Stonebwoy talks about Def Jam Africa deal

The decorated musician, whose sound combines everything from highlife to Afropop, dancehall and reggae, told Music In Africa that he settled on Def Jam Africa because the company, a leading force in the music business globally, was best suited for a vibrant and growing brand such as his. He says he expects the partnership to “expose the unique talent and prowess he possesses to the global stage.”

Def Jam launched operations in Africa two years ago in Johannesburg, South Africa, and Lagos, Nigeria, with a flagship roster of leading African artists including Cassper Nyovest, Nadia Nakai, Nasty C, Tshego, Tellaman, Ricky Tyler, Larry Gaaga and Vector.

“Stonebwoy is a true African talent,” Universal Music CEO for sub-Saharan Africa and South Africa Sipho Dlamini said about the singer’s decision to pitch camp at Def Jam. “He works with the heart and spirit of lifting those around him while producing fresh sounds that keep blowing the world away. We look forward to what 2022 has in store for him.”

About Def Jam’s position in the African music value chain, particularly at a time when more artists are taking the independent route, Stonebwoy says the outfit “brings its machinery and expertise to guide and continuously navigate the various brands on the African continent in achieving global breakthroughs.”

“It is important to grow from the grassroots,” he said. “As an artist who has been independent for a long time, I know the ins and outs of working alone and working with international partners. To increase in value, one requires partnerships at top levels in the music business such as this.”

Stonebwoy has not released an album in two years. His last collection, Anloga Junction, was arguably the biggest Ghanaian album of 2020. The album explores the unique perspective of its creator: a country boy with the benefit of world travel.

Album 5, the title of his forthcoming LP, will further this creative vision: to “stabilise the Stonebwoy style to global audiences by tapping into sounds that travel beyond the typical Ghanaian or African mindset yet appeal to all.”

The new project is heralded by ‘Therapy’, a delicate pop number that blends R&B and soul. Thematically, the song speaks to romantic love. “‘Therapy’ is a pure make of some of the styles that influence my creativity,” Stonebwoy said.

Since 2012, Stonebwoy has ensured continual presence in Africa’s music mainstream. In an industry as competitive as showbiz, which seems to be on a constant, compulsive search for the ‘next big artist’, Stonebwoy has enjoyed a permanence that few others have managed.

But there is no trick to longevity, he says. “You can only fulfil your purpose according to your divine gift and time span. Some people with great talent end up short-lived and others with little talent sometimes last longer. Now, it’s all about being real to your calling. Understanding the musical systems and game plan, it’s not an easy place.”

On preserving the Ghanaian-ness of his sound in the midst of the Afrobeats explosion and its growing global acceptance, Stonebwoy said: “Firstly, the true definition of Afrobeats tells you that it’s only a fresh name that is used today to represent the many styles coming out from Africa. I always have to keep my Ghanaian-ness as a more detailed identity; that’s how I can continue to have a voice and speak or sing on behalf of the African lot. There’s no contradiction between being a citizen or keeping the very elements that represent where you’re from and who you are and Afrobeats. No matter the country you’re from in Africa, everything we do continues to contribute to the thriving of Afrobeats.”