Three years in the making, a war and three countries later, “Déjà vu”, the album from Sudanese rap heavyweight Soulja (Instagram), is finally here. The excitement encircling this album was palpable, electric. Amid a whirlwind of anticipation, with hundreds of eager fans fervently flooding his comments section, clamouring for its release, the arrival of this album truly marks a significant milestone in Soulja’s burgeoning career.
With his inimitable charm, effortless wit and prodigious talent, Soulja navigated his way to the top of the industry at an astonishing pace. His ascent has been nothing short of meteoritic – despite being a relatively new player in the game, he has cultivated a dedicated fan base and clinched collaborations with some of the most influential names in the scene. Over the past three years, Soulja’s musical journey can only be described as a creative whirlwind. He has rolled out a consistent stream of hit singles that warp, bend and play with the Sudanese dialect, introducing it to new grooves, pockets and beats, creating a hybrid fusion sound that’s both familiar and novel.
A lot has happened in those three years. Things that were under his control and things that were not. The creation of “Déjà vu” was a journey in itself. “The album came together from a swirl of experiences over the last three years, fluctuations, obstacles, highs and lows,” Soulja reflects. “In 2021, when I left Sudan to work on my album, I was brimming with excitement about the new paths music would lead me to. The title track ‘Déjà vu’ was born on my flight to Egypt. It encapsulated the feeling of revisiting and reliving the experiences that each song explores. Lately, when I listen to the album, I really do get this feeling of Déjà vu with each track.”
This sense of revisiting past experiences is rooted deeply in Soulja’s earlier life. He remembers his teenage years as a time of intense emotional turmoil and isolation. “It was a period marked by endless sadness, frantic energy, and difficulties with communicating my feelings to the world. I felt isolated and misunderstood. That led me to rap and hip-hop. The genre’s intense beats, drum patterns and basslines echoed the chaos I felt inside. It quickly became an outlet for my expression,” he says
Soulja’s musical style has been sculpted by his diverse cultural experiences, having lived in Sudan, Malaysia, Saudi Arabia, and Egypt. “Your life experiences forge your true character, which in turn, will forge your musical identity. Both of these characters or identities intertwine to grow and evolve in parallel,” he elaborates. He believes that these experiences have been crucial in the development of the unique sound he puts out today, saying, “Every place I’ve lived has contributed to my artistic development. Every culture has its own unique musical footprint, which left a distinct imprint on my music.”
Then chaos broke out in Sudan. “I woke up one day and everything was gone. Until this moment right now, I’m still in survival mode. My life has been reduced to a suitcase as I moved from country to country.” The turmoil not only disrupted his life, but also strengthened his relationship with music. “The war took away my small comfort zone that I created for myself, something I’ve almost forgotten. Music has been a part of my survival, a lifeline evolving just as I have, in response to the circumstances,” Soulja says.
It also severed his personal relationship with the Nile. The mighty river that flowed near his home in Sudan has always held a special place in his heart, “The Nile has always symbolised peace and love in Sudan. It’s been a constant companion for me over the years. It was my sanctuary, a place where I would sit, ponder, and write. Yet, upon returning to it during my travels to other countries, I felt a disconnection, as if the river no longer recognized me. It reflected the changes I had undergone, both as a person and as an artist,” he says wistfully.
Despite the upheaval, for Soulja, his connection to his Sudanese roots remains a cornerstone of his music. “I connect musically with the Sudanese youth because I am one of them. Understanding and representing the Sudanese youth is intrinsic to my music,” he asserts. “It’s a reflection of who I am, and it’s something I deeply value and aim to preserve.” This deep-rooted connection has allowed his music to reverberate through the streets of Sudan and beyond into Egypt, Saudi Arabia and the UAE, following the dispersion of the Sudanese diaspora after the outbreak of war.
Soulja’s impact on the Sudanese music scene has been nothing short of transformative. Upon his return to Sudan in 2019, he arrived to find a music scene that was far from professional and was full of creators who saw music as a hobby. He knew he could change the largely recreational status of rap in Sudan. “I saw the potential for music, particularly rap, to grow into a full-fledged industry, that I could bring rap to the mainstream media—commercials, TV and billboards. And it happened. We all grew together. We’ve managed to build a rap presence and cultivate a thriving music scene in Sudan. As I grew, we all grew,” he says.
His journey from a hobbyist to a professional is a story of dedication, community and grit. “It feels great to tell my family I’m ‘going to work’ when I’m heading to the studio,” he says. He couldn’t have done it alone though, saying that it’s all, “… thanks to the support of my team, my audience, and the wider music community, my pursuit has evolved from a hobby into a career. It’s rewarding to see my family recognize my music equipment as professional tools, not just ‘Osama’s toys.’”
“I don’t want a throne. My aim isn’t to reign supreme, but to earn the love and respect of those who find connection in my music. I used to talk about reaching the top in my music without truly understanding what that meant,” he reflects. Soulja’s perspective on success has matured over time, “Initially, my idea of success was about reaching the pinnacle of the music industry, but I’ve come to understand it differently. True success for me is about forging a genuine connection with my audience’s hearts. The current state of the music scene excites me, and I’m particularly thrilled about playing a role in nurturing the next generation of musicians.”
He credits his mother, Maria, with providing him the most valuable piece of advice that has guided him through his journey. “She taught me not to fear fear itself. This mantra has been instrumental in calming my anxieties and keeping me grounded, especially in moments of overwhelming stress.”
When asked about his future plans, Soulja’s response is marked by a philosophy of openness and adaptability. He embraces the unknown, saying that, “Predicting what lies ahead, even a month from now, is a challenge. I’ve learned to live without expectations and to let life unfold as it will.”
The story of Soulja, so far culminating in the release of “Déjà vu,” is a tale of personal growth and enduring strength in the face of tremendous turmoil and upheaval. As the album makes its mark in the world, it stands as witness to Soulja’s journey through trials and tribulations, a celebration of survival, and the unifying power of music. As he navigates the intricacies of fame and the complexities of diaspora life, his music has emerged as a lifeline for him, becoming his steadying force, a source of resilience and connection.
For more stories of regional music, like this of Soulja, visit our dedicated archives.
–
