When we talk about rural areas, we often associate them with limited opportunities, economic struggles, and slow-paced lifestyle. However, raw talent and unique cultural identity are hidden in these communities. When nurtured, they can thrive on global scale. A perfect example of this is the story of my favorite singer, Divine Ikubor, popularly known as Rema. The Nigerian Afrobeat sensation rose from Benin City to international fame. In my opinion, his journey reflects the reality of many rural areas worldwide: full of talent just waiting to be discovered.
The singer’s beginnings were undeniably humble. He was born in 2000, in Benin City, Nigeria, a region that isn't traditionally known for producing mainstream music stars. Like many people from smaller towns, Rema had to navigate economic and social challenges while chasing his dream. According to the World Bank’s “Nigeria Poverty Assessment 2022”, about 40% of Nigerians live below the national poverty line. In many regions, especially in the north, access to quality education and basic infrastructure such as clean water and electricity remains limited. To make matters harder, the Afrobeat sensation lost both his father and brother at a young age, forcing him to take on responsibility for his family. Before his breakthrough, he worked multiple jobs to support them.
What makes Rema stand out globally is his ability to blend Afrobeat with international influences while staying true to his Nigerian roots. Rural communities have rich cultural histories that can become assets rather than obstacles. For example, rural tourism seems to be growing worldwide, as people are increasingly interested in authentic experiences: learning traditional farming techniques, attending local festivals, and exploring indigenous arts. By embracing these traditions, rural communities can turn their heritage into a source of income and pride.
Just like Rema’s talent was waiting to be recognized, rural areas worldwide are filled with people whose potential remains unseen due to lack of exposure. Technology and social media are slowly changing this narrative. The singer used to make music as a teenager and post it online. One of his freestyles went viral and caught the attention of music executives, which led him to sign with Mavin Records, the label that launched his international career. Similarly, South African singer Tyla also gained international recognition through her 2023 hit “Water”. The song amassed over 10 billion views on Tiktok.
Rema’s journey is inspiring but it’s not just about music. It is a case study about how potential can flourish with the right mix of talent, opportunity, and technology. For rural communities to thrive, they need more than just ambition —they need support. In that context, Nigeria has taken steps to support its booming creative sector. Initiatives like the Creative Industry Financing Initiative (CIFI), launched by the Central Bank of Nigeria, provide financial support to young creatives in music, fashion, and film. Similarly, the African Creative Blueprint, backed by a $3.5 million USAID investment and run by Ascend Studios, provides training and mentorship in TV production and other creative fields.
But despite these good intentions, initiatives like CIFI and the USAID-Ascend partnership are often centered in urban hubs, where exposure, and industry connections already exist. For a gifted musician in a rural area with no stable internet, no mentors, and no recording gear, these programs can feel out of reach. In her blog post, Sophie Roppé made a good point about rural festivals like Bonnaroo and Hinterland: they’re not just music events —they’re economic catalysts and cultural lifelines for smaller communities. Similarly, if countries like Nigeria could host festivals outside of urban centers, it could celebrate local talent and stimulate local economies.
If Nigeria truly wants to nurture the next generation of creatives, it must dig deeper. Funding is a start, but it must be followed by real infrastructure, decentralized mentorship, and digital access that reaches every corner of the country. Like Rema, rural talent is ready to shine. The question is: Are we ready to invest in it?
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