Burna Boy’s ‘I Told Them’ sees him revel in what he perceives as a longstanding national antipathy towards him, attempting to merge Afrobeats and Hip Hop elements but falling short of creating a compelling body of work.
“I’ve always told them everything I’m doing now,” Burna Boy asserted in conversations with Ebro before his monumental London Stadium performance. He echoed this sentiment to Zane Lowe a few days prior to the launch of his seventh album, ‘I Told Them’.
However, Burna Boy neglected to acknowledge that there was never a collective sense of schadenfreude directed towards him on a national scale. Nigerians never doubted his talent’s potential to bring him the success he now enjoys. Their concerns centered around his ability to overcome personal hurdles and manage his inner struggles.
Having rapidly ascended to international acclaim, Burna Boy has attained a level of achievement that speaks for itself. Yet, he appears discontented that despite his victories, they aren’t celebrated to the extent that satisfies his ego.
‘I Told Them’ attempts to encapsulate Burna Boy’s existence across diverse realms (Nigeria, UK/US, Caribbean) and his unwavering aspiration to showcase these diverse influences. Despite critiquing certain facets of Afrobeats and Hip Hop culture, he integrates elements from both.
Paradoxically, Burna Boy recently asserted that Afrobeats lacks depth, yet he proceeded to craft tracks like ‘Giza’ driven by “Lamba” and “Vibes.” He also made remarks about African Americans lacking connection to their cultural heritage, while simultaneously delving richly into Hip Hop on his album. These vacillating tendencies may have contributed to the creative ambiguity of ‘I Told Them’.
In ‘I Told Them,’ Burna Boy appears confined in defining the type of music he aims to create and the audience he intends to cater to. Unlike ‘African Giant,’ which captured his newfound international fame, or ‘Twice As Tall,’ where he sacrificed commerciality for critical acclaim, ‘I Told Them’ hovers between Hip Hop and Afrobeats without fully embracing the essence of either genre.
The album doesn’t offer excitement in terms of sonic exploration and the celebratory theme that could have driven the music is lost in the creator’s “I Told You So” intentions. And although he adds depth to his Hip Hop exploration by partnering with his childhood music idols RZA and GZA of the Wu-Tang Clan, the output satisfies more of critical sentiments.
For most parts, the album feels like a recreation of old songs. Tracks like ‘Big 7’, ‘Dey Play’, and ‘City Boys’ offer Hip Hop and Afro hybrids yet they sound strikingly familiar in delivery, melody, and technique.
Burna Boy delivers the best songs on the album when he abandons his gloating and makes simple Pop-driven (topically and sonically) records. Tracks like ‘Tested, Approved & Trusted’, ‘Giza’ featuring Seyi Vibez, and ‘Talibans II’ with Byron Messia are enjoyable for their sonic appeal and the easy listening they offer.
There are parts of the album that feel personal such as his tribute to the late Creative Design icon Virgil Abloh and late rapper Sidhu. He also appears to pour out his heart in ‘If I’m Lying’ where he employs vulnerability but the result pales in comparison to his brilliant rendition on ‘Alone’.
‘Thanks’ appears to be the most personal song on the album as Burna Boy speaks on what he believes to be the underappreciation of his feats by Nigerians. He needlessly gives life to the misguided statements of internet trolls who claimed his mother was a backup dancer for Fela Kuti when such topics are better ignored. He failed to address his part in the Cubana club shooting or why he cursed at fans at his Lagos concert after he kept them waiting till 3 AM. He drags a misplaced J Cole into his egoistic rant as he displays the lack of self-awareness that causes him and his fans to continue misinterpreting scrutiny and attempts to be held to high standards as hatred.
This finger-pointing moment leaves a bitter taste in the mouths of those who have been at the receiving end of his immature and poor behavior. Although he fancies himself a Prophet who’s not respected at home, Burna Boy must understand that Prophets are selfless people who champion the cause of their people and intercede for them instead of using every opportunity to condescend and insult them.
