Acclaimed singer Joeboy has announced the signing of rising talent Kvng Vidarr as the inaugural artist under his Young Legend record label. This strategic move comes as Joeboy continues to expand his influence from successful artist to music industry executive, following his departure from emPawa Africa earlier this year.
The announcement, made through Joeboy’s Instagram platform, reflects the artist’s evolution from signed talent to label boss. Super excited to announce our first talent under Young Legend! Welcome to the family, @kvngvidarr,” Joeboy shared with his followers, adding that Vidarr’s debut EP is set to drop this Friday, generating immediate buzz in the industry.
Kvng Vidarr, born Momoh Oshiotseameh Luke, brings his Edo state heritage and Ikorodu, Lagos upbringing to the label, promising to add a fresh perspective to Nigeria’s music landscape. The timing of this signing is particularly significant as it coincides with Joeboy’s own expansion into global markets through his recent distribution deal with Warner Music, suggesting a strategic approach to artist development and market penetration.
This signing represents more than just a new artist joining a label; it marks a crucial milestone in Joeboy’s transition from successful recording artist to music industry entrepreneur. The move follows Joeboy’s departure from emPawa Africa, founded by Mr Eazi, and the subsequent launch of his own label, which he documented in what he called the “dawn of a new era.
Industry observers note that this development is particularly significant given Joeboy’s own impressive trajectory in the music industry. As an artist who has garnered multiple prestigious awards, including ‘Best Artiste in African Pop’ at the All Africa Music Awards (AFRIMA) in 2019 and ‘Best Pop’ at the Soundcity MVP Awards Festival in 2020, Joeboy brings valuable industry experience and insight to his role as a label executive.
The announcement comes at a time when Joeboy himself continues to maintain an active presence in the music scene. His recent release of the 5-track EP ‘Body, Soul & Spirit’ in November 2023 and his announcement of an upcoming album demonstrate his ability to balance his artistic career with his new role as a label head.
Joeboy’s journey in the music industry has been marked by significant influences, including a memorable encounter with Wizkid that he credits as a pivotal moment in believing in his potential for success in the music industry. This experience likely influences his approach to nurturing new talent through his label.
The signing of Kvng Vidarr also represents a broader trend in the Nigerian music industry, where successful artists are increasingly taking on leadership roles in developing new talent. This pattern has proven successful with several major Nigerian artists who have transitioned into similar roles, suggesting a maturing industry ecosystem.
The partnership between Young Legend and Warner Music adds an international dimension to this signing, potentially offering Kvng Vidarr access to global distribution networks from the outset of his career. This strategic advantage could significantly impact the trajectory of both the artist and the label.
As the Nigerian music industry continues to gain global recognition and influence, moves like this signing demonstrate the industry’s growing sophistication and ability to develop and promote new talent through established artists-turned-executives. The success of this venture could set a precedent for future artist-led label initiatives in the African music industry.
The timing of Vidarr’s EP release so soon after the signing announcement suggests a well-planned rollout strategy, indicating that Young Legend is positioning itself as a serious player in the industry rather than just a vanity project. As the music industry watches this development with interest, the success of this first signing could set the tone for Young Legend’s future in the competitive Nigerian music landscape.
