INTERVIEW:JOEBOY
Interview BY AMRIT KAMBO
PHOTOS BY YOMI KADEJO
Joeboy is one of Afrobeats’ brightest stars - an artist whose music has captivated audiences across the world. From his breakout hits to his steady evolution as a songwriter, performer, and label head, Joeboy’s journey has been marked by perseverance, consistency, and a deep love for music. Fresh off the release of his bold new album Viva LaVida, he is embracing a new chapter rooted in freedom, untethered creativity, and a drive to take his music global.
Joeboy sat down with us in London to talk about his creative journey, building his own brand, and what living freely truly means to him.
Hello Joeboy. How are you? How are you finding London?
JOEBOY: I’m good. A little cold, but it’s not the coldest I’ve been out here in this city, so we thank God. I’m beginning to love London. It wasn’t one of my favourite places before because I didn’t really know anyone before, but now I’m rocking with it!
Firstly, congratulations on your new album, Viva Lavida! Talk us through the creative process, and tell us, how do you feel now that it’s out in the world?
JOEBOY: My mind is just free; there are no boundaries. I’m more confident as an artist, confident with showing vulnerability, and generally, just the most expressive I’ve ever felt. Viva Lavida means living free, and that’s exactly what I’m doing. I’m making music with no barriers, no genres, no boxes.
How was the reception of the album? Were you surprised by people’s reactions?
JOEBOY: It’s funny, because everyone has their own different favourite song. That’s one of the major attributes of a good album - it shows strength and range; an album that will stand the test of time. I want it to be an album that people talk about for years to come, an album that will be sampled in the future, that will be used as a reference point for new artists. I’m sure that it will grow to be a classic album, and I’m really, really proud of that.
You’ve gone global - what’s that experience been like for you?
JOEBOY: Truly the stuff of dreams. When I started making music, I had no idea it would all get this big. We wanted to blow, but there was a cap on how far-reaching we could be, because we didn’t see anybody take it as far as that at the time. We just had these huge dreams. To now be a global artist, representing Afrobeats, it’s a really beautiful feeling. Putting Nigeria firmly on the map!
You’re at the forefront of cross-country collaborations - you’ve worked with artists from Rwanda, China, Uganda and more. Your Ugandan collaboration with Joshua Baraka was my favourite! How do those come about?
JOEBOY: Whenever I travel, I’m always trying to find what songs people are feeling in other parts of the world, and I’m always open to meeting people and collaborating. The Joshua Baraka collaboration on Nana was really cool, because I fell in love with the song when I first heard it. The opportunity arose a few months later when his team reached out to me, and it worked out perfectly. I’m at the point in my career when I really want to push my music beyond my own borders, so I love working with sounds from different regions that nobody would expect. I really like the sounds coming from the Middle East so that might be next!
In interviews, you’ve said you’re an introvert, but your stage presence is always super confident. Is there a switch you flip, or is it something you’ve grown into?
JOEBOY: A switch! It’s like an alter ego.
Does your alter ego have a name?
JOEBOY: I haven’t given him one but I should! I go on stage to enjoy myself. I’ve come to understand that when it comes to overcoming things that make you nervous, you have to do everything in your power to make sure you are prepared. From the stage plan, to soundcheck, I make sure those are perfect. Then when it comes time to step on stage, I’m excited and I can focus on giving an excellent show.
You’re roughly a year into running your own label Young Legends, how has this experience been?
JOEBOY: Hectic! Running a label and being an executive has helped me to understand the music industry on a much deeper level. The whole music machine has been demystified, and I see how things work. Aside from it being hectic, it’s been so fulfilling. I want to pass on everything I know to those who need it.
How is the tour going?
JOEBOY: It’s going well! I’m very thankful for how this tour has been planned because I get a lot of time in between shows. I just got back from Copenhagen and Stockholm, and they were amazing shows. I hadn’t even heard of Copenhagen until a year or two ago! Coming from Bariga, Lagos, to now filling up venues across Europe is crazy. We give thanks to God!
Speaking of your audience, is there a fan moment that’s stuck with you?
JOEBOY: I got a dm from a fan’s mother. She said my music helped her daughter whilst she was depressed as she was dealing with the loss of her father. That really meant a lot. As an artist, you have no idea how your music is helping people. There’s me just making music because I’m creative, meanwhile, there are people that are experiencing it on the deepest level possible, far deeper than I ever thought possible.
I remember when you were dropping freestyles and covers online - looking back, what’s something from that ‘come up’ era that you miss?
JOEBOY: You have to be a lot more creative in coming up with ideas to retain your audience. It feels a bit like a race now! Making good music is step one, now there has to be content, you also have to sell your brand and personality, so it takes a lot! It’s a lot more difficult if you don’t have a team to help you navigate what is required of you, or if you’re a more private or introverted person. I’m very quiet, so a camera in my face 24/7 stresses me out, but I’ve found ways to stay authentic and get the job done!
How would you describe your growth throughout this journey?
JOEBOY: The fact that I’ve been able to thrive in this industry has been great. I’ve stayed mentally sound, I have a great team, and I’ve gotten things done. I’ve seen the industry break so many people, because it can get tough. I’m proud that I’m still here making great music, I’m still cool, I’m still fly! I’m just being myself, I move with a pure heart, and I’ve enjoyed the journey so far. One of the greatest blessings throughout this journey has been having such a great audience. They are so receptive to my music, and they really ride for me. That keeps me going!
Artist, Executive, Performer, Creative - you wear so many hats. How do you maintain balance?
JOEBOY: My peace comes through routine. Every morning, I make sure to get some time alone where there’s no work. You know ‘all work and no play makes Jack a dull boy’, so I try to make sure that I have a lot of fun, and importantly, I surround myself with people who I like, and who like me!
What do you want your legacy to be?
JOEBOY: I want people to see me and know that they can be anything they want to be. You can always diversify, you can always try new things; don’t let anybody tell you it’s not cool to try. I remember when I started making music, I had a few people around me tell me I wasn’t that guy, and that I couldn’t do it. Imagine I believed that! If there’s a plan in your mind that you want to follow and you can visualise it coming to pass, you can definitely achieve it. There’s a reason these dreams came to you. Don’t be scared of failing. Sometimes it rains, sometimes it shines. Keep learning and pushing!
What’s next for you musically—any experiments, collabs, or surprises in store?
JOEBOY: I want to do everything now on a bigger scale. Touring, collaborating, doing everything across different markets to find the people who are rocking with my music.
Global domination!