🎧 HEIS: Why Rema Made This Album Just for the Real Ones
1. Celebrating the Dragon Year and Cultural Symbolism
On July 10, 2025, Rema marked the one-year anniversary of HEIS and shared thoughtful "Author’s Notes" on X. He explained that releasing HEIS in 2024—his birth year in the Chinese zodiac (Dragon)—was no accident. He hinted at dragon symbolism embedded as early as his Bounce cover art, tying the project back to his identity and artistic vision.
2. A Secretive Rollout—Designed Like Underground Art
Rema intentionally resisted a flashy marketing campaign. He convinced his label to treat the album like an underground release—no CDs, no merch, no vinyl—just minimal exposure so that only fans committed to the story, not just the dopamine hits, would discover it:
“It needed to feel like an underground project … only the core Ravers can carry this weight … for the people who are here for the story.”
3. Reviving the Roots of Afrobeats
At his album launch in London, Rema argued that Afrobeats had become diluted in pursuit of global appeal. He insisted on reclaiming its original vibrancy and grit. Tracks like “Ozeba” and “Yayo” eschew watered-down pop in favor of percussive energy and cultural specificity. He asked: why can international artists imitate the genre so easily? His answer: because it's been watered down. HEIS pushes it back to the source.
4. Bold Sonic Experimentation—For Those Who Listen Deeply
HEIS is a frenetic 11-track album of about 28 minutes that blends Afrobeats with goth, trap, amapiano, punk, and rave. Songs like “March Am,” “Villain,” and “Azaman” fuse percussive African rhythms with synths, orchestral strings, and gothic textures, forging what Rema calls “Afro-Rave.” This isn't pop for casual streaming—it’s an immersive sonic statement.
5. Co-Production as a Personal Seal
Rema co-produced many tracks himself, wanting to ensure the emotional weight translated not just through lyrics but through tone and sound. He said certain emotions couldn’t be conveyed with words alone—this required his own musical touch.
6. Mixed Reception—Not Everyone Was Ready
Critically, HEIS polarized audiences. Some praised it as the reboot Afrobeats needed. Others found it lacking cohesion or lyrical depth. But for those who did engage deeply, it offered a compelling narrative arc and sonic progression from his prior work, Rave & Roses.
7. Recognition by Fanatics, Not Casual Listeners
Rema defined HEIS as music for fans—not for momentary listeners. Its story-driven approach, underground rollout, and genre-bending aesthetic demanded active engagement. He knew casual listeners might bail when the dopamine slowed; true fans would stay. That belief paid off: the album earned a Grammy nomination for Best Global Music Album and won Album of the Year at the Headies.
✅ In Summary: Who Is HEIS For?
| Feature | Real Fans (Target Audience) | Casual Fans / Surface Listeners |
|---|---|---|
| Rollout | Underground, story-driven, minimal marketing | Expect radio singles, flashy campaigns |
| Sound | Raw, experimental, rooted in Afrorave + Benin cultural elements | Polished Afrobeats designed for global streaming playlists |
| Engagement | Deep listening, connecting layers, symbolic clues | Casual replay, hit singles |
| Long-term appeal | Appreciated for artistry and evolution | May skip if no instant hook |
Final Thought
Rema built HEIS not to chase charts—though it did—but to challenge Afrobeats, reclaim its depth, and speak to those who care about the story behind the sound. Its tight, intense runtime bursts with cultural pride, sonic risk-taking, and personal symbolism. That’s why he says it was for the “real fans”—the ones who listen, explore, and stay invested beyond the first play.
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