TOBi: Matter
The mellow shape-shifting cut fuses R&B and hip-hop elements to compelling effect.
By Kerry Doole
TOBi - Matter (Same Plate Entertainment/RCA Records): 2020 has been a breakthrough year for the Brampton-raised Nigerian/Canadian singer/rapper. Early on he announced his partnership with Same Plate Entertainment/RCA Records, followed shortly after by the release of his debut album STILL, then a deluxe edition, STILL+, that included remixes featuring the likes of The Game, Shad, Haviah Mighty, and Jazz Cartier.
The project has attracted a combined total of 17M streams across all platforms, alongside rave reviews from the likes of SPIN, The Fader and Complex.
Recent single Matter shows why TOBi is creating a fuss. The track begins with a short spoken word intro, then settles into a slow R&B groove, featuring mellow saxophone and TOBi’s yearning falsetto, followed by a hip-hop inflected narration.
Complementing the cut is an eye-catching clip directed by Kit Weyman. In a press release, TOBi explains that “we wanted to get in tune with the elements for this video. The song is about how love between people can change and not be possessive. How we can be distant but still tied together through memories and experiences. That’s why all things that matter can’t be held.”
Look for even bigger things to come from this emerging talent.
Links
Publicity: Sylvain Morency, Sony Music Entertainment Canada
Management: David@allwon.com
Booking: Ryan.Thomson@caa.com
Aya NakamuraMarion Gomez/Billboard France