Joeboy: An MM Exclusive Interview

Nigerian superstar Joeboy is back and bolder than ever with his highly anticipated third studio album, Viva Lavida—a vibrant 13-track journey through love, self-discovery, and the art of living free. Released via his own imprint Young Legend in partnership with Warner Music Africa, Viva Lavida embodies Joeboy’s philosophy of embracing life’s highs and lows with a spirit of freedom and resilience.

The album features standout singles like ‘Taxi Driver’, ‘SMH’, ‘Adenuga’ (ft. Qing Madi), and the globally celebrated ‘Osadebe’, which has already racked up over 10 million streams on Spotify. Adding to the excitement, Viva Lavida arrives with a stunning visual for the focus track ‘Free Of Charge’, featuring Nigerian rap legend Olamidé. Set against a backdrop of neon-lit cityscapes and sun-drenched deserts, the video oozes opulence, with Joeboy and Olamidé delivering a cinematic experience that amplifies the song’s theme of love and luxury.

In this exclusive interview in the build up to the album release, Joeboy takes us behind the scenes of Viva Lavida, opens up about his growth as an artist, and reveals what’s next for him in 2025.

Congratulations on the release of “Taxi driver”, and your new album “Viva laVida” – Are you excited? How’s the feeling been? How’s the reception been so far since you made that announcement?

You know, I’m just really excited. This is a new phase for me, and I can’t wait for the world to hear this project. When it comes to making albums, I always feel a deep sense of excitement because, at the end of the day, the goal is to share my music, touch lives, and connect with people from different parts of the world.

Yeah, I’ve been really excited. This album is a testament to the consistency and growth I’ve maintained since my breakthrough in 2019. Looking back, it’s amazing to see how far I’ve come—not just musically, but also in terms of character, personality, and confidence. It really shows how big things can become when you stay focused, stay true to your journey, and remain open to learning and evolving.

This project is especially meaningful because it’s my first under my own imprint, Young Legend. Music is like my baby—actually, the first tattoo I ever got was ‘Young Legend,’ so seeing everything come to life now is truly special. This album is amazing, and I had the chance to collaborate with some incredible artists. Without a doubt, this is my best project yet.

I know it can’t be easy—being an artist while juggling real life and, like you said, your ‘baby’—your music.

I don’t really expect things to be easy—I just focus on overcoming every challenge that comes my way. If there’s something I can fix, I fix it. If it’s beyond my control, I let it go and learn from it. I also take breaks when I need to, but to be honest, I do this because I love it. So whether it’s easy or not, I’m still having fun, still feeling good. And at the end of the day, that’s what it’s all about.

With this new album, what do you want people to take away from it? What kind of experience do you want them to have? What’s the main message you’re trying to share?

The main message of this album is self-expression—being free, being expressive, staying positive, and embracing love. Everybody knows me as a ‘lover boy,’ and at this point, I don’t think I can shake that tag off. But honestly, I do love love. The idea is to spread positivity, but at the same time, I also touch on the more complex sides of love.

Love isn’t always sweet—it has its ups and downs. There are moments of vulnerability, times when you have to compromise, and emotions you have to navigate. This album explores all of that—the highs, the lows, the excitement, and the challenges. But at its core, it’s about freedom—freedom to express yourself and experience love in all its different forms.

While you were creating this album, where was your head at? Was it inspired by a personal experience, or was it something you observed from a friend or someone else that made you think, ‘Hmm, I want to talk about love for a specific reason’? What was the creative process behind it?

For me, this album was really about expressing myself freely—without fear, without overthinking whether people would accept it or not. I just wanted to create from my soul, without putting myself in a box or limiting my perspective.

I gathered my trusted team—sound engineer Oxygen Mix and producer Tempoe—and we just locked in and started working. This is definitely my most free-spirited album yet. I allowed myself to be more expressive than ever before. That was the whole mindset behind the project—just create, just do what I love, and talk about whatever I was feeling in that moment.

There was no pressure to make a song for TikTok or to fit a certain trend. It was all about making music without fear, which ties into the meaning of Viva Lavida—living free. I see the world in a beautiful way, and I like to find the positives in everything. Even in my sad songs, there’s always a message of hope or a vibe that keeps you moving.

If I had to sum up the entire album in one word, it would be positivity.

So towards the end of the album it’s quite introspective – tell us about the rest of it?

The first quarter of the album touches on vulnerability—it’s about speaking on things that most people shy away from. Nowadays, everyone wants to act tough and toxic because that’s the ‘new cool.’ But I don’t follow trends. I wanted to be real and open about emotions.

The middle section of the album is all about vibes—good, positive energy that lifts your mood. Then, the last quarter takes a more introspective turn, diving deeper into self-reflection.

