Afrobeats sensation Rotimi has opened up about his decision to part ways with American rapper 50 Cent’s record label, G-Unit. In a recent interview with Adesope Live, the talented artist shared that his departure stemmed from creative differences, as the label’s boss struggled to grasp his unique musical style rooted in Afrobeats.
Rotimi explained that at the time of his signing, Afrobeats had not yet reached the mainstream prominence it enjoys today, particularly in the Western world. He pointed out that while artists like Davido and Wizkid were beginning to make waves in cities such as Boston and New York, the genre had not fully permeated other parts of the United States, including Los Angeles.
Reflecting on his time at G-Unit, Rotimi said, “I was signed to G-Unit, but then in 2017/2018, Afrobeats was not mainstream in the United States. Davido and Wizkid had records that were gaining traction in Boston, New York, but it wasn’t mainstream at that time.”
The disconnect between his vision and the label’s understanding of his sound ultimately led to a critical conversation with 50 Cent. “Afrobeats was big in the States, but they weren’t following it in LA,” Rotimi shared. “So, 50 Cent and I had a conversation. He was like, ‘What’s this sound you are trying to do?’ I said, ‘Bro, it’s Afrobeats.’”
Rotimi’s conviction in the potential of Afrobeats led him to stand firm in his creative direction. He recalled telling 50 Cent about a record he believed would be a breakthrough: “I have a record called ‘Love Rhythm,’ and it’s going to blow up. But if you don’t understand what it is, then I have to go somewhere else.”
Acknowledging the impasse, 50 Cent allowed Rotimi to exit his contract amicably. The artist expressed gratitude for the opportunity to move forward, as their creative disagreement centered specifically on the direction of Afrobeats.
Following his departure from G-Unit, Rotimi’s career trajectory took a significant turn. He revealed that he became the first Afrobeats artist to collaborate with Empire, a label that fully embraced his vision and sound. This partnership marked a pivotal moment in his career, allowing him to pursue his artistic goals without compromise.
Rotimi’s decision to leave G-Unit highlights the challenges faced by artists attempting to introduce new and unconventional sounds into established music markets. At the time, Afrobeats was still in its formative stages of gaining recognition in the global music industry, and its potential was not yet fully understood by many in the Western entertainment landscape.
Today, Afrobeats is a global phenomenon, with artists from the genre dominating charts and earning critical acclaim worldwide. Rotimi’s belief in the power of the sound and his determination to stay true to his artistry have paid off, positioning him as a key figure in the genre’s rise.
His story also underscores the importance of creative freedom and finding collaborators who share an artist’s vision. For Rotimi, stepping away from G-Unit was not just about leaving a label but about aligning himself with a team that understood and supported his aspirations.
“Love Rhythm,” the record he championed during his discussions with 50 Cent, went on to become a fan favorite, showcasing the rich melodies and infectious beats that define Afrobeats. The song’s success validated Rotimi’s confidence in his musical direction and served as a testament to the global appeal of the genre.
Rotimi’s journey from G-Unit to becoming a trailblazer for Afrobeats artists is an inspiring narrative of resilience, foresight, and artistic integrity. His ability to navigate the complexities of the music industry while staying true to his roots reflects the growing influence of African music on the global stage.
By forging his path and taking risks, Rotimi has not only contributed to the success of Afrobeats but has also opened doors for other artists seeking to make their mark in the industry. His partnership with Empire further solidified his place as a pioneer in the genre, demonstrating the value of creative alignment and mutual respect in artist-label relationships.
As Afrobeats continues to gain traction, Rotimi’s story serves as a reminder of the importance of believing in one’s craft and seeking opportunities that align with one’s artistic vision. His journey is a celebration of the genre’s rise and its ability to break boundaries, uniting audiences across cultures and continents.
Rotimi’s decision to prioritize his sound and seek partners who shared his vision has ultimately allowed him to thrive in a competitive industry. His experience highlights the power of perseverance and the importance of making bold choices in pursuit of artistic authenticity.
Today, Rotimi is celebrated not only for his talent but also for his contributions to the global recognition of Afrobeats. His story is a testament to the genre’s transformative power and its ability to resonate with audiences worldwide, transcending cultural and geographic boundaries.
