The end of the year brings upon moments of reflection when thinking about the events within 12 months. Spotify Wrapped, Apple Replay and various other forms of looking back on the year highlight what a year it has been. For many, 2024 has been quite the year, certainly for our final cover star of the year, King Promise, who dropped this third album, True to Self, over the summer and has since been performing on stages worldwide. Now, with the release of its deluxe and the completion of the True to Self-tour, which has seen him quite literally continental all over the globe, there is no doubt that 2024 will have been a standout year in the books for him.
Of course, when asking him about this year and giving him a chance to reflect on what 2024 has been like for him, gratitude is what comes to mind he shares. "Looking back on this year, my biggest reflection is gratitude. I'm grateful for the support, for sharing my music with the world, and for everyone connected with these songs." The support and the way people have connected with his music have been prominent not just throughout this year but throughout the six-year career that has taken Gregory Bortey Promise Newman from Accra, Ghana, where he first started his musical journey, to the international 5-star status that he has accumulated throughout the years.
The start of True to Self came at the back of the COVID-19 pandemic where, for Promise, we had been through a lot, just like everybody else worldwide. At that time, he had a lot to say, and so began the process of what would amount to what he describes as his most open and honest album to date and being extra special compared to his previous works. The title 'True to Self' reflects his commitment to his musical roots and personal experiences. "It was right after COVID when I started making the album; everyone had gone through a lot, including myself. I had a lot to say, so I put it on the music". This led to one of his most significant viral moments, which came from the single 'Terminator', which dropped in 2023 and kicked off the whole journey towards the album. The track blew up internationally across social media platforms such as TikTok, YouTube, and Instagram, garnering millions of views with dance trends worldwide.
The expectation and reception of that song were not uncommon for Promise, who isn't a stranger to hit songs. Previous tracks like Sugarcane and Commando have gathered big numbers regarding streaming and are some of his biggest tracks to perform live wherever he goes. However, the most significant difference between those tracks and Terminator is the utilisation of social media, which for the album has given it a life beyond just streaming. King Promise's music, known for its catchy melodies and relatable lyrics, uniquely connects with listeners on a personal level. "I've dropped hits, several hits. For example, I dropped Commando, which is a big song of mine; however, at the time, there wasn't TikTok. Now there's TikTok, which is smashing it. Things will change; I haven't experienced levels before, but now I've experienced them due to Terminator and the dances. So, if I said I didn't expect it to do well, I'd be lying. But for it to do, what it has gone on to do is something I've never experienced."
The song itself was produced by KillBeatz, one of the many producers on the album and collaborators who worked to shape the sonic pallet of the project. As you listen through, you come through a variety of sounds; however, there's is a cohesiveness that runs through from top to bottom, this being something crafted by King Promise himself as well as his collaborators, who also include the likes of Guilty Beatz and, of course, JAE5 who have all been a part of the King Promise musical journey for some time now. As well as producers, he has several musical guests who bring something to the project. Gabzy, Shallipopi, FAVE, Fridayy, Ladipoe, Lasmid, Olivetheboy and Sarkodie bring their flare and sound to King Promise's vibe. The level of True to Self is a strong and more solidified body of work. He is never one not to be able to deliver quality across his projects, including his last two albums, 2019's As Promised and 2022's 5 Star. True to Self has continued to elevate where he is artistically and creatively in his career. He recognises that honesty and openness throughout this album have allowed him to reach deeper to get to this point. "I've always believed you make the most magic when you are as true to yourself. Very organic don't, like, overly calculated shit; I always say this. For this album, I was like, I'm going to bear it all: open vulnerability, trueness, just realness. Be the artist, brother, superstar, friend and son."
'Believe', the opening track on the album, sets the tone for the album and the words that are being spoken throughout the album. The words represent something as he explains his tattoo, with the exact words written across his arm. "It's the opening track on the album, but it's also my motto in life: I believe. This belief in myself has been a driving force in my journey as an artist, and I hope it can inspire others to believe in themselves as well." The song speaks to his artistic journey and talks of one's belief as such as been displayed throughout his career from his beginnings in Accra with his family and friends and how all you have to do is believe in yourself because it's the most important thing. His sense of belief and the evidence that has been clear from the beginning has always been a key part of his artistry. "Where I'm from, we're supposed to be somewhere else—most of the friends I grew up with never dreamt of days or times like this. We control the narrative; we represent the people. What we see and represent is what the people believe, and what we give off is what people want to do. My music is not just about me but my people, culture, and country. It's a way for me to share our stories, struggles, and triumphs with the world." His story is not abnormal and proves what happens when one's purpose is aligned. Coming from a regular family to take over the world and sell out tours across the world may seem like a crazy idea when you say it out loud; however, it returns to the sense of belief that he has sustained and been able to carry throughout his career.
