Zoric Is Here to Stay: From Humble Beginnings to a Soul-Stirring Sound That Transcends BordersI love the spirituality of art; there’s always the backstory of discovery and being called into your purpose — and it was just the same for Zoric.
We had a sit-down with Zoric for The Book.
The Book is not just another Interview series, it’s a conscious documentation, an intentional carving in the annals of music history. It’s about the journeys, experiences, the stories and knowledge that shapes our Industry today. We believe these change makers should be documented. Every story is unique!
My conversation with him started off light. I wanted to know the how and when — the foundation of it all. And for Zoric?? the church played a major role. Safe to say, it was his first interaction with the world of music.
“It was my first connection to sound and in primary school I found myself drawn to the hand drums and that is where everything started to come alive. The rhythm, the movement and the emotion unlocked something creatively in me. It taught me how to feel music, not just play it.”
But did he know he wanted to make a career off music?
Let me paint a picture: Zoric grew up in the northern part of Nigeria, and it’s not very common for people to choose music as a career path there. It could have been difficult, or chances are he wouldn’t have thought much into the talent.
But there was a moment when Zoric actually began to see music as more than a talent — it became a passion.
“The moment I realized I could not stop writing songs even when I wanted to, that is when I knew this was not a hobby it was a purpose. Music chose me.”
On what fuels his artistry, Zoric solidifies that it’s the love and support from his parents.
“They gave me love and I am using that love to build something bigger than myself.”
According to Zoric:
“The sound is Afro-soul, a fusion of soulful elements of Afrobeat, blended with emotion, rhythm and storytelling. It is music that speaks to the spirit. Every melody, every lyric is crafted to touch the soul to carry every listener through feelings they did not even know they needed to feel. It is rooted in the African experience, but it reaches beyond borders. It is heartfelt, honest and deeply human.”
But talent alone isn’t always enough — especially when you’re coming from a place rarely spotlighted in the Nigerian mainstream. Being based in the North, Zoric had to put in the extra.
“Coming from a region that’s underrepresented, it’s not just about talent — it’s about access. Opportunities are limited, resources are scarce, and sometimes it feels like you’re screaming into the void, hoping someone hears you,” he shares. “But even with that, I kept creating because I believe in the message, I believe in the sound, and I believe that one day, the right ears will listen.”
That unwavering belief brings us to HERE TO STAY — his debut EP, a project that feels more like a testimony than a tracklist. It’s a body of work that unpacks the internal tug-of-war between desire and identity.
“HERE TO STAY is me exploring the balance and the battle between the things we chase and the things we feel,” Zoric says. “Love, money, and struggle are all connected. We chase love but get hurt, we chase money but lose ourselves. And through it all, we are just trying to survive and stay true. My music speaks to that tension — the highs and lows — and the lessons that come with it. I am telling stories about what it means to want more, to feel too much, and to keep going.”
One of the project’s defining moments came during a period of emotional overwhelm — a moment it all clicked and came together.
“The sound felt honest, the stories felt necessary and that is when I knew this was not just a collection of songs but a chapter of my life that needed to be heard.”
Among the tracks, one stands out not just for its sonics, but for its backstory. Track 1, he says, is closest to his heart — his baby, you might call it.
“It was born out of a low moment,” he recounts. “I was feeling down at the time. Then a friend, out of nowhere, called me, singing one of my songs back to me. That moment gave me a sense of relief I couldn’t even explain. It reminded me why I started doing this — how powerful my music really is. Right after that call, the inspiration just poured out of me and the song came to life. It was like healing through sound, both for me and I hope for anyone who listens.”
When listeners press play on this EP, Zoric aims to provide an experience — freedom, a journey of togetherness even.
“I want listeners to feel something real, whether it’s pain or joy. My music is a space where emotions are safe to exist, and I want them to know they are not alone in whatever they are going through.”
And if you’re discovering Zoric for the first time through this EP, know this:
“I am someone who creates from my truth. My sound is different because it comes from real-life experiences, real emotions, and a deep need to connect with my listeners. I’m not here to chase trends. I’m here to tell stories, to make people feel, and to leave something lasting.”
“As a person, I’m growing, learning, hurting, healing — and all of that finds its way into my songs. I’m not perfect, but I’m honest. And through every track, I hope you feel a little more seen, understood, or inspired to be yourself too.”
