Qing Madi’s Heartfelt Storytelling & Spellbinding Afropop-Meets-R&B Melodies Have Made Up ‘The Blueprint’ for Her Burgeoning Career
Billboard is expanding its Rookie of the Month interview series by highlighting rising stars from more genres like dance and rock. But the new crop of artists emerging out of the African continent have continued making it clearer that their music can exist beyond the borders of “Afrobeats” and should not be broadly and lackadaisically labeled as such. “It has African intonations in it,” Tems said of her genre-bending music during her Women in Music interview last year.
Like Tems, many African artists have discovered one-of-a-kind ways to express themselves that cannot fit into one box while staying true to their roots. And Billboard is dedicating a spotlight to them through our new African Rookie of the Month series, which Odeal kicked off in January and Qing Madi is continuing in February.
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Qing Madi learned in high school that “the only reason a queen exists is because of the king.” But her majestic moniker – pronounced “King” and spelled with a “Q” to symbolize her femininity – honors her rapid ascent in the African music space, and foreshadows her lasting reign.
Upon graduation, the Benin City native (real name Chimamanda Pearl Chukwuma) moved to Lagos with her family and started writing songs for the country’s stars like Skales, Iyanya and Larry Gaaga. While she was grateful her pengame paid the bills, she also posted covers on TikTok and freestyles with guitarist and producer Wademix on Instagram. “He created this safe space where I could create my music even though I didn’t have a platform or anyone that was going to download it,” Madi, now 18, tells Billboard at Soho Warehouse in downtown Los Angeles, California.
One day, she went to the studio to record backup vocals for Blaqbonez, and his producer Ramoni played her the beat’s warped acoustic guitar loop and subtle trap hi-hats. Madi asked Ramoni if she could freestyle over it, and her poignant debut single “See Finish” was born in 2022. “I never put out anything original, because I wasn’t bold enough and didn’t think people would like it,” she told Billboard in an interview last year.
The viral TikTok success of “See Finish” eventually landed Madi a label deal with JTON Music and Columbia Records via BuVision. With only three singles to her name – “See Finish,” “Why” and the saucy standout “Ole” – Madi opened her “Ole” collaborator BNXN‘s six-date U.S. tour in October 2023, before dropping her eponymous debut EP the following month. The seven-track project melds her sweet R&B melodies and innocent, imaginative lyricism about embracing love and what the future holds while not letting her enemies get the best of her with irresistibly smooth Afropop production. “Vision” – a mesmerizing Afrobeats/R&B track Madi believes is “the most perfect thing I’ve ever written” – received an even dreamier remix treatment from her Columbia labelmate Chl?e for the deluxe edition of Qing Madi.
But for her debut studio album I Am the Blueprint, which dropped at the end of January, there’s only room for the Qing. She’s self-assured in the artist she’s always meant to become, and incredibly in tune with her emotions when it comes to love.
“You can tell that this is coming from a teenager, someone who’s lived a certain life and is trying to open her heart to the public,” she says. “My music is euphoric, it’s timeless. It’s going to live 100 years, even when I’m gone.”
Below, Billboard speaks with February’s African Rookie of the Month about the years-long journey of making I Am the Bluepint, the meaning behind her blue motif, how “The Rumble in the Jungle” inspired her single “Ali Bomaye,” and why “love songs are the easiest songs to write.”
My first question has to be about Kendrick Lamar’s Super Bowl halftime show performance since you’re a superfan of his. What did you think about it?
There were a lot of things were I was like, “Kendriiick.” I liked the Easter eggs, especially with the [Laughs] “A minor” necklace. I liked the coordination of Uncle Sam. There was a lot of stuff I pinpointed and was like, “Wow, this is so tough.” I like the fact he didn’t start with “Not Like Us,” because that was such an expected move. It was so sick.
When did you know music was your calling?
I genuinely believed songwriting was my calling because I loved it so much. I liked impressing other people because I would sing what I had written and everyone was like, “Oh, this is so sick!” I felt fulfilled. I never had stage fright, I was quite confident, but I didn’t think the world would put me in a position where I had to sing my own lyrics. But when I blew up on TikTok, and I got signed and started performing, I was like, “Ooh, this is definitely what I’m meant to do.”
I read in your OkayAfrica interview that you were “very jealous” of people who got to sing your lyrics, because “people appreciated it way more, because they had a familiar face in front of it.” How did you eventually transition from songwriter to the stars to a star in your own right?
