Joey B has released his third project, ‘Sexy Highlife’, a body of work that filters Ghana’s rich musical heritage through a contemporary, genre-blending lens. The Accra-based artist describes the project as a celebration of Highlife, fused with elements of Zouk, Kompa, and the emerging Sexy Drill sound.
“I do not believe in being boxed in, playing into the industry, or seeking approval from it,” Joey B says. “I wanted to experiment as always, and ‘Princess’ was not something people were making. The song did not have a chorus. It was just 28 bars of rap, but it felt like there was a chorus in there because of how I rapped.”
Building on Past Experiments
The artist points to earlier singles “Cigarette” and “Otoolege” as pivotal in shaping his new direction. The polarizing reception to “Otoolege” in particular reinforced his resolve. “I kept seeing crazy comments about the song, with people bashing me,” he recalls. “Then ‘Cigarette’ was a bit different, but they taught me not to stop. People may not like it, but they will eventually catch on.”
Partnership with Rain Labs
‘Sexy Highlife’ marks Joey B’s second project with Rain Labs, the team behind his previous release ‘Lava Feels.’ He credits the label’s belief in his vision, especially from executive Trebla, as a driving force. “They do so well with artists who are pushing boundaries,” he says. “Trebla pushed me to make the project because he had so much belief in the vision, especially when he heard ‘Princess.'”
Rooted in Highlife
Joey B explains that the project’s title reflects a deliberate choice to champion Ghana’s musical identity. “Ghanaian music has something special, and we track that all the way to Palmwine and Highlife itself,” he says. “I feel we should champion Highlife, and even when we experiment, we need to tie it back to our Highlife roots. Even with the Kompa beat, I added a Ghanaian feel. I feel Highlife is a passport for me because when I go out there, they can trace my sound back to Ghana through Highlife.”
Curating Collaborators
The project features Odunsi, Bosom P-Yung, and Bisa Kdei, artists Joey B selected for their originality rather than commercial clout. “I have never been someone who goes for clout,” he says. “The people I featured are very original and pioneers of movements. Odunsi is a champion of Alté music and someone whose art I appreciate a lot. Bisa Kdei is someone I am a huge fan of and have always wanted to make a song with. He is one of the people who have been pushing Highlife from his songwriting to production. Then there is Bosom P-Yung, a great artist I felt more people needed to know. Working with these guys meant more to me than what I was making.”
Music, Image, and Culture
Joey B maintains that a cohesive visual identity is inseparable from the music. “I judge a book by its cover,” he says. “As an artist, you need to have an image that matches the sound. When I had ‘Darryl,’ I had my cowboy look for some time. Unfortunately, ‘Lava Feels’ was during COVID, so there wasn’t much to show. With ‘Sexy Highlife,’ there is a look that goes with it. I play by culture with music, fashion, and art. Culture outlives charts, and when you push the culture, it lasts longer.”
He adds that the project’s reception has validated that approach. “I have gotten countless messages about the project. One was about how the person appreciates how I play on nostalgia and how very Ghanaian the album feels. You do not know who is watching, listening, or being inspired by what you do. Where I am right now as a creative, I am just creating what I enjoy and how I feel, and some people have got the essence of what I created, and I appreciate that.”
