Rema’s Rise: From Benin City Beats to Global Afrobeats Icon
Divine Ikubor, known as Rema, has transformed a church‑stage start in Edo State into a string of chart‑topping releases, high‑profile brand deals and a Grammy nomination, cementing his place at the forefront of the Afrobeats movement.
Early life and musical roots
Divine Ikubor was born on 1 May 2000 into a Christian family in Benin City, Edo State, Nigeria, and grew up in the Igbanke community of Orhionmwon LGA. The loss of his father and elder brother left his mother as the primary influence on his upbringing, a factor he later credited with shaping his determination. Ikubor’s first forays into music came during his secondary education at Ighile Group of Schools, where he began singing and rapping in school assemblies and church gatherings. It was in these church settings that he first performed alongside fellow young artist Alpha P, laying the groundwork for a collaborative approach that would later define his recordings.
Breakthrough and record deal
In 2019 Rema’s profile surged after a viral Instagram freestyle to D’Prince’s “Gucci Gang”. The clip caught the attention of D’Prince, who flew the teenager to Lagos and offered him a contract with Jonzing World – a label founded by D’Prince and operating as a subsidiary of Don Jazzy’s Mavin Records. Under Jonzing World, Rema released his self‑titled debut EP, Rema, which topped Apple Music’s Nigerian chart and introduced the breakout single “Dumebi”. The “Dumebi” video, featuring Diana Eneje, amassed over 85 million views on YouTube and secured a place on former US President Barack Obama’s 2019 summer playlist, signalling early international interest. The EP’s success was reinforced when several tracks were selected for the FIFA 21 official soundtrack, further exposing Rema to a global gaming audience. By September 2021, his growing influence earned him a brand ambassadorship with Pepsi, alongside label‑mate Ayra Starr, cementing his status as a marketable figure beyond the music sphere.
Ascension to international charts
Rema’s 2022 single “Calm Down” marked a decisive leap onto the world stage. The original track, released ahead of his debut album, captured widespread airplay and streaming momentum, prompting a high‑profile remix with American pop star Selena Gomez. The remix propelled the song to number three on the Billboard Hot 100, while the original version dominated the Billboard U.S. Afrobeats Songs chart for a record‑setting 58 weeks. The track’s streaming figures also contributed to Rema becoming the most‑streamed Nigerian artist on YouTube in 2025, with “Calm Down” surpassing one billion views. In the same year, Rema’s debut studio album Rave & Roses entered the Billboard 200 at number 81, a notable achievement for a Nigerian act. The album’s 16‑track roster featured collaborations with 6lack, Chris Brown, AJ Tracey and Yseult, and saw ten songs chart on the US Billboard Afrobeats Chart in its first week. The project earned Rema a suite of accolades, including the MTV Video Music Award for Best Afrobeats Video and the Billboard Music Award for Top Afrobeats Song. A November 2022 London concert celebrated his crossing of one billion worldwide streams, underscoring his commercial reach.
Album era: Rave & Roses and Heis
Rave & Roses was expanded in April 2023 with the deluxe edition Rave & Roses Ultra, which became the first African album to exceed two billion streams on Spotify. The release reinforced Rema’s reputation for blending Afrobeats with eclectic influences, a sound he began describing as “Afrorave” in May 2021. The term, originally coined by South African producer Toya Delazy, encapsulates Rema’s fusion of garage, Zulu lyrical motifs and broader African styles, and has fostered a dedicated fanbase known as “Ravers”. Following the success of his debut, Rema unveiled his second studio album Heis on 11 July 2024 through Mavin Records, Jonzing World and Interscope Records. The eleven‑track project, whose title derives from the Greek word for “number one”, showcases a darker, drum‑driven aesthetic that Rema labels “afro‑rave”. He describes the sound as his own perception of Afrobeats, merging elements of house, hip‑hop and dancehall while weaving references to Edo culture and themes of self‑assertion. Guest appearances from Shallipopi and Odumodublvck punctuate the album, which was preceded by the singles “Benin Boys” and “Hehehe”. Despite early criticism from some listeners who interpreted the album’s imagery as demonic, Heis debuted at number two on the TurnTable Top 100 Albums chart, later climbing to the top spot and remaining on the chart for 29 weeks with more than 104 million streams. The project earned Rema his first Grammy nomination for Best Global Music Album at the 67th Annual Grammy Awards, marking a historic milestone for a Nigerian artist.
Business moves, brand partnerships and recent milestones
Beyond his recording contracts, Rema has cultivated a diversified business profile. His early partnership with Pepsi positioned him as a youthful ambassador for the global beverage brand, while his affiliation with Jonzing World and Mavin Records has provided a platform for cross‑continental distribution, notably through Interscope Records for Heis. Rema’s strategic use of social media, exemplified by the viral Instagram freestyle that launched his career, continues to drive engagement across platforms. In 2023 Rema was honoured as Digital Artist of the Year at the Soundcity MVP Awards, reflecting his strong online presence. The following year he expanded his live‑performance résumé, appearing at the Ballon d’Or ceremony in Paris’s Théâtre du Châtelet on 30 October 2023, and later sharing the stage with Lisa of Blackpink and Brazilian star Anitta during the opening ceremony of the 2026 FIFA World Cup in the United States on 12 June 2026. These high‑visibility appearances underscore his appeal to both music and broader entertainment audiences. Rema’s 2025 output included the single “Baby (Is It a Crime)”, which samples Sade’s 1985 classic, and “Bout U”, both of which garnered substantial streaming numbers. The artist’s willingness to reinterpret global hits while retaining his distinctive Afrorave flavour demonstrates an adaptive approach to contemporary pop trends. While his career has flourished, Rema has also faced personal challenges. In September 2020 he publicly accused the Peoples Democratic Party of involvement in his father’s death, and in 2023 he was forced to leave the University of Lagos due to an ASUU teaching union strike, halting his brief academic pursuit. These episodes have contributed to a public persona that balances artistic ambition with outspoken commentary on political and social matters.
Critical reception and cultural impact
Rema’s influence on the global perception of Afrobeats has been widely documented. Rolling Stone hailed him as an emblem of the genre’s worldwide rise, while Business Day’s Anthony Udugba noted his role in expanding African musical impact on the international stage. The Guardian Nigeria observed that his success sets a high standard for the genre’s global appeal, and The Native described his imprint on Afrobeats history as “impossible to erase”. Critics frequently cite his ability to blend traditional Nigerian rhythms with Arabian, Indian and Western electronic textures as a key factor in his cross‑border resonance. The artist’s accolades, ranging from MTV and Billboard awards to a Grammy nomination, reflect both commercial success and peer recognition. Moreover, his streaming milestones—most notably the two‑billion‑stream mark on Spotify for Rave & Roses Ultra and the one‑billion‑view benchmark for “Calm Down”—have set new performance standards for Nigerian musicians. Rema’s evolution from church‑based performances to headline tours, including the Rave & Roses World Tour (2022) and the Heis World Tour (2025), illustrates a trajectory that mirrors the broader ascent of Afrobeats from regional popularity to a dominant force in global pop culture. As he continues to release new material and collaborate with international stars, Rema remains a pivotal figure in shaping the soundscape of contemporary African music.