Lira, ‘Africa’s own Beyoncé’, returns with world splash
IN-BETWEEN coaching musical wannabes on The Voice and becoming the latest brand ambassador for Johnnie Walker, singer Lira has launched a new album that she hopes will bring her international recognition.
The Feel Good singer will launch her album Born Free after a five-year hiatus from the local music scene. The independently produced album is the singer’s sixth, and first under the record company Otarel, which she owns. “I didn’t want to do just another album. I needed to be ready . . . ready in my head. I wanted an album that I could release around the world,” she said.
Her quest seems to be on track — the album is available worldwide on digital music site iTunes, where it has already done better than works by international artists like R&B singer Anthony Hamilton.
In the US, she has even been referred to as “the Beyoncé of Africa”.
Lira described her latest offering as “anthemic”, saying her previous sound was “conventional”.
The first single is Let There Be Light, which voices the singer’s “ideals of freedom”: we have to choose to make things right.
Despite her musical absence, the Afro-soul singer has been busy. She is pleased with her performance on the TV show The Voice, where she is one of the coaches. “I’m quite funny! It’s been great to see that aspect of my personality.”
This week she was revealed as the first African woman to front a campaign by Johnnie Walker. The year-long collaboration means she joins the likes of actor Jude Law and racing driver Jenson Button as a “Joywalker”.
As part of the campaign, the singer will be emblazoned across billboards and feature on TV and in print campaigns.
But all this leaves her with little time to relax. “Sometimes when I want to hide out, I play golf. It’s a great way to relax,” she said.
Lira’s schedule is so tight that even her mother has to call her personal assistant to see her.
“It’s all down to scheduling — everything from family to downtime. Everything is scheduled.” Her working day is a lengthy 15 hours.
Thirteen years ago, when she was starting out, she had so little money that she considered selling her bed. Now she has amassed enough to fund a two-month trip to the US, where she toured in 2014 in an effort to grow her brand.
Her experience has been told in a seven-part documentary called Dream Chaser USA. The series airs on DStv on Thursday nights and will culminate in a bonus eighth episode featuring a two-hour music special.
The singer said fans could expect “warts and all”. “It’s very real, it’s unscripted.” Husband Robin Kohl added: “It is very rare to have a narrative unfolding when an artist is still in the beginning stages of their career. We didn’t want to create a reality show. We wanted a documentary. It’s very honest.”
In June this year, Lira will embark on what she hopes to be a world tour performing her album. But for now, fans can enjoy her music next weekend at Gold Reef City.