Remaβs sophomore album, HEIS, dropped on July 11th, 2024, and it has divided Afrobeats fans because of its experimental sound adoption.
HEIS, an 11-track album, breaks the mould from how it was released. The album was released on a Thursday, breaking away from the typical βNew Music Fridayβ β a recently adopted culture of music artists releasing their projects on Fridays.
This showcased Remaβs desire to push boundaries and explore uncharted sonic territories. The albumβs lead single, βHehehe,β offered a taste of this experimentation. A blend of gothic rock and Afrobeats, the song is unlike anything the Nigerian music industry has heard of. Rema positions himself as a dominant force, declaring his place among the industryβs elite.
This isnβt just a creative leap for Rema; itβs a strategic one. According to Spotify data, his tracks have been added to over 28.1 million playlists in the past year alone and saved to user libraries 24.3 million times. His audience skews slightly female, with a core demographic of young adults between 23 years and 34 years old. This dedicated fanbase positions Rema for audacious experimentation.
HEIS (a Greek word signifying βnumber oneβ, βfirstβ, βunityβ, and βsupremacyβ), reinforces this self-assured stance.
Producer Peace Aderogba Oredope, popularly known as P.Priime, becomes a co-conspirator in this sonic rebellion. Tracks like βMarch Amβ, βAzamanβ, βYayoβ, and the album titled track HEIS, weave gothic and death rock elements into the familiar tapestry of Afrobeats. Imagine Apala infused with gothic vibes, Hausa urban court music given a death rock makeover, Amapiano colliding with punk rock, or a sped-up Tanzanian Taraab sound merging with Indian flutes and drums β thatβs the sonic kaleidoscope HEIS offers.
A track like βOzebaβ leans towards Afro-punk rock, with Rema echoing the aesthetics of Travis Scottβs βFE!Nβ, where the song title becomes the driving force of the chorus. The featured artists, ODUMODUBLVCK on βWar Machineβ and Shallipopi on βBenin Boys,β further emphasise Remaβs commitment to sonic diversity. Each brings their signature sound to the table, ensuring a different experience.
Joey Akan, a Nigerian music journalist and founder of Afrobeats Intelligence, said on his X handle, βThe culture has been subsisting on Amapiano, to the point of local erosion in the dance circuit. Instead of fighting DJs to stop spinning, our artists are cooking up a better replacement. βHEISβ is just the first salvo of reclamation.β
Akan also suggests that Rema might be tired of being misunderstood. Despite the success of his debut album, βRave & Roses,β there seems to be a lingering question about his place in the industry.
This experimentation can be seen as a reaction to the current dominance of the Amapiano wave. Fans are yearning for a return to originality and songs that leave a lasting impact. Artists like Odumodublvck and Shallipopi have carved their niche by embracing unconventional sounds, and Rema seems to be following suit.
However, change isnβt always easy. Some fans, accustomed to the Amapiano-infused soundscape, have criticised HEIS on social media. A comment like @ThaBoyYomβs βThere has to be a backstoryβ¦ under no circumstance should a body of work sound like thisβ reflects this resistance to change.
But for others, like DJ Damifresh, this is exactly the point. HEIS is a challenge to conformity, a βreset buttonβ for the Afrobeats soundscape.
Motolani Alake, an expert on Afrobeats music, hailed HEIS as a masterpiece. He saw it as a diary of Remaβs extravagant lifestyle, a bold artistic statement, and a necessary evolution for the genre.
βItβs also a BOLD album, in its experimentation and Remaβs need to do something different. The soundscape has been crying out for someone to do exactly that since the turn of the year, and Iβm glad itβs him that did it,β Alake added.
Alake highlights that the album is inherently Nigerian in character, rejecting claims that it caters to a foreign market.
βIf there was ever an album that suits someoneβs identity, it is HEIS and Rema. Iβm one of those who stand by Afro-Rave not being a genre. And itβs still not, because it has no unique genre DNA and identifier. But now, I can call it a style,β Alake said.
HEIS might not be for everyone. The fast-paced, genre-bending tracks can be overwhelming. But for those seeking innovation and a break with the norm, HEIS is a sonic adventure. According to Rema Stats on X, HEIS recorded 1.8 million streams on its third day of release on Spotify Nigeria.
It is an album that pushes boundaries, challenges expectations, and sparks conversation about the future of Afrobeats. Whether a masterpiece or a misstep, HEIS is undeniably a bold experiment that will leave its mark on the music scene, say analysts.