From Lagos to Atlanta and back again, WurlD is hotting up on his new release Mwwu
In 2012, WurlD - real name Sadiq Onifade - was finding himself. A promising musician, he struggled to find a balance between his Nigerian heritage and life in Atlanta, Georgia. “Going to college in Atlanta and being an African boy with a strong accent, the culture was different for me,” he recalls. “I found myself learning new ways to communicate, loving music, and falling into the idea of songwriting.” He went on to write songs for big names such as Chris Brown, Akon and B.o.B. before moving onto his own solo releases.
It was his 2015 EP ‘Love Is Contageous’ featuring the hit single ‘Show You Off’, a collaborative joint with producer Shizzi and DJ Walshy Fire, that put him in the limelight and with each subsequent release, such as ’ILGWT (I Love Girls With Trobul)’ with producer Sarz and his Afrosoul EP, his vocal dexterity and pop lyricism has shone ever brighter. Now living in Lagos, he’s just unleashed his new two-pack ‘Mwwu’ featuring the songs ‘Spunk’ and ‘Stamina’ featuring Major League Djz and LuuDaDeejay from his forthcoming debut album ‘My WorlD With U’. Time then to catch up with the artist who is fast establishing himself as one of Africa’s brightest breakout stars.
Tell us about your upbringing.
I was born in Palm Avenue, Mushin in Lagos. Beautiful times you know, remembering how my mum used to put me on her back and cross these roads when she was going to the market. You just placed me in an emotional space right now because whenever I come back to Nigeria and I see people crossing these roads, risking their lives and everything, it's wild.
How did you make your first roads into music?
I was in Atlanta and there were so many artists. Songwriting was a way for me to gain access to a lot of these rooms where people didn't really care about an African doing R&B music but everybody needed a songwriter. That was how I met B.o.B and started doing hooks for him and other artists that he signed to his label. Songwriting became my way of working with big producers and for three years straight I was working with artists from different genres.
How did you transition to releasing your own music?
I was an artist first, songwriting was my way of networking. Luckily for me, I had the voice to sing the songs I was writing, so I would record a demo and send it out to different people so they could record their version of it. Some of them would hit me up and be like, 'Yo I love your voice, why don’t you do this?’ The confidence grew slowly and I put out my first single ‘Beyond Our Dream’. I was like, let me just start. Then ‘Show You Off’ was my first attempt at doing an afrobeats-fusion song and became my calling back home.
What influenced your decision to return to Nigeria?
It was spiritual. Even after ‘Show You Off’, it took me a while to see that vision through. For so many years, my focus was on America. The transition came when I started talking with promoters in Nigeria and visiting more often. In 2017 I met Sarz in LA and we did ‘ILGWT’ and I was so excited to have a second afrobeats song. In the same week, I recorded ‘Lifetime’ with DJ Spinall.
How do you feel about the growing influence of afrobeats in the US?
It's been amazing. Shout out to all the DJs in the diaspora. I remember living in Atlanta in 2014-2015 when a lot of my American friends started to come to afrobeats clubs because it was more rhythmic and freeing to dance to. They wanted a different vibe to hip hop. I give credit to Davido. His The Fader magazine cover was a moment. But it's the combination of DJs and artists in the community who have got us here.
How are you able to make music that resonates on both sides of the Atlantic?
Because I was born in Nigeria and spent enough time here before I travelled, I call myself a cheat code. I speak pidgin and Yoruba fluently. I understand the culture. But coming back, I had to learn it all over again. My communication is based on what drives my people. They don't like the phonetic and Americanised vibe. For example, on ‘Show You Off’ I spoke Yoruba and followed my gut feeling by saying it the way it's supposed to sound. You can't go halfway with it. But I learned how to create music in America, so I know the structure and what drives people into the music. So, because I understand both sides, it helps me make the right choices.
What is your creative process?
I'm usually by myself in the studio. I wake up, work out, pray and I then record music. By 2pm, I'm done with recording. The rest of the day, I'm listening back and mixing. With this new album I'm working on, I'm going to start showing a lot of the behind-the-scenes process of WurlD.
You’ve worked with so many artists over the years, what makes you so sought after?
I think I'm really just in my own world, to be honest [chuckles]. They see the quality in the music that I put out because I don't play with it. Regardless of the genre, or the style, or the energy, there's a consistency and that's me. I'm also very detailed with my approach to visuals as well as my art.
Describe your style.
It's edgy, it's simple - I do what feels right. It’s like I almost forget that I have blue hair when I'm walking on the streets. Except, every once in a while, I catch myself in the elevator with a mother and her kid, and the kid is looking at his mother and looking at me, and I remember, 'Shit! I have blue hair.'
You’ve made mention of your forthcoming album. What should your fans expect?
They'd all be on the edge of their seats. It’ll be like sky-diving trust me [laughs].