Emerging Nigerian artist uses his song “Tilda” to encourage conversations around loss, connection and checking in on loved ones
September 10, 2026: Emerging Nigerian artist Lucky Yay! is turning a deeply personal story of loss into a wider conversation about grief, connection and checking in on the people we love.
The artist, signed to U-Records, is marking September 10 with “One More Minute,” a digital-led campaign inspired by his emotionally charged single, “Tilda.”
According to a statement e-Signed by Johnson ‘Tivo’ Ukoha,
the Label Representative of
A&R Associate, U-Records & Entertainment noted that the campaign draws from the central emotions in Tilda, a song about the loss of someone Lucky Yay! loved and the grief, disbelief and unanswered questions that come when you lose somebody, especially when you feel like there were things you did not get to say.
FROM REMEMBRANCE TO CONNECTION
Rather than focusing on the circumstances surrounding someone’s death, One More Minute focuses on the person left behind: the memories, the love, the things left unsaid and the conversations that can no longer happen.
At the heart of the campaign is one simple question:
“If you had one more minute to talk to someone, who would it be and what would you say?”
The question draws from the emotions in Tilda and creates space for people to reflect on their own experiences of loss, while encouraging them to connect with those who are still here.
“If you had one more minute to talk to someone, who would it be and what would you say?” the campaign asks.
As part of the campaign, Lucky Yay! will take the conversation beyond the studio and into the community, asking people to share who they miss, what they remember about them and what they would say if they had one more minute together.
These personal reflections will form a series of short-form digital stories featuring Lucky Yay! and members of the public, creating a collective conversation around love, loss and remembrance.
A MESSAGE FOR THOSE STILL HERE
For Lucky Yay!, the campaign is an opportunity to take the emotion behind Tilda beyond the music and create a space for people to reflect on the importance of human connection.
“With One More Minute, I want people to think about the people they miss, but also the people currently in their lives. If there’s somebody you love, somebody you haven’t spoken to in a while, or somebody you know might be going through something, reach out to them,” says Lucky Yay!
The campaign encourages people to remember those they have lost without focusing on the circumstances of their death, while using that reflection as a prompt to consider the people they can still reach.
Through One More Minute, he hopes to turn that realisation into action.
For Lucky Yay!, the message behind the campaign is simple:
Who haven’t you checked on?
Who haven’t you called?
Who might need someone to listen?
Start the conversation.
Check on someone today.
WORLD SUICIDE PREVENTION DAY
These questions are particularly relevant on World Suicide Prevention Day, observed annually on September 10 to raise awareness, challenge stigma and encourage conversations around suicide and mental health.
The 2026 global campaign theme, “Changing the Narrative on Suicide,” encourages people to challenge silence and create greater openness around conversations about suicide and mental health.
Lucky Yay!’s One More Minute campaign contributes to this broader conversation by using music and personal storytelling to encourage reflection, empathy and connection.
While Tilda explores the pain of losing someone, One More Minute is ultimately about connection.
“Sometimes we don’t realise how important a conversation is until we don’t have the chance to have it anymore,” Lucky Yay! says.
ABOUT LUCKY YAY!
Lucky Yay! (born Aliyu Abdullahi Umar) is an emerging Nigerian recording artist signed to U-Records.
His music blends contemporary African sounds with emotionally driven storytelling. His music explores themes of love, relationships, loss and personal experiences, with Tilda showcasing a more introspective side of his artistry and his ability to build narratives through music.
“Tilda” by Lucky Yay! is available on major streaming platforms.
