Singer Rotimi has opened up about his departure from 50 Cent’s G-Unit Records, citing a fundamental disconnect in understanding his musical direction as the primary reason for the split.
Speaking with Adesope Live, Rotimi shared insights into the cultural and creative tensions that existed during his time at G-Unit, particularly during the 2017-2018 period when Afrobeats was still fighting for mainstream recognition in the Western music scene. Despite breakthrough successes from artists like Davido and Wizkid in major East Coast cities, the genre had yet to achieve widespread acceptance across the United States.
The pivotal moment came during a conversation with 50 Cent himself, where the cultural disconnect became apparent. When questioned about his musical direction, Rotimi recalled explaining his Afrobeats vision to the rap mogul, specifically referencing his track “Love Rhythm” which he believed had significant potential. However, the lack of understanding regarding the genre’s unique sound and cultural significance led to creative differences that ultimately proved insurmountable.
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 telling 50 Cent. This conversation marked a turning point in their professional relationship, leading to an amicable separation that allowed both parties to pursue their respective visions.
The situation highlights a broader challenge faced by Afrobeats artists during the genre’s early push for global recognition. While cities like Boston and New York were beginning to embrace the sound, other major music markets, including Los Angeles, remained less receptive to the emerging genre. This geographic disparity in appreciation and understanding of Afrobeats created significant challenges for artists trying to break into the mainstream American music scene.
Following his departure from G-Unit, Rotimi achieved a significant milestone by becoming the first Afrobeats artist to sign with Empire, a label that demonstrated a better understanding and appreciation for his artistic vision. This move proved prescient, as Afrobeats has since exploded onto the global music scene, with artists like Burna Boy, Wizkid, and Davido achieving international superstar status.
The story of Rotimi’s exit from G-Unit serves as a testament to the importance of artistic integrity and the challenges of cross-cultural understanding in the music industry. It also highlights how far Afrobeats has come in recent years, transforming from a niche genre that major American labels struggled to understand into a global phenomenon that dominates charts worldwide.
The experience also sheds light on the evolution of the music industry’s approach to international genres. What was once considered too foreign or difficult to market has now become one of the most influential sounds in contemporary popular music. This transformation validates Rotimi’s decision to prioritize his artistic vision over the security of a major label deal.
Looking back, Rotimi’s experience with G-Unit and 50 Cent appears less as a failure and more as a necessary step in the broader journey of Afrobeats’ global ascension. The mutual respect shown in handling their creative differences, with 50 Cent agreeing to release Rotimi from his contract, demonstrates a level of professional understanding despite the cultural disconnect.
As Afrobeats continues to dominate global music charts and influence popular culture worldwide, Rotimi’s story serves as a reminder of the genre’s journey and the importance of staying true to one’s artistic vision, even when faced with skepticism from established industry figures.
