Billboard has unveiled the introduction of its inaugural French edition. The new endeavor is authorized by So Press. Billboard France represents the 12th global edition of Billboard.
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Amidst the Parisian nightlife, a notable entourage approaches the photo studio. Around 10 individuals – assistants, photographers, and collaborators – revolve around a recognizable figure. The studio door opens, unveiling Burna Boy, accompanied by his sister Ronami, an integral part of his success, who seamlessly blends the roles of manager, stylist, and advisor. He possesses an undeniable charisma – the type that transforms the atmosphere of a space upon his arrival.
In recent years, Burna Boy has displayed remarkable creativity, allowing himself minimal breaks. Born in Port Harcourt, Nigeria, he hails from a family with deep musical ties (his grandfather managed the legendary Fela Kuti).
Beginning with the promising single “Like To Party” in 2012 to a significant debut album, L.I.F.E, released in 2013. However, it was from 2017 onward that his career gained an international scope. He caught the attention of mainstream global audiences during a collaboration with Drake for “More Life” in 2017. He subsequently released three prominent albums (Outside, African Giant, and Twice as Tall) while featuring on hit tracks like “Jerusalema” with Master KG and Nomcebo Zikode, as well as “Be Honest” and “Location” with British artists Jorja Smith and Dave, respectively.
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After spectacularly filling La Défense Arena with 40,000 attendees in May 2023, the Nigerian artist is gearing up for a new venture: the Stade de France, on April 18, 2025, marking the beginning of a European tour with approximately 10 stops.
France occupies a significant position in Burna Boy’s journey. It ranks as the third country where he’s heard the most, following the United States and the United Kingdom. According to the SNEP (Syndicat national de l’édition phonographique), he has achieved 11 certified singles in France and has already amassed over 700 million streams there.
“It symbolizes a celebration of African excellence and serves as proof that our music knows no limits,” he shares, taking pride in being the first non-French-speaking African artist to perform at the iconic venue. “It’s about more than just me as an artist; it’s about representing a continent, a culture, and a community whose narratives deserve to be acknowledged on the grandest stages of the world.”
Figurehead of Nigerian Music
In 2019, he declared himself an African Giant. Today, this title seems modest compared to the magnitude of his achievements. Burna Boy’s path reflects that of an outsider, showcasing a rapid ascent from Port Harcourt to the apex of global music. Initially an English-speaking breakthrough, his influence now transcends all boundaries.
More than ten years post-Burna Boy’s ascent with L.I.F.E, Nigerian music has solidified its status as a formidable player in global popular culture. Afrobeats, a genre he has emerged as the most esteemed ambassador for, crosses geographical, linguistic, and cultural lines. Vevo reported in 2023 a 61% increase in views for Afrobeats and Amapiano tracks, surpassing four billion. IFPI has noted Sub-Saharan Africa as the region with the fastest-growing music industry, being the sole area achieving over 20% growth in 2023.
Burna Boy’s Grammy Award, prominently displayed on a designated table at home, underscoring a newfound American appreciation for the Nigerian sound. “It’s not solely about recognition—it represents what it stands for. It symbolizes the strength found in remaining authentic, surpassing barriers, and confirming that African music deserves a place on the global stage. It’s a reminder that our culture and creativity merit the highest accolades.”
He gives back this new American acknowledgment by collaborating with GZA for a feature in the title track of his latest album, I Told Them. On this album, he deliberately samples renowned American artists (such as Toni Braxton, Brandy, Jeremih, among others). “Indeed, it’s purposeful. Sampling is a tribute to the influences that shaped me while crafting something fresh. It’s about connecting cultures and demonstrating that music speaks a universal tongue. I will persist in experimenting because evolution and imagination go hand in hand.”
Xiaoyi Dai/Billboard France
The Anglo-Saxon World As a Leitmotif
After studying in London during high school and briefly at Oxford Brookes in university, he first gained access to the English scene, which he has always managed to reciprocate. He fondly recalls this ecosystem whose Nigerian connections are also reflected in the music (he mentions J Hus, Dave, NSG, and Not3s). “They’re illuminating the path in their unique way. The UK has consistently maintained a profound connection with African music, and these artists are fusing their experiences with Afrobeats to forge something exceptional. It’s a beautiful cultural exchange that highlights the vast reach of Afrobeats’ influence.”
