Westsyde Lifestyle: Afro Dance Innovators And Trendsetters

One can argue that the popularity of Afrobeats and Afropop music is directly linked to the popularity of Afro Dance. Without Afro Dance, would Afro Pop’s international and cross cultural appeal exist? Yes, the music inspires the dance, but it is the viral dances that have popularized the music. In the age of TikTok and Instagram Reels, can we honestly deny the power of dance to open people to new sounds and connect people to new cultures? Afro dancers have become the new DJs, the purveyors of culture and the creative force changing the perceptions of Africa and propelling Afro music.

The infectious moves and steps of Afro dances have caught the world’s attention. The dances are filled with African expressions, unconventional movements and the creativity of the African streets. Through urban Afro dance culture, a new generation of African youth have the power to influence global Pop culture like never before. Trends created on the streets of Africa become global trends influencing fast fashion and global dance culture.

Westsyde Lifestyle is one such group that exemplifies urban Afro dance. Innovators, trendsetters, visionaries, and movement creators, their contribution to Naija and global Afro dance culture is invaluable and indisputable. Below we take a closer look at the group and their contributions to urban Afro culture.

The beginning

The group today consist of 5 members: Tomison (@tomison_tomton) Yemi (@yemiosokoya) Ambrose (@ambrose_tjark) Emmanuel (@emmax_daniel) and Love Divine (@picturekodak)

They hail from western Africa—Lagos Nigeria, and came together with a mission to redefine African dance through a lifestyle perspective. They set out to create their art with a methodical approach focused on urban African dance and the culture around those dances —fashion, imagery, messaging, and artistic creativity.

Their story began when Ambrose met Emmax in 2014. Emmax invited Ambrose to a studio in Bariga, Lagos for a dance session. The studio was a common meeting space for dancers to share and exchange dance. At the studio, Ambrose met Tomtom, a friend of Emmax. (Tomtom and Emmax once had a dance crew together called: Faceless Dance Crew) In later studio sessions, Ambrose met Femi Braun, a known dancer from Lagos. Femi was working on creating a new generation dance crew that captured the vibe of the Lagos streets. He called his new formed group DNA and invited Ambrose, Emmax and Tomton, to be part of DNA. Through training sessions for DNA, Ambrose met Yemi and a female dancer name Nekky. The 5 members created a strong bond and grew closer over time.

Several months later DNA was disbanded. Disappointed but not discouraged Yemi and Ambrose talked about forming their own group. They approached Tomtom, Emmax and Nekky with the idea, and all agreed to joining. They called the group: Westsyde Lifestyle, a name Ambrose came up with. And so it began, on January 22, 2015 Westsyde Lifestyle was born.

Later that year Ambrose, Tomtom and Yemi qualified for the Nigerian dance reality show “Dance with Peter”. It was during this competition the group met Picture Kodak. After the competition ended, group member Nekky was admitted to dance school and decided to leave the group. The 4 remaining members then approached Picture Kodak about joining the group; she agreed.

The power of visuals:

Westsyde Lifestyle was one of the first Naija dance crews to use dance visuals to create a new visual aesthetic that embodied urban Afro dance. Their marquee approach to visuals became a blueprint for Afro dance videos. Their visual aesthetic has become synonymous with Naija Street dance, and has been frequently copied.

The group had a vision to use dance visuals to celebrate and elevate Naija and Urban Afro dance. Visuals would also be used as a marketing tool to promote the group. When they launched in 2015, they new that social media and the content they pushed out would be vital to their growth and success. They carefully studied the landscape to determine where they could fit and what they wanted to offer. Realizing there was a void in the visual space that captured the full reality of urban Africa, they honed in on filling this void.

The vision was realized with the help of Bukola Jimoh (@bukolajimonphotography) and fellow group member Yemi, who was simultaneously developing his filming and editing skills under his label @fokosed. Together Bukola and the group conceptualize video concepts and executed them to perfection. Video after video captured the reality of Lagos, and the raw energy of their dance. For Westsyde it was important to not only capture, but also celebrate the reality of Lagos in their visuals. A reality they did not want to gloss over by removing it in editing or pretend it didn’t exist. Or, belittle it as backwards or dirty, as is often used to describe some communities in Lagos. They wanted to depict the reality of the places they were from, showcase the communities that were invigorating the Naija Afro dance scene, and the communities that often faced discrimination based on their location. By featuring these communities, they hoped to change the narrative not only about Afro dance (which according to the group was often looked down upon by many commercial dancers) but about who can be considered a dancer, a creative and a positive contributing member of society.

From 2016 to 2019 the group saw exponential growth on their Instagram account. Their visuals captivated the Afro dance world and they quickly became known for Afro dance innovation. Each video brought a fresh perspective on urban Afro movement, and was watched closely by other dancers for new moves. The group ushered in a new style of choreographed Afro dance that had not been seen before and captured urban Africa with fresh curious eyes. Rather than falling victim to the story of poverty, and hardship, they took these narratives to show that from this reality creativity blossoms. Their visuals helped to solidify Westsyde’s place as a creative force in Naija dance and in global Afro dance culture.

