About

Beginning his musical career while studying in Nigeria at Covenant University and then Swansea University in the UK, Nonso transformed into a sonic-globetrotter after his move to Canada – leading him to fuse the soul & rhythm of African music with modern soft textures of R&B. With an affinity for contemporary R&B, Nonso developed a desire to explore North America and Africa in equal parts – citing Toronto-native Drake’s genre-hopping capability as an inspiration for his own creative fluidity. Amadi’s music is powered by borderless infusions and intention. “I really loved Mary J Blige, Brandy, Wyclef Jean, Paul Play. I love R&B because it’s slow enough to allow you to feel,” he says of his early experiences with the artform.

Nonso’s refreshingly honest yet tranquil approach to music has allowed the likes of Juls, Santi, and Odunsi The Engine — the latter of whom he collaborated with on the War EP’ — to entrench his arrival across Nigeria and the continent at large across the late ‘10’s. With over 100,000+ million streams across platforms, Nonso Amadi refuses to be the typical straight A-student stereotype. Instead, he stands tall as a constantly evolving, textured lyricist able to translate Alte, Afro-fusion and hip-hop into his R&B-canvassed approach to storytelling, best represented on his last EP Free (2019), which features Afrobeats heavyweights Simi and Mr Eazi.

Spontaneously, after the Free EP in 2019 and a rising trajectory, Nonso made the conscious decision to step away from social media and paused the release of music — all to take a deeper dive into his artistry and separate from noise and distraction Unaware of the global pandemic looming, Amadi’s time to cleanse and create was stretched into a longer hiatus. Currently recording his debut album, with the support of Universal Music Canada, Def Jam Recordings and an international team — the now 26- year-old, Nonso Amadi is determined to shed even more of his creative-skin. “I want listeners to hear this next project and know who I am and what I’ve gone through.” Nonso made a triumphant return with his new single “Foreigner” which received warm welcome from the likes of COMPLEX, BET, Billboard and more.

Artist Highlights

Over 96M+ Global Streams, 901k Monthly Spotify Listeners, 131k Instagram Followers, 110k Youtube Subscribers, Spotify Radar Canada Artist, Amazon Music Breakthrough Artist

Nonso was selected as part of the VEVO DSCVR Artist to Watch Class of 2023! DSCVR Artists to Watch is Vevo’s hit list of the top artists poised to break out next year, including Armani White, FLO, GloRilla, Lauren Spencer Smith and more. This also marks the first time in UMC history that a domestic frontline artist has been inducted into this program.

Press looks include: Billboard, Complex, BBC 1Xtra, BET, Revolt, MTV, Teen Vogue, Okay Africa & many more.

Label partnership with Def Jam USA and Universal Africa.

Sold out Nigeria’s renowned venue Hard Rock Cafe, headlining his own “Homecoming” show with an all star guest line up.

Most recently performed at SOCAN Awards 2022, Everyday People Toronto, Afrimma Awards 2022, Irving Plaza NYC & more.

Nonso has been active in the studio working with a number of artists including: Majid Jordan Tay Iwar, Santi (Aka Cruel Santino) Blaqbonez, Blanco (UK) Knucks (UK) Roy Woods Jesse Royal Protoje.

Marketing Initiatives

Qr code cards will be given out at listening events with instructions that activate AR filter that leads to IG and, will have his flower logo falling from the sky
QR codes embed into play back visuals for touring & listening events
Will also be displayed at venues across his European shows and all Listenings

https://indd.adobe.com/view/2405b1d8-ed54-4db1-bbdb-0b44aed4a669

Hosting Brunch Mixers at Soho House Toronto rooftop for DJs from across Canada to view the official “Kilimanjaro” Video featuring Beam and listen to the Album. They will leave with Care packages including merch and custom USB Sticks with the Dj Packs for “Different” feat Majid Jordan, “Lock Up” feat Zinoleesky, “Killimanjaro” feat Beam and “Paper”
Working with prominent DJs and Sounds to create a custom Nonso Mash Up focusing on (Kuruza, Moonshine, Lissa Monet, Afrotonik, Jester etc)
Doing multiple contests to promote Nonso Pre-order/ post release traffic to Album/ UGC social content and fan engagement
- 2 fans with their +1s for all listening events
- giveaway with a Floral artist who does wall art that houses living plants and is self watering https://www.plantmahmah.com/home-us CTA for fans to stream “When It Blooms” and Tag Nonso on Socials, Focused on Major Canadian markets as well as Markets in the U.S., U.K. and France.
- Merch Giveaway contest (To Drive Traffic to Nonso Store) Focused on Major Canadian markets as well as Markets in the U.S., U.K. and France
Postering campaign, finalizing International campaign
- TOR, MTL, VAN, CAL
- 4 cities, 5 locations, 4 weeks (May 22nd start date)
Vinyl and CDs being printed for when he goes on tour (promo & D2C)
Merch pieces are being finalized (Vinyl, CD, Hat, T-Shirty) to be sold on store
Zine will be released on May 27th and given to international partners
Customized Nonso merch/ gear will be given out at all listening events to label referred tastemakers
- Shirts
- hats
- blooming tea
- Custom mugs
- Stickers (Logo, QR Codes)
- Passports
- Seeded Paper
- Post Card
3D World on his website ahead of May 3rd song name reveals
Shooting Kilimanjaro music video last week of April in Jamaica
Lock Up Video releasing April 27th: https://f.io/XZ5a-mh0
Fifa competition with Nonso and tastemakers in partnership with Joybox/Gamelancer

