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Since catapulting into the spotlight in 2019, Rema has established himself as one of Nigeria’s most innovative and audacious artists. His latest project, the album ‘HEIS’, further cements his reputation, as he infuses traditional Afrobeats with an electrifying blend of party-ready production and rockstar flair.
At the album launch party in London, Rema shared his vision for ‘HEIS’ and its place in the evolution of Afrobeats. According to the artist, the genre has increasingly been diluted in pursuit of global appeal, making it easier for others to imitate and even claim the sound. “We all remember what Afrobeats was like in 2015,” Rema remarked. “It’s time we reclaim it, protect it, and bring it back to its original essence.”
Tonight was electric at Rema’s rave for his new album #HEIS
For everyone curious about why Rema chose this bold and unique direction that has not only polarised listeners, but brought out old skool lamba, aswell as heavy Altè synths and visuals,here his is reason why he chose… pic.twitter.com/aIJE7xt6qE— No stress ELLE 🐘 (@ElleErinle) July 17, 2024
Rema expressed concern that the global influence on Afrobeats has led to a watering down of its unique qualities, making it simpler for international artists to replicate the genre. “You don’t see artists out here in the diaspora making a song like ‘Ozeba’,” he noted, referring to a track from his new album. Rema’s intention with ‘HEIS’ is to return to the genre’s core sonic elements and restore its authenticity.
Rema performs “OZEBA” live at the HEIS Release Party in London 🇬🇧 pic.twitter.com/BQ3H9fKDGc
— TurnTable Charts (@TurntableCharts) July 17, 2024
The listening party showcased Rema’s performance of tracks from ‘HEIS’, which has sparked mixed reactions. Some view the album as a daring experiment, while others have critiqued its execution. Despite the divided opinions, Rema remains committed to pushing the boundaries of Afrobeats and ensuring its genuine spirit remains intact.