Blog

“Offering a captivating glimpse into the future of Afrobeats, Burna Boy takes center stage with the highly anticipated release of his seventh studio album, ‘I Told Them’.

Known for his unyielding celebration of African culture, both through his dynamic stage presence and captivating musical compositions, Damini Ogulu ventures into fresh creative terrain, drawing inspiration from the hip-hop genre for his latest musical endeavor. In an era where genre boundaries continue to blur, Burna Boy’s innovative approach paves the way for a dynamic evolution in the Afrobeats landscape, captivating audiences on a global scale.

The 15-track album features collaborations with notable hip-hop figures such as 21 Savage on ‘Sittin’ on Top of The World’, which draws from the 90s New York bounce of Brandy’s ‘Top of the World’. J. Cole appears on ‘Thanks’, Dave from the UK joins on ‘Cheat on Me’, and members of the Wu-Tang Clan, GZA, and RZA, who Burna Boy admired during his childhood, contribute. Additionally, the album ventures into reggae territory with the inclusion of Byron Messia on ‘Talibans’.

Burna Boy’s international musical pull amalgamates Afrobeats with hip-hop, R&B, and reggae, coining a genre style he calls ‘Afrofusion’. Some reports posit that this phenomenon is the artist’s way of promoting the message of Pan-Africanism and uniting Black people globally through his music.

Chris Emdin, the founder of Hip Hop Education at Columbia University, delves into the profound link between African culture and hip-hop in a podcast discussion. He highlights that while hip-hop’s origins trace back to DJ Kool Herc in the 1970s, its roots extend further to Africa. DJ Kool Herc’s Jamaican heritage connects back to the experiences of individuals aboard slave ships that ultimately arrived in Jamaica.

Looking back even earlier, the lineage reaches West Africa, where people engaged in circles, utilizing talking drums, storytelling, and rhythm as a response to suffering and oppression.

Emdin articulates that hip-hop’s evolution in the Bronx during the 1970s signifies a revival of these Afrocentric modes of expression, catalyzed by trauma. As the Bronx underwent turmoil, young individuals sought solace in music, dance, and rhythm, thus reviving a response deeply rooted in their genetic makeup.

The penetration of Afrobeats into the US music scene initially manifested in tracks like Drake’s ‘One Dance’ and albums such as GoldLink’s ‘Diaspora’ and Beyoncé’s ‘The Gift’, both launched in the summer of 2019. These instances marked the start of Afrobeats’ influence on American music, prominently interwoven into the creative fabric of these releases.

This perspective bears immense relevance to Burna Boy’s hip-hop inclinations on his new album. As Emdin elucidates, hip-hop’s evolution itself stems from Afrocentric expressions from Africa, which resurfaced as a response to adversity. Burna Boy’s integration of hip-hop elements in ‘I Told Them’ carries forward this historical narrative of using music as a means to confront and transcend challenges.

In a conversation with the LA Times about Pan-Africanism, Burna Boy remarked, ‘They’ve successfully broken us apart, to where many of us don’t even want to identify with each other.’ He conveyed that he is using his music to achieve the primary objective of uniting Black people and building a bridge between Africa and the rest of the world that can never be closed or severed.

Burna Boy’s journey into the realm of hip-hop traces back to his formative years when he became entranced by the beats and lyrics of legendary artists like DMX and the Wu-Tang Clan. As a young boy, he immersed himself in their music, unwittingly laying the groundwork for a future characterized by genre-blurring innovation.

Fast-forward to the present, and Burna Boy’s fusion of Afrobeats with hip-hop elements has reached unprecedented heights. His groundbreaking album ‘Twice as Tall’, a masterpiece that would go on to win a Grammy Award, saw him collaborating with none other than hip-hop mogul P. Diddy as a producer. This collaboration solidified Burna Boy’s reputation as an artist who defies conventional confines, harmoniously merging cultures and genres.

Beyond the musical realm, Burna Boy’s influence extends into his fashion choices, where elements of rap aesthetics intertwine with his African heritage. A poignant example lies in his lyrical tributes to the late fashion icon Virgil Abloh, showcasing the interconnectedness of artistry in both music and style.

Notably, Burna Boy’s rap affinities have also fostered significant connections within the hip-hop community. His recent historic concert at the Citi Field Stadium transformed into a remarkable birthday celebration and garnered the support of rap legend Busta Rhymes, who not only attended the event but also solidified their affiliation by appearing alongside Burna Boy in his ‘Big 7’ music video.

