Saeon Moruda was a hustler in the music industry, a lady whose first mention in mainstream media were unconfirmed reports of being in a relationship with actor, model and singer, Uti Nwachukwu. She scored a song release, ‘Boogie Down’, a collaboration with Wizkid. That song introduced her to everyone as she worked hard at promoting, performing, and getting her face into the media.
But in reality, that wasn’t get-into-the-news-card. Saeon has been at her game for a long time, with 2008 being the year she began to release music on a professional level. The singer and rapper took the long route to this path, getting a Masters from the US, and going through the time-tested crucible of talent – rap competitions.
Returning to Nigeria in 2012 had Saeon at crossroads. A tomboy, with the swag of a rapper, the voice of an R&B singer, and musical orientation and skill that was far from the local influences and tastes, she began the process of immersing herself into the scene, soaking up opinions about her craft, and in an effort to blend into the scenery, lost her true essence. Gone was the tomboy-rap, in came forced sexiness and a desire to blend.
Her song ‘Boogie down’ was a hit, with the controversy being a blessing and a curse.
“I did what I could to push it the way that I knew how to. It was doing really well on the radio and I needed it to pop off in the clubs and on the streets. This was months before I got signed. Dare I say the record was growing to became a hit but came with a lot of controversy after I expressed my thoughts about not getting as much support as I had expected and was agreed on.” Saeon revealed.
“I suffered the backlash from that as people came for me. Some people I knew and most that I didn't. I actually had a couple death threats and tonnes of negative comments sent my way. I pretty much was on my own. No one had my back . Not in public. I remember getting just 2 phone calls from a couple people I considered as friends but majority didn't say a word. It wasn't like they were obliged to but it would have at least encouraged me. It was as though the entire industry was against me. It was one of the hardest experiences I've ever faced.”
Saeon was the first artiste to sign with Baseline Music. The artiste was announced at the unveiling of the singer on June 8, 2014. She became the first lady, with label boss, Howie T stating that “Saeon is a very talented young woman, and we see potentials in her that is why baseline signed her, we love her music, and we can assure you that you will hear a lot from her moving forward”
Everything appeared to go forward, with the rapper and singer tweaking her style from tomboy to prissy diva. Saeon completely traded her signature dark look - sports bras, baggy jeans, an omnipresent backpack, and flowing locks – for a gown. Her music also changed as she switched totally from rap to R&B. Saeon was able to release more music, dropping songs such as ‘Dogado’, and ‘Awada Ekere’. All of that contributed to the release of her debut EP “I Am Saeon”.
2015 rolled in, and Saeon appeared to have fallen out of favor with Baseline Music. Her career hit a brick wall as she began to go back to her old ways, or worse still evolve into someone new. There were rumors of her being frustrated at the label, as she sought to redefine herself. 2015 was a year to forget as she eventually switched back to her first love – rap music.
“To make things worse I had no support from the label as they held off completely from promoting me barely 5 months after signing me.’ She said.
“I wallowed in it. Honestly, it broke me. Not just the "altercation" -- for lack of a better word -- but the fact that no one, not even the label stood with me, making me feel like I was wrong for spending my money and voicing out because I felt I hadn't gotten my money's worth. I felt even God wasn't with me...
“Now that I look back, I can admit that I was wrong, wrong for not being tactful in expressing myself and wrong for not being smart about it after the fact. I should have used the buzz from this experience to keep pushing out content because as they say. All publicity, positive or negative, is good publicity. I could have, I even went in the studio and recorded a diss track (thank God I didn't release it), I didn't ride on that buzz because I felt I needed to pause as the controversies were trumping my artistry and God given talent, causing the listener base and industry to focus on the negatives. I didn't want that to be the case for my career. I had to revaluate. I had to regroup. I had to change perceptions and misperceptions. I had to let the music speak.”
Currently, Saeon is working her way up as a unique artiste, digging into her past to create the future. The backpack is back, the cascading locks are back, and the tomboy swag is even better. The singer has also gone back to her original music, with intent on being true to herself.
“I resurrected and finetuned the #BoyChick with with the #87Swags in look and sound and the Swags broken down to represent my music, BackPacks, #MorudanBraids and natural hair, my demeanor, outfits and footwear (mostly gotten from the men's section) and content in general.
“I had my family's constant encouragement. I found God and since then been with me. He's been my constant charger, my battery, my power pack. He's been my drive. I decided that if I was going to do this at least one more time, I was going do it my way. Do it how it came to me. Straight from my heart. No filter. I was going be myself. I was going do me. Whether or not I had any support from the label. I had God, my family, my talent. Therefore I had the tools to succeed.”
Baseline Music has not released a statement stating that they have dumped Saeon. Saeon has also not released a statement stating that she is no longer a Baseline artiste. But the renaissance began last year with a well-received ‘R.I.C.O’. That was followed by ‘Stori’, with even a better song coming through – ‘De be’ (Cypher)’, The video which has a long list of artiste opens with the signature Baseline Music logo – An eagle in flight, at the center of a circle. She has another song out – ‘Ninu Clubi’, with plans to release its video and a mixtape.
“6 months after its release Dé Bè is still a hit. That for me is priceless. Because it has changed the fact that I went from not being heard, being mocked and abused or overlooked, being no where on the radar or not getting any AirPlay at all to being all over the AirWaves and on the countdown. It still is on some countdowns. It even got reactions from industry movers. It has changed my Storí and caused me to realised that I have not just a fanbase but friends who love my gift, are inspired by it and who really wish me well.” She revealed.