How Asake Became the Center of the World’s Most Influential Music Scene

 

If you're the biggest rising star in Afrobeats right now, you might be the biggest rising star in all of music. Introducing the present title-holder: Asake Through Frazier Tharpe Images courtesy of Micaiah Carter 10 April 2024 Picture might include Clothes Cap Face Headshot Individual Photographic Portrait Teenage Electronics Speaker and Add-ons Emporio Armani vest.

 Dzojchen's shirt. Dolce & Gabbana pants. Artemas Quibble belt. Sabah shoes. Hat made by Esenshel. Omega watch. Steven Singer Jewelers earrings. Chain designed by L'Enchanteur. Ring and bracelet by Eliburch Jewelry. This article was published in The Must Read, a newsletter where our editors highlight one GQ article every workday that you shouldn't miss. To receive it in your inbox, sign up here.

Asake's name is one of the first things you notice about him when you first meet him; the Nigerian singer's stage name is tattooed over his neck in large, noticeable ink, consisting of all five letters. While this would suggest blatant narcissism and solipsism to another entertainer, it represents dedication for the 29-year-old singer.

 "In Nigeria, having a tattoo around your neck prevents you from working anywhere," Asake says. "I am unable to work for a corporation. Nothing can be sold by me. At the time of the tattoo, Asake was feeling particularly defeated, disappointed, and uncertain about this music thing. "I was worn out," he says. "I had the feeling that I shouldn't keep trying." How did he respond to those doubtful feelings? To throw in the towel and leave oneself with no choice.

Versace coat. The Elder Statesman hat and sweater. His own earring. Shay's necklace. All throughout, the stylist's own gloves. His own nose ring throughout

Sitting on the rooftop lounge of the West Hollywood Edition hotel, we get a view of the unusually gloomy city that is coming to an end after five days without rain. Asake's optimism hasn't exactly decreased. He was nominated for the first-ever Best African Music Performance Grammy, and he recently attended his first Grammy Awards event. Tyla's unstoppable hit song "Water" caused him to lose, yet he doesn't feel pressured. He says me, "It's not a loss for me," adding that he was thrilled to be there and take in the excitement of a brand-new event. "Next year, I might simply receive more. However, I wasn't even taking it very seriously in my mind. To be honest, I'm honored that people selected me; that means a lot to me. 

With the widespread success of artists like Burna Boy, Tems, and Wizkid in the US, afrobeats quickly became the biggest sound in the world of music. Pop music naturally has a bad habit of leveling the playing field as a subgenre becomes popular; a ton of new musicians seem to emerge, but it seems that there is only so much space for superstar representation at once. In what way, therefore, has Asake succeeded? His music, to start, is an exciting mash-up of various regional influences: He performs in his native Yoruba dialect, fusing upbeat Afrobeats rhythms with sounds from South Africa's amapiano house to create a sound more akin to fuji, the Yoruba song made popular in the 1970s by musicians like Barrister.