It’s happening a lot at the moment: Africa’s hottest talent is being signed to big international labels, and often their sound is shifting.
Producers from outside the continent are on their case, with the intention, fully embraced by the artists themselves, of widening their fanbase and appealing to global audiences.
Stonebwoy has been in talks with Def Jam, a subsidiary of Universal, for several years now, and he’s finally got the deal he feels comfortable with.
He’s now promoting his first release since the signing.
Therapy is a smooth, seductive song which shows off Stonebwoy’s considerable vocal skill.
There’s still a nod to the reggae and dancehall sound he’s famous for, but overall it’s a much more melodic, RnB vibe.
Stonebwoy told me about the producers:
Stonebwoy is delighted with how well the song has done so far, thanks to the push the label has been able to give it, and he has no time for those who might want him to stick with the dancehall they know and love.
He says the old Stonebwoy is still there, but an artist has to keep growing.
Stonebwoy is cooking up an album so I asked what we can expect from it?