I structured the album this way so people can really grasp the message rather than just hearing a mix of random songs. It’s a journey, and I wanted listeners to feel every phase of it. I’m excited—it’s a beautiful project.

So, we’ve got ‘Taxi Driver,’ and I saw you had that cool video series on socials. I’ve also noticed that you really enjoy doing creative things like that. I remember with your debut single ‘Baby,’ you did this sketch segment with drawn-out characters, which really stood out. You seem to enjoy using these creative angles in your music visuals. Is there a specific reason behind that?

I really love making my visuals as relatable and entertaining as possible. My goal is for anyone to be able to watch a video—even with the sound off—and still get the vibe or the idea of the song. It’s important to me that the visuals connect with everyone, whether they’re engaging with the music or not.

We also try to add some comic elements to make it fun. Right now, I’m focusing on storytelling—creating short films that accompany the music and provide more angles on the experience. It’s all about entertainment, and I want to do it in the most creative way I can. Every project is an opportunity to push things further, so while this one is focused on short stories, the next project might bring something new, but it will always be about creating something people can relate to and really enjoy.

Do you see yourself taking this creative angle even bigger? Could you imagine doing something like a TV series or maybe even a movie in the future?

Yeah, like 50 Cent, for sure. That’s definitely one of my goals. I’ve always wanted to be more than just a musician—I want to be a part of the larger entertainment world. I want to tap into different branches, from fashion to football to movies. I feel like everything connects, and there’s a way to integrate it all. Plus, from a business perspective, it makes sense because it opens up multiple streams of income.

When I get excited about something, once an idea clicks in my head, I just believe I can do it and I go for it. I approach everything with that mindset—just go for it with the best resources available. And most of the time, it ends up making a lot of sense. So, yeah, movies are definitely in my future. I’ve already been working on some short films, and honestly, I’m a pretty good actor too.

Do you have anything out already, like on YouTube or any other platforms, that showcases your work, maybe some of the short films or creative projects you’ve mentioned?

Right now, the short films are mainly created to accompany my music or projects. The last major one we did was for a single I released last year, titled ‘I Didn’t Know That’ featuring Qing Madi. We had a short, three-episode movie on YouTube, and I posted it on social media—TikTok, Twitter, and everywhere else. It really resonated with people, and they loved it. You can check it out on YouTube.

Let’s talk about your baby, Young Legends—your label that you launched last year in partnership with Warner Music Africa. That’s been a big focus for you. What’s the experience been like so far, running the label and also developing new artists?

It’s been hectic, but I expected that. I’ve been preparing for this for about three years before it became a reality. I learned a lot from Mister Eazy at Empower Africa—he’s a savvy businessman, so I paid close attention to how he operates. Even before my rise, I was curious about how things worked behind the scenes, like marketing, playlisting, and uploading music to DSPs. I didn’t want to start a label just for the sake of it; I wanted it to last, so I focused on understanding the structure and long-term commitment required. It’s a tough journey, but I’m ready for it, and honestly, I wouldn’t change a thing.

Like you said, it’s something you’re passionate about, which is really great. I think you could definitely be an inspiration to other artists who might be working under another label but want to carve out their own path. The music business is tricky, and seeing someone who’s taken that step can give them the confidence to do the same.

The music business is tricky. You have to stay on the go because the patterns and methods constantly change over time. It’s very volatile, so flexibility is key. But with the right mindset, patience, and a solid team around you, anything is possible.

So, you’ve been on a world tour with sold-out shows across different continents. What’s in store for the rest of the tour? And what do you enjoy most about performing live?

Yeah, the album drops, adding more amazing music to the catalog. Even before this album, I always enjoyed touring—our sets were always a vibe, and everyone had a great time. I make sure the fans are comfortable, having fun, and enjoying themselves. What I love most about performing live is that, while social media comments and dance videos are great, nothing beats feeling that energy in person. It’s an entirely different vibe when you can see how much people love your music face to face. Plus, I love to travel, so touring is a lot of fun for me.

How do you feel about the way your music resonates worldwide?

It’s a wonderful feeling to see people from different parts of the world connect with my music. Like with my recent release, ‘SMH,’ I received an email from Shazam saying it’s gaining momentum in India—such a far reach, and it’s amazing to see that kind of love from across the globe. For me, it’s not just about the results or fame; it’s about the process. I love everything from creating the music to the marketing, touring, styling—just the entire journey. Fame is great, but it’s not my main focus. I’m all about creating cool stuff, and the fact that people resonate with it makes it even more special. That’s the real reward for me▉

Joeboy’s latest album, Viva Lavida, is out now across all platforms.