african music
Wale Davies first met Nigerian singer Tems in 2018, shortly after she released her first single, the stirringly plaintive “Mr. Rebel.”
“Initially it was informal; I just liked her song, I was just helping her put it on sradio and connecting her with people in the industry in Nigeria,” says the artist-turned-manager. “I’m always attracted to music that makes me feel something, so when I heard the first single, what I felt was somebody singing for their life — she meant every word she was singing in that song.”
Davies, who co-manages Tems with Muyiwa Awoniyi, has been with the singer ever since — and has watched her grow into one of the biggest African artists on the planet. To name just some of her accolades: She’s landed 28 songs on the Billboard U.S. Afrobeats chart, including 10 top 10s and two No. 1s; she’s collaborated with the likes of Drake, Beyoncé and Future and covered Bob Marley’s classic “No Woman, No Cry” on the Black Panther: Wakanda Forever soundtrack; she reached the top 10 of the Billboard Hot 100 in 2021 with a feature on Wizkid‘s inescapable hit “Essence,” which got a remix from Justin Bieber; she’s earned eight Grammy nominations, and became the first Nigerian to ever win two Grammys after taking home best African music performance for her single “Love Me JeJe” earlier this month; and this week, she became the first African female artist to hit 1 billion Spotify streams for her feature on the Future and Drake song “Wait 4 U,” which samples her 2020 single “Higher.” That’s to name just a few of her accomplishments.
It’s been a rapid-fire rise in just a few years for the singer, and one she’s had to handle in the public eye. “Just seeing her grow as a human being, first, has been the most remarkable thing,” Davies says. “She’s had a lot of fame thrust on her super early, and her adjusting to those changes and how everything came, and now working with the record label and getting global attention and big artists reaching out to you, and social media and all these different platforms and people, seeing her adjust to that and learn and grow and work on herself has been the most impressive thing.”
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Now, all that success helps Davies earn the title of Billboard’s Executive of the Week. Here, he discusses Tems’ rise as an artist, the work that went into her 2024 debut album Born In the Wild, the record-breaking success of “Wait 4 U” and the rise of African music in the U.S. “I’ve worked in the music space in Nigeria for quite a long time, and I’ve never seen anybody grow and accelerate that quickly,” Davies says. “Seeing the change of where she was to where she is now, and the confidence and how she’s grown as a person, is as close to a miracle as I’ve ever seen.”
This week, with “Wait 4 U,” Tems became the first African woman to hit 1 billion streams on Spotify. What key decisions did you make to help make that happen?
For Tems, her music is very personal to her and comes from a very personal place. So initially when we got the call [about the song sample], the first thing she said was, “What do you think?” And I said, hearing what they’ve done with the song, they honored it in a good way and it would appeal to a whole bunch of different, new people, and if the goal is to have people feel something from your music, as long as the music still represents that, and it opens the door to new people to hear it, I think it’s a great idea to do it. And she loved Future as well, she just wanted to see how that marriage would work, and it turned out beautifully. And with all the structure and all the business behind the scenes with the song, my job is to make sure that everything is done for the benefit of my artist, and making sure that, yes, we are coming from Africa, and yes, these are big global superstars, but that we’re well represented at the table as well.
You mentioned the sample is “Higher,” which is off her first EP For Broken Ears, which came out five years ago now. What is it about that song and that EP that has given it such staying power?
One of the things I noticed very early on in Tems’ music is, each time I listened to her songs, I found new things and loved them even more. And that’s very rare with records, because after a while you can hear a record too many times. And even going on tour with her, having been in the studio with her working on these records for years, and then hearing them live, they still sound fresh and new, and I still feel something every time. I think people are trying to tap into their emotions and tap into things, and when music allows you a safe space to do that, it has a quality that’s timeless and lasts. The best music, you remember the first time you heard that song, and that’s timeless music. And that’s what it does — it evokes emotions, it helps you place it. So for me, “Higher” does that as well. It’s such a beautiful song. I heard it from voice note to this version to “Wait 4 U,” and each iteration of the song has been great.
“Wait 4 U” won her a Grammy, and then she just won another with “Love Me JeJe” a few weeks ago. That makes her the first Nigerian to have ever won two Grammys. What’s the significance of that for you?
We never really started out with the intention of global stardom or anything, she just really wanted to sing. She would joke at the beginning, “If I didn’t meet you guys, I would just be happy to sing in hotel lounges, just for people to hear my music.” But the way it’s gone and the way it’s grown and the way it’s resonated with people, what the Grammys do is they solidify the fact that you can still make music that is true to yourself and have it recognized globally.