It was really God — because originally, I hated the fact that I couldn’t really be a face to my music. I felt like I was selling a part of me, and I couldn’t argue with it because I was getting money off of it. But then I was always intimately hurt by the fact that I couldn’t really say, “Yo, these are my lyrics you’re singing!” I didn’t think it was possible, because at the time I was doing all of this, there wasn’t a lot of African female artists that were being appreciated. This space was very small for us. Once the new people started popping up, and I popped up, I was like, “Oh, OK, y’all letting us in? Thanks.” [Laughs.]
What kind of music did you grow up listening to, and how did that influence the music that you make?
I grew up listening to Kendrick Lamar, Brandy and a lot of other artists that I’m not even certain I know their names, because I lived next to a bar [that] used to play music all night. I would fall asleep to ‘90s R&B. And then I fell in love with rap music. Because of how much storytelling Kendrick has in his songs, I always want to think my songs should have a direction, a storyline, a target. I’m trying to hit a particular nerve or emotion. I’m like, “OK, if I’m writing a heartbreak song, there has to be a reason, a subject and a person.” I also listened to a lot of Wande Coal – he’s an African GOAT, melodic genius.
And what kind of music do you listen to now?
Kendrick Lamar. I was listening to GNX, DAMN., To Pimp A Butterfly. It’s a nostalgia thing, because I grew up on him. Listening to him puts me back in Benin [City], in that house.
You’ve also sung background vocals for other artists. How did you get on Wizkid’s 2023 “Diamonds” track?
My friend P. Prime called me and told me he needed assistance on a particular record. I pulled up to put my vocals on the song — but when I got there, I met Wizkid and Wande Coal. I was like [nervously chuckling], “Hi.” That is such a random thing to do on a Tuesday. Growing up, [I was] in school and trying to have discussions about these artists, and now I’m right in front of them [and] on their songs. It was an insane feeling.
They really did a good job of making me feel comfortable. [Wizkid] vocally led me on what he wanted, because he knows exactly what he wants on his record. He loved it, he was like, “Yeah, this is it. It’s perfect.”
How did you get Chloe on the “Vision” remix?
For my deluxe, I remember my team saying we have to get a feature on a record. And I’m like, “Oh, ‘American Love.’” And they were like, “No, no, no, no. We can’t hear nobody on it. We want to get a feature for ‘Vision.’” At the time, I was like, “I cannot hear anybody on ‘Vision.’ That is my baby, do not put nobody on that record.” I was so against it. Then they went ahead and reached out to Chloe’s team and sent her the record. She recorded her verse, and they sent it to me.
I loved it a lot, I can’t even lie. I was like, “Wow.” I never thought anyone would sound good on ‘Vision’ ‘cause it’s such an alternative track, and I’m like, “What are you going to add to it? It’s perfect.” But she really brought out a different perspective, and because she’s an R&B-based artist, it was such a perfect blend.
When you toured the U.S. for the first time with BNXN in 2023, how was seeing your fans live and the way they received your music?
It was great. I had never traveled to America before in my life, so [it’s] my first time in America and I’m going on tour. I got to meet fans, like, “How do people even know me?” I was shocked.
BNXN [is] the best big brother in the entire world. He would always hype me up on stage and say, “Everybody say, ‘Go Madi! Go Madi!’” It was less of a performance and more of a family reunion. It felt great being on stage and knowing that music is beyond my geographical area. The world is actually paying attention.
What’s your favorite place that you’ve performed at, and why?
Uganda. It was my concert, and as a new artist, that is an insane thing to do. Having a whole country that I’ve never been to – I don’t have any relatives from there, I don’t know anyone from there, it’s a place that is so alien to me – and receiving so much love, it’s definitely a significant place in my mind.
Take me back through the making of your debut album I Am the Blueprint.
There are songs from different versions of me as a person. There are songs I wrote when I was 14, when I was 16, when I was 18. I’m 18 now. It’s like a letter to myself. The first record is called “Bucket List.” It’s me prophesying a bunch of things I want to achieve, and saying, “I hope I become that artist.” And the last record is called “Right Here.” It’s me being more confident and being like, “I’m that artist.” It’s a confirmation.
I Am the Blueprint is a journey of me growing to discover that I am the blueprint. It doesn’t start with so much confidence. It starts with this 14-year-old girl confirming that, “This is who I am, this is who I believe I am” — and it ends with this is who I’ve become.
