In our Joeboy interview and live performance evaluate, the Nigerian artist discusses his experimental new album, and empowering rising artists.
“I’m in a spot in my life and profession the place I really feel extra assured. I really feel extra free. I don’t actually fear about [the] vacation spot anymore. -Joeboy
Joeboy didn’t come to play (apart from music). The Nigerian-born singer just lately stopped by the Live performance Corridor in Toronto, the place he carried out his newest album, Viva Lavida, to a energetic and energetic crowd—full with a stay band. We spoke the morning after his present (one in every of many interviews he had scheduled that day). His star-power was evident, however I used to be extra impressed by his professionalism and enterprise acumen. Sure, Joeboy is an afropop famous person, however he’s additionally a mogul.
“The group [last night] was very welcoming. It’s good to carry out internationally, as a result of it makes you understand your influence—listening to followers sing your songs phrase for phrase,” he mentioned.
At 28, Joeboy is pacing to grow to be one in every of Africa’s largest acts. He rose to prominence with “Child” and “Starting”, each launched in 2019. The songs rapidly amassed tens of thousands and thousands of streams. That very same yr, Joeboy received Greatest Artiste in African Pop on the 2019 All Africa Music Awards. His ascent to international recognition started months later: he’s featured on the February 2020 remix of “Love Nwatiti (Ah Ah Ah)” by fellow-Nigerian singer CKay alongside Kuami Eugene. The music turned a sleeper-hit—by the top of 2021, it had charted throughout Africa, the Center East, Europe, and North America, peaking at #3 on the UK Singles Chart, #5 on the Canadian Scorching 100, and #26 on the US Billboard Scorching 100, the place additionally it is licensed eight-times platinum for gross sales over eight million.
“What makes [Love Nwantiti] particular is the refrain. It’s catchy and it resonates with many cultures. It was massive within the Center East. The melody is much like their music. TikTok performed an enormous function. Golf equipment, events, radio. The music was all over the place”, he mentioned.
“Sip (Alcohol)”—which Joeboy wrote whereas sipping a glass of wine—turned his subsequent TikTok-aided viral hit. The manufacturing blends amapiano and afrobeats, and the pop-melodied refrain explores themes of escapism and strain. Thus far, the music video has over 175 million views.
“I began pondering, why do folks drink? I noticed folks drink as a result of it helps them escape. They need to chill and have a good time the place they overlook about their worries. The primary line that got here to me was [the chorus]. The melodies are very soulful, however the drums encourage you to maneuver. It’s an ideal mix, That’s why I like amapiano a lot. It’s so dynamic that you may kill two birds with one stone, he defined.
“The truth that you’re making a tragic music on a severe subject doesn’t imply it shouldn’t be gratifying.”
Joeboy felt the necessity to make clear his message after “Sip (Alcohol)” blew up in a TikTok problem the place customers downed exhausting liquor and palm oil. Joeboy remained lighthearted regardless of the controversy, and urged followers to analysis music lyrics in order that they perceive the nuance.
“The truth that you’re making a tragic music on a severe subject doesn’t imply it shouldn’t be gratifying. I’m passing a message throughout having a good time. Test the lyrics so that you perceive how severe the music is!” He chuckled. “The most important concept behind the music was the explanation why folks drink. It was not me encouraging folks to drink”.
Afrobeats has reemerged within the mainstream over the past decade. Stars corresponding to Rema, Burna Boy, Wizkid, and Davido have garnered crucial and industrial success with their respective blends of pop, R&B, and Nigerian sounds. What’s particular about Joeboy is he was lucky sufficient to make connections within the business earlier than his music grew in recognition. He credit Mr. Eazi, who found Joeboy on Instagram, for mentoring him earlier than he was launched to a wider viewers.
“Mr. Eazi positively helped me perceive the enterprise. A lot goes on behind the scenes that a number of artists don’t perceive. I used to be blessed to see that earlier than I turned mainstream. Earlier than I [went] viral, I already knew [it wasn’t] simply enjoyable and video games. I knew it [took] a number of work, and on the finish of the day, sure, you make folks pleased and have a good time and really feel good, however the machine behind that’s a very completely different story. I’ve to be mentally prepared. And that’s why I used to be ready to fund my very own [music imprint]. I perceive what it takes to maintain a label working”, he mentioned.
Viva Lavida is Joeboy’s third album and first underneath Warner Music Africa. The afropop and R&B challenge focuses on freedom and experimentation—parts Joeboy mentioned he’s implementing by means of life experiences and in sonics.
“I’m in a spot in my life and profession the place I really feel extra assured. I really feel extra free. I don’t actually fear about [the] vacation spot anymore. [Viva Lavida is] my most experimental murals. I moved outdoors of the field of what folks usually anticipate from me. Songs like “Magdalene”, to “SMH”, aren’t much like my [previous] discography. I needed to evolve musically and discover different soundscapes. That’s what the album is about. I acquired to precise [myself] and create with out fear. The identify of the album is my mindset proper now”, he mentioned.
The album opens with the ominous, but fascinating “Harmless”, the place Joeboy laments about sacrifice, gaining knowledge, and committing to somebody regardless of disappointment. The music’s outro samples “I Don’t Need To Lose Your Love” by The Quickest Approach Out, displaying Joeboy’s propensity for genre-bending and sensible use of anachronism. He takes us to Latin America with “Sundown”, a relaxed, percussion-heavy duet with Brazilian singer Elana Dara. Right here, Joeyboy is seductive and delicate, showcasing his capability to convey completely different feelings by means of his voice. Magdalene—one other standout—is an lively quantity à la “Soiled Diana”, sans unrequited love.
“The subsequent part for me is a number of collabs and large options…It’s about to be an thrilling run. I need to be remembered as an individual that wasn’t afraid to do nice issues, whatever the odds, an individual that impressed younger folks to go for his or her desires and be artistic no matter their temperaments.”
“The observe most difficult to create was ‘Magdalena’. [Not] in a foul manner. The tempo is basically upbeat, and it’s not one thing [I’m used to]. I labored exhausting to study the melody. I additionally made certain the lyrics had a deeper that means. I’m very pleased with the way in which it turned out and that it’s lastly out for the world to get pleasure from”, he mentioned.
Joeboy introduced Younger Legend, his imprint underneath Warner Music Africa, in February 2024. He mentioned his aim is “giving platforms” to younger artists, in order that they can also sooner or later have their very own label.
“[Young Legend] helps me perceive [the music industry] each as an exec and as an artist. I’m actually excited. Aside from music, one factor I like is to look at issues develop from scratch and grow to be actually massive. That’s what Younger Legend is all about,” he mentioned.
KvngVidarr, a Nigerian afrobeats singer-songwriter, is Younger Legend’s first signee. Vidarr launched his eponymous debut EP mixing afropop, highlife, and dancehall in Nov. 2024.
“We dropped [the EP] final yr to check the waters. After that, we determined to work on him and discover [his] sound. So it’s coming—severe hits. Be careful for KvngVidarr”, he mentioned.
As for Joeboy, he’s trying ahead to returning to the studio as soon as the Lavida World Tour ends and additional cementing his legacy.
“The final cease is Abuja. After that, the following part for me is a number of collabs and large options. I don’t need to jinx it by giving names, nevertheless it’s about to be an thrilling run”, he concluded. “I need to be remembered as an individual that wasn’t afraid to do nice issues, whatever the odds, an individual that impressed younger folks to go for his or her desires and be artistic no matter their temperaments. I’m an introvert. There’s that impression that you may’t achieve success with regards to music. However I’m a dwelling testimony, you understand? If I can do it, you may”.
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