Rema, one of Afrobeats’ leading voices, has always been a trailblazer. But with his latest project, the “HEIS” album, he’s not just breaking records—he’s making a statement. In a recent interview, Rema implied that “HEIS” was not created primarily to chase international milestones. Instead, it’s a bold declaration to gatekeep Afrobeats and preserve its essence. According to Rema, Afrobeats is slowly slipping into the hands of foreigners, diluting the core of what makes it uniquely African.
During his album listening party, Rema posed a crucial question: who else in the world could make a song like “Ozeba” or “Azaman”? These tracks, infused with the rich rhythms and textures of Benin culture, showcase the distinctiveness of Afrobeats. While his influence naturally pushes the album to international charts, the heart of the project is a reminder that Afrobeats belongs where it comes from—Africa. Rema’s decision to release “Benin Boys” with Shallipopi as the first single off the album is no coincidence. It’s the first time Rema has featured another artist, and who better than his fellow Benin man?
Rema: Not Just an Artist, But a Movement
From his breakout hit “Dumebi” to his chart-topping success with “Calm Down,” Rema has shown that he’s more than just a musician—he’s a movement. He’s matured rapidly in his career, not just in appearance and sound but in the message he communicates. His Headies Award speech was a moment of revelation, where he touched on the multiplicity of Afrobeats. As the global movement “Afrobeats to the World” gained momentum in 2018/19, many artists began tagging their sound with sub-genres like Afro-fusion, Afro-pop, or Afro-soul. But Rema, ever the purist, reminded everyone that no matter the labels, all paths lead back to Afrobeats. “We’ll all meet at the Afrobeats award,” he quipped during his speech.
Rema’s commitment to Afrobeats runs deep, and he knows he needs to back his stance with evidence. Afrobeats is an African genre, drawing on sounds from around the world while staying true to its African roots. Many artists feel constrained by the “Afrobeats” label, especially when it comes to awards and shows, but Rema embraces it fully. He’s proving to the world that no one outside the Afrobeats sphere can truly create Afrobeats music.
His “Ravage EP” was an initial hint at this philosophy. The project was more than just an EP—it was an outburst of emotions, a reflection of the drive, passion, and destiny that Rema had held within for too long. He described it as “a little exhale…only it comes with fire.” And with “HEIS,” he takes that fire even further.
Afrobeats: Global Success, Local Disconnect?
As Nigerian artists like Rema gain global recognition, there’s growing concern about their connection to local audiences. Often, once artists break into the international scene, their priorities shift. They tour the world, but their performances in Nigeria become rare or expensive, making them inaccessible to the average fan. While artists claim their music is for Nigerians, their global pursuits sometimes create a disconnect with their home base.
Rema, however, is determined to maintain that connection. His recent homecoming show in Benin was a testament to his commitment to his roots. Thousands of fans gathered to sing his songs word-for-word, reinforcing his belief that Afrobeats, while global, must remain strong at home. This is what “Afrobeats to the World” should truly mean: a genre that spreads globally without losing its foundation.
Gatekeeping Afrobeats: Rema’s Mission
Nigerian music journalist Joey Akan has been vocal about the need to gatekeep Afrobeats. He has warned that, while foreign artists may embrace the genre, they could eventually “hack” it, stripping away its authenticity. Rema’s mission seems to align with this sentiment. His goal is clear: to ensure that Afrobeats stays firmly where it belongs—within the African culture—while allowing it to grow on the global stage.
Rema’s Unprecedented Impact
Despite his relatively short time in the industry, Rema’s impact has been profound. He became the first African artist to reach one billion streams on Spotify and has performed at globally recognized events like the Ballon d’Or ceremony. He’s earned his place at the table of Nigeria’s biggest artists, and with his work on “HEIS,” he’s solidified his position as a guardian of Afrobeats.
For Rema, this journey is not just about fame or fortune; it’s about preserving the cultural integrity of a genre that represents Africa. As Afrobeats continues to evolve and captivate the world, Rema’s voice will remain a powerful reminder of where it all began—and where it must stay rooted. Afrobeats is African, and that’s something worth protecting.
Conclusion
Rema’s “HEIS” album is more than just a musical project—it’s a cultural statement. He’s reminding the world that while Afrobeats may travel far and wide, it must always remain true to its roots. Through his music, performances, and speeches, Rema is leading a movement to protect Afrobeats from being diluted or commercialized beyond recognition. As he continues to push boundaries and set records, one thing is clear: Rema is here to stay, and he’s keeping Afrobeats firmly in African hands.