Zoric’s story is a reminder that purpose has no borders, and real art always finds a way. From the hand drums of primary school to the soulful echoes of HERE TO STAY, he is building a legacy rooted in truth, resilience, and heart. This is just the beginning — and Zoric is here not just to make music, but to make meaning.
Interview conducted by A&R Duty
Written by Andrea Andy
We had an amazing chit-chat with Joey Akan on The Book!
Joey Akan is a name that resonates deeply within the fabric of Africa’s music ecosystem. As a celebrated music journalist, cultural critic, and storyteller, Joey has carved a niche for himself, documenting the heartbeat of Afrobeats and the intricate stories behind its meteoric rise. His work goes beyond the surface, delving into the business, artistry, and personalities that shape Africa’s most vibrant sound. From Lagos to global stages, Joey’s voice amplifies the journeys of artists, producers, and executives, bringing African music to the world with authenticity and depth.
The Book is a compelling interview series by A&R Duty that chronicles the untold stories of Africa’s music industry pioneers, innovators, and stakeholders. Through engaging conversations, it peels back the layers of the industry to reveal the triumphs, challenges, and personal journeys that drive the creative economy forward. It’s a space where voices are heard, milestones are celebrated, and the narrative of African music is written with purpose and passion.
The conversation started with Joey expressing his anger towards the economic wreck we are in as a nation, and we’d both taken a moment to share our cup of tea on the matter. This stemmed from his recent trip abroad, and having observed the structure and way of life, things here just left a bitter taste in his mouth.
After this reflection, we delved into the interview proper, trying to understand his vision and overall impression of his journey.
When asked how he feels about his journey thus far, Joey’s response was reflective: gratitude. “Looking back, the overriding feeling is gratitude,” he said. “I’ve done things I didn’t believe I would. I’m in a position I didn’t think about when I started. People talk about me building a brand, but that was never the goal. I set out to tell stories, to influence the space, and to help people.”
This humility and focus on service underpin every milestone Joey has achieved. From writing for globally recognized publications like The New York Times, CNN, and The Guardian UK to building his own media company, he has always remained true to his principles.
“I never set out to build a name,” he continued. “These things are just byproducts of doing it right, I guess. I’m grateful that the universe has answered when I’ve called, and that I’ve maintained the ability to find childlike wonder in the things I see every day within the space.”
Joey’s upbringing was marked by turbulence—a reality that shaped his hunger for success and his passion for self-improvement. “I used to walk around with a chip on my shoulder,” he admitted. “I had so much to prove, not just to the industry or the world, but to myself.”
Those early struggles instilled a deep drive to create value and find purpose. Joey’s love for music and storytelling became the foundation for his career, but his ultimate goal has always been larger: to improve processes, uplift others, and create meaningful change.
“As a kid, I wanted to work in the media. I wanted to win awards, to influence understanding of music and the ecosystem that supports it. Over time, I’ve done all of that. But the chip on my shoulder remained until I looked around and said, ‘Hey, Joe, you’ve created value. You’re worth something.’”
Joey’s achievements are a reflection of this realization. He’s not just a chronicler of the Nigerian music scene; he’s a key player in shaping its narrative. His work highlights the intersection of art, business, and culture, bridging the gaps between local talent and global audiences.
Now, Joey is guided by a new set of dreams—ones that push him beyond the accomplishments he’s already ticked off his list. “I’ve always found happiness in service,” he said. “Whether it’s improving processes, uplifting voices, or even just adding to the silence, my goal has always been to create something better.”
Reflecting on his journey, he emphasized the importance of staying curious and resilient. “I’m grateful that I still have the ability to walk past being jaded and find wonder in what I do. That curiosity keeps me going.”
At the heart of every impactful story lies the pulse of a resilient individual whose journey illuminates the delicate interplay of passion, conviction, and courage. Such is the story of a man deeply drawn to the creative ecosystem—the music, the art, and the beauty of unfiltered expression.
“I’m drawn to the space because of the magic of creativity,” he begins, his voice echoing with pride and gratitude. “I wouldn’t wish to be anyone else. I’m proud of the things I’ve created and what I’m still creating. Hopefully, I’ll accomplish what I ought to before I take my leave.”
This conviction—rooted in an unshakeable love for music and words—charts his journey into the music industry. From a child captivated by books and sound to a visionary shaping the narrative of Nigerian entertainment, his evolution is as deliberate as it is serendipitous.
