LURVA, a Visionary Artist talks about Fusing Afrobeats with Global Sounds

 

LURVA, a Visionary Artist talks about Fusing Afrobeats with Global Sounds

Emerging Nigerian artist LURVA, formerly known as LOVABOI, is carving out his unique space in the music world with a bold vision and a fresh approach to Afrobeats. Based in London and originally from Anambra State in Eastern Nigeria, LURVA is not just creating music—he’s crafting an identity that blends cultures, genres, and personal experiences into a sound all his own.

At the core of LURVA’s music is a deep passion for storytelling. "My personal life’s experiences are unique to me, and I always infuse them into my storytelling," he says. For LURVA, music is more than just melody—it’s a way to share his journey, challenges, and emotions with his audience. His sound, which is primarily rooted in Afrobeats, is a fusion that draws from a range of genres, including pop, soul, and even reggae. "If you listen to my music, you’ll find it’s a blend of Afrobeats with pop, soul, and a bit of reggae. I like Caribbean sounds a lot," he explains, showing his appreciation for diverse musical influences.

Despite his clear ties to Afrobeats, LURVA sees the genre as more than just a label—it’s an identity. He’s quick to highlight that his music reflects a wider global influence, while still staying true to the roots of African music. This approach not only sets him apart from other artists but also keeps his sound dynamic and fresh. "I’ve always been someone who evolves, and musically, there won’t be any exceptions," he says, underscoring his commitment to innovation.

Currently, LURVA is hard at work on several exciting projects. Following the release of his debut single, "Attention," in 2023, he’s gearing up to drop more singles that will lead up to his first EP. "At the moment, I’m working on a lot of singles, and subsequently, an EP, which will be my first body of work," he reveals. While he remains tight-lipped about the details, he promises that the collaborations and releases will be “mind-blowing.”

In addition to music, LURVA has also been investing in his education, balancing his artistic pursuits with academic goals. After earning two degrees, he most recently completed an MBA in Digital Marketing at the University of East London. "The reason I only have one song out after so many years of music history and involvement is because I decided that I’d simultaneously pursue other prospects of mine and interests like education," LURVA explains. With his academic journey now behind him, he is fully focused on his music career and eager to make his mark.

LURVA’s ultimate vision is to create music that speaks to both the highs and lows of life, particularly through the lens of love. "As my stage name LURVA implies, I’m a lover. Love can be the best or worst thing that happens to you, and I explore both sides in my music," he says. With his debut EP on the horizon and a drive to push the boundaries of Afrobeats, LURVA is a force to be reckoned with, blending his diverse influences and experiences into a sound that is both personal and universal.

As he continues to record, collaborate, and evolve, LURVA is poised to become a standout voice in the industry. With his fusion of Afrobeats and global sounds, fans can expect a fresh, dynamic approach to music from an artist deeply committed to his craft.