ATLANTA, GEORGIA - OCTOBER 05: Spike Lee attends Tyler Perry Studios grand opening gala at Tyler Perry Studios on October 05, 2019 in Atlanta, Georgia. (Photo by Paras Griffin/Getty Images for Tyler Perry Studios)
Meet Sarz & WurlD: The Nigerian Producer-Singer Powerhouse
With their smooth collaborative project and new music video, these Nigerian acts should be on your radar There’s a slow infiltration of sultry, soulful, lo-fi music in afrobeats—and the latest from Nigerian producer Sarz and his fellow countryman and singer-songwriter, WurlD, is just a taste of how the scene is evolving. Before landing at No. 1 on Nigeria’s iTunes Albums Chart, I Love Girls With Trobul was a long time coming. Backed by Sarz’ fresh instrumentals, WurlD flexes his songwriting chops to talk about all things love and lust in this eight-track EP. The project is a cohesive narrative of the ups and downs people face when grappling with relationships.
On the origin story of how this project came to be, the duo notes that a mutual friend of theirs made the initial connection for them to explore working together. Sarz, born Osaretin Osabuohien, then sent over a few beats, with WurlD delivering with 2018’s “Trobul” in less than 24 hours. Sarz says he was so in love with the song that this collaboration needed to go beyond one track. They both describe the foundation of the EP as “seamless,” and for WurlD, this was one of the few times he made a decision to work on a project with someone without overthinking it. It just felt right.
I Love Girls With Trobul is the duo’s take on balance while pushing the culture forward. WurlD comes with his relatable, minimal lyrics (he’s also worked with the likes of BOB, Trinidad James, Mario, Walshy Fire and more during his time in Atlanta) while Sarz (a chart-topping producer who’s had Niniola and Wizkid grace his beats) delivers trendsetting instrumentals. There’s a song on I Love Girls With Trobul for everybody—for those on the continent and in the diaspora alike.
“Mad” is the newest music video to drop from the EP. A continuation of the storyline that the collaborators showed us in their previous single “Ego: Nobody Wins,” we take a look at the dysfunctional insecurities of a relationship between WurlD, born Sadiq Onifade, and his love interest (played by Bolu Aduke Kanmi). The relatability of the visual and the song will surely get you in your feelings.
VIBE: Sarz, what kind of sonic journey did you intend to take listeners through in this EP?
Sarz: I was trying to make something that suits WurlD’s sound, makes him comfortable enough to express himself, and also isn’t alien to the afrobeats space. I was also trying to push the narrative with the sound because that’s what I’m known for. I’ve always been that producer in Nigeria that doesn’t really follow trends and does stuff that other producers use as a template to make music. This is just one of those projects where it doesn’t sound like anything else in the afrobeats space right now. This time next year, you’ll hear so many songs that sound like songs off this project.
How would you describe the creative process of working with each other?
WurlD: We had to trust each other—I was very open. It was all about both of us meeting in the middle. There were times where Sarz would advise me to tweak the conversation in my lyrics. Another thing we focused on was bringing Africa along as much as possible. He’s Nigeria at its core. I learned how to create music in America, though I was born in Nigeria—so I know the culture. I lived there until I was a teenager. We understood each other and I was open to the idea; we were both determined to do whatever we needed to do to make the best project. One of our biggest challenges making this was that we were both in different places throughout the process, so the ongoing support we got from “Trobul” kept us alive. We recorded the first series of songs in L.A., the body of it in Atlanta and we then finished it in Lagos earlier this year.
Sarz: We had to go back and forth with ideas because his musical background and experiences are different than mine. There were certain songs that we had to go back and forth with to make it more relatable and right for the project.
Why is a project like I Love Girls With Trobul needed in the popular African music scene now?
Sarz: From my end, I feel like when you’re genuine with your art and speaking your truth, people will always gravitate to that—because there’s someone out there that feels the same way you feel. I don’t know who’s out there who feels the same way, but judging from the reviews and feedback we’ve been getting, there are so many people that we’re touching right now with this.
WurlD: I like the idea of collaboration. I wanted to shine a light on the importance of collaborating with producers. Living in the States for so many years, I saw this happen every day. I noticed how there are different ways to collaborate and how in general there’s not a lot of love for producers. I hope this inspires other producers to put more value in themselves.
Wurld, what inspired you to be so vulnerable with the stories you share in the EP?
