In our Joeboy interview and concert review, the Nigerian artist discusses his experimental new album, and empowering rising artists.
“I’m in a spot in my life and career where I feel more confident. I feel more free. I don’t really worry about [the] destination anymore”. -Joeboy
Joeboy didn’t come to play (besides music). The Nigerian-born singer recently stopped by the Concert Hall in Toronto, where he performed his latest album, Viva Lavida, to a lively and energetic crowd—complete with a live band. We spoke the morning after his show (one of many interviews he had scheduled that day). His star-power was evident, but I was more impressed by his professionalism and business acumen. Yes, Joeboy is an afropop superstar, but he is also a mogul.
“The crowd [last night] was very welcoming. It’s nice to perform internationally, because it makes you realize your impact—hearing fans sing your songs word for word”, he said.
At 28, Joeboy is pacing to become one of Africa’s biggest acts. He rose to prominence with “Baby” and “Beginning”, both released in 2019. The songs quickly amassed tens of millions of streams. That same year, Joeboy won Best Artiste in African Pop at the 2019 All Africa Music Awards. His ascent to global recognition began months later: he is featured on the February 2020 remix of “Love Nwatiti (Ah Ah Ah)” by fellow-Nigerian singer CKay alongside Kuami Eugene. The song became a sleeper-hit—by the end of 2021, it had charted across Africa, the Middle East, Europe, and North America, peaking at #3 on the UK Singles Chart, #5 on the Canadian Hot 100, and #26 on the US Billboard Hot 100, where it is also certified eight-times platinum for sales over eight million.
“What makes [Love Nwantiti] special is the chorus. It’s catchy and it resonates with many cultures. It was big in the Middle East. The melody is similar to their music. TikTok played a huge role. Clubs, parties, radio. The song was everywhere”, he said.
“Sip (Alcohol)”—which Joeboy wrote while sipping a glass of wine—became his next TikTok-aided viral hit. The production blends amapiano and afrobeats, and the pop-melodied chorus explores themes of escapism and pressure. To date, the music video has over 175 million views.
“I started thinking, why do people drink? I realized people drink because it helps them escape. They want to chill and have a great time where they forget about their worries. The first line that came to me was [the chorus]. The melodies are very soulful, but the drums inspire you to move. It’s a perfect blend, That’s why I like amapiano so much. It’s so dynamic that you can kill two birds with one stone”, he explained.
“The fact that you’re making a sad song on a serious topic doesn’t mean it shouldn’t be enjoyable.”
Joeboy felt the need to clarify his message after “Sip (Alcohol)” blew up in a TikTok challenge where users downed hard liquor and palm oil. Joeboy remained lighthearted despite the controversy, and urged fans to research song lyrics so they understand the nuance.
“The fact that you’re making a sad song on a serious topic doesn’t mean it shouldn’t be enjoyable. I’m passing a message across having a great time. Check the lyrics so you understand how serious the song is!” He chuckled. “The major idea behind the song was the reason why people drink. It was not me encouraging people to drink”.
Afrobeats has reemerged in the mainstream over the last decade. Stars such as Rema, Burna Boy, Wizkid, and Davido have garnered critical and commercial success with their respective blends of pop, R&B, and Nigerian sounds. What’s special about Joeboy is he was fortunate enough to make connections in the industry before his music grew in popularity. He credits Mr. Eazi, who discovered Joeboy on Instagram, for mentoring him before he was introduced to a wider audience.
“Mr. Eazi definitely helped me understand the business. So much goes on behind the scenes that a lot of artists don’t understand. I was blessed to see that before I became mainstream. Before I [went] viral, I already knew [it wasn’t] just fun and games. I knew it [took] a lot of work, and at the end of the day, yes, you make people happy and have a great time and feel good, but the machine behind that’s a totally different story. I have to be mentally ready. And that’s why I was prepared to fund my own [music imprint]. I understand what it takes to keep a label running”, he said.
Viva Lavida is Joeboy’s third album and first under Warner Music Africa. The afropop and R&B project focuses on freedom and experimentation—elements Joeboy said he is implementing through life experiences and in sonics.
“I’m in a spot in my life and career where I feel more confident. I feel more free. I don’t really worry about [the] destination anymore. [Viva Lavida is] my most experimental work of art. I moved outside of the box of what people normally expect from me. Songs like “Magdalene”, to “SMH”, aren’t similar to my [previous] discography. I wanted to evolve musically and explore other soundscapes. That’s what the album is about. I got to express [myself] and create without worry. The name of the album is my mindset right now”, he said.
The album opens with the ominous, yet captivating “Innocent”, where Joeboy laments about sacrifice, gaining wisdom, and committing to someone despite disappointment. The song’s outro samples “I Don’t Want To Lose Your Love” by The Quickest Way Out, displaying Joeboy’s propensity for genre-bending and smart use of anachronism. He takes us to Latin America with “Sunset”, a relaxed, percussion-heavy duet with Brazilian singer Elana Dara. Here, Joeyboy is seductive and gentle, showcasing his ability to convey different emotions through his voice. Magdalene—another standout—is an energetic number à la “Dirty Diana”, sans unrequited love.
“The next phase for me is a lot of collabs and big features…It’s about to be an exciting run. I want to be remembered as a person that wasn’t afraid to do great things, regardless of the odds, a person that inspired young people to go for their dreams and be creative regardless of their temperaments.”
“The track most challenging to create was ‘Magdalene’. [Not] in a bad way. The tempo is really upbeat, and it’s not something [I’m used to]. I worked hard to learn the melody. I also made sure the lyrics had a deeper meaning. I’m very happy with the way it turned out and that it is finally out for the world to enjoy”, he said.
Joeboy announced Young Legend, his imprint under Warner Music Africa, in February 2024. He said his goal is “giving platforms” to young artists, so that they too can one day have their own label.
“[Young Legend] helps me understand [the music industry] both as an exec and as an artist. I’m really excited. Apart from music, one thing I like is to watch things grow from scratch and become really big. That’s what Young Legend is all about”, he said.
KvngVidarr, a Nigerian afrobeats singer-songwriter, is Young Legend’s first signee. Vidarr released his eponymous debut EP blending afropop, highlife, and dancehall in Nov. 2024.
“We dropped [the EP] last year to test the waters. After that, we decided to work on him and find [his] sound. So it’s coming—serious hits. Watch out for KvngVidarr”, he said.
As for Joeboy, he is looking forward to returning to the studio once the Lavida World Tour ends and further cementing his legacy.
“The last stop is Abuja. After that, the next phase for me is a lot of collabs and big features. I don’t want to jinx it by giving names, but it’s about to be an exciting run”, he concluded. “I want to be remembered as a person that wasn’t afraid to do great things, regardless of the odds, a person that inspired young people to go for their dreams and be creative regardless of their temperaments. I’m an introvert. There’s that impression that you can’t be successful when it comes to music. But I’m a living testimony, you know? If I can do it, you can”.
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