Après avoir célébré le continent africain avec Mama Africa, l’afro pop star nigériane, Yemi Alade, étend sa magie noire en délivrant l’un de ses albums les plus panafricains.
Une pochette signée de l’artiste nigérian, Laolu Senbanjo – déjà à l’origine de plusieurs artworks de Beyoncé – et un titre d’album aussi accrocheur qu’évocateur… Yemi Alade ne pouvait pas taper plus dans le mille avec Black Magic. Le nom de baptême de ce troisième effort sorti fin 2017 n’est autre qu’un hashtag viral et recense plus d’un million de photos sur Instagram. Tandis que le body painting – cet art convoquant les peintures africaines ancestrales – qui habille la peau de la vedette sur sa pochette, s’affiche aujourd’hui sur tous les visages de la jeunesse de la diaspora africaine, présente aux premières loges de cool festivals comme Afropunk.
« Black magic est un état d’esprit. Il s’agit d’empowerment, d’utiliser ma voix pour encourager les gens à faire du mieux qu’ils peuvent pour que leur vie devienne magique elle aussi, parce que quand je regarde ce qu’est devenue la mienne, cela me paraît irréel », réalise-t-elle dans son hôtel parisien du 9earrondissement, quelques jours après son concert live organisé par Trace Africa. Une recette simple et efficace pour celle qui est devenue, à 28 ans, l’icône africaine de sa génération aux quelque 3 millions de followers Instagram. Mais aussi un pur produit de la naija pop, façonné par l’écurie indépendante Effyzzie. Yemi au programme du jeu vidéo Just Dance 2018. Yemi, coach the The Voice Nigeria saison 2. Et surtout : Yemi, reine de la scène.
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