“Love Me JeJe” was a strong choice for us to be the lead single from the project because it referenced something nostalgic to us, because the original “Love Me JeJe” song was one that we all grew up with in Nigeria, our parents loved the song, and so for us to be able to pay homage to that song was really special. We spoke afterwards — the original guy who sang the song, Seyi Sodimu, is also now a Grammy winner, 21 years after. So it was also giving him his flowers for doing something remarkable at a time when there wasn’t that much light being shown on our music and where we’re from. It just gives people the opportunity to dream — yes, you can get this global acclaim. And for us, it being the first song that she’s done herself by herself to win a Grammy, it just shows that the work is being seen and felt.
This song is off Born In the Wild, her official debut album. How did you want to roll that out and market it? And did you feel like you needed to introduce her with this project?
She had her first two EPs, she had “Wait 4 U,” she had “Free Mind,” “Essence” was a big song as well; all of this was without actually putting out a debut album. The phrase we would laugh about while we were recording was just trying to figure out a way to dance like you’re still in your little studio by yourself. Now we’re in bigger studios and there’s more opinions and more people. So it was trying to, first of all, block out all that noise and allow the artist to just be themselves, and then helping sometimes when they have internal noise telling them to do this or that. So it was trying to do something that felt really true to Tems. She listens to loads of different music, she creates loads of different music, and I think with the EPs you got certain glimpses of what types of music she makes, and with the album she wanted to lay it all out: Here are the different influences I have, some of them might be reggae, some of them might be Nigerian songs, some of them might be Sade Adu. So in all those different worlds, how do you connect that seamlessly?
And it was also important for us that we started the project back home. For us, we feel like there’s a lens through which people are able to look at Africa, look at an African woman and look at what a modern African looks like through Tems, whether through the way she portrays herself or carries herself, or through her music as well. So it was important that the first look we gave from the album was “Love Me JeJe.” We shot the video in Lagos, she was on a flatbed going through Lagos, which was surreal in itself because of the traffic in Lagos. It was a crazy moment.
Starting with “Essence,” she’s really been at the forefront of African music’s rise in the United States in the past couple years. How do you feel that’s progressing?
My theory is that we’re in a world now where we’re constantly looking for new things, consciously and subconsciously. I feel like with music you were hearing a lot of versions of the same thing you’ve heard before, and I think it came to a point, to me, where people started looking outwardly. Initially, I felt like the U.S. was very insular: U.S. music, U.S. charts. But once they started listening to new things, what people found was that there’s similarity and threads in everything. It’s called Afrobeats, but a lot of the songs Tems does are R&B songs. All of us grew up on American music, but also on Nigerian music and Jamaican music. Our music is more or less like a melting pot of all of our influences growing up, and I think there’s definitely a part of that that people will relate to because they’re mostly global references, and then you’re hearing Nigerian sounds that you may have never heard before which sounds new. So I think the rise of African music is extremely needed, and what people will realize is that they will find there are more artists in different genres playing in different spaces and different lanes, and it’s really a beautiful thing.
What’s next for you guys?
Tems has different ways she wants to express and showcase the music, so we’re finding different ways of how to push out the music. The project is already out, but what does it sound like reimagined, with different musical elements added to it or stripped back from it? She’s interested in exploring that more. At the same time, she’s always recording and working on new music. She’s got an interest in film, so that’s something we’re exploring.
And then on the business side, we’re trying to figure out, how do we utilize this position we’re in to create more opportunities back home? Our vision is in a lot of ways very global, but also very Africa-focused. Right now, we’re putting together an initiative to support young women producers on the continent, what that will look like, and that will be rolled out very soon. We just got involved in the sports world as well; that’s mainly to see how we can bring opportunities in sports back home to young people because we come from a place where we have to create opportunities for the younger generation ourselves. So that’s where our head’s at, and Tems is always recording. So there will be new music and new recordings and new versions of Born In the Wild out soon.
Tyla becomes the first African solo artist to hit one billion streams on Spotify with her 2023 breakout smash “Water,” Spotify confirmed Wednesday (Feb. 19). “Water” was released as a single on July 28, 2023, via FAX and Epic Records ahead of her self-titled debut album last March. The song, which included official remixes featuring […]
Tems has become the first African female artist to hit one billion streams on Spotify with Future‘s “WAIT FOR U,” also featuring Drake, Spotify has confirmed. “WAIT FOR U” samples Tems’ “Higher” from her 2020 EP For Broken Ears and was featured on Future’s 2022 Billboard 200-topping album I NEVER LIKED YOU. The song hit […]
Billboard has announced the launch of its first French edition. The new venture is licensed by So Press. Billboard France marks the 12th global edition of Billboard.
