Before hit songs, before the global stage, before Afrobeats became a major export, Joeboy’s breakthrough happened in a moment that almost didn’t happen. It’s a cover. This is a post. A little bit of luck.
Like many artists who emerge without access to the industry, Joeboy turned to what was available: social media and famous songs. The strategy was simple. It’s about reinterpreting something familiar and hoping that it gets across.
“I signed with Mr. Eazy through social media,” he says.
Oluwatosin Oluwole Ajibade, popularly known by his stage name Mr. Eazi, is a fellow Nigerian Afro-pop artist who founded emPawa Africa, a talent development agency aimed at supporting and nurturing up-and-coming artists.
“We didn’t have any access to the industry…and we believed the best way for us to be seen and heard was to do covers of popular songs,” says Joeboy.
One of them was British singer Ed Sheeran’s hit song “Shape of You.”
He recorded it, posted it on Instagram, and watched it move. First up is Lagos, Nigeria. Then further afield.
“It went viral and a friend of mine tried to send the video to a lot of famous artists, Mr. Eazy being one of them, and that’s how we started talking,” he explains.
That moment became the bridge to everything that followed.
Joeboy reflects on the influence Ed Sheeran’s records had on his journey, saying: “It was 100 per cent.” “Thank God Ed Sheeran wrote that song…who knew?”
Today, artists are often told to reverse engineer success, to create songs that fit an algorithm, to follow the moment rather than the meaning. Joeboy doesn’t see it that way.
“Virality is not something to chase,” he says.
“It’s like a miraculous moment where everything works out.”
That perspective feels like it’s gained based on how his career unfolded. His own breakout was not the result of a perfectly timed development, but a chain reaction. It’s a cover. It’s a share. Co-signed.
Platforms like TikTok may now dominate music discovery, with about 1.6 billion monthly users, compared to Spotify’s 675 million, according to a UC Davis study, but for Joeboy, the principle of consistency over math remains the same.
As African music continues to flourish globally, with arena tours, festival circuits, and chart-topping records, Joeboy still sees value in performing in small, intimate venues.
The recent Valentine’s Day show in Lagos was not meant to be a spectacle. Designed with the senses in mind.
“It was a very close relationship,” he says.
In a genre that often involves energy and scale, intimacy can feel like separation. But for Joeboy, it provides a more intimate connection with his fan base.
“Maybe not thousands, but (just) 400 or 500 people creates more connections,” he explains.
That choice reflects his identity as an Afrobeat lover, an artist committed to softness and emotional honesty at a time when detachment is more marketable.
“Everyone just wants to be toxic…It’s kind of cool to not be vulnerable,” he says. “So I represent the people who are still pushing it (vulnerability).”
Joeboy’s rise parallels the transformation of Afrobeats into a global force, with billions of streams worldwide and Spotify reporting that Afrobeats consumption has increased by more than 500% in recent years.
Songs became instantaneous. Audiences are everywhere.
“There was a time when artists didn’t think about anything other than Lagos,” he says.
“Now we also have the chance to have our songs go global. This was the moment we dreamed of.”
But even as the genre expands, his approach remains specific. Connection is more important than volume.
“I don’t think vulnerability makes you less of a man,” he says. “Being able to express yourself… requires a lot of courage.”
Joeboy’s story is consistent. It begins by chance and develops with clarity.
He didn’t grow up planning to be an artist. He discovered his voice almost by accident.
“I didn’t know I could sing until I was 17,” he says.
Now he’s not just making music, he’s building infrastructure. Launched his own label “Young Legend”. He invested in the development of artists, paving a path that didn’t exist for him.
It’s a shift from being discovered to helping others get noticed.
A collaboration with Ed Sheeran would have an obvious narrative payoff: a clean, full-circle moment.
“100 percent it should be,” Joeboy says.
But whether that happens or not, this story is already set.
Build a worldwide career from this cover. An unpredictable viral moment. In an industry obsessed with routine, it’s a reminder that some breakthroughs are simply a matter of chance and timing. At the heart of this is a simple will that remains unchanged.
“I want people to smile and feel good when they hear my music,” he says. “I learned that I was making music based on love.”
