Burna Boy’s seventh album’s opening line, “I told them I’m a genius, I had to show them what the meaning is,” conveys two ideas: first, the Nigerian artist’s deserved confidence; second, it acknowledges that the Afrofusion King’s rise to international prominence took a decade and not an instant.
It may sound narcissistic to continue the tone of self-aggrandizement set by the album’s opening track, “I Told Them,” to say, “Put me on your song, it’s a hit record,” yet Damini Ogulu is absolutely correct in what he says.
The untiring NME Award winner made history this summer by being the first African musician to headline the 80,000-capacity London Stadium and opening up this year’s Champions League final in Istanbul, barely a year after the release of his most recent album, the varied and emotive “Love Damini.”
And, not content with his singalong anthems ‘Last Last’ and ‘For My Hand’ (featuring Ed Sheeran) already dominating one summer, Burna’s replicated that success multiple times here with some of ‘I Told Them…’s material: the Brandy-sampling ‘Sittin’ On Top Of The World’, statement-making ‘Big 7’ and a feature on rising Kittitian star Byron Messia’s viral track ‘Taliban II’ are further proof of the African Giant’s undeniable impact on the global music scene.
The capacity to consistently entice megastar collaborators comes with such internationally renowned star power.
Burna and Streatham rapper Dave reunite for the endlessly replayable song “Cheat On Me,” which follows their massive 2019 hit “Location.” The song is built around a flipped sample of London singer Kwabs’ 2015 song of the same name and features beats from producers of the moment LiTek and whYJay. It sounds like a surefire hit.
The Amapiano groover “Giza,” which features Seyi Vibez of Nigerian street-hop fame, is also quite addictive.
Additionally, Burna shouts, “Is this the mother fucking thanks I get, for making my people proud every chance I get?” after J Cole’s technically superb but slightly incoherent pep talk on the unusually angry “Thanks.”
More poignant and impactful is ‘Virgil’, a voice note from late fashion innovator Virgil Abloh whose words of wisdom ignited Burna’s creativity and the album’s artwork idea: a cut-and-paste magazine-style cover with Burna standing tall that promises “big vibes”.
Honouring his legacy, he pays tribute to Abloh moments later on the sobering ‘Big 7’: “first of all, rest in peace Virgil Abloh/ don’t spill no drink on my clothes when I’m Louis V drippin’”.
Burna exhibits a same level of modesty in other songs as well. The appreciative ‘If I’m Lying’, which features a delicate acoustic guitar and showcases Burna’s vulnerable side, closes with an echoing vocal that sounds like a choir.
The album’s many sing-along choruses and intriguing production choices, especially the hooks in “Normal” and “On Form” and the smooth saxophones in “Tested, Approved & Trusted,” which add a degree of sophisticated sensuality, offer plenty of radio-ready gold to savour.
Overall, ‘I Told Them’ is not only more memorable and condensed than its broad predecessor, but it’s also his one of his better album.
Regardless of his attitude, Burna Boy produces absolute enchantment in this place.
A genius, for sure.
