02 JUNE 2023 (TORONTO, ON) – Hot on the heels of the triumphant release of his debut album, When It Blooms, today Canada-based Nigerian singer, songwriter, and producer Nonso Amadi shares the official music video for a standout track on the record “Kilimanjaro” ft. BEAM through Def Jam Recordings/Polydor Records/MCA/Universal Music Canada, the country’s leading music company.
Backdropped by the beautiful beaches of Jamaica, Amadi and BEAM create a vibrant vacation-ready vibe with picturesque sights surrounding them, reflecting the celebratory mark of the album being out in the world for a full week. The video parallels the song’s radiantly smooth combination of Amadi’s Afro-R&B and BEAM’s dancehall edge. Join the global YouTube premiere at 12:00PM EST HERE and a premium afterparty hosted by Nonso Amadi immediately following HERE.
When It Blooms has been released as the first comprehensive body of work from Amadi, celebrating years of evolution through experience as both an artist and an individual. The album has captured the attention of fans, critics and streaming platforms alike as glowing reviews, playlist covers and interviews continue to roll out. Highlighting some of the early praise, Billboard featured “Paper” as one of Afrobeats Fresh Picks Of The Month, Amadi’s Africa Now Radio interview on Apple Music garnered global media coverage and the album has over 50 million global streams only a week after release.
The album sequence reflects Amadi’s journey and weaves through the different phases of his self-discovery through music. Setting the tone with the opening track “Here For It,” Amadi recalls the challenges and uncertainty faced early on in his music career but honours his own determination, singing ‘na so then the plan no get plan b.’ “NASA,” a track produced by Azulwynter and FrancisGotHeat, pays homage to the hip-hop artists that influenced Amadi’s initial affinity for music like 50 cent, Lil Wayne, Ja Rule and lyrically discusses leveling up the dream from one phase of life to the next. While “Night In Maryland” holds sentimental value for Amadi, capturing late nights recording in Lagos, Nigeria; the traffic, the lights and the internal struggle. Amadi highlights “Donisha Prendergast, granddaughter of Bob Marley, delivered an amazing speech at the end of the ‘Night In Maryland’ encouraging me to believe in my purpose and get ready for the bloom.” Wrapping up with “Thankful,” an act of culminating gratitude for the community of supporters that helped bring this project to life, Amadi’s mother shares a message of pride for Amadi’s growth as a beautifully personal finale.
Additional collaborations on the record include Nigerian soul singer, songwriter and producer Tay Iwar on “Pieces,” a song written back in 2019, revived by the partnership. As well, “Shivers” features Tamera produced with Mont Jake, both UK based allies who elevated the track. Amadi shares, “This is my most collaborative project yet, I sought out help from other people to water it and add sunlight, the album is an expression of gratitude to the supporters and contributors of my sound.”
Outside of the album, this year Amadi hopped on multiple tracks from artists in his creative community including three-time historic JUNO Award winner Savannah Ré for a remix of her track “Closure,” he also joined Swiss/ Ghanaian rapper and producer Pronto on the track “Danger” with German group, 255. Most recently, Amadi teamed up with producer duo Emotional Oranges for their latest track “Not Worthy.” Collaborations are essential not only to fuelling Amadi’s creativity but are also instrumental in continuing to spread the Afrobeats genre globally.
The release of When It Blooms marks the culmination of affirming successes since Amadi’s return in 2022; between being featured as Spotify’s Radar Artist, making the top of the list for Audiomack Africa x The Beat’s “Alte Vibes” playlist, and surpassing over 1 million monthly listeners on Spotify. The SOCAN Foundation announced Nonso Amadi as one of the winners of the SiriusXM Black Canadian Music Awards alongside Adria Kain, AHI, Desarae Dee and Zach Zoya. With the album, Amadi cements himself in the vanguard of the next generation artists bringing Alte and Afro-R&B to the international stage.
Nonso Amadi capped off last year with the announcement that he had been selected to be a part of the ‘VEVO DSCVR Artists to Watch 2023’ list alongside emerging superstars poised to make an impact including Armani White, Ice Spice, GloRilla and many more. Amadi is the first domestically signed UMC artist to be selected for this prestigious program. Watch the VEVO DSCVR performance video for “Ease Up” here and “Foreigner” here.
Fans will have an opportunity to hear When It Blooms live as Nonso Amadi hits summer festivals like Mural Festival in Montreal June 10 alongside Koffee, Dinos and Ferg and FRESH UP R&B Festival which includes a line-up of Loony, Adria Kain, Haviah Mighty, Zach Zoya and more. Stay updated on the latest show announcements here.
WHEN IT BLOOMS TRACKLISTING
- Here For It (Intro)
- NASA
- Lock Up ft. Zinoleesky
- Kilimanjaro ft. BEAM
- Eye To Eye
- Foreigner
- How Love Works (Interlude)
- Night In Maryland
- Pieces ft. Tay Iwar
- Shivers ft. Tamera
- Paper
- Different ft. Majid Jordan
- Ease Up
- Cali Was The Mission
- Thankful
