NathanJae Is Quietly Building One of the UK's Most Consistent Afropop Catalogues

When it comes to the Music industry, one successful single can be that which could blow up an artist's career. Yet, only a few music artist succeed in harnessing that momentum into a body of work that can sustain their relevance over the years. UK based Afro pop artist NathanJae takes a decidedly different route to virality, which is more about consistency, progression and a constant growth in original output.

See NathanJae Catalog on Audiomack | Spotify | Apple Music

In the past five years, NathanJae has subtly built up a body of work that has seen him grow as a composer and his musical release adapt to the ever evolving sound of Afrobeats. Rather than relying on one breakout record, he has consistently released music across a number of digital platforms, building a reputation as a recording and performing artist in the United Kingdom's African music community. His trajectory is a reflection of an emerging pattern we see in independent African artists overseas who are developing viable careers by creating with persistence, engaging audiences and creating self-promotional international visibility.

The recording career of NathanJae goes back to some of his early records, which brought audiences to his melodic style of Afropop, and slowly evolved into a more relatable and versatile sound. His work, such as Two's Day EP, Inhaler, Samba, Kolo, Shayo, NBA, You, Burst and the current Just Dey, demonstrate a musician who refuses to settle for being stagnant. Every release is themed and has a production style different from the other, but still rooted in contemporary African sound.

NathanJae doesn't follow the trend, he has a catalogue of progression and his tunes feature melodic storytelling, Afro-fusion beats and commercial appeal without straying away from the cultural influences that are key to contemporary Afrobeats. This consistency has enabled listeners to see his growth and not just connect him to a single viral moment. There is one thing that stands out about NathanJae's career: his conscious effort to spread his music worldwide through digital distribution channels.

His catalog is available on such major streaming platforms as Apple Music, Spotify, Audiomack, Boomplay and YouTube Music and more, allowing viewers in various countries to enjoy his music. By being an active presence on these platforms, it isn't just a display of digital presence, it's a reflection on an understanding of how independent artists are able to make an international career right now for accessible distribution, constant releases and constant engagement with the audience.

Check out NathanJae on Audiomack | Spotify | Apple Music

Outside of streaming, NathanJae has been a familiar name in the UK African entertainment landscape, steadily gaining more traction. His shows in cities such as Manchester and Birmingham have put him on the map of a burgeoning independent African community influencing the culture of live music across the diaspora. He has performed at Afro-centred shows, nightlife shows, and culture events, meshing his music with his audience and developing friendships with DJs, promoters and other creatives.

While the careers of many artists are basically online, NathanJae has made a point of building up his reputation in performance, which is a vital mark of credibility in today's music world. His consistent presence on the stage has given him a chance to explore new music, reach out to a wide range of audiences and further establish his presence in one of Europe's biggest Afrobeats markets.

With Afrobeats gaining popularity across the globe, a new wave of artists is emerging outside of Africa who are still deeply connected with the continent's music. That movement is represented by NathanJae.

His trajectory has demonstrated how today's independent artists are bringing the movement of Afrobeats to the masses, not just commercially, but because of their creative output, live performances and representation of Africa in culture. With songs such as 'Aquarium (Don't Worry, Be Happy) hitting the charts in the UK and more on the way, NathanJae's painstakingly planned career is a testament to the fact that it takes both time and effort to build a successful career in the music industry. Rather, they tend to be refined through years of artistic discipline, continuous improvement and unwavering commitment to the art.

See NathanJae Catalog on Audiomack | Spotify | Apple Music

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