Blending the infectious rhythms of afrobeats with the sharp songwriting and soaring vocal melodies of soul and R&B into a sound he dubs Afrosoul, WurlD is a true visionary and a singular talent.
Don’t Get Used To This is WurlD’s most rhythmically consistent project to date, steeped in the distinctive pulse of Lagos, Nigeria, where he’s recently returned to live. The EP is his inaugural release under Addictive Content, a new imprint he’s created to shine a light on the future sounds and the next generation of African talent.
With no guest features and production handled by a largely unknown crop of up-and-coming producers, WurlD lets his crisp melodies and powerful hooks do the talking across the eight-track set. His fifth project in five years and the follow-up to 2022’s My World With U, Don’t Get Used To This showcases a global sound that defies labels and borders.
Produced by Anne “Ketta” Telstra and Moussa, the infectious “Shake” blends the ‘log drum’ basslines of South African amapiano, the syncopated drum patterns of afrobeats and the atmospheric horn samples of deep/downtempo house, creating a lush backdrop for WurlD’s earnest pleas for intimacy.
“Don’t Get Used To This is a love project centered on embracing the present moment,” WurlD explains. “We immerse ourselves in the depth of feelings and emotions experienced in the here and now, without dwelling on the past or anticipating the future. While this love is undeniably enchanting, we remember that tomorrow remains uncertain. Enjoy these sounds but don’t get used to it.”
Born Sadiq Onifade in Lagos, Nigeria, WurlD began his career in Atlanta, breaking into the record industry as a songwriter for artists including B.O.B., Trinidad James, Akon and Mario. Since bursting onto the afrobeats scene with 2016’s tone-shifting “Show You Off” (alongside Walshy Fire and Shizzy) he has continued to evolve his sound across a steady stream of highly-regarded releases including 2019’s I Love Girls with Trobul EP with Nigerian superproducer Sarz; 2020’s AFROSOUL EP, and his 2022 album, My WorlD with U.
Having returned to Lagos during the pandemic, WurlD has teamed with his brother Muktar Onifade, a fashion designer who also serves as his creative director and stylist, to form their new company Addictive Content. WurlD co-produced each track with up-and-coming producers signed to the label, with the exception of “Location,” the project’s transportive third single, which was produced by Sarz, the massively influential Nigerian producer and Beyoncé/Drake collaborator, with whom WurlD teamed on the 2019 joint EP I Love Girls with Trobul.