It wasn’t long before their creative approach to visuals—setting, choreography style, animation, fashion etc was copied. By copying Westsyde it showed that many artists were embracing their own realities. The sceneries and settings that Westsyde introduced became the visual norm for Afro dance videos from the continent.

The word lifestyle in the group's name means just that—a way of life. A life full of dance, music, and fashion interpreted through their eyes. In addition to visual and movement innovation, the group also used fashion to complete their visual presentation. They pushed unique fashion trends and conceptualized their videos with fashion playing an important role in completing the story.

Their fashion sense like their dance is inspired by the street. Factors like affordability and accessibility also impacts their fashion decisions. Ultimately their fashion is a reflection of their collective realities. Shorts, tee shirts, topless bodies, ripped jeans, track pants, wind breakers, hats, body paint, plastic bags, body towels, hand towels, fanny packs, body bags, grills, and the list goes on, all find their way into their fashion presentations. At times there is a British dapper meets African street sensibility in their style. Wackng—Ambrose’s personal brand helps to complete the fashion direction by contributing to styling and outfitting of the group.

Today the dance visual—from highly edited concept videos to single shot phone videos, is ubiquitous. The ubiquity is something the group is well aware of. Such ubiquity of course has changed how the group markets and positions their art, and we are definitely watching them to see what’s next.

Do check out their instagram (@Westsydelifestyle) to view all of their videos and get a sense of the Westsyde aesthetic. Below are 3 videos (and there are many more) we absolutely love.

Dance innovators

Westsyde lifestyle’s dance tells the stories of the Lagos streets. It is rooted in Konto, one of the first street styles out of Lagos, Nigeria, and influenced by the many urban Afro styles happening on the continent. It is an interplay between African expressions, animations, movements, and footwork developed in the streets. It is a whole body of new movements inspired by the sounds of Afro beats. Beats that were once considered underground but have now become part of the mainstream urban Afro sound.

The raw energy that Westsyde Lifestyle brings to their dance is reflected in their movement ingenuity. They are never ones to copy whats popular, instead they use whats popular to fuel their innovations. They continuously push their creativity to always deliver new moves and new interpretations of Afro movement.

Love Divine, the female energy of Westsyde Lifestyle ushered in a hardcore yet feminine flow that caught the world’s attention. As the only female in the crew, she stood out. Not only because she brought the same energy as her male group members, but because she delivered it with femininity and style.

Her signature red hair became a defining look. Her rawness and energy, won her a growing fan base, many of whom were other female dancers. She helped to redefine female afro dance, incorporating sensuality with the edginess of the street. Easily transitioning from ass shaking, to Shaku Shaku, to Poco Lee and other male dominant styles. While most dance genres develop separate styles for men and women, PictureKodak demonstrated that Afro was gender neutral. That all moves were available to her to execute and deliver as she sees fit. Her signature flow and sprite inspired other female dancers to follow her artistic approach to dance.

Below we take a look at Weststyde Lifestyle’s dance innovations over the years.

In 2018 Shaku Shaku dance took the Afro dance world by storm. It was the next viral Naija Afro move, coming off the heels of the Shoki dance. Not one to copy dances, the group created several Shaku Shaku variations that contributed to the popularization of the Shaku Shaku dance style- a street style from Lagos.

As expected these variations quickly spread. Soon there were Chop Daily tutorials on the Shaku variations, and Afro dancers from around the globe further helped to spread the group’s creations.

Westsyde with their Shaku variations set out to educate their fans that Shaku Shaku was more than just a move. It was/is a full blown dance birthed in Lagos, in the communities of Bariga, Oshodi, Mushin, and Agege; all communities where Westsyde members hail from. And as an emerging dance style native to Nigeria, Westsyde sought to build and develop this style by consistently adding moves to the Shaku Shaku dance library.

At the end of 2018, the group launched Kpakujemu, adding yet another move to the Shaku Shaku style. The high kick followed by simultaneously punching and shaking your head move quickly caught on. To launch the dance, Westsyde collaborated with artists Olamide, Barry Jhay, Terri and Lyta for a namesake song. As featured dancers in the video, the group showed off the new move, and started a Kpakujemu challenge. Within hours afro dancers uploaded and shared their interpretations of the dance, and within days the dance was viral.

In 2019 the group dropped visuals where yet another standout move caught people’s attention. The group was seen slicing and slashing their hands with angular like knife cuts followed by a reverse head rotation. By this time the Afro world had already identified Westsyde as Afro dance purveyors. Each visual was patiently awaited to see new movement vocabulary. Soon after dropping dance visuals with the slicing move, the group dropped the Shadia tutorial. Finally, the slicing hand move had a name!

