Globally acclaimed, Canada-based Nigerian singer, songwriter, and producer Nonso Amadi exposed a fantastic upcoming debut album “When It Blooms”
When It Blooms is set to release May 26 through a network of international label partners comprised of Def Jam Recordings stateside, Polydor Records in the UK, MCA in France with Universal Music Canada (UMC) leading the charge, offering the opportunity to strategically focus on a range of global markets, including his native region in Nigeria. Alongside the album announcement, Amadi drops the latest track off the record “Lock Up” today featuring Afrobeats sensation Zinoleesky.
Amadi says: “I want people to listen to this project and know who I am and what I’ve gone through. I want to make great songs that tell my story for you. When It Blooms embodies my creative and personal growth, reflecting on my journey up until this point. I feel this message is best represented in the growth from seeds to a flower, uncoiling naturally for you.”
The album features four previously released singles including the song that served as the epic return after a hiatus, “Foreigner,” as well as the collaborative track “Different” ft. Majid Jordan, an alliance which has garnered over 17 million global streams, plus “Eye To Eye” which picked up praise from UPROXX, MTV, COMPLEX and the patriotic single “Ease Up.”
“Lock Up” is shared as the fifth track released ahead of When It Blooms. Amadi skillfully teams up with globally recognized compatriot Zinoleesky to deliver this danceable, up-tempo collaboration.
Amadi adds: “’Lock Up’ is an Afro-pop song I wrote sometime back in 2018. It is probably one of the most upbeat songs I’ve done. I bumped into Zinoleesky’s manager at a song camp in Benin Republic and had her listen to the track. Fast forward couple months later Zinoleesky drops his verse and video calls me dancing to it.” Amadi digs deeper into the meaning behind the song, “the actual theme of the song is way edgier than most of my other songs as well. Lock up in Nigerian slang translates to Shut up, so this is me acting strong telling a girl that I like her and willing to tell off anyone who might get in the way of a relationship.”
Earlier this year, Amadi released a remix with three-time historic JUNO Award winner Savannah Ré for her track “Closure.” Collaborations like this plus with Majid Jordan and Zinoleesky are essential not only to fueling Nonso’s creativity but are also instrumental in continuing to spread the Afrobeats genre globally. Expect many more dynamic collaborations announced with When It Blooms.
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. Amadi cemented 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 this year including Armani White, Ice Spice, GloRilla and many more. Amadi is the first domestically signed UMC artist to be selected for this prestigious program.