WurlD: I feel like when I’m creating music is when I’m the most vulnerable. Music is communication—people go through things. I like the idea of empowering people through words where a sad song can actually lift you up. If it’s done in a happy space, you don’t feel so sad after all. I can’t really explain how I balance that but it’s a free, caring space. I care about the listener. I understand how difficult it is to empower yourself through a heartbreak. It’s being vulnerable, but it’s to be free and accept a loss. I understand the need for people to feel empowered to get up and keep going, so that makes it easy for me to tap into my vulnerability and to keep the audience lifted.
Sarz, what inspired you to conjure a sinister, dark sound with “Mad”?
Sarz: There’s nothing like that in the African space right now. That was the last record we made, and I felt like the project needed a little edge. After working on a few records, “Mad” was the standout one. We just knew this is what we’ve been looking for—it was just me trying to make a global soundtrack. I feel like anyone, anywhere in the world can relate to “Mad,” even though it’s afrobeats.
Walk me through its music video. What should viewers keep in mind while watching?
WurlD: We wanted to stay close to the conversation of the song. And “Mad” goes through different emotions with an afro-dance element. The key part in the record is how I’m dealing with my issues and I’m dealing with yours, but at the end of the day we get mad and we’ll make up. This is an everyday situation. We fight, we come together. And we wanted to highlight that in the video. With “Ego,” we were disconnected. With “Mad,” we give it a try when you break up to make up. The making up part is not easy, so there’s a lot of highlighting the highs and lows of those emotions to get past what made you mad. The dance elements highlight African culture and we wanted to keep it simple, stylish and straight to the point.
Sarz: With this project, we were really just trying to do things how we feel. And the project itself sounds like a story from the first song to the last. We wanted to try and keep that visually and interpret it as much as possible so people understand that journey with the visual.
What’s next from the project?
WurlD: I feel like this project we created is the first of its kind coming out of this region in Africa. We hope to inspire and show the rest of the world the necessity of range. Africa is not just one thing, and there’s so much more that we have to offer. We’re planning on doing more visuals because we feel strongly that these records deserve A1 narratives and visuals that push the culture forward and shines a light on African art.
As we inch closer to the end of another memorable chapter in music, the Spanish-language gap gets bigger by the day. To anyone who believed reggaeton’s second coming or Latin trap was a trend were gravely mistaken as artists across the diaspora found success on the charts and in the streaming world. Artists like Bad Bunny, Rosalía and J Balvin continued to thrive off last year’s releases while dropping memorable singles (and joint projects). Others like Sech broke the mold for the marriage of hip-hop and reggaeton with Panamanian pride. Legends like Mark Anthony and Ivy Queen reminded us of their magic while rising artists like Rico Nasty, DaniLeigh and Melii provided major star power and creative visuals for their tunes. Latinx music has continued to push boundaries and the same goes for our list.
Enjoy our ranking of the 25 best Latinx albums of 2019.
NEXT: Kemba Makes The Song Cry On His Painful Masterpiece ‘Gilda’
Kemba doesn’t look like the stereotypical rapper. He’s not loaded with expensive jewelry, a large entourage, “exotic” women, and stylish clothes. The budding MC is reserved. Remember the quiet, artsy, yet cool kid in high school who didn’t put on a thick shield of toughness, but you knew he’d fight when invited to? That’s Kemba, the seemingly reticent kid moving to the beat inside of his headphones.
It’s a dreary Thursday afternoon near the end of September. Exactly six days prior to this date (Sept. 28), the Bronx native released his sobering album titled Gilda, the follow-up to 2016’s Negus album. But even in the face of album release parties and the fame that comes with having a record deal, the Republic artist refuses to put on the clichéd mask of a rapper.
The regular degular kid arrives solo, and on time, at VIBE’s Times Square office. Despite his mother’s death still fresh on his mind, Kemba seems to be in great spirits. He’s generous with posing for pictures, calmly standing where the photographer asks him to. While Kemba is totally alert, his eyes hold a glare that shows he’s pondering some valuable lessons recently learned.
One listen to Gilda, named after his mother who died of a stroke, and it’s clear that the bubbling MC is adept at sorting through thoughts and unearthing lessons from deep-rooted pain.
“I’m just getting into the habit of speaking about things and not holding anything in,” Kemba says when asked about extracting lessons from discomfort. “I haven’t had a lot of revelations yet. I’m still getting accustomed to recognizing my thoughts, and feelings, sharing my thoughts, and looking at the feeling wheel, and identifying all of the things that that situation makes me feel.”
Kebma began his rap career as YC the Cynic. With Eminem being a big influence on his early rap style, Kemba’s lyrical ambition is evident on early mixtapes like 2010’s You’re Welcome and 2011’s Fall Forward, where he’s rapping over a mix of industry instrumentals and original beats. Kemba was also doing a lot of open mics around the Rotten Apple, tapping into his gift of wordplay and building his fanbase through an old-school path of impressing local crowds. His burgeoning career leveled-up after being discovered by Queens MC, Homeboy Sandman, who introduced Kemba to Hot 97 radio personality Peter Rosenberg.
