Ayra Starr: The Branding Problem

For the past year, I have been urging those around me to acknowledge that Ayra Starr has a branding problem. When Ayra came out with her debut album 19 & Dangerous, she became the newest and hottest thing in African music. We were all obsessed with her tracks Fashion Killer and Bloody Samaritan. There is even a Congolese uncle based in Paris who became the guardian of the “Bloody Samaritan” track, as he dedicated his entire TikTok page to videos of him dancing to this song.

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