Rema’s ‘Heis’ Album: A Bold New Direction for Afrobeats

Heis is not the direction many expected Rema to go for his second album, especially after the massive success of his debut, Rave & Roses. Released in 2022, that album brought Rema worldwide recognition and firmly placed him at the top of the modern-day afrobeats genre. It also featured “Calm Down,” the highest-charting afrobeats song in Billboard Hot 100 history.

These accomplishments make the dramatic shift in sound with Heis all the more impressive. Rema’s new album is a risky move, and the mixed reviews it has received prove its polarizing impact. However, this is exactly the kind of jolt that afrobeats needs. Heis is a departure from the feel-good vibes of Rave & Roses, diving into a darker, more rebellious sound that captures the highs of a party and the lows of conflict.

The album opens with “March Am,” an aggressive track where Rema emphasizes pushing forward relentlessly. It then transitions to “Azaman,” a lavish tale of riches and ambition. “Benin Boys,” featuring fellow Nigerian artist Shallipopi, serves as a tough-talking warning to enemies and the industry. “Ozeba,” an early fan favorite, is a fast-paced declaration of Rema’s intent to shake up the game on his way to the top. As one of afrobeats’ leading artists, this approach is vital for maintaining diversity and vitality in the genre.

What truly sets Heis apart is its deep roots in African sound and culture. The globalization of afrobeats has brought well-deserved attention to the genre but has also led to some dilution. In a recent interview with Apple Music, Rema addressed this issue. “Everyone is chasing something that the whole world can enjoy,” he said. “But we need to listen to the voices back home to keep our roots.” He added, “This project helps me bring back that essence, that energy, and serves as a reminder for both fans and creators.”

This reminder is crucial as afrobeats continues to globalize without compromising its core values. Afrobeats in its purest form is captivating enough to reach audiences worldwide. It’s at its best when African culture and sounds are at the forefront of the creative process. As the genre becomes more mainstream, it’s up to the artists to preserve its authenticity. New listeners will carry the lessons learned from authentic afrobeats and may even become the next generation of artists. A high standard will be maintained for any artist entering the genre, contrasting with others who claim afrobeats lacks substance.

Rema’s Heis is currently the talk of the afrobeats scene, and for all the right reasons. Tracks like “Benin Boys,” “Ozeba,” and “Hehehe” highlight the intentionality behind Rema’s work, and his efforts have certainly paid off. The hope is that other artists in the genre, from big names like Burna Boy, Wizkid, Davido, Asake, Tems, and Ayra Starr to emerging stars, will take Rema’s message to heart. Asake seems to be following this path, bringing British rapper Central Cee to Nigeria for their “Wave” collaboration. Burna, Davido, and Wizkid have the opportunity to showcase this on their upcoming albums.

Preserving the beauty of afrobeats is essential, and artists like Rema are key to ensuring that happens. The genre has achieved immense success in its natural state, and Heis, regardless of its immediate global impact, will be remembered as one of the most important albums in this era of afrobeats.

Heis is out now via Mavins Global Holdings Ltd/Jonzing World Entertainment/Interscope Records.

Source: Uproxx