But as Kemba found his footing in the underground scene and came into his own as an artist, he decided to trade in his YC the Cynic tag for a handle more befitting to the picture he wanted to paint of himself.
“I try to separate myself from constructs. I never really had pride in my name [YC the Cynic],” Kemba recalls. “I always felt detached from my real name. So I just wanted to choose something for myself.”
“I wanted it to sound youthful, like it had african roots to it, and to sound strong,” he continues. “And I really just searched a bunch of names. I went through names for about a year. Like YC the Cynic, you hear it, and you can think of the type of person that would have that name. I just wanted a name that, to where I could do whatever [musically].”
Fast forward to 2019, Kemba’s departure from the battle rhymes on Gilda is his best project to date. The album moves through a series of revelations, family issues, and takes listeners on a journey of a young man trudging through hardships.
One week after the release of Gilda, Kemba sat with VIBE for a discussion about regrets, finding meaning from traumatic situations, and controlling his narrative.
VIBE: Gilda sounds like a project where you’re exposing a bunch of lessons that you recently learned. Kemba: I feel like it led to that. It started with me examining my life in a way that I haven’t before. It started with me not being able to process my mom’s death. At some point I started to write again and it was like, “Oh shit, this is how I feel.” But I didn’t know that until I wrote it. This is the only way I’m going to find out about myself, so let me just do this. Let me think about my childhood and write. And then at some point that became me examining myself, reading back what I wrote. I’m going to therapy now, and I’m figuring out different ways to understand myself. But that started from me realizing there was more to it than writing.
I sense that you have some regrets about the relationships in your family? It’s hard because a lot of the relationships in my family are so broken. There are a lot of family members that I love and talk to on a regular basis, but there are still some that I do not know if it will ever be repaired. And I realized that as you get older it becomes harder to link with people, and you look up and it’s been a year since you saw them. Just spending time gets really hard as you get older. But that’s the goal.
Do you wish you spent more time with your mom? I think my mom is like a whole different relationship. I wish I would’ve been there with my mom. And I did spend time with my mom. I wish it would’ve been more quality time. Now I know the difference between spending time and quality time. I wish I’d known more about her, her history, and her upbringing. So yes, there are regrets.
Has your family heard the album? A lot of my family has heard the album, and I’m pleasantly surprised that the acceptance has been as good as it has. I imagine that a lot of the people that it was about didn’t hear it. But everybody that I heard from said they were proud. Some cried at some point and said they love me. And that’s a good of an acceptance that I get from them. There’s this theme of controlling your narrative throughout your music too. How young were you when you realized that that’s important?
There’s a lot of talk of controlling your narrative in your music. Most 23-years-old are not thinking about controlling their narrative. When did this become a thing for you? I can’t remember when I had that idea that that was important but I do know that in general that if you don’t control your narrative someone else will. There’s a laundry list of evidence, from the history to America to the history of hip-hop, where people don’t really stake claim, and they get the value to the point where the story is up for grabs. Like right now, for as long as I have lived it’s been recognized that Kool Herc is the Godfather of Hip-Hop and as the story goes on the story gets misconstrued. And other people take claim. So controlling your narrative is super important.
Are you into activism? Your album Negus gives me that feel. That’s how I came up. I came up being part of a community organization called Rebel Diaz. They showed me the way of the social activism. We lead and organize a bunch of marches. We went down to Ferguson,down to Baltimore for Freddie Gray. I was doing that a lot, but music took more and more of my time. But I would love to get back to that. Those are my brothers. I look to them for advice often.
What will Kemba’s story read like? I’ve thought about it. I don’t know the exact answer. I just know the things that I love to do. I want to be a part of making incredible art as long as I live. Making my own art, and helping people with their art. Whether that means creating music, helping other people create music, or just executive produce projects, producing, writing for people. I just want to be involved in art, and more involved in social service.
It’s rightfully challenging for Kash Doll to align a track from Stacked to her everyday mood. Much like her layered debut album, Arkeisha Knight is full of admiring qualities and feelings. Charming yet vulnerable, aggressive but reserved, the rapper also possesses one thing many crave—confidence.
