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Hidden away on Digbeth’s backstreets you’ll find Art.Quarter. When speaking to owner Jordan, the vision was clear. He aims to make it the country’s first free and immersive retail space. On a normal day, it operates as a barbershop “with a difference”, but this wasn’t a normal day in the second capital. The day was Thursday 31st August 2023 and it was the day the African Giant, Burna Boy, came to Brum.
Advertised only two hours before its start time, a line started to form outside the Digbeth venue and you could tell excitement was in the air.
When first walking into the space, you are drawn in by the different colours and artwork that paint the surroundings but are quickly reminded of why you came. Decorated with vinyls, CDs, and life-size printouts of the album cover (shout out to the PR Team on site - who were working tirelessly to get everything prepared) it was clear we were here to celebrate the star’s sixth studio album, “I Told Them...”.
In true UK fashion, the skies opened, the rain started to pour, and the crowd started to be moved inside. Upon entry they were serenaded by the star’s latest offering, which seemed to set the vibes for the space and guests alike, but as hours passed, without any sight of Burna Boy himself, fans began to feel restless. I found myself amongst the crowd, dancing with fans trying to keep energy up, but shortly after, news spread of the artist’s travel issues, and supporters were reassured he would be arriving soon.
Then it was time for the main man to arrive, but the suspense continued as the star ran upstairs to receive a quick re-up from a private barber. Not long after he returned to the crowd and in that moment I was made privy to the power of Burna Boy. I was scared tensions would rise to a boiling point, however, what started as eye-rolls and sighs of frustration quickly turned to cheers and grins that stretched from ear to ear. It was finally time for the meet and greets.
The room he was situated in could only be described as an immersive experience. Album highlights were projected across whitewashed walls accentuating the pristine marble flooring. Spotlights illuminated the star, making his diamond-encrusted jewellery dance to the backdrop music. Photographers filled the space capturing the moment, taking advantage of the fact they were in the presence of a global superstar.
Outside, an almost military operation was taking place. Five in, five out was the rule. Overseen by the star’s bodyguard, Imy, the strict but smooth actions of the security, made certain that no more time was wasted. A quick shoutout has to be said to Burna and his team for the initiative to get through the children of the pack first, as they had been waiting and needed to get home. When speaking to Imy about the star and his inner circle, he spoke nothing but high praise and testified to the purity and good nature of them all.
As fans were rotated in and out of the room, the ever-growing crowd was in for a treat, as out of nowhere appeared local legend, Jaykae. Hilariously he wasn’t there for the event, as upon arrival he shouted, “Where’s my barber?”. Despite that, he took the time to talk to and take pictures with some of the attendees. Other notable faces on the day were Leicester-born artist, Queen Millz, BE83 Founder, Despa Robinson, Executive Vice President of Atlantic Records, Austin Daboh (who was there to present the star with his UK Number 1 Plaque), and well-known Birmingham presenter, Mel Grace, who was covering the event for media platform, JDZ Media. Most fans opted for the limited edition “I Told Them Magazine” as their merchandise of choice. With the bonus of a free CD, the magazine includes recipe cards, lyrics from the album, and exclusive behind-the-scenes photos of the album process.
As the night drew to a close and the last fans walked up to receive their one-on-one with the star, I took a moment to reflect, and, despite the longness of the day, one thing could be taken away for certain, the love and support Burna Boy has for his fans is a mutual feeling. I watched shouts of rage turn to screams of excitement and even tears of joy. To feel what this man’s music meant to these people was overwhelming. There was a powerful energy in the room, and no matter how the day had played out, we were all here to celebrate the man, the icon, the superstar, Burna Boy.
