Nigerian singer, songwriter and producer, Nonso Amadi, is back with a brand new project. SHIFTER’s Kevin Bourne says “Amadi has given us a part of himself” in his When It Blooms album review.
Canada has a fast-growing African music scene mirroring the global rise of Afrobeats, Afro-Soul and Afro-R&B. One of the rising global ambassadors of African music is Nonso Amadi, the Lagos, Nigeria born singer, songwriter and producer, credited with being an early pioneer of Afro-R&B.
After a two-year hiatus, Amadi, now based in Canada, is back with his debut album titled When It Blooms. On the 15-track album, Amadi takes listeners on a musical journey all over the world as he draws from musical influences like Lil Wayne, Usher, Aaliyah and Alecia Keys, as well as music from his native Nigeria. Amadi shows his sonic diversity and range on the album, drawing from his various stops around the world, including Nigeria, the UK and Canada, while still putting together a cohesive project that will resonate with a variety of audiences. This geographical and sonic diversity is also seen in the features, including Nigerian artists Zinoleesky and Tay Iwar, American artist BEAM, UK artist Tamera, and Toronto’s Majid Jordan.
Amadi has approached the album with thoughtfulness, comparing the unfolding of the album to the blooming of a flower, from the seed (opening track “Here For It”) to the closing track “Thankful”.
INTERVIEW WITH NONSO AMADI
Containing five previously released tracks, including “Foreigner”, “Lock Up” featuring Zinoleesky, “Different” featuring Majid Jordan, “Ease Up” and “Eye to Eye”, and 10 new ones, When It Blooms also reveals his personal and artistic growth over the past few years. While he admitted at a recent album release party that a lot of his previous material was storytelling, this new material is steeped in his own personal experience and it’s evident. During the album release party, he shed some tears during the closing track “Thankful” featuring a recorded message from his mother. During a recent interview with SHIFTER, he revealed that he recalled times when he and his now supportive parents didn’t see eye-to-eye on his music career. The message from his mother was a full circle moment for Amadi.
The album is beautiful and honest, but at times bold as Amadi sings “They don’t give a shit about you until you until you move and you move solid” on the intro track “Here For It”. The only “bad” thing about the album is there are too many standout songs to name a just a few. Overall, this is an album you can play from beginning to end without stopping. The album brings together captivating production and instrumentation, honest and introspective songwriting and soulful vocals. This is where the album shines. As a singer, songwriter and producer, Amadi has his hand in every aspect of the project which not only adds a personal touch, but makes it feel as though Amadi has given us a part of himself.
“I want people to listen to this project and know who I am and what I’ve gone through”, he explains. “I want to make great songs that tell my story for you. When It Blooms embodies my creative and personal growth, reflecting on my journey up until this point. I feel this message is best represented in the growth from seeds to a flower, uncoiling naturally for you.”
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