Shadia quickly replaced Kpakujemu as the must do move. And as expected dance artists added their own variations and expressions to further propel the popularity of the dance. From Europe, to North America, to Latin America and beyond, Shadia was everywhere. With 2 popular and well known moves under their name, all eyes were on Westsyde Lifestyle.

By June 2019, we noticed some wobbly footwork followed by a shoulder shrug move in Westsyde’s latest visuals. The group usually drops visuals with new moves that leaves the world wondering what a particular move is called. Using the successful formula of the Shadia tutorial, they launched the Solege tutorial. And like that the wobbly footwork move was named. Solege added yet another move to the Shaku Shaku style.

That same year, the group was featured by Mixmag magazine as part of the “Kings of Culture Documentary”. Mixmag identified Westsyde as “the dance crew from Lagos Changing the game”. In the short documentary we hear from the group about their vision to keep pushing Naija street dance.

Their innovations did not stop at Solege. The group subsequently released Kaapa, Ladies Night, Flebe, and many more movements that have yet to be named but are featured in their visuals. With so many moves under their belt they have achieved their vision of making Shaku Shaku a native Naija dance style, with a full body of movements and expressions.

Kpakujemu

Shadia

Solege

Mixmag Feature

Challenges

Despite their creativity and success, the group faces many challenges. There is a lack of appreciation for their craft on their home turf. It is often said that when we eat, breathe and experience something every day, we fail to appreciate it because it is familiar and easily accessible. Could it be that this same phenomena is happening to Westsyde Lifestyle ? For many of us not on the continent we often look to the creators on the continent for inspiration. But we are learning that for many on the continent they look outside the continent for creativity and inspiration. Often overlooking homegrown talent, and aspiring artists who create and celebrate their native cultures. With the prevalence of Naija street dance in Lagos, are artist like Westsyde Lifestyle being overlooked by the local industry because they are seen as too familiar ?

From the onset, Westsyde Lifestyle struggled with the general perceptions of Afro dance within the Lagos dance industry. The industry we are told established a hierarchy of perceived value, often valuing American and European dance styles over locally created styles. This is a perception the group is actively working to change. And as the industry grows and develops, they hope that their contributions to the culture will help to shape an industry more appreciative of home grown creations like the Shaku Shaku dance style.

Many of their fans live outside Nigeria and visa restrictions coupled with the recent pandemic have made it difficult for them to reach their fans in person. It is their dream for all group members to obtain the necessary travel documents, so that they can travel and interact directly with their fans. Live shows, workshops, and cultural exchanges are all visions they would like to be realized, and are actively working to achieve.

The group also needs a dedicated studio space they can call their own. Currently they train at the same studio in Bariga, where they first met. A dedicated studio space will open more possibilities and foster more creativity.

Like many dance artists, they also struggle with the devaluing of dance. Dancing is often not respected as an art/career that requires training, technique and mastery. This perception has lead to dancers not getting their worth for their work.

The political climate in Nigeria is an obstacle as well. Many dancers, including Westsyde Lifestyle are often targeted by the authorities for challenging the system or for speaking out. The consensus is that being creative, thinking outside the box and/or being different are viewed as threats to the system. In 2020 frustration with the authorities bubbled up into large protests in the country. Many creatives and young Nigerians joined together to protests and voice their frustrations with the government. They demanded an end to SARS: The special anti-robbery squad known for its abusive power. We heard their stories about being targeted by the police simply because of what they wear or the digital devices they own. In 2019 we saw first hand (caught on camera) when police abused Westsyde Lifestyle member @tominsin_tomtom for simply filming a dance video in an outdoor space. For many outsiders this was the first glimpse into the type of police harassment and abuse many Nigerians experience on a daily basis.

A Focused Sense Of Purpose

In 2020 Westsyde Lifestyle lost a dear member of the group. Female member Love Devine (@picturekodak) untimely transited. It was a sudden departure of a bright and promising star who helped to redefine Afro dance.

The lost of Love Divine shook the group and the Afro dance world. Following her passing, the Love Divine Foundation was created with the purpose of memorializing and securing her legacy. The foundation also seeks to establish a dance community center, where girls can find a space to develop their craft. Her transition has invigorated the group to push more boldly towards their vision.

In May of 2020 the group organized an all female digital battle in her name. It brought female dancers from around the globe to battle in memory of Kodak. It was an impactful event that reinforced Kodak’s contributions and footprint in Afro dance. Female after female channeled their inner Kodak and demonstrated how she inspired their dance.

In January, 2021 Yemi and Ambrose fulfilled one of the group’s goals by taking their creativity to the stage in Paris, France. With fellow Nigerian creatives they presented “RE:INCARNATION”. This was the first theater production and presentation by the group, which achieved their vision to bring Naija street dance to the performing arts stage.

With the year well on the way we are very much tuned into the creative discoveries of the group and how these discoveries will manifest into their art.

RE:INCARNATION