Thanks to Falz, all dapper men can now find each other easily with the launch of the Sweet Boys Association: sweetboysassociation.com. On the 13th, the artist put out a ‘Presidential Address‘ via YouTube for all self-proclaimed Sweet Boys to join the Sweet Boys Association in anticipation for his latest single Sweet Boy and we didn’t have to wait too long because and song and the video were released the following day and it’s been trending since.
The video directed by Iyobosa ‘Prodigeezy’ Rehoboth features Sweet Boys Association President Falz and other honourable members of the association: artists Banky W, Adekunle Gold, Ric Hassani, actor Timini Egbuson, fashion famous Noble Igwe and designer Mai Atafo really just being the best baby boy versions of themselves and living their best lives.
Since the release of the song, Nigerian Twitter has been abuzz with the hashtags #SweetBoysAssociation, #SBA and #SweetBoy. The song revived the ever-present ‘gender wars’ on social media; on one hand, there are sarcastic definitions about what exactly being a Sweet Boy is all about (in ways that address how the slangs ‘slay queen’ and ‘small girl, big God’ were turned to derogatory terms) and on the other hand, there are the Sweet Boys unapologetically owning their title. Amidst the negativity, Falz sent out emails to all members of this club of ‘baby boys’ encouraging them to unlook and keep being the best version of themselves.
Falz also released a Code of Conduct for all Sweet Boys Association members showing how serious he is about encouraging a generation of men of ‘admirable appearance and respectful conduct’. As monotonous as the publicity for music projects can get, Falz has done an amazing job with Sweet Boy; creating buzz for his music while also adding his voice to the conversation on what a man ‘should’ be, and we think nicely done.