“I’ve always loved music,” he reflects, a hint of nostalgia in his tone. “As a kid, it taught me poetry and calmed me. Growing up, I just knew that if I found the intersection of words and music, I’d be happy.” That intersection became a reality when, while still in university in 2012, an unexpected call propelled him into the world of journalism.
“I was on a beach, celebrating the end of an exam, and I got a call offering me a job I never applied for,” he recalls, chuckling. “It’s funny; my jobs find me. I don’t go looking for them.”
Moving to Lagos in 2013, Joey plunged headfirst into the fast-paced world of media, often navigating its demands from a backpack and the corners of an uncompleted building. By 2014, he had an epiphany: his work, though significant, was not yet exceptional. “I studied and taught myself how to write differently, and I told myself I’d make my work special. I didn’t want to write about celebrity lifestyles. I wanted to focus on the art.”
This focus redefined entertainment journalism in Nigeria, steering it toward meaningful conversations about music and creativity. “It was shocking to see artists struggle to articulate their art,” he notes. “But I knew there was a gap to fill—helping people communicate their truth through their music.”
As his influence grew, so did the challenges. The life of a public creative comes with its complexities. “Sometimes, it’s overwhelming,” he admits. “You expand, and suddenly you’re swamped with admin tasks, meetings, events. You lose sight of what matters: the creativity.” Recognizing this, he surrounded himself with a reliable team. “Now, I focus on creating, consuming, and maintaining both my industry relationships and my audience. Creativity must remain at the core.”
Yet, speaking truth in an industry fueled by marketing and perception has made him polarizing. “I focus on the truth of a thing, not the emotion or the lie of it,” he says with conviction. “And that’s bound to upset people. Yes, I’ve had well-documented spats with industry names, but none of it is personal. It’s about upholding the integrity of the craft.”
In this delicate dance between honesty and diplomacy, he remains grounded. “People think I’m brave, but I’m not. I just have conviction. I can’t sleep knowing the truth is being overshadowed by marketing fluff.” His commitment to truth has forged both enemies and allies, but he meets every situation with grace. “One day, I’ll call up the people I’ve had conflicts with, and we’ll laugh about it. At the core, we’re all driven by the same love for music.”
For a man who calls his career “a rambunctious stab in the dark,” his path has been anything but aimless. From partnerships with global brands like Mattel and Netflix to groundbreaking work as an A&R and brand strategist, his life is a testament to the power of showing up, staying curious, and trusting the process.
“Every day is different, and I’m learning so much about culture, psychology, and the utility of sound,” he says, his voice tinged with wonder. “It’s fun, it’s dark, it’s sunny, but it’s life. And I wouldn’t have it any other way.”
The African music industry has seen a remarkable transformation in the last decade, with Afrobeats at the forefront of this revolution. From local clubs to global stages, the genre has captured the hearts of millions worldwide. But as its popularity grows, so do the complexities and challenges. In our conversation, Akan shared his thoughts on the evolution of Afrobeats, the challenges of maintaining authenticity amidst international success, and his perspective on the future of the genre. His journey and expertise offer valuable lessons for those navigating the intersection of creativity, business, and culture in the global music industry.
As we reflect on the rise of Afrobeats, it’s clear that the genre has transcended boundaries, becoming one of the most influential global sounds of the 21st century. Yet, as Akan points out, this success has not come without its challenges. “The world has given us a lot of beauty,” he notes, “but we’ve also lost some authenticity in the culture.”
Akan speaks candidly about the compromises that have occurred along the way. While Afrobeats artists have been able to achieve international acclaim, he argues that the drive for success has at times diluted the true essence of African culture. “We’ve failed to invest enough in grassroots development. We’ve mined the creative space without putting money back into it. Instead, we’ve focused too much on immediate success,” he explains.
While Afrobeats has achieved significant success on the world stage, Akan raises an important question: “We were once local, what happened?” He points to the tension between global recognition and staying true to the roots of the music. “We can’t afford to lose our soul or alter our culture so much that we don’t recognize ourselves in the mirror anymore,” he asserts.
Despite these challenges, Akan remains optimistic about the genre’s future. “We have an infectious melody, a style that resonates across cultures. It’s something that transcends borders,” he says, highlighting the universal appeal of Afrobeats. “Our ability to work hard, stay competitive, and connect with the global community is what’s propelled us forward.”
