The Afro pop and R&B star Joeboy, balances the formula to unite his listeners both home and abroad with amazing songs in his recent album “Somewhere Between Beauty & Magic” that can compete across cultures and an underlying theme that truly define his craft.
It’s been some few years down the line since he released a cover version of Ed Sheeran’s Shape of You, which gained many views in Nigeria and abroad and later becoming more synonymous with all that is good in R&B.
Few years later,“Baby”and“Nobody” re-introduced the Nigerian star internationally, broadening his audience and spotlighting a genre on the verge of becoming a global powerhouse.
The“Nobody,” is a collaboration with mentor Mr Eazi and Nigeria’s DJ Neptune, has become 2020’s biggest afropop anthem, topping Apple Music’s streaming charts in a half dozen African countries while reaching #7 on Billboard’s World Digital Songs Sales Chart. The song has even inspired a global dance craze, the #NobodyChallenge, with over 10 million homemade videos inspired by the song on the social streaming app Triller alone.
This time again, the 23-year-old singer has picked up the skills to dualize his music, making art with one foot planted firmly while the other seeks success in new markets. From making dance records designed to entertain us locally, he’s expanded into other countries, by leaning heavily on African influences. It hasn’t been an easy task, and in the time since Joeboy gained international recognition, his crossover credentials have been in question back in Nigeria.
Apart from “Nobody”, his recent debuts, struggled to make a dent commercially. His contract with Mr Eazi’s Banku Music Record Label demands that he continues to play for a global audience.
To work around contractual restrictions at Banku records, he has worked with best producers and DJs, appearing on their records as an invested guest.
More complex still is the ever-changing scene in Nigeria ‘s music industry, where a new guard of musicians including Omah Lay and Fireboy are expanding the borders of genre and redefining the local sound.
“Somewhere Between Beauty & Magic” dispels those doubts with 14 amazing tracks without a single collaboration. Here, he’s finally balanced the formula to unite home and abroad with songs that can compete across work, cultures and relationships.
The 14-tracks explores love, its complications, perks, and the way in which the complex emotion defines all human interactions.
The album is narrow in its approach, but for good reason. The measures taken on this album betrays refined maturity. His sounds are familiar, his delivery sure. And the sincerity bleeds through the songwriting.
Joeboy’s delivery of patois and pidgin English interpolating with lushs instantly set “Count On Me” apart. He has refined his approach, finding comfort in exploring the intersection of sound cultures.
For a project dedicated to his teeming fans, the core of “Somewhere Between Beauty & Magic” album highlights everything we need to know from cultural exchange, work, love, relationship, focus and inspiration for all of us.
For many generations, ”focus” and ”Police” will enjoyed a healthy Nigerian influence.
Show me, Runaway, Lonely, Sugar mama, Consent, Oshe and Better things are all-encompassing.
It’s an an interesting album with alot of Lyrical contents and is recorded by a team of producers including such notables as Dëra, BeatsbyKO, Killertunes and E Kelly .
Congrats Joeboy. More wins.
Subscribe to our newsletter down below to catch up with latest music or album reviews every Monday, Wednesday and Friday.