Joeboy
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Joeboy has never been one to colour inside the lines. The Afrobeats hitmaker has built a career on infectious melodies that dominate playlists worldwide, cementing his place as one of Nigeria’s brightest stars. His fans always knew he was destined for more.
In February 2024, he turned the page on a new chapter, launching his own label, Young Legend, in partnership with Warner Music.
His mission has been to elevate the next wave of African talent, arming them with the hard-earned lessons he picked up on his own rise to the top.
The global music industry is shifting, Africa is no longer just an influence; it’s the main event. The Grammys even made it official, adding the Best African Music Performance category, proof that the world is finally catching up.Now, Joeboy is committed to shaping and curating the sound of the future.
In an exclusive sit-down with GQ South Africa, he opens up about his highly anticipated album, Viva La Vida, his transition into mentorship, and why fashion might just be his next big move.
Joeboy’s forthcoming album, “Viva La Vida”, is set to be his most introspective work yet. Known for infectious Afrobeats anthems, he’s now diving deeper into storytelling and raw emotions. His recent single, “SMH”, featuring Tempo, sets the tone.
“This is an introduction to the vibe of the album,” Joeboy explains. “There’s going to be a lot of vulnerability, touching on topics the everyday person can relate to: love, self-love, and even the not-so-nice sides of love.”
Joeboy
Image: Supplied
The album won’t just stick to Afrobeats. “It’s a mix,” he teases. “There are some OG Afrobeats influences, but also Asian sounds. Even “SMH” has Asian sonic elements. But the foundation is still definitely Afrobeats. His latest song “Taxi Driver echoes these themes creating hype and anticipation for his upcoming project.
” And when it comes to collaborations, Joeboy is keeping his cards close to his chest. “I’m really excited about some features, I respect these artists so much. I can’t wait for the world to hear this masterpiece.”
With Young Legend, Joeboy is actively shaping the next generation. The label recently celebrated its one-year anniversary, and Joeboy is already nurturing fresh talent, including a rising star named Kvng Vidarr. “I look for uniqueness. In Nigeria, there are hundreds of artists coming up every day. You have to stand out,” he says.
Mentorship comes naturally to Joeboy, who himself rose through the ranks with guidance from Mr. Eazi. “Being an artist, I know the struggles. Young artists need structure, opportunities, and guidance. With Young Legend, I want to help them navigate the business while staying true to themselves.”
Joeboy has witnessed firsthand how African music has gone global. “We’re in a new era. A few years ago, a Grammy nomination for an African artist was a miracle. Now, it’s expected,” he shares with GQ.
Joeboy
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Afrobeats, once a niche genre, is now dominating global charts and festivals. But Joeboy sees the next wave coming. “Afrobeats has had its run, but I think the industry is ready for a new sound. We’ve been on the Afro-piano wave for three years, but now, it’s time for evolution. More global moves, more crossovers, this is just the beginning.”
Beyond music, Joeboy is making moves in fashion. Attending Fashion Weeks and immersing himself in the industry is a sign of things to come. “I don’t rush into things. When I’m branching into something new, I like to learn from scratch. That’s why I started attending fashion shows, to understand both the creative and business sides.”
Joeboy
Image: Supplied
Could we see a Joeboy-designed menswear collection soon? “Definitely,” he says with confidence. “Everything in entertainment is connected. From music to movies to fashion. I want to impact all those spaces,” he shares with a grin.
Joeboy’s journey has been nothing short of remarkable. From recording covers on his phone to becoming a global star, his path hasn’t always been smooth. Looking back, what would he tell his younger self!
“Consistency is the answer. There’s always fear, ‘What if this doesn’t work?’ But you don’t need to have your next five moves planned. Just take the next step. People say, ‘I don’t have a studio,’ but you can record on your phone. Just start. Don’t wait for things to be perfect,” he advises.
Written by Takudzwa Nyambi
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