Longevity in the Industry: Evolving While Staying True
In an industry that is constantly evolving, the question of longevity becomes central. What makes an artist stay relevant in an ever-changing market? For Akan, the answer lies in adaptability. “Longevity in this industry is a function of being fluid and willing to change,” he explains. “The music industry constantly demands novelty, and it’s the artists who can evolve with it that stay relevant.”
But adaptability does not mean losing one’s identity. Akan believes that the key to success is finding a balance between evolving with the industry and staying true to one’s roots. “It takes extreme bravery and generosity of spirit to change. It means being willing to challenge your ego and keep learning.”
For Akan, the artists who endure are those who can reinvent themselves without compromising their core essence. “It’s about being fluid, but still keeping your integrity intact,” he advises. “The ones who make it long-term are the ones who aren’t afraid to evolve while remaining true to their essence.”
The Power of Branding: Amplifying Your Unique Qualities
Branding is more than just a marketing tool; it’s an essential part of an artist’s journey, especially in today’s competitive music scene. Akan has seen many artists struggle with this, often looking outside themselves for inspiration instead of focusing on their unique qualities. “Find the parts of yourself that are unique and amplify them,” he urges. “That’s how you build a lasting brand.”
He emphasizes that authenticity is the foundation of successful branding. “Artists often think they’re not special or that they don’t have what it takes. But everyone has something unique. The key is to tap into that and express it fully.”
In Akan’s view, the most successful brands are built on a genuine expression of self. “You have to refine your unique qualities and present them in a way that resonates with people,” he says. “That’s the foundation of great branding and long-term artistic growth.”
Afrobeats Intelligence: Documenting the Culture
Akan’s commitment to Afrobeats goes beyond his work as a journalist and commentator. His creation of Afrobeats Intelligence was born out of a desire to share the true story of the genre with the world. “I wanted to provide more than just introductory pieces about Afrobeats,” he shares. “I wanted to dig deeper into the culture, explore its many layers, and showcase the nuances that others weren’t addressing.”
Through Afrobeats Intelligence, Akan has built a platform that highlights the rich history, artistry, and business of Afrobeats. His work has become a valuable resource for industry professionals and fans alike, offering insights into the evolution of the genre and its global impact. “It’s about telling our story, but doing it in a way that inspires others and brings people into the conversation,” he explains.
Afrobeats Intelligence has evolved into more than just an editorial platform. It now includes a podcast and a growing list of partnerships with major global players in the industry. “We signed a huge new global partner this year,” Akan reveals. “It’s going to take us to the next level.”
The Future of the Industry: Digital Tools and Adaptation
As the music industry continues to embrace technology, Akan sees both challenges and opportunities. “The music industry has always embraced new technology, and we continue to live on the cutting edge of every new platform,” he says, referring to the growing influence of social media, streaming platforms, and new digital tools.
One of the most prominent discussions in the industry today is the role of AI and automation in the creative process. While Akan acknowledges the potential of AI, he remains cautious. “AI may replace certain jobs, but it can’t replicate human emotion or creativity,” he says. “We still need emotional intelligence, and that’s something that can’t be replaced.”
But Akan also recognizes that, like any new technology, AI comes with both blessings and curses. “In the short term, it can feel like a curse. In the long term, it may be a blessing,” he reflects. “But at the end of the day, it’s up to us to adapt and use these tools to further our creative and business goals.”
His parting words? A gentle reminder of the resilience that fuels his journey. “Sometimes, you want to look up and thank God. Other times, you want to point to the ground and demand it opens up. But in the end, it’s about staying true to yourself and your art.”
Conclusion: Telling Our Own Story
Joey Akan’s career is a testament to the power of storytelling in the African music industry. From his work at Afrobeats Intelligence to his role in shaping the narrative of Afrobeats, he has consistently sought to tell the deeper stories that shape the culture. His insights into the challenges, successes, and future of Afrobeats offer a roadmap for artists, executives, and creatives looking to navigate the complex global landscape of music.
As Afrobeats continues to grow and evolve, Akan’s voice remains one of the most authentic and insightful in the industry, reminding us of the importance of maintaining our roots while embracing change.
Interview conducted and written by Andrea Andy