Explain the blue motif that’s not only been central to I Am the Blueprint but your overall aesthetics, from your hair to your style.
According to my mom, I’ve loved blue since I was literally conscious. It’s funny, because I was born left-handed, so she would beat my hand and tell me, “No, no, you’re doing things the wrong way. You’re supposed to use your right hand. Pink is for girls.”
I never changed. Every time, I’d be like, “I want it in blue.” Whenever I talk about blue or I implement blue in my hair or my album, it’s me putting in that little piece of me, that younger version of me, in everything I’m doing. If I have blue hair, I’m trying to say Chimamanda is still there. That blue is a remembrance of her.
Love plays a paramount role in this album, from feeling that intense chemistry for the first time with someone special on “Goosebumps” to questioning if your feelings are even valid or reciprocated on “It’s a Game.” Are you singing from personal experiences, or where does your source of inspiration come from?
Love songs are the easiest songs to write, because when I used to write for other artists, I prioritized putting myself in different people’s situations because they were very specific. They would say, “I want to buy a love song about this,” and tell you exactly what they wanted. I play with it sometimes. I have songs like “Ole” that talk about wanting another person’s partner. I’m like, “How crazy would it be to talk about love from this perspective?” So when it comes to love songs, it’s just me playing with my imagination and trying to talk about love in every way possible because it’s such a broad topic.
Considering this album reflects the emotional roller coaster that comes with being in a relationship, how did you figure out the sequencing of the tracks?
I purposefully arranged them to tell a story. We have “Bucket List,” “Ali Bomaye” and “Akanchawa,” and you can tell that slowly this person is growing from a very positive, energetic person to a very rage-filled person. From there, you slowly lurk into songs like “Pressure” and “Damn It All” that are so aggressive that you’re like, “Where does she come from?” In the beginning of the album, it was so welcoming and we’re just trying to lure you into this person who was so sweet and saw the world from this angle, and now she’s growing into realizing not everyone is as pure as she imagines.
It’s a journey of my emotions as a person and how I’ve seen life. The album sequencing is very intentional. I feel like we got the perfect arrangement to tell that story.
“Ali Bomaye” is derived from the chant yelled during Muhammed Ali and George Foreman’s 1974 match in Zaire (now called the Democratic Republic of Congo), also known as “The Rumble in the Jungle.” How did you find inspiration from that?
I learned that in school, and I was like, “That is so tough.” Having a word that is so significant to a violent sport put into love was something I thought would be so sick. Some people say, “You knock me off my feet,” like the wind. And I’m like, “You knock me off my feet,” because literally he knocked his opponent off. It’s wordplay for me — and then, obviously, referencing the legend Muhammed Ali is. It shows how deep in knowledge I am about being descriptive about my love toward you.
If you grew up in Lagos, Lagos is such a busy place, everything is always on the go. The record “Ali Bomaye” is about living in this place where there’s so much stress — but when you meet that person, it just knocks you off your feet.
BNXN, Chloe and Kizz Daniel were all featured on the deluxe version of your self-titled EP last year. Why did you decide to not have any features on I Am the Blueprint?
With the album, I really wanted to be selfish. I wanted to show the world, “This is about me. This is not about any other artist.” There are so many artists that would have sounded so great with a lot of the records, but I’m more concerned about showing you who I am. It’s a statement, it’s a movement, it’s a whole confirmation. That’s the artistic part of it.
On the business side, you could put a bunch of artists and say it’s for promotion. But I’m a true artist — I really care more about making sure that my message is heard and I’m able to accomplish the artistry I’m going for.
“Bucket List” mentions some things on your bucket list that you want to accomplish, like winning a Grammy and buying your mom a mansion. What else is on your bucket list?
Definitely tour. I want to go on tour so bad. There are so many countries I’ve never been to, and the fact that I’m not going as a regular person is intriguing to me. I want to meet my fans all over the world. I would try different aspects of art – acting, maybe screenwriting.
What’s been the biggest “pinch me” moment of your career so far?
Naomi Campbell followed me on Instagram. I was like, “No freaking way!” And then I saw she commented, and I was like, “OK, stop.” It was a lot for me, because it’s Naomi Campbell.
Who would you love to collaborate with this year?
I would love to collaborate with Wande Coal, Fave, Chris Brown, Billie Eilish. Kendrick Lamar. I would love to collaborate with him for sure.
What’s next for Qing Madi in 2025?
More collaborations — so many surprises that me and my team are working on. I can’t wait for the whole world to be a part of it.
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