[The Music Blog] Here’s the winning strategy that got Yemi Alade a video game feature

Last week, video game company Ubisoft revealed some of the titles for tracks that would feature on the upcoming edition of motion-based dance video game, Just Dance 2018. The video game is inherently set on getting the player to try and keep up with the onscreen choreography by pressing the keys that appear on the screen, with points awarded for accuracy.

Yemi Alade’s Tum Bum will be featured across the multi-platform versions of the game on PlayStation 3, PlayStation 4, Xbox 360, Xbox One, Wii, Wii U, and Nintendo Switch. Mama Africa will join an already preset playlist that includes songs from Katy Perry, DNCE, Shakira, Bruno Mars, Ed Sheeran, Ariana Grande, Britney Spears, Daddy Yankee, Bebe Rexha, Big Freedia, Dua Lipa, Tomska, Luis Fonsi, Clean Bandit etc.

It is interesting to know that Ubisoft is a French company, and Yemi Alade’s feature on their upcoming video game is a direct result of the singer’s efforts to covet Francophone markets in Africa, some of that spillover being her increased popularity in the France. It has been nearly three years since Effyzzie Records first used alternate French renditions of tracks “Johnny” to increase the spread of Yemi Alade’s music. The singer has also ventured the same idea for East and South African markets with Swahili reworks of some tracks off her Kings of Queens debut and Mama Africa sophomore. The label is finally cashing wins off a long-haul strategic positioning that is now paying off, and we’re all here for it.

Watch the Just Dance 2018 trailer featuring Yemi Alade’s “Tum Bum”

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