British-Nigerian artist Not3s, who has been visible in the UK music scene for some time, resurfaces with a new hit song Start Me Up.
Known for pioneering and popularizing Afroswing, a UK variety of music derived from influences of Afrobeats and dancehall as well as trap, hip-hop, grime and R&B, Lukman Olanrewaju Odunaike a.k.a. Not3s reached popstar status in the UK at only 19. His rise to mainstream consciousness at that time was aided by a string of singles he put out.
It’s been 6 years since the release of his debut album Take Not 3s, and this new era of Not3s demonstrates sonic maturity and is a reflection of the singer’s evolution from a teen pop sensation to a well-groomed artist that takes pride in his Nigerian roots.
Not3s received inspiration for his new music on his trip to Fela Kuti’s grave in Lagos. It was during his visit that Grammy-nominated Nigerian talent manager Bankuli urged him to continue spreading the gospel of Afrobeats as son of the soil.
Despite being under pressure from his major label to embrace trend-leaning pop, Not3s has struck a deal with Afrobeats powerhouse MOVES Recordings (Afro B, Boj, Eugy, Camidoh). Travelling between Lagos, Accra and London, he commits himself to the course of producing authentic music that cuts across the soundscapes of West Africa and London.
Produced by P.Prime, Start Me Up is a romantic rendition with honeyed vocals, a catchy hook and smooth instrumentation. The music video is directed by David Duncan and it features visuals of Not3s in the company of vixens, as scenes move between a bedroom, waterside and a club-like space. Available on streaming platforms, the slow-rocking song is sizzling hot and tailored for a quietly heated-up and love-driven atmosphere.
Watch the video here: