Nigeria: Joeboy’s Young Legend label partners with Warner Music

The company says the move is the latest development in Warner’s efforts in West Africa, and the partnership is expected to be cemented over the coming weeks with a series of music camps to be held in Lagos, London and Los Angeles.

The 26-year-old singer-songwriter, who has generated more than two billion streams in the last five years, will act as the CEO of the new label, with Deola Jaiyesimi and Teniola Akanni as head of label and head of legal, respectively.

Born Joseph Akinfenwa-Donus, Joeboy launched his career in 2017 after signing with Mr Eazi’s emPawa Africa, and is behind hits like ‘Baby’, ‘Beginning’, ‘Call’, ‘Duffel Bag’, ‘Fààjí’ and ‘Sip (Alcohol)’, as well as the albums Somewhere Between Beauty & Magic and Body & Soul.

“I’ve been blessed in my work so far and I want to give back to the artistic community by scouting, nurturing and promoting the next generation of talent,” the singer said. “Music today can quickly connect with fans around the world, so it makes sense to work with a global partner that can help me build my artists’ international careers.”

In West Africa Warner Music has been increasingly active, working closely with independent Nigerian label Chocolate City, acquiring leading pan-African music company Africori and enjoying international success with Nigerian artists such as Burna Boy and CKay.

“Joeboy is an incredible talent who has won over millions of fans,” noted Warner Music Africa managing director Temi Adeniji. “He’s also got a keen ear for talent and is well positioned to build a label that’ll take an innovative and unorthodox approach to discovering and supporting artists. There is going to be a lot of incredible music from Young Legend artists in the next couple of years.”

Warner Music president of emerging markets Alfonso Perez-Soto added: “I’m delighted Joeboy has agreed to work with us and has a strong vision for taking his artists global from day one. Western Africa is pivotal to Warner Music’s emerging markets growth story. We know the right approach is to work with local partners, such as Joeboy who have a real feel for the various music scenes and can help us find artists and music that we can export from the continent to the rest of the world.”

According to a statement, the deal will be followed by the release of new music from the Young Legend roster within the next few months.