Billionaire by streams, Joseph Akinfenwa Akinwale-Donus, is an “anise-scented replica” of a skein schemer, who could not “shake” catching a chequered feeling that “he is a creative hub, who has the finesse to shunt slew ingredients as well as gaff spiny-finned fish funk recipes”. An ex-emPawa Africa record label signatory, once hugged by the insomniac sensory effector of Nigerian singer, songwriter and record executive Mr Eazi; never second guessing himself from the very cradle, the hit champion is a non-too-vague howler.
De jure colonised, albeit, just getting started; his most coveted “happy chance” sprang right off the bet, after getting on the latter label’s radar with a cover — that “caught fire” in 2017 — of ‘Shape of You’: a bomb canon by English singer and wordsmith Ed Sheeran.
Scoring a fat tap on Amapiano record producer as well as global Disc Jockey Yumbs’ menacing jam known as — ‘Off My Mind’ — shaded last January at the Warner Music Africa’s annual songwriting and recording camp in Aburi, Ghana; behind the moniker — under the gaze of a fluttering calling of an ebullient singer ballad maker — is a shrug off Joeboy!
He — alongside “peacocking” quislings, not so long ago, recorded seasoned lyrics as well as pitches. That is to say, polished synchronicity by Kenyan Grammy award-winning songster and vocalist Bien, Moliy a Ghanaian-American singer as well as composer, and Focalistic a rapper as well as Amapiano chief librettist (South Africa); got fabulously layered in filters, claps and high hats — spilling with roughshod cantabile on Yumbs’ hell dust ditty (‘Off My Mind’).
‘Baby’, ‘Beginning’, ‘Call’, ‘Don’t Call Me Back’ featuring parallel Nigerian singer, songwriter, pianist and dancer Mayorkun, ‘Duffel Bag’, ‘Fààjí’, as well as ‘Sip (Alcohol)’; are oeuvre blasts by Joeboy, that have wiped out over tens of millions of views. Having risen to jut with ‘Somewhere Between Beauty & Magic’ as well as ‘Body & Soul’ — comestible albums that have received far-flung caviling eclat; Joeboy — who is the second African artiste to outstrip 100 million streams on Boomplay (a music player with over 100 million sonics across different genres like Pop, Rock, Afrobeats, Afropop and Reggae from top artistes) — just a little under four months today, embarked on an elating spotless epoch.
Not only did he initially drop a spic-and-span single termed ‘Osadebe’, he would give birth to the visual chef-d’oeuvre of the lilt croon, slightly under a month after. Directed by the visionary Jyde Ajala; the video — shot against the vivacious backdrop of Lagos Island — Nigeria, is an autumnal yet mystical depiction of Joeboy’s trip to self-discovery as well as credence by the gods of lullaby.
Drawing inspiration from the Greek deity Apollo (the god of singable offerings and youth); Joeboy’s delineation in this very pretty means of telling as well as uncloaking through illustration — signals his conversion into a stiff state of matter of his vocation, where he is deemed as a “cum laude” player by the divine forces!
Reflecting on the motion-picture photography’s concept, Joeboy asterisked, “The video really gives fresh meaning to the lyrics of the song. It’s a new phase in my life/career, and it’s important that I am blessed by the gods and given the necessary fortitude to present myself to the world again.” The visual narrative of ‘Osadebe’ is brought to life through three chiseled fashion looks, curated by the ingenious director (Ajala). Each outfit encapsulates Joeboy’s ringing get-up-and-go verve as well as charismatic persona. Further heightening the immersive experience for the viewing audience.
- Joeboy closely keeps the listener’s ear
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The hatching of the thought-provoking berceuse for self-rumination and positivity; marked the inception of the Lagos-based polymath’s label — Young Legend — in partnership with Warner Music Africa (WMA). Keen, the latter international troupe has importantly dilated its presence in Western Africa, forging side by side relationships, including Quislingism with Chocolate City — an independent Nigerian label. To boot, the establishment has made strategic acquisitions; notably the pan-African melodic firm Africori — an expansion that would “chip in” to global prosperity.
Joeboy’s company Young Legend, intemperately dedicated to giving a platform as well as elevating the next generation of — dare to defy conventions and create innovative beats — humming pioneers; globally distributing composition from the artists on its roster is WMA’s hard territorial dominion. The former as well as the latter’s tag team cemented with a series of auditory sensation camps held in Lagos, London and Los Angeles.
Playing up the February 16 conceived anthem ‘Osadebe’; Joeboy pays homage to the late Chief Osita Osadebe’s iconic tune ‘Osondi Owendi’, a cultural banger, which henpecked the euphony scene in the southeast as well as south-south regions of Nigeria, in the early 2000s. Through his lyrics: “I no dey cross my lane lane, I’m living like Osadebe, Osondi Owendi”; he asserts his trait, expressing a firmness of purpose to chart his own course in the tonal pattern industry, without buckling under to redundant comparisons and pressures.
Grokking the aesthetic sensibilities of his sound, the K-Dreamz (a creative from Chicago) produced — ‘Osadebe’ — is a testament to Joeboy’s skillfulness as well as phylogeny as a creative person. The birdcall sets the dramaturgy for a series of opuses that will culminate in an overmuch hoped-for EP (extended play) — towards the tail end of the 12-month time period.
‘Osadebe’ pretty much describes me and how I like to live my life. I know there’s this expectation of celebrities — to live loud, and be in the media for whatever reason to stay relevant; but I don’t believe in that. All I want is to make music, spend time with family, friends and fans — that genuinely care about me and my art. No shade to other celebs or people that are about that loud life; but I don’t believe there’s a need for the long talk and theatrics. Success is the biggest and loudest action,” Joeboy said.
The “jazzy blues” release, comes off the back of the singer ballad maker from Nigeria, joining forces with French-Congolese artist Hiro as well as Nigerian Disc Jockey and record producer DJ Neptune on the Detty December (the festive period at the end of the year in Nigeria and Ghana) number ‘Na Nko’. The demigod development came “hot” off the premiere of the ‘Body & Soul’ EP, a five-track masterpiece — broadloom continuing the chanted blabbermouth from Joeboy’s acclaimed toil of donuts: ‘Somewhere Between Beauty & Magic’.
- Grant Moyo is a prolific writer, innovative media personality, entrepreneur and a creative artist who is passionate about using his creative mind for the betterment of society. Follow him on X: @TotemGrant
