YouTube’s “Up Close with…” series, a platform where African music’s brightest stars get up close and personal, kicked off in Lagos with an intimate evening with Nigerian singer and songwriter , Joeboy. Fans were treated to a rare glimpse into Joeboy’s world during the intimate evening, which blended insightful conversation with the exciting reveal of his next musical chapter.

Throughout the night, Joeboy opened up about his artistic journey, from his breakout hit “Fààjí” to chart-toppers like “Baby” and “Sip.”

In a fireside chat that felt both personal and expansive, he shared the stories behind his music, the evolution of his sound, and the creative challenges he’s embraced along the way. But the revelation of his highly anticipated new album was the centerpiece, promising to push his artistry to new heights.

“The new album will be out this year. However, I want to take some time to really prepare for the release. This way, when it finally drops, everything will be set up perfectly for a grand launch.”

The event’s climax featured a surprise that bridged genres and generations: Joeboy’s collaboration with the Musical Society of Nigeria (MUSON).

Together, they’ve crafted an orchestral reinterpretation of his hits, a project that not only showcases Joeboy’s versatility but also the rich, collaborative spirit of Afrobeats.

This innovative fusion, set to premiere on his YouTube channel, underscores the endless possibilities within the African music landscape.

“The ‘Up Close with…’ series provides a platform for African artists to connect with fans on a deeper level and share their latest projects,” said Addy Awofisayo, YouTube Head of Music, Sub-Saharan Africa.  “Joeboy’s album announcement and innovative MUSON collaboration are a testament to the relentless creativity and global ambition of African artists. Beyond the music, this series casts a spotlight on the vibrant cultures and communities driving the global appeal of African music. Over 70% of views for top Sub-Saharan African artists come from outside the continent, reflecting our platform’s commitment to bringing African creativity to the world.”

This series is set to spotlight three other artists who, like Joeboy, are at the forefront of evolving the Afrobeats genre, reinforcing YouTube’s dedication to providing a platform where African talent can flourish internationally.

This effort is part of YouTube’s broader strategy, evident through initiatives like the Foundry artist development program, to nurture and highlight the emerging talents of African music to a worldwide audience.

Starting Friday, March 29, fans can access Joeboy’s exciting collaboration with the MUSON orchestra on his YouTube channel, offering fans a new dimension of his artistry.

This year, the class which is the biggest to date, features artists at all stages of their career from different genres- including two African acts, Black Sherif, from Ghana and Joeboy, from Nigeria

The Foundry program which is aimed at assisting the artists to build sustainable careers on their own terms was created in 2015 and has so far supported 250 independent artists. 

Alumni include Arlo Parks, beabadoobee, Dave, Dua Lipa, Clairo, ENNY, Eladio Carrion, girl in red, Gunna, Japanese Breakfast, Kenny Beats, Natanael Cano, Omar Apollo, Rema, Rina Sawayama, ROSALÍA, Saba, Snail Mail, Tems, Tenille Arts and many more talented musicians.  Foundry artists are recognised for their storytelling, innovative approach to music and viewed as the next generation entertainers.

YouTube Artist Partnerships Lead, Naomi Zeichner shared, “It’s no small task to be an artist in 2022, working to find stability, fulfilment, and fans who get it. Foundry celebrates the courage of independent artists and the communities that surround them. Our global team is lucky to be their champion and reduce barriers on their journey, every step of the way.”

The 2022 Foundry Class reinforces YouTube’s commitment to supporting Sub-Saharan artists as next-generation global music stars; playing a part in developing individual talent in the region. The Foundry programme ensures that artists can be independent and still have a successful career in music with the support of platforms like YouTube and this year will power two programs, the Foundry Class of 2022 and the independent release support.

Joeboy said, “Being an independent artist simply requires me to be at the centre of all of my dealings as a creative. Aside from creating the music, I have to carry out due diligence to make sure I am making the right decisions every now and then.”

SSA YouTube Music Lead, Addy Awofisayo shared, “We believe that lowering the barrier to entry that unlocks opportunities for music artists to create and connect with a global audience is crucial. But beyond that, Foundry will assist the music artists participants in navigating a new increasingly digital industry as they connect with fans and generate revenue.”

Foundry is designed for independent artists who have a vision for their own success and to help them navigate the demands of today’s music industry. YouTube provides partner strategy support, marketing promotion, and seed funding for content development that can be used for experimenting with new music to diversifying video creation formats.

Black Sherif said, “Success as an independent artist is connecting with one more person on any level through my music. Once that is constantly achieved, in my opinion, everything else will follow. Being a Foundry artist for me means a strong global platform with support to visually take my expression to the next level and reach more people in the process.”

Below is the full list of the Foundry Class of 2022:

In January 2021, The Afropop sensation, Joeboy announced his debut album Somewhere Between Beauty & Magic, which was released in February , which would go on to be streamed over 60 million times while his most recent single Sip (Alcohol) became his most-streamed single with over 50 million streams as well as being the third most streamed song on Boomplay in 2021.

According to an in-depth analysis of data, Joeboy ’s music enjoyed a total of 2,799 playlists inclusion and is currently being listened to in 163 countries worldwide on Boomplay.

Joeboy won Best Artiste in African Pop at the 2019 All Africa Music Awards, and Best Pop at the 2020 Soundcity MVP Awards Festival.^[1He was nominated for multiple City People Entertainment Awards and The Headies. Joeboy released the Dera-produced track “Call” on April 10, 2020. Described as a “catchy love song”, “Call” is the lead single from his upcoming debut studio album.

The TG Omori-directed video for “Call” features dystopian sci-fi themes.

Mr. Eazi of record label “emPawa Africa” discovered Joeboy in 2017. His genre of music is that of Afro pop and R&B. He was born in Lagos State, Nigeria.

IN NUMBERS: Joeboy on Boomplay: