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Odeal Always Searched for Music That Spoke to His Soul — So He Curated His Own Soulful Fusion of Afrobeats and R&B

The “Soh-Soh” singer is Billboard’s inaugural African Rookie of the Month for January.

“That was just like a dream.” At 17, he returned to London and witnessed the rise of Afroswing, an amalgamation of Afrobeats, dancehall and hip-hop created by the Afro-Caribbean diaspora in the U.K. Odeal immersed himself in the scene by joining a group called TMG, featuring other members Curtis J and Zilla, before they disbanded soon after. In a similar vein to Drake’s OVO (October’s Very Own), Odeal’s OVMBR – which stands for “Our Variances Make Us Bold and Relentless” – doesn’t just represent the artist’s brand but has evolved into a movement that honors the individuality of his fanbase and even includes live events in Lagos, London, Berlin and Paris. Last November, Odeal continued his OVMBR tradition by releasing the critically acclaimed EP Lustropolis, a heart-wrenching expedition about strained love affairs that features the Aaliyah-interpolating single “Temptress” and “You’re Stuck” collaboration with Summer Walker.

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