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In the Parisian night, an imposing entourage makes its way to the photo studio. About 10 people – assistants, photographers, and collaborators – orbit around a familiar silhouette. The studio door opens to reveal Burna Boy, accompanied by his sister Ronami, an inseparable figure in his success, who combines the roles of manager, stylist and advisor with unwavering conviction. There’s an obvious quality to his charisma – the kind that shifts the energy of a place as soon as the person enters.In recent years, Burna Boy has been particularly prolific, allowing himself few moments of respite. Born in Port Harcourt, Nigeria, he comes from a family deeply rooted in music (his grandfather was the manager of legend Fela Kuti).
From promising beginnings in 2012 with the single “Like To Party” to a noteworthy first album, L.I.F.E, released in 2013. However, it was from 2017 that his career took on an international dimension. Mainstream global audiences discovered him during a collaboration with Drake on “More Life” in 2017. He followed with three major albums (Outside, African Giant, and Twice as Tall) while delivering well-chosen features like “Jerusalema” with Master KG and Nomcebo Zikode, and “Be Honest” and “Location” with British artists Jorja Smith and Dave, respectively.
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After filling La Défense Arena and its 40,000 seats in May 2023, the Nigerian artist is preparing to take on a new challenge: the Stade de France, on April 18, 2025, the starting point of a European tour of about 10 dates.
France holds a special place in Burna Boy’s career. It’s the third country where he’s most listened to, behind the United States and the United Kingdom. According to the SNEP (Syndicat national de l’édition phonographique, in English National Syndicate of Phonographic Publishing), the has 11 certified singles in France and has already been streamed more than 700 million times there.
“It’s a celebration of African excellence and proof that our music knows no boundaries,” he confides, showing pride in being the first non-French-speaking African artist to perform in the legendary venue. ” It’s not just about me as an artist but about representing a continent, a culture, and a people whose stories deserve to be heard on the biggest stages in the world.”
Figurehead of Nigerian Music
In 2019, he proclaimed himself African Giant. Today, the title seems trivial compared to the scale of his triumph. Burna Boy’s journey illustrates that of an outsider, a meteoric rise from Port Harcourt to the heights of international music. Initially an English-speaking breakthrough that today knows no boundaries.
More than a decade after Burna Boy’s rise with L.I.F.E, Nigerian music has established itself as a major force in global popular culture. Afrobeats, a genre of which he has become the most respected ambassador, transcends geographical, linguistic and cultural boundaries. Vevo even reported that in 2023, views of Afrobeats and Amapiano tracks increased by 61%, exceeding four billion. As reported by IFPI, Sub-Saharan Africa is the region with the fastest-growing music industry (the only one exceeding 20% growth in 2023).
Burna Boy’s Grammy Award, which he keeps on a dedicated table at home, also demonstrates a new American appetite for the Nigerian sound. “It’s not just about recognition—it’s what it symbolizes. It represents the power of staying true to yourself, breaking boundaries, and proving that African music belongs on the global stage. It’s a reminder that our culture and art are worthy of the highest honors.”
He returns this new American recognition well by inviting GZA for a feature on the title track of his latest album, I Told Them. On this album, he openly samples great American artists (Toni Braxton, Brandy, Jeremih, among others). “Yes, it’s intentional. Sampling is a way to pay homage to the sounds that shaped me while creating something new. It’s about bridging cultures and showing that music is a universal language. I’ll continue to experiment because growth and creativity go hand in hand.”
Burna Boy
Xiaoyi Dai/Billboard France
The Anglo-Saxon World As a Leitmotif
Having studied in London during high school, then briefly at Oxford Brookes during university, the English scene opened its doors to him first, and he’s always known how to reciprocate. He looks fondly on this ecosystem whose Nigerian roots are also illustrated in music (he mentions J Hus, Dave, NSG, and Not3s). “They’re carrying the torch in their own way. The UK has always had a deep connection with African music, and these artists are blending their experiences with Afrobeats influences to create something unique. It’s a beautiful exchange of cultures, and it shows how far-reaching Afrobeats’ impact is.”
African Music Conquering the World
The resonance of Burna Boy’s music is part of a larger movement. Since 2020, Afrobeat has spread westward thanks to crossover hits like CKay’s “Love Nwantiti (Ah Ah Ah)” or Rema’s “Calm Down,” which have exceeded a billion streams on Spotify. Nigeria is now the sixth best music-exporting country, and Burna Boy serves as the figurehead of a scene that has definitively conquered the world.
He enthusiastically discusses this new generation of Nigerian artists who are breaking codes. “[They’re] fearless,” he states. “They are experimenting with sounds and taking risks. It’s interesting to see how they’re building on the foundation. They’re proof that Nigerian & indeed African music has no limits.” As the genre gained popularity abroad, more Afrobeats artists began their first U.S. tours after lockdown.
