Some titles sound like a baby’s first word, and WurlD makes that sound a hook with Da Da.
One of the oldest tricks in the book in music is repeated syllables. They’re easy to repeat, quick to recall, and easy to yell across a crowded room, which is why so many Nigerian hits have arisen from a basic doubled sound. No one requires a translation, and everyone has a guess as to what it could mean.
The transparency is what makes it so exciting. It may be an appeal to a father figure, a playful flick of the tongue, a cue to dance, or just a mood without a dictionary meaning. It’s what youngsters in many families say long before they can say anything else, so the title carries a sense of purity that sits in humorous contrast with the grown-up swagger most pop records chase.
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