Disagreement Over Afrobeats Sound Led to Creative Split
Afrobeats sensation Rotimi has opened up about his decision to part ways with 50 Cent’s G-Unit label, citing creative differences over his musical direction. Speaking in an interview with Adesope Live, the artist revealed that his Afrobeats sound wasn’t well understood in the Western music scene when he was signed to G-Unit.
Creative Clash Over Afrobeats
Rotimi explained that at the time of his tenure with the label, Afrobeats was gaining momentum in cities like Boston and New York but had yet to achieve mainstream recognition in the United States, particularly on the West Coast.
“I was signed to G-Unit, but then in 2017/2018, Afrobeats was not mainstream in the United States,” Rotimi said. “Davido and Wizkid had records that were gaining traction in Boston, New York, but it wasn’t mainstream at that time.”
He recalled a pivotal conversation with G-Unit boss 50 Cent, during which the rapper questioned Rotimi’s artistic direction.
“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. 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,’” Rotimi recounted.
The disagreement ultimately led to his exit from the label, with 50 Cent allowing him to leave the deal.
Finding Success Elsewhere
After leaving G-Unit, Rotimi joined Empire, becoming the first Afrobeats artist to work with the label. He credited Empire with understanding and supporting his vision, which has since led to his success as a prominent Afrobeats artist.
Rotimi’s journey reflects the growing acceptance and prominence of Afrobeats in global music, with artists like Davido, Wizkid, and Burna Boy leading the charge.
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