Success and Struggles Post-2022

Nigerian Afrobeats artist Rema has navigated both remarkable success and cultural scrutiny since the release of his 2022 album, Rave & Roses. His single “Calm Down,” featuring Selena Gomez, reached No. 3 on the Billboard Hot 100 and dominated U.S. Afrobeats charts for a historic 58 weeks. However, his performance at London’s O2 Arena on November 14, 2023, drew negative attention due to misinterpretations of cultural imagery associated with his Edo heritage.

Emergence of ‘Heis’

Rema’s latest album, Heis, reflects both his profound success and the challenges of representing local culture on a global stage. The title evokes multiple meanings, from an abbreviation of his social media identity to a Greek term for ‘one,’ embodying both personal and cultural significance. Unlike the softer sounds of his previous work, Heis offers a darker, more vigorous sound characterized by intense drum patterns produced by notable collaborators like Producer X and Take a Daytrip.

Reclaiming Cultural Narratives

With this album, Rema aims to reclaim narratives surrounding his artistry. He utilizes diverse vocal ranges to explore themes of his heritage despite accusations labeling him as “Satanic” due to stylistic choices. In his track “Ozeba,” Rema’s deep voice reinforces a blend of cultural reverence and biting commentary on the challenges he faces as an artist. He emphasizes the importance of staying connected to his roots: “We gotta listen to the voices back home to keep our roots. Our roots [are] very important,” he shared in a recent Apple Music interview.

Positioning Within the Afrobeats Landscape

Rema expresses ambitions to join the ranks of Afrobeats’ elite, eyeing to establish a “Big 4” alongside established stars like Burna Boy, Wizkid, and Davido. His opening track “March Am” sets a fierce tone, featuring lyrics that assert his rise in the Afrobeats genre, employing pidgin English as a nod to his cultural origins.

Dynamic Vocality and Instrumentation

Throughout Heis, Rema showcases his versatility by exploring various vocal textures, enhancing the emotive quality of the instrumentation. His ability to manipulate his voice serves not just as a means of delivering lyrics but transforms him into an integral component of the musical composition.

Highlight Tracks and Overall Experience

Singles like “Hehehe” and “Benin Boys” gradually reveal themselves as cohesive elements within the album’s narrative, showcasing the joy of celebrating local culture. Other standout tracks such as “Yayo” cater to a broader audience, ensuring accessibility while maintaining cultural integrity.

Despite the engaging content, the album’s latter half exhibits moments of repetition. Tracks like “Villain” reiterate central themes that risk feeling redundant to the listener. However, the album concludes powerfully with “Now I Know,” encapsulating Rema’s journey of self-discovery and the relationships that have shaped his career.

Conclusion: A Personal and Cultural Odyssey

Through Heis, Rema not only pushes his artistic boundaries but also pledges allegiance to his cultural roots, faceting a compelling narrative of growth. While fans of his previous, more commercial undertones may find this new direction challenging, Heis serves as an exploration into a more profound journey of identity and resilience.