The NATIVE Presents Project Runaway
The Sound Is Coming...
The Sound Is Coming...
In the summer of 2020, Lojay, one of last year’s breakout stars began recording a trappy experiment helmed by London-based rapper and producer, New World Ray. Over the next two years, the freestyle would undergo transformation as it passed through several hands, including highbrow producers such as Lido (A$AP Mob, Chance the Rapper), NATIVE Sound System’s Sholz, and finally Adey.
That single, now known as “Runaway,” the soulful ballad performed by Lojay and his sweet-sounding collaborator, Mavin Records’ crown jewel Ayra Starr is the first song off the NATIVE Sound System‘s forthcoming debut album, the music division of the NATIVE Networks which is also the parent company of this very publication. The eponymous album will pull together a spate of talented artists, producers, sound engineers, A&R’s, and music executives from around the continent and the diaspora, all united to spread the sounds of tomorrow: today, the ethos of this very media company.
In that light, for our April Digital Cover and our first cover of the new year, we shine a light on all the collaborators on “Runaway,” tracing how the lead single off the NATIVE Sound System’s debut single came to be. Starring two of the most powerful voices of the new generation, Mavins lead female vocalist Ayra Starr and “Monalisa” singer, Lojay alongside director and producer, Dafe Oboro, stylist MOMO, Forevatired, Monster Boys and more.
‘Project Runaway’ highlights the creation process behind working on the record “Runaway”, and digs deeper into the rebellious and left-field nature of the NATIVE. The album which is centred around four of the climatic and cultural seasons that make up a typical year in Lagos, and is a compilation of familiar voices and new sounds. That being said, ‘The Sound Is Coming.’
Starring Ayra Starr and Lojay in New Bottega
Editor-in-Chief: Seni Saraki
Managing Editor: Tami Makinde
Words by Wilfred Okiche
Photography: Victor Elochukwu
Styling: Morinsola Hassan-Odukale
Make-Up: Onome Ezekiel
Hair: Kehinde Are
BTS Photography: Torty Ikechukwu
BTS Videography: Ayo Odunsi
Production assistants: Wonu Osikoya and Moore Wright
Cover design by Shina Ladipo
You can read the cover story here.