It’s a sweltering late afternoon in Lagos when Joeboy picks up the phone. He’s just wrapped up a string of meetings and is now unwinding at home. Despite the confirmed heatwave, the artist sounds calm yet excited, reflecting on his journey.
Joseph Akinfenwa-Donus, known to the world as Joeboy, has spent the past few years soundtracking love stories and heartbreaks with hits like Baby, Beginning, and Alcohol. Now, with his third studio album, Viva Lavida, Joeboy is ready to show a new side of himself—one that’s free, experimental, and truly personal.
What does Viva Lavida mean to you?
“Freedom,” he says without hesitation. “Freedom to express, to be vulnerable, and to experiment.”
The album reflects Joeboy’s growth as an artist and a person, shaped by his travels through India, Qatar, Saudi Arabia, and Dubai. Immersing himself in the music and energy of these places, Joeboy became drawn to Middle Eastern and Indian sounds.
“Anytime I’m somewhere new, I ask people, ‘What’s everyone listening to right now?’ and I just vibe with it,” he shares. When he returned to Lagos, he told his producers, Tempoe and others, “Let’s lean into this vibe.”
How did your producers help bring your vision to life?
“The process was smooth because we’re friends first, collaborators second,” Joeboy explains. “We’d chill, play video games, and then hit the studio. That connection made the creative process flow naturally.”
One of the standout tracks on the album is Sinner. What headspace were you in when recording it?
“I recorded Sinner during one of my self-assessment phases,” he says. “I do that every year—just take time to reflect on my journey. The song captures that moment when I was thinking about my flaws and imperfections but still recognizing how blessed I am. It’s so raw that people might mistake it for a gospel song.”
Are you influenced by gospel music?
“Definitely. Gospel is one of the most beautiful genres,” Joeboy says. “It lifts your spirit when you’re down, and the harmonies and production are so intentional. I take cues from that, and I’ll definitely lean into gospel more in the future.”
You’ve been labeled Afropop’s “lover boy.” Do you feel boxed in by that?
“Not really,” he replies. “Love is central to my music, but love has different sides—joy, heartbreak, and growth. Viva Lavida shows that evolution. I’ve never been about doing the same thing over and over.”
How has launching your own label, Young Legend, changed your approach to music?
“It’s made me more disciplined. When you’re independent, if you’re not on your A-game, things won’t move,” Joeboy says.
He credits his time at emPawa Africa, where he enjoyed creative freedom, for preparing him for this shift. Now, with Young Legend, he’s building something for the long haul.
“I want it to be the biggest indie label out of Africa, like what Don Jazzy has done with Mavins. I’m not in a rush—I’m playing the long game.”
What’s your approach to guiding the artists under Young Legend?
“I let them create freely first, then fine-tune later,” Joeboy explains. “I don’t believe in forcing a sound on anyone. I just guide them and explain why certain choices work better. That way, they still feel in control of their art.”
Are there any rising artists you’re excited about right now?
“Yeah, definitely. There’s Dxtiny, whose sound is crazy. I’ve heard some of his unreleased tracks, and he’s got massive potential. Then there’s First Klaz, who’s very hands-on with his process. I respect that hustle—making things happen with limited resources. I also really vibe with Kold, who’s already signed but is doing amazing work. And, of course, my own artist, King Vidor, who just dropped his first EP.”
