Friday 22 March| Johannesburg : Nigerian sensation Joeboy is back in the limelight with the release of his music video for “Osadebe,” marking his triumphant return since joining forces with Warner Music Africa. Directed by the visionary Jyde Ajala, the video is a visual masterpiece that showcases Joeboy’s evolution as an artist and his unwavering commitment to his craft.
The video, shot against the vibrant backdrop of Lagos Island, Nigeria, is a mature yet mystical portrayal of Joeboy’s journey to self-discovery and acceptance by the gods of music. Drawing inspiration from the Greek deity Apollo, the god of music and youth, Joeboy’s portrayal in the video symbolizes his transition into a new phase of his career, where he is deemed as a worthy player by the divine forces.
Reflecting on the video’s concept, Joeboy remarked, “The video really gives fresh meaning to the lyrics of the song. It’s a new phase in my life/career, and it’s important that I am blessed by the gods and given the necessary fortitude to present myself to the world again.”
The visual narrative of “Osadebe ” is brought to life through three distinct fashion looks curated by the imaginative director, Jyde Ajala. Each outfit encapsulates Joeboy’s vibrant energy and charismatic persona, further enhancing the immersive experience for viewers.
“Osadebe”, which has already hit 5.6 million streams since its 16 February release, not only showcases Joeboy’s artistic prowess but also pays homage to the late Chief Osita Osadebe’s iconic hit “Osondi Owendi,” serving as a tribute to Nigeria’s rich musical heritage.
With its smooth tempo and thought-provoking lyrics, “Osadebe” is poised to become a chart-topping hit and solidify Joeboy’s status as a trailblazer in the African music landscape. As he embarks on this new chapter with Warner Music Africa, Joeboy’s message is clear: success is best achieved on one’s own terms, staying true to oneself, and focusing on personal growth.
The release of “Osadebe” and its accompanying music video marks the beginning of an exciting journey for Joeboy, setting the stage for a series of releases culminating in a highly anticipated EP towards the end of the year.