Joeboy understands something many artists struggle to grasp: music is more than just sound—it’s an experience. And at his private listening party for Viva La Vida, he didn’t just play an album; he curated an atmosphere. Held at the La Madison centre in Lekki, the event championed by Boomplay & Itel, wasn’t merely an unveiling of new music—it was an immersive retreat, a consumer-first spectacle that blurred the lines between entertainment and escape.
From the moment guests stepped into the venue, it was clear that this was different. The air buzzed with an intentionality that positioned Joeboy as more than just an artist; he was the architect of an experience designed to reward his core community. The setting? Relaxed yet electric. The goal? To create a space where fans, industry professionals, and collaborators could unwind, connect, and engage with the album in a way that felt personal.
The experience was heightened by an endless flow of refreshments, courtesy of Desperados and Monkey Shoulder, ensuring that guests were well-lubricated for an evening of sonic exploration. But Joeboy wasn’t just handing out free drinks—he was making a statement: Viva La Vida is not just an album title; it’s a lifestyle. The presence of a dedicated gaming area reinforced this ethos, further proving that Joeboy is keen on building not just a fanbase, but a culture around his music.
At the heart of the event was the listening booth, powered by Itel and Boomplay, which offered attendees a deeply personal encounter with the album. This wasn’t just background music for a party; this was an invitation to sit with Viva La Vida, to absorb it without distraction, to let it reveal itself track by track through the Itel Budsfit5. Few artists take the time to ensure their audience experiences their work in such an intimate way, and fewer still execute it flawlessly.
Hosted by Sheye Banks, the event reached its peak when Joeboy took the stage alongside his collaborators, including the enigmatic Wizard Chan and key producers on the album.This wasn’t just a standard track-by-track breakdown; it was a guided tour through the psyche of an artist at the top of his game. Joeboy laid bare the inspirations, challenges, and moments of genius that birthed each song, giving fans an exclusive glimpse into his creative process. It wasn’t just about what they were hearing; it was about understanding why they were hearing it.
As the album’s final notes lingered in the air, the night transitioned seamlessly into an after-party, with DJ Voyst ensuring that the energy never dipped.
More than just a listening party, this was a bold declaration. Joeboy is not just making music; he’s building experiences, shaping culture, and proving that connection with his audience is as important as the music itself. If Viva La Vida sounds anything like the night that introduced it, then listeners are in for something special.
The Viva Lavida labrum will be released on Friday 29th March 2025.
Listen on Boomplay with the Budsfut5
