In a music industry flooded with talent, Nigerian-born, London-based artist LURVA is determined to break the mold and stand out. Formerly known as LOVABOI, LURVA has set his sights on more than just commercial success—he wants to be a beacon of hope for other aspiring artists, showing them that it’s possible to carve out a unique space in a highly competitive industry.
LURVA’s desire to be different is central to his artistic journey. “I’m not just trying to make music for the sake of it. I want to tell stories, share my experiences, and inspire people who are just starting their own journeys,” he explains. With a background that spans both gospel and secular music, and a sound that fuses Afrobeats with pop, soul, and reggae, LURVA believes that his versatility and unique approach set him apart from others in the industry.
He understands that success in music isn’t an overnight journey, and he’s had to take his own path, often balancing his career with other commitments. “The reason I only have one song out after so many years of involvement in music is that I decided to simultaneously pursue other prospects and interests, like education,” he says. After earning two degrees, including an MBA in Digital Marketing from the University of East London, LURVA is now fully focused on his music. His debut single, “Attention,” released on Valentine’s Day 2023, was a calculated move to test the market, and now, he’s preparing to release more singles and his first EP.
For LURVA, being different isn’t just about his sound—it’s also about his message. He wants to be known for creating music that resonates on a deeper level, especially for those who are navigating their own struggles and dreams. “My personal life’s experiences were tailored specifically for me, and I always infuse that in my storytelling,” he shares. His music reflects both the beauty and challenges of life, especially when it comes to love. “As my stage name LURVA implies, I’m a lover. I want to show that love can either be the best thing that happens to you or the worst.”
While his sound is rooted in Afrobeats, LURVA doesn’t limit himself to one genre. “If you listen to my music, you’ll find it’s a blend of Afrobeats with pop, soul, and even a bit of reggae. I like Caribbean sounds a lot,” he explains. For LURVA, genre is less important than the story he’s telling and the emotions he wants to convey.
As he continues to work on his upcoming EP, LURVA remains committed to creating music that inspires. “I know what it feels like to be an emerging artist, trying to find your way in an industry that can be unforgiving. I want to be that artist who proves that you can be different, stay true to yourself, and still succeed.”
With several collaborations in the works and plans for more releases, LURVA is well on his way to becoming a significant voice in the music industry. His combination of personal storytelling, genre-blending sound, and a commitment to staying authentic makes him a refreshing figure in today’s music scene. Fans and fellow emerging artists alike will be watching closely as LURVA continues to evolve, proving that being different can lead to greatness.