Nigerian Afro-Pop star, Joeboy, today shares the video for “Focus,” the third visual from his freshly-issued debut album, “Somewhere Between Beauty & Magic“; the clip follows a strong first week for the said album, which has peaked at Number One on Apple Music in twenty-eight countries since dropping on February 4, amassing over thirty million streams across DSPs.
Director Dammy Twitch (Burna Boy, Davido) helms the noir video for “Focus,” which warns against the dangers of alcoholism and drinking and driving; the stylish, moody visuals represent a darker tone for Joeboy, a romantic master of sunny, short and sweet love tunes like “Baby,” “Beginning” and “Nobody,” his 2020 collaboration with Mr. Eazi and DJ Neptune. Lyrically, “Focus” (produced by Ghana’s MOG) is a song about unrequited love “and somebody not being straightforward about their intentions with you,” Joeboy says, noting that the lyrics were based on situations experienced by one of his producers, Dëra, during the making of “Somewhere Between Beauty & Magic.”
One of Afro-Pop‘s leading young lights, Joeboy, has topped charts across the continent and beyond with an improbable run of smashes since emerging in 2019; dubbed ‘Nigeria’s next big thing‘ by Billboard and ‘The boy wonder of Nigerian Pop‘ by Notion, the 23-year-old crooner has scored praise and accolades from Pitchfork, Rolling Stone, Complex, CNN, Vice, Flaunt and The Fader on his way to racking up over 500 million streams.
