When It Blooms Explained

When It Blooms
Type:studio
Artist:Nonso Amadi
Cover:When It Blooms.jpg
Released:26 May 2023
Recorded:2022–2023
Studio:Universal Music Studio Canada
Length:49:26
Prev Title:Free
Prev Year:2019

When It Blooms is the first studio album by Nigerian singer Nonso Amadi. It was released on 26 May 2023 by Universal Music Canada, Def Jam, Universal Music Nigeria,[1] Polydor, and MCA Records France.[2] It was exclusively produced by Nonso Amadi, with additional production from London, Harper Gordon, CAPTAIN, FrancisGotHeat, Azul, P.Priime, Goldchain, Dëra, TSB, Mont Jake, Jordan Ullman, and TJ Whitelaw. It features guest appearances from Beam, Zinoleesky, Tay Iwar, Tamera, and Majid Jordan.[3]

Background

On 26 May 2023, he spoke with Daddaboy Ehiz on the inspiration behind When It Blooms on Apple Music's Africa Now radio show, Nonso said: “Our lives are literally like plants. We start from the seed when we’re born, or whenever we get into something like music it’s like a seed stage. When you get to where you want to go, not everyone completely outgrows life, we’re all continually growing and that’s the process of a flower as well. It gets to a point where it comes out the soil – it’s beautiful to look at, you know it has all these petals and stuff – so it’s blooming, and I’m like that’s a beautiful way to put a project because my story is like that. I came out from school shy, not sure what I’m doing, insecure… and that’s like a seed, but right now I’m just so thankful, I’m open, I’m learning and it’s like the flower is fully opening up. I just thought ‘When It Blooms’ is a dramatic title to put it together.”[4]

Singles and other releases

"Foreigner" was released as the album's lead single on 24 February 2022.[5] The accompanying music video for "Foreigner" was directed by Jordan Lee and shot in Toronto.[6] The Majid Jordan-assisted track "Different" was released as the album's second single on 26 May 2022. The accompanying music video for "Different" was shot and directed by UAX.[7] "Eye to Eye" was released as the third single on 1 September 2022. It was jointly produced by Nonso Amadi and Goldchain, accompanied by a visual video.[8]

"Ease Up" was released as the fourth single on 20 January 2023, jointly produced by Nonso Amadi, Gordon Harper, and TJ Whitelaw.[9] "Kilimanjaro" was released as the fifth single on 20 March 2023. The accompanying music video was directed by 300k. During the debut week of 29 May 2023, "Kilimanjaro" earned Nonso his first chart entry at number 70 on the Nigeria Top 100.[10] On 24 March 2023, he released "Lock Up" featuring Zinoleesky.[11] The accompanying music video was shot and directed by Joe Penny.[12]

Critical reception

When It Blooms received generally positive reviews from music critics. In a review for Pulse Nigeria, Adeayo Adebiyi said: “'When It Blooms' takes fans who have been part of Nonso’s journey on a familiar trip that offers in large pieces the talent they know he possesses and which they have keenly waited for the rest of the world to see. For new listeners, the album takes them on a first-time excursion to discover new beauties while trusting Nonso as the reliable guide.”[13]

In a review for The Native, Emmanuel Esomnofu said “‘When It Blooms’ is set to crown the expansive first arc of Nonso Amadi's career. Unlike the corporate certainty that has followed some of his contemporaries, Amadi lives the life of a true creative. They are seldom certain of what they want to do, but are strongly moved by what they don't want to do. For an artist with the unwavering standard and rich catalogue of Nonso Amadi, it is enviable that he would seek to push deeper into the textures of his artistry.”[14]

Rankings

Publication! scope="col" class="unsortable"
ListRank
Pulse NigeriaPulse Nigeria s 2023 Mid-Year Review: Top 10 Afrobeats albums (EP & LP)

Commercial performance

When It Blooms debuted at number 27 in Nigeria Top 50 Albums chart on 29 May 2023.[15]

Track listing

Credits adapted from Genius, & Boomplay[16]

Charts

Chart (2023)! scope="col"
Peak
position
Nigeria Albums (TurnTable)27

Release history

Region! scope="col"
DateFormatLabelRef
Various26 May 2023

Notes and References

  1. Web site: Okirike . Nnamdi . 7 Essential Facts About Nonso Amadi's Debut Album . OkayAfrica . Okayplayer . 21 November 2023 . en.
  2. Web site: NONSO AMADI’S ANTICIPATED DEBUT ALBUM WHEN IT BLOOMS OUT NOW . TRACE . 21 November 2023 . en . 29 May 2023.
  3. Web site: Nonso Amadi's Sounds Cross Continents . MTV . 21 November 2023 . en.
  4. Web site: Daniel . Osafo . Apple Music's Africa Now Radio with Dadaboy Ehiz this Friday with Nonso Amadi . News Ghana . 21 November 2023 . 26 May 2023.
  5. Web site: Custodian . Culture . Nonso Amadi Returns With New Single ‘Foreigner’ . The Culture Custodian (Est. 2014.) . 21 November 2023 . 24 February 2022.
  6. Web site: New Video: Nonso Amadi – Foreigner . BellaNaija . 21 November 2023 . 4 March 2022.
  7. Web site: New Music + Video: Nonso Amadi feat. Majid Jordan – Different . BellaNaija . 21 November 2023 . 27 May 2022.
  8. Web site: Nonso Amadi Unlocks New Single 'Eye To Eye' . NotjustOk . 21 November 2023 . 2 September 2022.
  9. Web site: Adebiyi . Adeayo . Nonso Amadi returns with new single 'Ease Up' . Pulse Nigeria . 21 November 2023 . en . 20 January 2023.
  10. Web site: Official Nigeria Top 100 . TurnTable Charts . TurnTable . 21 November 2023.
  11. Web site: Adebiyi . Adeayo . Nonso Amadi taps Zinoleesky for new thrilling single 'Lock Up' . Pulse Nigeria . 21 November 2023 . en . 24 March 2023.
  12. Web site: New Video: Nonso Amadi feat. Zinoleesky — Lock Up . BellaNaija . 21 November 2023 . 28 April 2023.
  13. Web site: Adebiyi . Adeayo . 'When It Blooms' is the long-awaited manifestation of Nonso Amadi's abilities . Pulse Nigeria . 21 November 2023 . en . 28 May 2023.
  14. Web site: Esomnofu . Emmanuel . Nonso Amadi's Renewed Vision Comes Full Circle on 'When It Blooms' . The NATIVE . 21 November 2023 . 25 May 2023.
  15. Web site: Nigeria Top 50 Albums . www.turntablecharts.com . TurnTable Charts . 21 November 2023.
  16. Web site: When It Blooms . Boomplay Music . 22 November 2023.

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