AWAITED DEBUT ALBUM ‘WHEN IT BLOOMS’ SET TO RELEASE MAY 26
PRE-SAVE/PRE-ADD WHEN IT BLOOMS HERE
Globally acclaimed, Canada-based Nigerian singer, songwriter, and producer Nonso Amadi shares the official music video for his latest single “Lock Up” ft. Zinoleesky out now via Def Jam Recordings/Polydor Records/MCA/Universal Music Canada. Released last month, the track appeared on major global playlists with cover placements, while picking up features in Audiomack Africa, The NATIVE Magazine and Boomplay with over 2.5 million global streams to date.
The music video, directed by Joe Penney, was shot in Lagos, Nigeria and features Nonso with fellow afrobeats sensation, Zinoleesky, taking to the streets and getting caught up in a precarious situation. The release of the music video today kicks off the one month countdown on Nonso’s debut album release, When It Blooms, out May 26.
“Lock Up” is shared as the fifth track released ahead of When It Blooms. Amadi skillfully teams up with globally recognized compatriot Zinoleesky to deliver this danceable, up-tempo collaboration. On the partnership, Amadi notes, “’Lock Up’ is an Afro-pop song I wrote sometime back in 2018. It is probably one of the most upbeat songs I’ve done. I bumped into Zinoleesky’s manager at a song camp in Benin Republic and had her listen to the track.
Fast forward couple months later Zinoleesky drops his verse and video calls me dancing to it.” Amadi digs deeper into the meaning behind the song, “the actual theme of the song is way edgier than most of my other songs as well. Lock up in Nigerian slang translates to Shut up, so this is me acting strong telling a girl that I like her and willing to tell off anyone who might get in the way of a relationship.”
When It Blooms will arrive as the first comprehensive body of work for Amadi, celebrating years of evolution through experience both as an artist and an individual. In anticipation of the album release, Amadi alludes, “I want people to listen to this project and know who I am and what I’ve gone through. I want to make great songs that tell my story for you. When It Blooms embodies my creative and personal growth, reflecting on my journey up until this point. I feel this message is best represented in the growth from seeds to a flower, uncoiling naturally for you.”
The album features four previously released singles including the song that served as the epic return after a hiatus, “Foreigner,” as well as the collaborative track “Different” ft. Majid Jordan, an alliance which has garnered over 17 million global streams, plus “Eye To Eye” which picked up praise from UPROXX, MTV, COMPLEX and the patriotic single “Ease Up.”
Earlier this year, Amadi released a remix with three-time historic JUNO Award winner Savannah Ré for her track “Closure.” Collaborations like this plus with Majid Jordan and Zinoleesky are essential not only to fueling Nonso’s creativity but are also instrumental in continuing to spread the Afrobeats genre globally. Expect many more dynamic collaborations announced with When It Blooms.
The announcement of a debut album builds off the momentum of a monumental 2022; between being featured as Spotify’s Radar Artist, making the top of the list for Audiomack Africa x The Beat’s “Alte Vibes” playlist, and surpassing over 1 million monthly listeners on Spotify. The SOCAN Foundation announced Nonso Amadi as one of the winners of the SiriusXM Black Canadian Music Awards alongside Adria Kain, AHI, Desarae Dee and Zach Zoya. Amadi cemented himself in the vanguard of the next generation artists bringing Alte and Afro-R&B to the international stage.
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