Nigerian alté pioneer BOJ is executing a carefully planned strategy for his upcoming sixth studio album, Duplicity, scheduled for release on 5 December 2025. Rather than a traditional album drop, the artist is building momentum by releasing singles in pairs, offering fans a gradual preview of the project's diverse soundscape.
The Twin Singles Strategy Unveiled
BOJ initiated this innovative approach on 24 October with two distinct tracks that immediately highlighted his artistic range. The first single, After Hours, features French-Gabonese singer Anais Cardot and reveals a softer, more intimate side of BOJ. The track showcases tender vocal exchanges and laid-back melodies, positioning the alté star in what fans are calling his loverboy era.
In sharp contrast, the second single Shana brought high-energy vibes through collaborations with Nigerian collective Show Dem Camp and Ghanaian hip-hop artist Joey B. This club-ready track combines infectious rhythms with BOJ's signature alté edge, recalling the electric atmosphere of his live performance at London's Palmwine Sessions at The Outernet.
This Week's High-Profile Collaborations
The musical journey continues this Friday with the next pair of singles generating significant buzz. BOJ is set to drop Diamonds featuring emerging talent Mavo and Contraband featuring Afrobeats heavyweight Olamide.
Early snippets of Diamonds have already surfaced on social media, creating excitement among fans and music critics alike. While details about Contraband remain largely under wraps, the involvement of Olamide signals a strategic move to bridge the alternative alté scene with mainstream Afrobeats audiences, potentially expanding the album's reach across different listener demographics.
Album Expectations and Cultural Impact
By featuring both established icons and rising stars, Duplicity appears positioned as a collaborative showcase rather than a purely solo endeavor. This approach not only broadens the album's appeal but also reinforces BOJ's reputation as a curator of sounds that resonate across multiple audiences.
The two-at-a-time release strategy serves multiple purposes: it maintains continuous online conversation, encourages social media engagement, and allows each track to receive individual attention. For an artist like BOJ, whose influence depends on both musical innovation and cultural relevance, this measured rollout represents a smart approach to building sustained anticipation.
With the album's release just weeks away, BOJ has successfully created an engaged audience ready to experience Duplicity as a cohesive artistic statement. His method demonstrates that in today's music industry, narrative and timing are as crucial as the music itself, transforming the album rollout into an ongoing event that keeps listeners invested from first teaser to final release.