Among other tracks on the album are ‘Normal’, ‘Tested’, ‘Approved and Trusted’, ‘Dey Play’, and ‘If I’m Lying’. Nigerian singer and songwriter Seyi Vibe features on the track ‘Giza’, infusing the album with a street vibe that local audiences crave. Fans anticipate that this track will echo the collaboration Burna Boy had with Zlatan Ibile on the song ‘Killin Dem’ from the ‘African Giant’ album.”

“Through its captivating fusion of Afrobeats and hip-hop, ‘I Told Them’ has the potential to establish Burna Boy’s strongest foothold in the coveted US music market. According to Luminate’s mid-year music reports for 2023, this strategic move aligns with the data showcasing a remarkable surge in album consumption in the US, witnessing a striking 13.4 percent year-on-year growth. The figures have soared from 475.4 million in mid-year 2022 to an astounding 538.9 million in mid-year 2023. This upward trajectory points to an insatiable hunger for fresh music among American audiences.

The report also reveals an impressive 15 percent year-on-year rise in on-demand song streams during the same period. The numbers have escalated from 620.2 billion to an astonishing 713.5 billion. These statistics highlight the thriving music landscape in the US, with listeners eagerly devouring songs at an unprecedented pace. Amidst this auditory feast, the R&B/Hip Hop genre takes the lead, constituting a significant 27.3 percent of total on-demand streams. It’s a compelling testament to the genre’s dominance on the American music scene.

However, the journey into the US music market extends beyond statistics; it involves nurturing a dedicated fan base. Reports emphasize that non-US artists should strategically cultivate a strong following. This approach is not only a prudent step for long-term success but also aligns with the trend of super fans, who make up 15 percent of the general US population.

These enthusiastic supporters contribute a substantial 80 percent more to monthly music consumption compared to the average listener. Their unwavering allegiance creates a steady revenue stream that propels artists’ careers and sustains their global ambitions.

The message of pan-Africanism has resonated profoundly with a significant portion of the global Black community, as evidenced by Afrobeats stars consistently filling arenas and stadiums. Recently, Asake accomplished the impressive feat of selling out the renowned O2 Arena, a remarkable achievement for an artist with just over two years of musical experience.

Collaborator and mentor RZA, an American rapper and Hollywood actor, who engages his affinity for Shaolin on one of the tracks titled ‘Jewels’, expressed in an LA Times interview that a new connection is forming between the motherland (Africa) and Black individuals in America. The sold-out New York stadium by Burna Boy stands as a prime example of this evolving bond.

In a RollingStone interview, RZA reflects on Afrobeats’ influence on hip-hop, applauding Burna Boy’s leadership within the movement and acknowledging the inspiring impact of Afrobeats from Africa. He underscores that while Burna Boy currently leads this trend, the broader significance lies in Afrobeats’ impact on American music.

RZA observes that due to substantial immigration in previous decades, second-generation individuals in the US hailing from countries like Nigeria, Liberia, Libya, and Ghana, hold strong ties to their native cultures through the Afrobeats movement. This cultural resonance is evident in high-profile collaborations where artists like Drake, Rihanna, and Beyoncé incorporate Afrobeats elements. RZA believes that this trend could potentially rival the South’s influence on hip-hop over the next five to ten years.

Additionally, the track ‘City Boy’ from Burna Boy’s new album, deviates from his traditional Afrobeats style, offering a distinctive twist with a beat reminiscent of the rhythmic tempo found in classic 90s hip-hop tunes.

By ingeniously melding Afrobeats and hip-hop, Burna Boy has erected a musical bridge that transcends artistic and geographical boundaries. As the R&B/Hip Hop genre reigns supreme in the US, Burna Boy’s strategic approach to tapping into this trend could be the catalyst for propelling Afrobeats to unparalleled heights on the global stage.”

By infusing Afrobeats with hip-hop, Burna Boy bridges the gap between genres while also tapping into a long-standing tradition of using rhythmic and lyrical expression to cope with challenges. In a way, Burna Boy’s album carries forward the Afrocentric ways of knowing and being, demonstrating the inherent connectivity between African culture and the evolution of hip-hop.

As the album reverberates through speakers across continents, it also bridges the gap between musical styles and proves that innovative collaborations can defy expectations and unite diverse fan bases.