Nigeria's Lojay on making music to make Africa proud - This is Africa podcast, BBC World Service

Lojay on This Is Africa with DJ Edu: A Detailed Summary

Key Concepts:

• XOXO: Lojay’s debut album, representing hugs and kisses, vulnerability, and a collection of personal stories.
• Afrobeats & R&B Fusion: Lojay’s evolving sound, leaning towards soulful R&B while maintaining Afrobeats roots.
• Authenticity & Human Connection: The importance of genuine emotional expression in music, contrasting with the potential limitations of AI-generated art.
• Independent Artist Journey: Lojay’s experience navigating the music industry as an independent artist, emphasizing business acumen and strategic planning.
• Cultural Pride & Representation: Lojay’s desire to elevate Afrobeats and challenge perceptions of African music globally.

I. Introduction & Early Musical Beginnings

The interview begins with DJ Edu acknowledging Lojay’s rapid ascent to prominence following the 2021 hit “Mona Lisa” (produced by Sarz and featuring Chris Brown). Lojay’s discography includes collaborations with major Afrobeats artists like Davido, Wizkid, Ayra Starr, and Fireboy DML. His debut album, XOXO, features Victony and Odeal, and Tyla. Notably, Lojay received a Grammy nomination for his contribution to Chris Brown’s multi-platinum single, “Sensational.”

Lojay recounts a surprisingly early foray into songwriting at age ten, creating four lines – “I've got money, baby. I've got cars, baby. If you want it, baby, you can call me baby” – which he promptly discarded after receiving no response (“And the phone didn’t ring”). This anecdote highlights his long-held ambition and early self-assessment. He began seriously engaging with music around age 12-13, recognizing a deep connection and sense of belonging within the studio environment. He describes an almost trance-like state during early recording sessions, losing track of time and experiencing a profound emotional response to hearing his vocals.

II. XOXO: Concept, Creation & Standout Tracks

Lojay explains the title of his debut album, XOXO, as representing “hugs and kisses” – a feeling he aimed to evoke throughout the project. He describes the album as a collection of personal stories and experiences, a vulnerable documentation of his journey with love.

The song “Mwah” emerged from an impromptu studio session with Odeal and Loudaaa. Lojay spontaneously sang the lyrics (“Omo to mwah O sexy. O tongologo o nasty”), which resonated with everyone present, leading to a quick recording process. He deliberately chose to include “Mwah” despite its departure from the prevailing tempo in Afrobeats, prioritizing his artistic vision.

III. Musical Influences & the Soulful Shift

Lojay discusses his diverse musical palate, extending beyond contemporary pop music. He actively seeks out 1970s West African folk, Eastern European folk, and 1930s jazz and blues. This eclectic mix informs his songwriting and contributes to the soulful element present even in his Afrobeats tracks.

He highlights “Salê” as a prime example of this fusion, incorporating orchestral strings, a Romanian folk vocal hum (performed by Ruth), and his own unique style. He emphasizes the importance of experiencing diverse genres to foster creativity and originality.

IV. Artistic Expression & Storytelling

Lojay emphasizes the importance of authenticity and personal experience in his music. He believes he can only truthfully convey his own feelings and perspectives, rather than attempting to replicate someone else’s story. He prioritizes honesty as the key to creating a unique and relatable artistic voice.

He also discusses his foray into acting within the album’s promotional material, describing it as a refreshing outlet for artistic expression.

V. Education, Independence & Business Acumen

Lojay’s educational journey – initially in Nigeria, then at the University of Portsmouth in the UK (Leeds then Portsmouth) – played a crucial role in his development as an artist. He utilized his time in the UK to hone his production skills, learn songwriting techniques (including online courses through Berklee School of Music), and gain a deeper understanding of the music industry.

He attributes his success as an independent artist to a business-minded approach, focusing on structure, strategic partnerships, and financial management – skills honed during his studies. He acknowledges the role of luck but stresses the importance of being prepared to capitalize on opportunities.

VI. The Chris Brown Collaboration & Grammy Nomination

Lojay describes a natural chemistry with Chris Brown, leading to collaborations on “Mona Lisa” and “Sensational.” He highlights Brown’s focus on genuine human connection and artistic integrity, qualities he shares. The collaboration resulted in a Grammy nomination for Lojay for his work on “Sensational.”

VII. The Future of Music: AI & Human Connection

The conversation shifts to the impact of Artificial Intelligence (AI) on the music industry. Lojay expresses skepticism about AI fully replacing human artists, arguing that the emotional depth and personal connection inherent in human-created music are irreplaceable. He acknowledges AI’s potential as a tool for artists, assisting with lyric writing and arrangement, but believes the core of artistic expression lies in lived experience and authentic storytelling. He cites Justin Bieber’s album Justice as an example of an album that resonates due to its personal connection to the artist’s life.

DJ Edu then demonstrates an AI-generated song in Lojay’s style, which Lojay immediately dismisses as lacking authenticity and originality (“Zero!”). He emphasizes the importance of the human element in music, stating he wouldn’t want to discuss the creative process with an AI.

VIII. Conclusion

The interview concludes with Lojay expressing gratitude for the opportunity and DJ Edu wishing him continued success. The conversation underscores Lojay’s commitment to artistic integrity, his unique blend of Afrobeats and R&B, and his dedication to representing African music on a global stage.

This summary aims to provide a detailed and specific account of the interview, preserving the original language and technical precision of the transcript. It focuses on actionable insights and specific details rather than broad generalizations.