Burna Boy Doesn’t Care About Crossing Over, But It’s Happening Anyway

Burna Boy's single "Ye" has been heard by over six million listeners on the airwaves this year. "It's exciting to hear African music on the radio," the singer says. "There's a piece of us everywhere."Earlier this month, the Nigerian singer Burna Boy took the stage at Prospect Park in Brooklyn in front of roughly 9,000 people to celebrate the imminent release of his new album,.

Thanks in part to the ease and relative affordability of streaming platforms like YouTube, artists from outside of the country can now enjoy global careers without ever cracking the U.S. Burna Boy has been popular across the Atlantic for years. P2J, a producer who has collaborated frequently with the singer, credits his unmistakable vocal tone, rich and low at a time when most singers on the charts aim for light and high.

Some music — from Colombia, from South Korea — has broken the unofficial U.S. embargo. But Nigerian musicians are only just starting to see commercial success Stateside. Davido and Afro B recently managed to achieve modest radio play. There’s more label interest now as well: LVRN, for example, recently started working with the Nigerian artist Santi.

But since America remains the biggest music market, it “affects popular culture worldwide,” says Adesuyan. Three years ago, the manager adds, “I told [Burna Boy], no matter what we do in Africa, no matter what we do in Europe, if you don’t pop in America, you haven’t done the full job. That became goal number one: to make Burna Boy a household name in America.”

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burnaboy On to the world Mr Burna 💣

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burnaboy Where it all started. Burna get da heart!

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