For someone whose music is generally future-facing, Boj looks great with a retro style. The Nigerian artist and former DRB LasGidi member dons an oversized wig, sparkly suit, and shades for his ’70s-loving “Culture” video. He’s joined by London-born rapper and singer ENNY who delivers her verse underneath a glittering disco ball. “Culture” isn’t just a chance to play fancy dress though. The video taps into the song’s themes of appropriation, too, doubling as a mock commercial for a spray that “Makes everything better!” The message from Boj and Enny is clear, our history is not a product to be sold en masse.
“Culture,” a laidback earworm that smuggles its heartfelt message underneath rolling percussion and delicate guitar licks, is the latest single to be taken from Boj’s upcoming album Gbagada Express due later this spring. In addition to “Culture” the album will include also include previous singles “Emotions” and “Money & Laughter.”
Speaking to The FADER via email, Boj said: “Culture is about building the bridge between Lagos and London through music. Both Enny & I are Nigerian, and on this track we decided we would talk about our culture & the many known traditions it has.”