Joeboy sits on his balcony, gazing at the setting sunset, as we prepare to start our conversation. It is just a couple of hours before his maiden Lavida Night party event on the shores of Alora Beach Resort in Accra. It feels good to be back. “Ghana is my second home”, he says. Since the singer-songwriter’s introduction to the music space with the Mr. Eazi-assisted track “Fààjí” in 2017, and hit singles “Baby” and “Beginning” in 2019, listeners and supporters of Joeboy have seen him evolve into the artist he is now with every new release. Joeboy is now a household name in African music, with critically acclaimed projects and awards. But things are changing for Joeboy. After departing from Mr. Eazi’s Empawa record label and starting his own label Young Legend alongside Warner Music he’s on the cusp of a new journey. He has new responsibilities and an updated list of goals to conquer, so I sit down with him to try and understand everything behind the virtuoso, Joeboy.
First of all, welcome back to Ghana. How would you describe your relationship with Ghana?
I’d say Ghana is like my second home. This is the country I come to the most frequently, I don’t always post when I’m here, but I’m here a lot.
Looking back at where you were some years ago, do you feel Joeboy before “Baby” would be proud of Joeboy today?
He would be very proud, and wouldn’t even believe how far he’s come. The growth has been so beautiful, and I wouldn’t have it any other way because I’ve learned so much so far. I’m getting better and evolving. It’s evident in how I handle my business, and with the music, and the brand, it has become very intentional now, and I’m personally very proud of that. The old Joeboy would thank me for being stubborn and consistent and not giving up.
Your signature tag, “Joeboy pon deck” is very catchy. Can you tell us the story behind the phrase and how it ended up being your trademark on all songs?
So I was working with E Kelly at some point, and I was feeling the music. Before then, I already had a tag, “Joe Boy pon this,” and towards the end of a particular song, I just said, “Joe Boy Pon Deck.” It just came naturally, and people loved it. But I see different versions – people think it’s “Joeboy condemn”? God forbid! I will not condemn in the name of Jesus! So it wasn’t planned. I wasn’t looking for a signature, I just said it, and it stuck.
Two EPs and two albums into your career is a huge achievement for someone this young. Where do you draw inspiration from to keep putting together these projects?
The major source of inspiration, I would say, is my experiences—for sure, the things I see and the kind of music I’m listening to. It all boils down to my experiences and where my mind is.
Take us through the process of making your last EP, Body, Soul & Spirit. How would you describe the reception of that project?
It was supposed to be the deluxe version of my album Body & Soul, but due to the agreement I had with Empawa, it had to be an EP. So I decided to kill two birds with one stone by naming it “Body, Soul, & Spirit.” Because it’s my last project with Empawa, it was like a transition, so I made that tape for myself. I’d say that’s the one tape I did not make for the audience. I decided to make music that I genuinely wanted to express at the time. So it was supposed to be an extension of Body & Soul, but that couldn’t fly due to the agreement.
2024 came with a change and a refreshing look. You parted ways with Empawa and are currently with your label, Young Legend. How would you describe the switch from Empawa to starting your own label?
I had been planning and preparing for the change before I left Empawa, just because I don’t like to jump into situations. I had the opportunity to leave Empawa two years ago, but I decided to renew for better terms. People in my ear told me to leave, move on, and whatnot, but I knew I wasn’t ready to do my own thing at the time. It is important to know who you are and be honest with yourself. In those two years, I was getting ready, finding my imprint, and planning the structure. So when I finally left Empawa, I didn’t feel like I was lacking anything because I was prepared for it. I already had a marketing budget, a personal team, and I was making sure everything ran smoothly.
Young Legend has a partnership with Warner Music Africa. Congratulations on that. Briefly, what does the partnership mean for you as an artist and your label?
It’s like more fuel for my fire. I already have my vision, where they come in is moving things to a bigger scale that is probably beyond my resources. The team and I make the decisions, and they add to it by doing it on a larger scale.
You brought the Lavida experience to Ghana. How would you describe the event, and is it the start of a continuous thing here in Ghana?
Yeah, it’s going to be a continuous thing. The first one I did was in Nigeria in December. It’s just a means of connecting personally with the audience and networking. I invite my colleagues so we can have a great time and have conversations because it’s always different on social media compared to meeting up in person. It’s also helped build my experience with event curation because that’s something I’d love to venture into at some point. It’s Ghana now, Ghana has always shown me love.
You are a label owner now. Are we going to see you sign any artists?
There are new talents I’m working with, and I’ll be unveiling one of them soon. He’s undergoing artist development now. In my case, there wasn’t any intense artistic development, and I had to learn everything myself by observing Mr. Eazi. Not everyone has the advantage of learning under Mr. Eazi, so I think artist development is important and often overlooked in the industry. So when he’s ready, it’ll be announced. I’d like to say that Ghanaians are going to love him so much! He’s Nigerian, though, but they’ll love him regardless.
What else are you working on and how is the entire label coming together?
I like to do things gradually and take them one step at a time. I’m focused on making sure the label is a formidable force structure-wise and in every aspect. We have a proper office almost ready with a creative hub, studio, and everything. That’s my goal for now—making sure it’s properly put together.
What should your fans expect, and is there new music coming soon?
There is new music this month, two songs. Expect good vibes. I also featured a female artist for the first time in my career.
