Behind The Feast: Ifedola Ogundipe on Crafting Falz’s Most Personal Project

Falz’s artistry has always thrived at the intersection of wit, social commentary, and cultural storytelling. For his latest body of work, The Feast, he leaned on the vision of his long-time creative collaborator and creative director, Ifedola Ogundipe. Known for curating multi-sensory experiences that transcend music alone, Ogundipe played a central role in shaping the album’s sonic direction, visual identity, and overarching narrative. In this conversation, he breaks down the inspirations, processes, and challenges behind bringing The Feast to life.

Vision & Theme

Falz has described The Feast as a deeply personal project, a “feast” of internal, emotional, artistic, and spiritual expression. How did you translate that vision into the album’s overall aesthetic, direction, and storytelling?

From the earliest conversations, even before we called it “The FEAST,” my focus was on ensuring it felt like more than an album. I like whatever I do to be an experience, so it had to be multi-sensory, inviting listeners to sit at a table with Falz’s different selves. We translated his deeply personal vision by treating each track as an interpretation and extension of him, like a special dish with its own flavour profile, while maintaining a cohesive emotional through-line. The aesthetic choices sonically, visually, and narratively were built to immerse audiences in his world while allowing them to see reflections of their own.

Curating the Soundscape

You worked with a wide range of producers and artists. How did you go about selecting collaborators and shaping their contributions to fit the album’s cohesive narrative?

The collaborator list was shaped intentionally. We had a core team in mind, comprising Duktor Sett, Chilleaux (fka Chillz), Willis, and Sess. As we progressed, multiple music camps came in, and AYK, IBK Sleek, Magicsticks, Semi, and Tuzi contributed. Each producer and artist was chosen not only for their skill but also for how their sonic DNA and depth could complement the vision. I leaned heavily on chemistry and alignment, matching the narratives with the right creatives who could expand the story without overpowering it. Every contribution was workshopped in the context of the whole album, ensuring no track felt like an outlier.

Conceptual Structure

The album is structured as a five-course meal, from starter to dessert, across 12 tracks. What inspired that structure, and what role did your team play in organising the flow and sequencing to reflect this thematic arc?

The five-course structure emerged as a storytelling device, a way to guide the listener through different emotional and thematic states. Our team’s role was to refine that arc, ensuring pacing, tonal shifts, and thematic depth felt natural. This was a curated feast, and we mapped tracks like a menu, building anticipation, delivering satisfaction, and leaving the listener with a lasting aftertaste.

Visual & Stylistic Direction

As creative director, how did you decide on the visual styling, album art, branding, or potential music videos to match the tone of The Feast?

I created a couple of documents to this effect. I made a Concept Document detailing the entire ecosystem and defining every aspect. I also created a Brand Bible for The Feast because it wasn’t just music, I treated it like an actual brand with multiple touch points. There was also a Visual Document with treatments for different content and art forms. The visuals had to echo the sophistication, grandeur, and intimacy of the music. From the album art to potential video treatments, we drew on the idea of a banquet table, a place where culture, identity, and conversation meet. Earthy tones, rich textures, and layered imagery reinforced the album’s depth, while subtle modern touches kept it fresh for today’s audience.

Artistic Growth vs. Consistency

What was your role in balancing Falz’s artistic evolution while preserving his signature wit and social commentary?

Falz’s wit and social commentary are his trademarks, so our challenge was allowing him space to grow—experimenting with new sounds and deeper personal storytelling—without losing what fans love about him. My role was to hold the mirror up, asking if each creative choice was true to his essence, even in new territory.

Message & Cultural Context

With the album foregrounding themes of community and cultural identity, how did you guide the messaging, both musically and thematically, to ensure these ideas were prominent yet organic?

Africa’s collective spirit was a core theme, so the messaging needed to feel lived-in, not performative. We shaped the lyrics and even the song order to allow community and identity to shine organically. We didn’t want to preach but to invite listeners to remember shared values through rhythm, melody, and relatable stories. You can listen to “No Less” and while dancing, you feel a subconscious pull towards an “Owambe” (community) or crave your own cool lace fit (cultural identity). These elements of identity and community were embedded within the melodies, so even while catching a cruise, you’re awash with the theme.

Creative Challenges

What were the key creative or logistical challenges you and Falz faced, and how did your team navigate them?

With multiple moving parts, over 80 recorded songs, tight timelines, diverse collaborators, and the ambition to create something timeless, logistical complexity was inevitable. We navigated this by building a clear creative blueprint early and keeping open communication channels. Whenever obstacles arose, we returned to that blueprint to re-anchor ourselves.

Collaborative Workflow

Considering the album was recorded in multiple locations, like Lagos and Abuja to sustain creative freshness, what was the process around coordinating producers and co-writers while keeping the original vision intact?

Recording across Lagos and Abuja brought fresh energy but also required tight coordination. I had a master Excel sheet that contained all the happenings across sessions songs, ideas, notes, campaigns, etc. We also had meetings and presentations (actual PowerPoint decks) to align on our position at each stage. The beauty of this project was the alignment: every creative voice was heard, but all were guided by the same North Star.

Personal Investment & Reflection

Since this is Falz’s most introspective work yet, how did you help him channel vulnerability and personal stories into the production, arrangement, and sonic textures?

This album demanded vulnerability, so we had conversations about ideas, ideals, experiences, anything. There was nothing off-limits. My role was to create a safe, creative space where Falz could explore personal narratives without feeling exposed. From vocal coaching suggestions to fine-tuning production textures, we ensured each sonic choice amplified the honesty and authenticity of his storytelling.

Legacy & Impact

Falz aims to leave an impactful legacy through music that resonates and provokes thought. As the creative mind shaping the project, what do you hope listeners take away from The Feast, apart from enjoying the music?

Beyond the music, I want The Feast to be remembered as a cultural artefact. It’s a layered project, so if just one person listens to “Wonderfully Made” and it boosts their idea of who they are, making them feel comfortable in their skin, that’s impact enough. A record that nourishes hearts, minds, and spirits. If people walk away feeling seen, inspired, and challenged to think differently, then we’ve served more than an album; we’ve served a moment in time that matters.