In 2016, Afrobeat singer Joeboy was discovered by Nigerian pop star Mr Eazi, via his Instagram cover of Ed Sheeran’s “Shape of You.” emPawa Africa, an organization nurturing emerging African musicians, awarded Joeboy a grant in 2018, which he used to shoot the video for his single “Fààjí.” The two official videos for his first hit single, 2019’s lovesick “Baby,” have racked up nearly 45 million views. “Beginning,” Joeboy’s bouncy single about being stuck in the friend zone, landed in the Top 10 on Apple Music’s charts in Nigeria, Uganda, and Kenya. His 2020 single, “Nobody,” featuring Mr. Eazi and DJ Neptune, inspired more than 10 million fan-created videos as part of a viral dance challenge.

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