3rd Party & Influencers

Afrobeat curation, culture & promo

@ChopDaily
@EscapeTracks
@OneTrackMind
@WahalaRoom
@Nigeriatotheworld
@MarcelIdaewor
@songsandsamples
@David Larbi
@MinniTheMusicBlogger
@lyrical_junction
@lyricsafrica
@lyrics_bionation
@lyricalnaija

Dancers & Choreo Content Creators

Afrobeats x dancehall campaign, Kilimanjaro

@SophXO
@ReginaIgbe
@itsJustNife

Afrobeats & Amapiano DJs

@DJ Boat
@DJ Hol Up
@DJ UPTWN Chris
@OsoCityNation

Content & Socials

Blooming World 3D Animation & Album Trailer

Visual narrative piece, teasing short snippets of album tracks prior to release
Cutdowns distributed across socials following release, specific scenes aligned with different album tracks

3 Point 5 Interview & Performance

Personality piece, interview portion used for YouTube After Party Livestream content
Performance portion serviced to 3rd party platform re: Escape Tracks to feature for amplification
Cutdowns distributed across artists socials

Blooming Warehouse Content Piece

Visual/pseudo narrative piece, sharing insight into Nonso’s creative process
Short form content distributed across socials – specific content captured to align with focus tracks
Longer narrative piece, pitch to 3rd party platform/partner to feature for amplification

Nonso x Artist Conversation Content Pieces

Personality piece, Nonso & other artists discussing common experiences across various topics
Nonso x TOBi, in partnership w. Sidedoor Magazine
Nonso x Adekunle Gold, in partnership w. Daily Paper (tentative)

Jollof Rice & Conversation Content Piece

Personality piece, Nonso & tastemakers trying different jollof rice from Toronto restaurants & discussing different cultural topics
Guests: Dafna, EmceeEbone, Hassna Phils, Ada Oh
Long form distributed on YouTube
Cutdowns distributed across social platforms

INTERNATIONAL

Listening Events/ Promo run across New York,Los Angeles, London, Paris, Amsterdam, Nigeria and South Africa
Working with Def Jam as U.S. label partner; Polydor as UK partner; MCA as France partner
Working with Universal Nigeria & Universal South Africa – Nigeria & South Africa led press pitching, africa focused ad plan
Postering campaign in the UK & US
DJ Dubs being circulated to DJs in the U.S. via Def Jam
U.S, UK & France focused Ad & Digital Plan (Supported by Def Jam, Polydor UK & MCA France)
U.S, UK & France Led Press pitching (Supported by Def Jam, Polydor UK & MCA France)
Universal Africa Digital/ Social media/ Influencer campaign
Focus track “Kilimanjaro” being serviced to African radio (South Africa, Nigeria, Ghana and Kenya)
Focus track “Kilimanjaro” being serviced to U.K., U.S & France radio
UK Radio interviews secured – BBC 1xtra, Kiss FM, Capital Xtra, Reprezent Radio, The Beat & more
UK Magazine initial press secured – New Wave, GUAP, Pause

Timeline

March 23, 2023	Nigeria promo trip (until June 2nd)
March 26, 2023	“When It Blooms” Album Releases “Kilimanjaro” Focus single
June 2, 2023	“Kilimanjaro” Official Video Release
July 14-30, 2023	July shows in – NYC, Chicago, DC, Dallas, LA, and Atlanta (Via Move Forward Music)
August 25, 2023	“Paper ” Official Video Release
September 8, 2023	“Paper” Lyric Video Release
October 13, 2023	“Pieces” ft Tay Iwar Visualizer Release
November 3, 2023	“Pieces” Tay Iwar Lyric Video Release
January 11, 2024	“Shivers” ft Tamera Lyric Video Release
February 2, 2024	“Shivers” ft Tamera Official Video