Joeboy Marks New Career Phase With "Osadebe"

Joeboy is embarking on a new phase in his career.

Early February, it was announced that the Nigerian singer had signed a record deal with Warner Music Africa, after five prosperous years as the flagship artist for emPawa Africa, a period where he released two albums, two EPs, and a slew of hit songs.

The new deal also includes the launch of Joeboy’s record label, Young Legend, “which will be a home for the next generation of musical pioneers who are open to unorthodox and boundary-pushing approaches to creating their art,” a press release states.

Marking these momentous occasions, Joeboy has released “Osadebe,” his first single of the year. It continues the Lagos-raised singer’s adeptness at expressing relatable, profound emotions over groovy musical choices. Unlike the darker palette of last November’s Body, Soul & Spirit, he’s much lighter and cheery in his assertions of living his life to the fullest.

Produced by K-Dreamz, “Osadebe” is notable for interpolating the phrase, “Osondi Owendi,” also the title of the Nigerian highlife classic by the late, great musician Chief Osita Osadebe. Chanted on the hook, the Igbo phrase, which roughly translates to “One man’s trash is another man’s treasure,” is an invocation of how Joeboy is determined to live by his standards. “I no dey cross my lane lane/I’m living like Osadebe,” he calmly declares.

As his ambitions grow bigger, evident with the launch of his own record label, “Osadebe” is an indicator that Joeboy is not looking to drastically alter his already winning approach. Being an ever-reliable hit-maker will consistently keep him at the summit of Afrobeats, especially as he strengthens his legacy.