By Damilola Adeyera
There is a special kind of beauty when musicians sing about places in their songs. Beyond creating a rhyme scheme with their lyrics, they immortalize experiences, build vivid imaginations, celebrate culture, and at times introduce people and generations to places they might have never visited
This is what happened when Nigerian music sensation Ololade Ahmed, popularly known as Asake, referenced La Campagne Tropicana Beach & Forest Resort in his hit single, “Joha.”
For an ordinary music listener, Asake’s mention of La Campagne Tropicana in his song may have sounded like just another rhyming line in his lyrics. However, for people who can relate to the history of La Campagne Tropicana Beach & Forest Resort, the mention of the resort by Asake represents something deeper. It showed the recognition and acknowledgement of the resort as a destination that has become a cultural symbol in Nigeria.
Right before destination marketing became an industry, La Campagne Tropicana had already been at the forefront as one of Nigeria’s most recognizable tourism brands. Otunba Olawanle Akinboboye, the visionary founder, at the young age of 26, pursued the bold idea of creating a world-class tourism destination rooted in African culture rather than borrowing exclusively from the ideas of foreign tourism models.
The revolutionary idea bore fruit. It has resulted in an African hospitality experience with a unique blend of beach, forest, mangrove ecosystems, traditional architecture, and cultural expression.
At La Campagne Tropicana, visitors can experience the Atlantic Ocean, explore natural landscapes, and immerse themselves in a unique African environment without leaving Nigeria.
Today, the resort has grown from being a holiday destination to becoming a cultural landmark. Presidents, diplomats, business leaders, celebrities, artists, and tourists from around the world have visited its shores. The resort is now home to wedding ceremonies, music videos, film productions, corporate retreats, and cultural festivals.
The cultural, and social relevance is why La Campagne naturally found its way into the lyrics of Asake.
The beauty of art and anything creative is that inspiration can be sourced from anything and anywhere. Oftentimes, Artists reference places that symbolize aspiration, enjoyment, prestige, escape, or memorable experiences. Just like how Alicia Keys sang about New York, musicians around the world sing about famous cities, luxury destinations, and iconic locations. Nigerian artists increasingly celebrate places that resonate with local audiences.
Asake’s mention of La Campagne reflects how ingrained in Nigerian contemporary culture the resort has become. For a generation known for its unflinching love for Afrobeats, referencing La Campagne immediately evokes in listeners the image of relaxation, adventure, luxury, and cultural pride.
Music and tourism have a powerful and symbiotic relationship. Songs can go a long way in influencing travel decisions. They can create curiosity. They can inspire exploration. The lyrics of a song can also motivate listeners to visit a place they have only imagined through music. An example of this occurred when Swedish DJ Avicii, in 2015, sang about his trip to Ibiza. The song inspired fans to visit Ibiza.
These cultural endorsements through the lyrics of a song often bring with them increased visibility and heightened public interest. This is what Asake has done for La Campagne Tropicana. Who knows, someday Asake might decide to host another of his musical shows at the resort.
Till then, the name La Campagne Tropicana Beach and Resort will continue to be a cultural reference in Nigeria’s cultural vocabulary. By singing about the resort in his music, Asake has ensured that the name La Campagne Tropicana continues to travel far beyond its beachfront into the imagination of millions of listeners.