Joeboy: Afrobeats’ next music mogul?
Standing at the cusp of a new chapter, Joeboy is evolving from a beloved Afropop star into a visionary label boss and cultural curator. Unfazed by fame, he focuses on authenticity, mentorship, and building a legacy that blends music, film, and philanthropy.
Infectious boyish grin. Intriguing discography. And dreams as tall as Everest. Joeboy has them in truckloads. Unmoved by the allure of fame and stardom, the Nigerian Afrobeats star cuts the figure of a tenacious conductor in constant toil of bettering his last opus.
As Lagos swelters in a hot mid-December harmattan afternoon, he is holed up somewhere in the affluent part of Lagos Island, putting the finishing touches to the preparations for his end-of-year concert set to hold a couple of days later. The interview with Guardian Life was arranged some days prior.
With Nigeria battling one of its toughest economic challenges in decades, the impact has been far-reaching. For many people in the country, the famed uncowed Nigerian spirit has been the key to enduring the pang of soaring inflation and cost of living. Maybe not totally connected to the economic rut, even Afrobeats feels the pinch—it has not really popped like the preceding years. Joeboy, however, remains grounded, realistic, and forward-looking.
“For me, and for Afrobeats in general, there have been bigger or better years, but I think that’s just how life works—time and season,” Joeboy tells Guardian Life editor, Chidirim Ndeche.
“It applies to everything, even demand and supply. People have been complaining that there hasn’t been any major international smash, but I think that’s because our standards and metrics for measuring success have really increased.”
Still, the Lagos-born star is focused on sprinkling a generous dose of cheer on Detty December with his music. The University of Lagos-educated artist has hardly seen himself outside the entertainment industry. Music runs in the family; his father is a keyboardist while his brother sang in the church choir.
READ ALSO: Joeboy Gets “Up Close” With Fans, Reveals New Album And Genre-Bending Collaboration At Youtube Event
Afrobeats’ moment
Today, Afrobeats is rife with robust success stories, boasting of award-winning headliners like Burna Boy, Wizkid, and Davido, who have taken African rhythms to the Grammys, global festivals, and the top of streaming charts. It continues to experience explosive growth racking up billions of streams and capturing new audiences across Europe, the Americas, and Asia. By 2023, the genre was steadily outpacing many regional sounds, blending effortlessly with pop, EDM, R&B, and hip-hop to create a universal language of danceable beats and sing-along hooks.
Joeboy’s come-up emerged from these fertile conditions. He was discovered by Mr Eazi, himself an Afrobeats powerhouse, through the emPawa Africa initiative, a talent incubator aimed at fast-tracking promising African musicians into the spotlight. Since dropping his breakout single Baby in 2019, he’s consistently struck a chord with listeners. His music, often romantic and mellow, resonated so powerfully that he found himself headlining shows and tours well beyond Nigeria’s borders.
A life filled with melodies
“Even before I actively started making music for myself or by myself, I always wanted to be involved in the entertainment industry in some capacity,” Joeboy says, reflecting on a journey that propelled him from a curious kid in the city’s metropolis to a certified global Afropop influencer.
With less than 10 years as a professional in the industry he coveted, Joeboy is more than settling down. Ideally, he is at a point where many artists might double down solely on personal brand elevation. But Joeboy is stepping up as a curator and incubator of new sounds. Earlier in the year, he said in an interview that he would like to morph into a combination of Don Jazzy, the inimitable founder of Mavin Records and wildly talented Nigerian rapper/singer Olamide, who leads his own YBNL Nation label.
Both men have cult-like followings, having established themselves as the kings of soft power in the music industry. They have both been credited with discovering Afrobeats talents with global acclaim.
It sounds like an impossible target to set for himself but Joeboy understands what needs to be done. “They have a whole team,” he says of both men. “So my decision to go that route is not driven by ego or a need to prove a point. It’s because this is something I genuinely want to do, and we have a clear plan on how to make it happen without it affecting my personal musical journey.”
And like both industry stalwarts, he has set up his own record to realise his “vision” and push out fresh talents. In his mind, he could own the blueprint of the artist-to-mogul trajectory that worked for Jazzy and Olamide.
“When I realised I was ready—experience- and resource-wise—to make that move, I decided to go for it, and it’s been a beautiful journey ever since.”