Her high morale has been one of the most consistent traits, earning fans from all over the boss lady’s spectrum like Rihanna and Serena Williams as well as co-signs from the top rappers in the game (Drake and Big Sean to name a few). But these things aren’t aligned to her spirited aura. “It’s hard to explain because it’s a mix of the dance world and the confidence my mother put in me,” Kash tells VIBE. “When I was growing up I started to believe in my greatness and say, ‘I am that I am that.’ I’ll tell you one thing, can’t nobody tell me sh*t.”
Pulling that energy from within is something black women do so well. A 2017 Harris Poll arranged by Glamour and L’Oréal Paris discovered black women, in fact, are more confident than their white and Latinx counterparts. The study, comprised of 2,000 women across America, revealed black women were more likely to describe themselves as beautiful and successful. But we don’t need stats to prove what we already know.
As black women continue to break barriers, we’re often met with pushback—especially in the music industry. Women who happen to be rappers have been vocal about this throughout the genre’s existence. Think Queen Latifah’s glorious “U.N.I.T.Y.” track. Consider how people questioned the pens of Lil Kim and Foxy Brown. Take a listen to Nicki Minaj’s testimony from her My Time documentary. Even rewind the very awkward times industry heads glossed over Cardi B. With more women in rap dominating the charts and the culture, artists like Rico Nasty, Doja Cat, Rapsody and Kash Doll are bringing their own bold cocky flavor to the table.
“When you love yourself, you don’t try to hide it,” Kash says. “You’re either going to take me as I am or have nothing but either way, I’m going to be me. People that like me, I fk with you and if you don’t, well fk you. I ain’t gotta talk to you and you don’t have to listen to my music. We don’t have to fake it, for real.”
It explains a lot about Kash Doll’s identity on and off wax. Her year has been a big one thanks notable appearances at Rolling Loud’s first New York turn out, scoring crossover status with collaborations with Iggy Azalea and the star-studded Charlie’s Angels Soundtrack executively produced by Ariana Grande. Through all of this, her biggest win is the gift of loyalty received from her fans, the Kash Bratz.
“I never knew what it meant when artists said they would be nothing without their fans but I get it,” she says in between laughs. “Them Kash Bratz, they keep me on my toes. They keep me going since they only want content.” Their wishes were granted with Stacked. Released late fall, the 17-track album provides effortless bad bih anthems like “Paid Bhes,” reworked gems (“Cheap S*t” from Keisha vs. Kash Doll is a pleasant surprise) and strong collabs with the hottest women in R&B like Summer Walker (“No Lames”) and Teyana Taylor (“Feel Something”).
The album’s intro “KD Diary” provides a peek into the pages of Kash Doll’s intriguing life and the battles she’s faced in between. Her father’s passing at a young age makes her cherish love at a special level while legal drama with her former label taught her a lesson in pushing through the most severe blows. Now signed to Republic Records, Kash officially broke free of her previous label which kept her in a legal battle for almost two years. After wrapping up “that paperwork” she scored a hit with her major-label debut, “Ice Me Out” in 2018. It was a perfect segway from her very viral track “For Everbody” which showcased her strong storytelling skills as she imagined the conversation between Belly character Keisha and Tommy’s young sidechick. As she notes on “KD Diary,” touring without her music on streaming services forced her to grind at an old school level in a new school digital world.
“I just wanted to give a heartfelt moment,” she says. During her ascension to the top, her lyrical chops dished out standout tracks, but Kash wants people to get a glimpse of the woman behind that Detroit grit. “You’ve heard all these songs but do you know me? Have you ever had a chance to get an understanding of who I am? So that’s what my inspiration behind it was,” she explains. “The intro was called ‘KD Diary’ because it really is like one. It’s like I’m spilling all my beans.”
A hometown hero through and through, the rapper has been steadfast in making sure her 2019 was everyone’s golden year. On the fashion front, she rocked brands from local designers like Jennifer Walker’s Furluxx fur coats. She also surprised mothers on Detroit’s east side at the 7th Annual Breastfeeding Community Baby Shower, has continued her high school prom giveaways and supplied families with free turkeys during the Thanksgiving holiday.
Her genuine nature is also extended to peers in the game as she continuously shows love to Megan Thee Stallion, Fabolous and “Crazy” collaborator Lou Got Cash. To Kash, the only thing that matters is living life to the fullest and staying clear of any drama. It’s why she remains focused on her grind and cementing her place in the game. Settling previous spats with peers Lil Kim and Cardi B has been a part of that as well as celebrating the gift of life with her day ones.
“It’s amazing because it’s what I always wanted,” she says of her success. “I don’t want anyone to ever put me in a box. I never wanted people to say, ‘She’s this kind of artist.’ It just makes me feel like this is what I was destined to do, and it’s so amazing, so amazing.”