African Music Conquering the World
The impact of Burna Boy’s music is part of a broader movement. Since 2020, Afrobeats has expanded westward thanks to crossover hits such as CKay’s “Love Nwantiti (Ah Ah Ah)” or Rema’s “Calm Down,” both of which have surpassed a billion streams on Spotify. Nigeria is now the sixth largest exporter of music, with Burna Boy as the figurehead of a scene that has unequivocally taken the world by storm.
He expresses excitement about this new generation of Nigerian artists who are redefining the rules. “[They’re] fearless,” he asserts. “They’re experimenting with sounds and embracing risks. Observing how they build upon the foundation is fascinating. They exemplify that Nigerian and indeed African music knows no boundaries.” As the genre gained traction outside, numerous Afrobeats artists initiated their inaugural U.S. tours post-lockdown.
Among them, Burna has graced the grandest stages – the birthplace of genuine superstars. However, this elevation can also be daunting, as Western artists have swiftly incorporated Nigerian sounds. Yet this realization does not intimidate Burna Boy: “In a decade, if we remain dedicated to our craft, Afrobeats will become even more universal, leaving its mark on every facet of the music industry. It will transform, integrating novel sounds and concepts, but its core—our African origins—will endure. I envision it as a major influencer in shaping global pop culture.”
His insight extends beyond Nigeria. He keenly observes the rise of French-speaking West African scenes: “[They] are extraordinarily vibrant and brimming with talent. Artists from Ivory Coast, Senegal, and Mali are crafting something impactful by blending their musical heritages with contemporary sounds.”
We seize the opportunity to ask for his perspective on French artists overall. His response may astonish many: “I’ve always held admiration for artists like Stromae, Matt Pokora, Tayc & Aya, to name a few. Their storytelling ability and creative ambition resonate deeply with me. French music possesses a unique depth, influencing how I perceive my own storytelling.”
Refocusing on Raw Emotions
“When you express sincerity in your music, it resonates with people, irrespective of their backgrounds.” His astonishing talent to transmute personal experiences into anthems, as showcased by “Last Last,” stemming from a romantic breakup, has undeniably contributed to Burna Boy’s ascent. His tracks are filled with strong emotions with universal significance, explaining his worldwide popularity.
His forthcoming project (potentially titled “No Sign of Weakness,” as hinted by some enigmatic messages sent to his followers before Christmas) is set to explore uncharted territories and exceptional spirituality within his music. “It’s extrospective,” he discloses. “It’s not solely about me; it’s about looking outward, contemplating the world, and how my experiences connect to the broader context. It’s about growth, awareness, and challenging perspectives while staying authentic to who I am.”
The Pillars of His Life
He backs initiatives like R.E.A.C.Hng, which serves underprivileged communities in Nigeria, and established the ProjectPROTECT fund to aid individuals wrongfully detained amid incidents of police brutality. “I’ve been fortunate,” he acknowledges, “and I feel it’s my duty to leverage my platform to uplift others.” His music is often infused with political themes, especially through tracks like “Wetin Man Go Do” and “Another Story.”
This sense of social responsibility is accompanied by a profound familial bond. His mother Bose and sister Ronami play pivotal roles in his career. “They’re my foundation,” he states. “They understand me not just as an artist but as an individual, motivating me to be the best iteration of myself. Collaborating with them is innate because we share a connection and a vision that extends beyond mere business. While it is not devoid of its challenges—as all relationships have—but it ultimately enriches me.”
With his French fans eagerly expecting a landmark concert at the Stade de France, Burna Boy embodies an age where African music is at the forefront of global trends. Yet, it is nearly borne by an unstoppable wave that his eighth album arrives, redefining the genre’s boundaries once more.
Xiaoyi Dai/Billboard France
- Source: NEWHD MEDIA
