2017 saw Mr. Eazi take us on a journey from Accra to Lagos through the release of his official debut EP- Life is Eazi Vol 1. For his sophomore, destinations have changed and Detty boy seems to be in the process of positioning the Life is Eazi Vol 2- Lagos To London EP for some record-breaking success.
Within the space of 4 weeks, Mr. Eazi has inked 2 different deals with 2 major labels: One with Universal Music Africa and the other with Columbia Records U.K. As reported, Universal Music in partnership with Eazi’s Banku Music label will be responsible for the release of the Life is Eazi vol. 2 EP in Africa, while his latest deal with the Columbia division of Sony Music will see to the U.K. side of things.
Pictured below is Eazi finalizing his deal in the company of Columbia UK boss, Ferdy Unger Hamilton; automatically making him labelmates with Davido who is also signed to Columbia.
This episode of Not To Be Broadcast (NTBB) holds details of how Mr. Eazi tried and failed to get major label support for the release of Life Is Eazi Vol 1- Accra to Lagos but the decent success of the independent release has now proven that he is not an act to be ignored.
Despite the high risks involved in engaging with multiple labels, here’s how Eazi’s future is cloudy with a chance of huge returns for this forthcoming project.
- His dual Ghana/Naija nationality claim somewhat strengthens his chances to do well in the African market, while his slew of U.K. features have already paved the path for him to do just as well in the United Kingdom.
- With all these labels involved, there’s bound to be numerous styles of distribution and promotional strategies, all of which are likely to be deployed concurrently. This could put the project at an advantage, giving it a never-before-seen mileage and reach.
- The growing demand for Eazi’s style of Afrobeats in the U.S -coupled with Major Lazer’s influence- hints at the possibility of the project doing relatively decent numbers in the American and European regions too.
Despite all these prospects, the fruition of Eazi’s entanglement in these various deals (Universal Music+Columbia records+Maddecent) rests heavily on how the public receives the project. Classic examples would be Davido’s Son Of Mercy and Wizkid’s SFTOS – both of which fell very short of expectations, despite the chunky budgets pumped into them.
Accra to Lagos held some interesting singles like Leg Over (which got a remix with French Montana, Ty Dolla Sign, Major Lazer), Short Skirt and In The Morning but Lagos to London might require a lot more appeal to live up to its already budding hype.