Among all of them, Burna has performed on the biggest stages – where real superstars are born. But this consecration can be frightening too, as Western stars have almost immediately embraced Nigerian sounds. An observation that doesn’t scare Burna Boy: “In 10 years, if we are mindful to keep putting in the work, Afrobeats will be even more global, influencing every corner of the music industry. It will evolve, incorporating new sounds and ideas, but its essence—our African roots—will remain intact. I see it being a dominant force in shaping global pop culture.”
His view isn’t limited to Nigeria. He observes with interest the emergence of French-speaking West African scenes: “[They] are incredibly vibrant and full of talent. Artists from Ivory Coast, Senegal and Mali are creating something powerful by mixing their musical traditions with modern sounds.”We take the opportunity to ask his view on French artists in general. The answer will surprise many: “I’ve always admired artists like Stromae, Matt Pokora, Tayc & Aya to mention a few. Their ability to tell stories and push creative boundaries resonates with me. French music has a unique depth, and it’s influenced how I approach my own storytelling.”
Refocusing on Raw Emotions
“When you’re honest in your music, people feel it, no matter where they’re from.” His extraordinary ability to transform personal experiences into anthems, as exemplified by “Last Last,” born from a romantic breakup, has indeed played a crucial role in Burna Boy’s rise. His tracks are imbued with raw emotions of universal dimensions, explaining his global success.
His next project (perhaps named “No Sign of Weakness” if we believe some cryptic messages sent to his fans before Christmas), promises to explore new horizons and unprecedented spirituality in his music. “It’s extrospective,” he reveals. “It’s not just about me but about looking outward, reflecting on the world, and how my experiences connect to the bigger picture. It’s about growth, understanding, and challenging perceptions while staying true to who I am.”
The Pillars of His Life
He supports organizations like R.E.A.C.Hng that work with disadvantaged communities in Nigeria and created the ProjectPROTECT fund which helps those wrongfully detained in cases of police violence. “I’ve been blessed,” he acknowledges, “and I believe it’s my responsibility to use my platform to uplift others.” Politics permeates Burna Boy’s tracks, particularly through his songs “Wetin Man Go Do” and “Another Story.”
This social consciousness comes with a deep sense of family. His mother Bose and sister Ronami play crucial roles in his career. “They’re my pillar,” he affirms. “They understand me not just as an artist but as a person, and they push me to be the best version of myself. Working with them is natural because we share a bond and a vision that goes beyond business. It also has its headaches as do all relationships but I’m the better for it.”
As his French fans await a historic show at the Stade de France, Burna Boy more than ever embodies an era where African music dictates global trends. But it’s almost carried by an uncontrollable wave that his eighth album arrives, to once again redefine the limits of the genre.
Burna Boy
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02/14/2025
Billboard rounded up rap, R&B and Afrobeats songs by Rema, MF DOOM, Snoop Dogg, Burna Boy, Ashanti, Nipsey Hussle and Queen Latifah that sample and interpolate Sade.
02/14/2025
Tyla tapped Sean Paul for the “Push 2 Start” remix that dropped Friday (Feb. 14). “Everyone loves Sean Paul, there’s so many songs of his that I absolutely loved growing up,” she tells Billboard while singing the hook from his 2003 hit “I’m Still in Love With You.” “All those songs are so nostalgic and […]
Tems is joining San Diego Football Club’s ownership group as a club partner through her company The Leading Vibe, the club announced on Wednesday (Feb. 12). She becomes the first African female to be involved in MLS ownership. “I am thrilled to join San Diego FC’s ownership group and to be part of a club […]
Warner Music Group (WMG) announced Tuesday (Feb. 11) that it’s completed its full acquisition of Africori, one of Africa’s leading digital music distribution, rights management and label services companies. Founded in 2009 in Johannesburg, South Africa, Africori touts itself as “one of the biggest independent songbooks in Africa,” including music by Kelvin Momo, Master KG […]
Billboard is making its way across the pond for an expansion of our THE STAGE at SXSW concert series, this time at SXSW London. The show will feature a performance by two-time Grammy-winning superstar Tems. The event will take place June 5 at the iconic Troxy in Shoreditch, London. “We’re excited to bring one of Billboard’s […]
Rema announced on Monday (Feb. 10) that he’ll be embarking on the Heis World Tour this spring. The 23-date jaunt will begin on April 11 at the Edmonton Expo Centre in Edmonton, Alberta, Canada, includes his debut performance at both weekends of Coachella, and stops by major international arenas such as London’s O2 Arena and […]