Tems
Nigerian Afrobeat and R&B sensation, Tems, real name Temilade Openiyi, has dropped her highly anticipated debut album ‘Born In The Wild’ featuring collaborations with Afrobeat star Asake and global rap sensation J. Cole.
The album's production featured a host of talent, with Ghanaian producer Guiltybeatz serving as the executive producer and contributions from P2J, Sarz, Dame Dame, and London.
Tems' latest project pays homage to iconic African tunes, with interpolations of "Love Me Jeje" by Seyi Sodimu, "Premier Gaou" by Magic System, and "Lies" by Diana King. This blend of heritage and modernity is a hallmark of Tems' style, which fuses iconic African sounds with contemporary music elements.
The album's impact was immediate and far-reaching. On its first day of release, "Born in the Wild" recorded 5.33 million streams, charting on various music charts globally. This success underscores Tems' growing influence in the music industry and highlights the global appetite for Afrobeat music.
Spotify has played a crucial role in supporting Tems' journey, particularly through its EQUAL program, which aims to foster gender equity in the music industry. As an EQUAL program alumna, Tems has benefited from Spotify's initiatives designed to amplify the voices of female musicians across Africa and the world. Over the past 12 months, Tems has been featured on over 21.4 million user-generated playlists on Spotify.
Tems' music resonates widely, with her audience demographics providing insightful data into her reach. Her listeners are almost evenly split by gender, with 50% male and 47% female listeners. The core of her audience lies within the 23-27 age group, making up 32% of her listeners, followed closely by the 28-34 age group at 23%. This demographic data indicates a strong appeal among young adults who are likely drawn to her contemporary Afrobeat sound.
The global appeal of Tems' music is undeniable. In the past 28 days, her top streaming countries include the United States, United Kingdom, and Canada, with significant listeners also coming from Nigeria, Australia, Germany, South Africa, France, Brazil, and the Netherlands.
The production of "Born in the Wild" was a transcontinental effort, with recording sessions held in Los Angeles, New York, London, Lagos, and Accra. This geographic diversity in production locations reflects the global nature of Tems' music and her collaborative approach to creating her sound.
Tems' significant contribution to the writing and production of "Born in the Wild" showcases her multifaceted talent and dedication to her craft. Her hands-on involvement ensures that her authentic voice and vision permeate every track, offering listeners a genuine and immersive musical experience.
Spotify's EQUAL program has been instrumental in providing a platform for young female African musicians like Tems. The initiative aims to combat gender disparity in the music industry by offering increased visibility and support to female artists. Through curated playlists, promotional opportunities, and educational resources, EQUAL empowers women in music to reach new heights.
In the celebration of Black Music Month, Tems delivered a memorable performance at NPR’s Tiny Desk concert. During the set, she performed the lead single “Me & U” from her album, along with other tracks including “Unfortunate”, “Forever” and the crowd favourite “Love me jeje”. Additionally, she revisited her debut EP with a performance of “Ice T”
"Born in the Wild" is more than an album; it is a cultural milestone that showcases the power and potential of African music on the global stage. Tems' story, marked by her rapid rise and Spotify's unwavering support, exemplifies the transformative impact of music streaming platforms in amplifying diverse voices. As Tems continues to break barriers and set new standards, her journey serves as an inspiration to young female musicians across Africa and beyond.