For fans who fell in love with his breezy, romance-steeped songs—a style that has helped tracks like Beginning and Call go viral—this pivot to mentorship is a strategic step for someone who has quickly learned how to navigate the complexities of a global industry.
In April, he signed his first artist Kvng Vidarr (pronounced ‘King Vidar’) to the Young Legend label. Described as a “calm and contemplative individual who can transform into a vibrant and energetic force,” the young singer’s self-titled EP was released at the beginning of November.
“His vocals are unique, his writing and melodies are exceptional, and his overall artistry stands out,” Joeboy says of his signee. “When you hear a Vidarr song, you instantly know it’s him. He has such a distinctive and identifiable musical brand, which is why I chose to sign him first.”
READ ALSO: Joeboy… In The Pursuit of Happiness
Why Joeboy’s story matters
We know that Joeboy’s interests extend well beyond music. Consider the short film he released alongside Is My Love Not Enough—ADENUGA, a creative venture signalling a future in filmmaking.
“Acting is also something I’ve become really interested in,” he shares. “Doing short films is just a baby step that will lead to something much bigger.”
“The way I live my life, when I truly like something, I try to be involved in it one way or another. So, watch out for that—it’s going to be amazing! A movie is definitely in the plans at some point.”
Beyond the buzz of the December concert, Joeboy’s place in Afrobeats feels significant for reasons beyond chart performance. Since stepping onto the scene, he’s shown an uncanny ability to balance commercial appeal with authenticity—his brand of Afropop is accessible, heartfelt, and personal, bringing a certain fondness with every mention of his name in fan circles.
While globally, Afrobeats songs now frequently eclipse national borders, it’s the sincerity and craftsmanship behind the music that makes certain artists stand out. Joeboy’s consistency—and his emphasis on it—serves as a quiet lesson to younger artists: Keep showing up, refine your craft, and trust the process.
“The most significant lesson I’ve learned on this journey is the power of consistency,” he says. “You just have to make sure—or at least try your best—to show up every day. Even if it’s just 1% you can put in, as long as you’re showing up daily, it compounds into something much bigger. It’s all about consistency over intensity, and I really live by that.”
This mindset isn’t just for rookies trying to break into the scene; it’s for anyone looking to build something meaningful over time. And Joeboy’s steady rise, from those early studio sessions to international tours, backs this incremental progress.
“For example, if you want to get better at recording music, show up at the studio every day and find ways to refine your skills. That consistency not only helps you improve but also makes you fall in love with the entire process. So, one thing I’d like upcoming artists to focus on is consistency—showing up and staying true to yourself regardless of the results. Believe that at some point, everything will make sense. The only way to make that happen is by taking action, and the key to taking action is staying consistent.”
Community, education, and legacy
With his Young Legend Foundation, he aims to actively help young people pursue their educational dreams. “Growing up, I often owed school fees,” he admits, “so I understand how discouraging it can be and the mental and emotional toll it takes.” Through the foundation, he’s launched a fund that pays off school fees for those in need, a tangible solution to a problem he experienced firsthand.
This form of community support aligns seamlessly with the ethos behind his label endeavours. In both cases—whether nurturing emerging artists or clearing financial hurdles for students—Joeboy is leveraging his platform to empower others. It’s a quiet kind of leadership, one that doesn’t shout its achievements but rather integrates them into a larger narrative of growth, opportunity, and long-term impact.
An artist-mogul in incubation
Joeboy knows the future is not given. Transitioning from just an artist into a label boss takes more than wishful thinking. The hard work has to be done. But for a young man who entered the industry propelled by the generosity of a talent incubator, expanding that legacy by creating a similar ecosystem for the next generation is familiar terrain.
Moreover, there are other transitions he’s willing to make—a singer, who started by writing sweet love songs and now dabbles in short films, is now hinting at future cinematic endeavours. He is a star who is keenly aware of the Afrobeats moment, realistic about its ebbs and flows, yet confident enough to believe tomorrow’s highs will eclipse today’s.
With the Young Legend machine churning behind the scenes, philanthropic projects making real-world impacts, and a budding curiosity for film and storytelling, Joeboy’s stage presence will carry the weight of countless possibilities.
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