Nigerian singer Joeboy has just released the video clip for his song “Focus” from his latest project Somewhere Between Beauty & Magic. The clip comes after a positive first week for Somewhere Between Beauty & Magic as it reached number 1 on Apple Music in Nigeria since its release on February 4. Moreover, this clip is the third visual from the Nigerian afropop singer’s latest album.
The music video, produced by director Dammy Twitch – who has worked with Burna Boy among others – warns about drinking and driving in a very dark way. This is a change from the usual visual identity of Joeboy, who is considered a master of sweet and sunny love songs.
“Focus is a song about unrequited love and a romantic interest not being straightforward about their intentions with you,” Joeboy says. It is also relevant to take into account that this story is taken from the experience of one of Joeboy’s producers, Dëra, during the production of his latest album
Since 2019, the singer has enjoyed a series of successes in Africa and beyond, with Billboard calling him “Nigeria’s next big thing”, Notion saying he is “the boy wonder of Nigerian pop”. He has also receives praise from major media such as Rolling Stones, CNN, Vice and Pitchfork.
Watch the music video for “Focus” below: