For a celebrated and undeniable talent, Joeboy needs no introduction. He has proven to be a mainstay in Afrobeats since bursting onto the scene. The Nigerian artist has carved out a distinct space for himself within the Afrobeats space. One that shies away from clout, clicks and chosen rivalry banter but rooted in authenticity and driven by pure energy.

His debut album, “Somewhere Between Beauty and Magic,” released four years ago, remains a cornerstone of his career, a project that not only introduced him to the world but earned him an admirable reputation as a storyteller who thrives on emotional depth and relatability.

With a new single “SMH” and the upcoming album “VIVA LAVIDA”, after releasing “Body & Soul”, he’s rewriting the script for what it means to be a modern Afrobeats artist. Independent, uncompromising, and laser-focused.

In our latest edition of #RVUnMute with Joeboy, he opens up about his journey so far. The lessons learned from his time with emPawa, and his vision for the future; both for himself and for the genre he proudly represents.

RV: This year marks the 4th anniversary of Somewhere Between Beauty and Magic. Looking back, how do you think that project shaped your career and sound?

Joeboy: SBBM being 4 feels surreal. It was my debut project and is the foundation of my core sound. I mean, the emotions, the melody, the production conveyed in the project was just magical. In 10-20 years from now, when people check out my song, they would always go back to the beginning which is SBBM. SBBM definitely laid the foundation for my sound and was the beginning of my career.

RV: Do you believe the vision intended for the project was fulfilled?

Joeboy: Definitely, the vision intended was fulfilled, it was a deliberate effort. It was just me from the first to the last track, it was that way so everyone could feel me, the authenticity of my sound. It was just the way I envisioned. I love to make an album that can stand the test of time and not just for trends that’s why till today, every time SBBM is mentioned or celebrated you still see/hear people refer to it as one of their favorite albums and that’s the beautiful thing for me. 

RV: Your time with emPawa was pivotal but how do you reflect on that chapter of your career now, and what did you learn from the experience that prepared you for independence?”

Joeboy: I learnt a lot working with Empawa. It’s the first label I was officially signed to. They were an integral part of my journey. I got under the business side of the music industry to a very large extent which I have incorporated in my own business today. So, I’ll say Empawa played a major role in preparing me to the phase of my life which I am right.

RV: Since going independent, how has your creative process changed? Are there specific aspects of your music or brand that you feel you can now explore more freely?

Joeboy: Since going Independent, it’s been great so far, I mean, it’s something I have always wanted and something I have been preparing for even while I was under a label, you know having my own personal team, and making things happen. Now, it’s just really easier to think of something and run with it, I don’t have to overthink it or go through so many approvals. I wasn’t restricted when I was under a label but you know, it’s quite different when you’re your own boss. Now all I do is send my idea to my team, we deliberate on how to go about it and build on it. It’s a great thing; it has helped me become even more responsible and accountable. This way, I’m very much involved in everything, from the creative process to the marketing, everything. I wouldn’t have it any other way.

RV: How would you describe your current creative direction compared to when you first started?

Joeboy: I’ll say it’s a hundred percent more intentional. If there’s a direction my team and I are trying to move in, I try my best to stick to it. Countless times I have proven my point to be an amazing artist and can make hit records, so there has to be something extra, something more than just being a great artist and putting out amazing records, you get me? 

RV: The Nigerian music scene has seen massive growth since your debut. What are some significant changes you’ve noticed, and how have you adapted?

Joeboy: Yes, there has been massive growth in the music industry over the years, the growth is undeniable and I love to see it.  Nigerian music and artists have grown more international, you know artists like myself have fanbase outside of our immediate country now. So, one thing I’ve noticed really is that the moves have gotten more intentional and international. Even when promoting the music in our home country, Nigeria, it is also very important to get the music out there too. We are now global artists and not just Nigerian artists if you understand what I mean.

RV: What has been the most defining moment of your career in the past four years that fans may not know about?

Joeboy: There has been so many defining moment for me. One thing I’m always grateful for is the gift of being relevant even till this day in the industry. It has not exactly been easy but when you love what you do, you really wouldn’t mind. One significant thing for me amongst many others is staying relevant, I’m just really happy to be doing what I love and it’s been 6 years now and I’m super grateful for the grace to remain consistent.

RV: Afrobeats is having a massive moment globally. As one of its leading voices, how do you see your role in pushing the genre forward, and what do you think the future holds for Afrobeats on the world stage?

Joeboy: Afrobeats is definitely still going to get way bigger than what it is now. I’m going to keep playing my part by putting out amazing music and project, representing the culture, connecting more with my fans, expand my reach and horizon. I’m one of many amazing artists. See afrobeats getting grammy nominations and winning international awards, it’s just so beautiful to witness and I believe this is only just the beginning, it’s definitely going to get bigger and better

RV: You’re starting the year with a new release, is it in anticipation of a new project?

Joeboy: Yes, I’m starting the new year with a new release, it’s called ‘SMH’; Something Missing Here with Tempo. I like the way tempo’s mind works so I enjoy working with him, he has produced a couple of my songs like ‘Door’, ‘Contour’, ‘Sip’ and now ‘SMH’. This single is definitely leading to my next album dropping in a couple of weeks, it’s called ‘VIVA LAVIDA’, I’m excited about it, it is my greatest work yet.

RV: We’re still in the early part of the year but from you and to your fans are there any developments you would love to share?

Joeboy: Yes, my album is coming soon and I’m on tour soon. Amazing times for real, good and quality music, new projects with my team in the works, y’all should stay tuned. It’s about to be the best year actually. Thank you!

Listen to “SMH” by Joeboy