I Told Them... is the seventh studio album by Nigerian singer Burna Boy. It was released on 25 August 2023 through Atlantic, Spaceship Records, and Bad Habit. The album features guest appearances from 21 Savage, Dave, Seyi Vibez, J. Cole, GZA and RZA of the Wu-Tang Clan, and Byron Messia. The album was preceded by four singles, "Sittin' on Top of the World", "Talibans II", "Big 7", and "Cheat on Me".
Background and singles
In support of his sixth studio album Love, Damini (2022), Ogulu embarked on a global tour starting in May 2022, with dates in North America, Europe and Africa. On 3 June 2023, he performed in front of a sold-out 60,000 crowd at the London Stadium, becoming the first African artist to headline a stadium tour in the UK. Reacting to this achievement, Ogulu first alluded to the album title, saying, "I told them that I'm a genius".
The first single "Sittin' on Top of the World" was released on 1 June 2023, supported by a remix featuring 21 Savage three weeks later. On 21 July, he shared another single titled "Talibans II" with Byron Messia. Ogulu announced the album on 27 July. The announcement was accompanied by an album trailer and the release of the single "Big 7". The song arrived with a Benny Boom-directed music video, featuring cameos by RZA, Busta Rhymes, Junior Mafia and Shameik Moore. On 22 August, Burna released the fourth single titled "Cheat On Me" featuring UK rapper Dave.
Critical reception
I Told Them... received generally positive reviews from music critics. Betty Godson from NotJustOk noted that the "songs blend delightfully into each other" while noting that "the first interlude doesn’t seem to fit in as seamlessly as the other tracks." She concluded her review by noting that Burna "makes use of different sonic elements to achieve the impressive sound of the album" while stating that his "delivery is strong and charismatic." Writing for The Guardian, Alexis Petridis spoke on the album's production, noting that "[it] hones Burna Boy’s sprawling influences into music that feels punchy, inimitable and impressively streamlined." He notes that "you certainly hear a lot more about his manifold wonderfulness, success and skills in the bedroom" while also stating that "the album is liberally sprinkled with the sound of punches being thrown and flying kicks hitting their target." He concluded his review as he noted that "the melodies alone are strong enough to drill deep into your memory." African Folders Bomi Anifowose states that it "is a remarkable album that further accentuates Burna Boy’s spot as one of the most dynamic and gifted African artists of his generation despite being on the verge of a seeming self-destruct."
Ben Jolley from NME stated that the album indicates Burna Boy's "rightful confidence, and acknowledging that Afrofusion king’s ascendance to worldwide fame has been decade-long and not overnight." He continues to state that "there’s plenty of radio-ready gold to enjoy in the album’s many singalong choruses and interesting production choices" while concluding his review as he writes that the album "is not only more memorable and focused than its expansive predecessor, but it’s his strongest album yet." The Independents Helen Brown stated that the album has an "easygoing mix of Afro pop, rap and R&B," continuing that it's "soft, nourishing and moreish as if it’s steaming off freshly baked bread." She notes that Burna "keeps your attention throughout" the album, concluding her review as she stated that "his album is loaded with texture and affable melody, all held together by Ogulu’s appealing voice. Not a work of genius, but richly and lovingly crafted."
Writing for Pitchfork, Julianne Escobedo Shepherd began his review by writing that the album "is succinct and grand as an opening salvo." He notes that Burna Boy "steps further into Afro-fusion, the pan-African genre he’s claimed for his music" and that his "undeniable voice—low and warm, raspy and pooling with intensity—is the unifying force." Comparing it to the Wu-Tang Clan's boom-bap-type beats, he writes that "the album is a valid project as Burna Boy further explores the ’90s U.S. hip-hop he grew up loving, preemptively hedging scepticism." Concluding his review, he states that "Burna Boy has more than established himself; I Told Them is an adventurous promise that he won’t become complacent."