Rema recently unveiled his second album ‘HEIS’, where he aimed to redefine and rejuvenate Afrobeats by returning it to its foundational elements, marking a significant step in his artistic journey.
Since bursting onto the scene in 2019, Rema has carved out a reputation as one of Nigeria’s most audacious and gifted musicians, known for his distinctive style and fearless approach to music-making.
‘HEIS’ showcases Rema’s trademark uptempo beats, energetic delivery, and quintessential Afrobeats lyricism, coupled with Rockstar aesthetics that underscore his creative evolution.
Speaking at the album’s launch in London, Rema expressed concern about the dilution of Afrobeats in pursuit of global appeal. He emphasized the need to reclaim and preserve the genre’s authenticity amidst growing international influence.
Tonight was electric at Rema’s rave for his new album #HEIS
— No stress ELLE(@ElleErinle) July 17, 2024
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
“At times, we simplify it to make it accessible, but this also makes it vulnerable to imitation,” Rema remarked, highlighting the risks of cultural appropriation in the music industry.
Referring to tracks like ‘Ozeba’ from ‘HEIS’, Rema asserted his intention to reconnect Afrobeats with its original sonic roots, challenging artists to embrace and protect its cultural integrity.
Rema performs “OZEBA” live at the HEIS Release Party in Londonpic.twitter.com/BQ3H9fKDGc
— TurnTable Charts (@TurntableCharts) July 17, 2024
During the album’s listening party, Rema performed tracks that have sparked diverse reactions, with some applauding his bold experimentation while others debate the album’s artistic merits.
‘HEIS’ stands as Rema’s manifesto to uphold Afrobeats’ legacy while pushing its boundaries, reflecting his commitment to innovation and cultural stewardship in the global music landscape.
