Amapiano music originated in South Africa. It is a subgenre of house music that incorporates African rhythms, jazz, and soul. When it first surfaced in the early 2010s, it became well-known in South Africa and abroad. The genre is defined by using piano melodies, heavy basslines, and percussion beats. It started in the townships of Johannesburg and Pretoria, where it is frequently linked. As more musicians worldwide embrace the genre and add its sounds and rhythms to their music, Amapiano has a developing international audience. Henceforth, Jurum incorporates amapiano music and adds drill and afro beats to showcase his versatility.
On Saturday, April 8th, Jurum released 88, his most recent and eagerly anticipated drill, afrobeat, and amapiano-infused EP. Jurum's 88 plays extensively in the genre, which has seen a rise in the popularity of the UK and Jersey drill. It transports listeners on an erratic journey of upbeat, fearless, sensual, and Afro-rhythmic music. As a declaration of freedom from a one-dimensional sound, it also represents Jurum.
“I had to find my voice. I had to find my sound. I had to find my place in the world.“ Jurum
Powerhouse music producer and recording artist Soji Star is the executive producer of the extended play project. Jurum claims that the development of this project depicts a range of emotions, from the excitement and joy of turning up in a club and having a good time to overcoming real-life crises and challenges such as depression and suicide. It is evident through two songs namely, "Big Ju Season" and "Save Me."
Big Ju Season serves as a way for Jurum to assert his dominance as an artist. The song has a mixture of afrobeat and amapiano sound to it. From the onset, the beat is infectious as Big Ju showcases his rapping capabilities. The beat remains consistent throughout the song and gradually gets intense with the bassline supported by the lyrics:
“Have you ever seen a n***a of this magnitude / That’s magical big Ju the baddest Dude in Malibu / That lives in Palace view/kind of money that I throw will embarrass you”
Save Me is a clear depiction of overcoming real-life crises and challenges such as depression and suicide. It has a chilled vibe to it with hints of afrobeat sounds.
“Drowning in pain can somebody save me / Crying for help can somebody save me”.
He articulates his words slowly, in the beginning, to emphasize that he needs help. He needs someone to help him overcome the pain he endures. Henceforth, listeners will start to appreciate the song because depression is rampant today.
“they tell me they tell me I’m blessed / But I’m feeling depressed and my mind is a mess / Stop picking up calls stop answering text Cuz I’m stressed and it’s hard n express / out with my friends and all of sudden I Lose all interest and Im tryna suppress / lack of happiness and it’s hard to digest / weight of the world is right on my chest”
Jurum lets his listeners know that everyone can experience depression or suicidal thoughts. Jurum shows his listeners that no matter how blessed or successful you are, it is important to be self-aware about your mental health.
The EP, named as a homage to his birth year, reflects on Jurum’s uncompromising and constant evolution as a musician and lyricist that dates to 2006. When Jurum (born Obiajurum Ogbonnaya) began to pursue music professionally after growing up in the presence of his father, who was one of his earliest musical inspirations. His musical identity has been challenged as he has learned many life lessons, has met many several milestones, and has expanded on his belief system.
Additionally, his musical inspirations have expanded vastly across many genres from hip-hop heavyweights like Drake, Jay Electronica, Kendrick Lamar, and J. Cole, to African music giants such as Burna Boy, Flavour, D’banj, and Wiz Kid.
Jurum hopes that his fans and new listeners will come to appreciate the storytelling, detail, and precision given on the 88 EP.
“I’m finally at a place in my life where I can fully focus on the music”.
He hopes that his musical legacy will inspire others to never give up on their dreams no matter what.
In a nutshell, I liked the concept of the EP. The catchy upbeat production with a mixture of amapiano, afro beats plus rapping was interesting to listen to. Moreover, I appreciate that there were meaningful lyrics despite having an amapiano sound. Therefore, I rate the EP around 8.5/10.
Who is Jurum?
Obiajurum Chiagoziem Ogbonnaya, professionally known as The Real Jurum (aka Big Ju), is a multi-talented artist based in Houston who stylistically blends his sporadic rhymes over a variety of genre sounds, including Amapiano, Afrobeats, Hip-Hop, Soul, UK Garage, Jersey, Drill House, Techno and Acoustic. Performing professionally since 2009 (previously under the moniker, Mateo Vic), Jurum has expanded his range to better suit his authentic self in his music, without the influence of outsiders. Jurum is currently signed to Vito Music Group in the United States.
YouTube: https://youtube.com/@TheRealJurum
SoundCloud: https://m.soundcloud.com/user-jurum
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