sizes and literarily shocked Nigerians.

Before the ‘We Plenti’ challenge’ and a few other laudable alternatives, we could have sworn that Nigerian youths only responded to ‘shallow’ giveaway challenges, but Cobhams Asuquo has proved us wrong by opening a chasm of honest Nigerian hustles.

So if by any chance you have a honest, God-is-my-witness, hustle that you are proud of, go ahead and flaunt it on the ‘We Plenti’ challenge. Who knows you might not only win the respect of a lot of Nigerians but some cash prize too.

This article was written by Henri ‘Yireconnect on Instagram with him here

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