By David Adebayo
Award-winning Afrobeats star Tiwa Savage took many Lagosians by surprise on Saturday after stepping onto the streets of the commercial city to promote her new single, Energy, in an unconventional campaign tagged “Energy Walk.”
Dressed casually and accompanied by members of her team and a group of female supporters, the singer walked through parts of Lagos, attracting curious onlookers, excited fans and motorists who paused to catch a glimpse of the music icon.
The street activation marks a departure from the conventional promotional strategies often adopted by top artistes, with Savage choosing physical engagement over the usual social media-driven campaign.
The “Energy Walk” comes amid an intensive promotional push for the song, with the singer embarking on radio tours across the United Kingdom and other parts of Europe to introduce the record to a wider audience.
The campaign has also received significant backing from the song’s A&R, Kolawole “Scoop,” who has been actively driving awareness for the new release through a series of coordinated promotional efforts.
Videos from the walk flooded social media on Saturday, with many praising the singer for connecting directly with the public in a simple but impactful manner.
The initiative, however, has also sparked debate online, with some questioning why an artiste of Savage’s global status would opt for a street walk as part of the rollout for a new song.
Those close to the singer insisted the move was intentional, describing it as a creative expression of the message behind Energy and a demonstration that Savage is unwilling to be confined by conventional expectations.
According to her team, the singer remains committed to experimenting with fresh promotional ideas that create memorable experiences for fans while allowing the music to speak beyond digital platforms.
Although opinions remain divided over the campaign, the “Energy Walk” has achieved one clear objective: generating conversation around Energy.