The top record label in Canada, Def Jam Recordings/Polydor Records/MCA/Universal Music Canada, today announces the release of When It Blooms by internationally famous Nigerian singer, songwriter, and producer Nonso Amadi, who now resides in Canada.
“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.”
With this 15-track album, Amadi presents his first comprehensive body of work and celebrates years of growth as a musician and person.
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 levelling up the dream from one phase of life to the next.
A standout track, “Kilimanjaro” features BEAM who has previously collaborated with the likes of Justin Bieber, Jorja Smith and Beyonce. Amadi notes, “I knew I wanted a feature on this track to counterbalance my soft approach to the song with a faster paced flow and BEAM knocked it out of the park.” 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.
Amadi joined numerous tracks this year from artists in his creative community outside of the album, including three-time historic JUNO Award winner Savannah Ré for a remix of her track “Closure,” as well as Nigerian rapper and producer Pronto, who resides in Switzerland, on the track “Danger” with German group, 255.
Amadi most recently collaborated with production company Emotional Oranges on their song “Not Worthy.” Collaborations are crucial for Amadi’s innovation and the ongoing global dissemination of the Afrobeats genre.
When It Blooms also includes five previously released singles, such as “Foreigner,” which marked the singer’s triumphant comeback after a hiatus, as well as the collaborative track “Different” with Majid Jordan, an alliance that has amassed over 19 million global streams, “Eye To Eye,” which received praise from UPROXX, MTV, and COMPLEX, the patriotic single “Ease Up,” and the most recent collaboration “Lock Up” Over 50 million streams have been received by just those five recordings.
When It Blooms represents the culmination of affirming achievements since Amadi’s return in 2022, including being featured as a Spotify Radar Artist, ranking at the top of the “Alte Vibes” playlist created by Audiomack Africa x The Beat, and surpassing 1 million monthly listeners on Spotify. Along with Adria Kain, AHI, Desarae Dee, and Zach Zoya, Nonso Amadi was named one of the SiriusXM Black Canadian Music Awards winners by the SOCAN Foundation. With the album’s release, Amadi solidifies his position as one of the leading performers of the new generation, introducing Alte and Afro-R&B to a global audience.
Nonso Amadi ended 2018 by announcing that he had been chosen to be included on the list of “VEVO DSCVR Artists to Watch 2023,” which also includes a number of other up-and-coming superstars such as Armani White, Ice Spice, GloRilla, and others. Amadi is the first UMC artist with a domestic signing who has been chosen for this esteemed program. View the “Ease Up” and “Foreigner” VEVO DSCVR performance videos.
Stream album here: https://nonsoamadi.lnk.tt/WhenItBloomsPR
WHEN IT BLOOMS TRACKLIST:
- Here For It (Intro)
- Lock Up ft. Zinoleesky
- Kilimanjaro ft. BEAM
- Eye To Eye
- How Love Works (Interlude)
- Night In Maryland
- Pieces ft. Tay Iwar
- Shivers ft. Tamera
- Different ft. Majid Jordan
- Ease Up
- Cali Was The Mission