With everything achieved in the six years, it is a surprise that music was never the path a young Gregory was meant to pursue. He says, "I didn't plan on being an artist; I followed my friends to the studio. I was supposed to be the footballer. They made music, and then one day, randomly, the headmaster heard me sing in my class and told me to go to the choir." The rest, as they say, is history, the timeline and trajectory of events since then. As he sees it, it is a calling that is meant for him and all a part of God's plan, which, as has been seen in the course of his career, is very accurate, and he holds the truth to what he says, "I believe I was born for this. This is God's plan; it was meant to happen this way, and I was meant to be in this position. All these things happen; just having the mentality of seeing where we're from and looking at where we are now makes me feel extra proud, and it's fulfilling knowing that we're doing this". The importance of representation is not something that falls lightly. Still, it is a responsibility that he has since accepted when speaking for his people, among the likes of DarkoVibes, Amaarae, JULS, Gyakie, Stonebwoy, Moily and Black Sherif,f to name a few who stand in their roots and represent the country of Ghana. This is apparent not only in his music but also in everything he stands for and represents. He acknowledges this regarding the responsibility it entails and what it all means. "As long as I'm making an impact that serves the people well, I'm controlling the narrative, changing the game, and making it beautiful. My music is not just about entertainment; it's about empowerment. It's about inspiring others to dream big, work hard, and believe in themselves. You could do it if I could, and I'm thankful for that."
As we speak about this time and this moment of his career, there is an intentionality that he moves with and everything that this moment represents for him. Bigger than himself, bigger than his career, nothing is done by accident. It's all steps and building blocks to keep elevating and growing, show the next generation of talent what is possible, and maintain authenticity beyond just doing what is expected. He says, "I'm very intentional about my work; I don't like calculated shit. When I say it's intentional, I want this as much as you see. It's not a joke for me. So it's intentional in the way that I keep thinking we need to up the levels, but we also have to make sure it's the most authentic, and it's not just people putting things together because that's what makes sense. I want my fans to trust that what they see and hear from me is always authentic." The album is a prime example of this; he has ensured that it has come out and come together the way it has. When speaking on this, a real sense of pride has come through in the quality and the work delivered from the project. "Even with this album, I've been very intentional about the sound. I made a lot of songs, and obviously, we took a lot out. We had meetings with the whole team and the label and went back and forth, agreeing to disagree. Eventually, we settled on something, and then we flew with it. We were intentional about what we wanted it to be and everything we wanted for the project." The results have been a strong testament to the collaborative effort by everybody involved, from the album to the show and everything present in this era of the King Promise journey.
The energy and vibe were very present on set with the TikTok dance choreography lessons, how the music captured the essence of King Promise, and how it made people feel when taking in the music. As we reflect on the year and this era, there is no double; the future also looks bright with what is coming on the horizon. I pose the question both personally and professionally. It's about going beyond the music and getting a chance to live. "When I think about what's coming next, I just want to let life live its course and do my thing. Really and truly, I'm happy I've given guys the music. Now I want to live, just being there for my friend and family, and just being Gregory and not just King Promise." For King Promise, it's just the beginning. "I'm excited to keep creating, connecting, and pushing my artistry to new places. There's so much more music to make and so many more stories to tell. The journey's just beginning.". And so, as we depart from this time, the deluxe of the album has just dropped, extending its lifespan further beyond Detty December and beyond, and we are very much looking forward to seeing where the continued journey continues to take him onwards and upwards.
Credits:
Creative Director: Massimiliano Giorgeschi @maxgiorgeschi & Zekaria Al-Bostani - @zek.snaps
Photographer: Massimiliano Giorgeschi @maxgiorgeschi
Producer: Seneo Mwamba @seneomwamba
Lighting: Alex José - @alexjose.photo
Lighting Assistant: Bella Bujosa-Armora
Mua/grooming: Dalila Bone @Dalila_mua
Stylist: Kiera Liberati @kieraliberati
Styling Assistant: Nnena Eagle
Jewellery: LKB @localkettlebrothersuk
Co-Director: Cherise Hewitt @dripeisha__
Creative Assistant: Whitney Sanni - @its.whit_
BTS Video: Derek Huynh @dxzfilms
Marketing Manager: Sophie Lee @eeleihops
PR: Always Protected Publicity @alwaysprotectedpublicity
Journalist: Seneo Mwamba @SeneoMwamba
Styling Credits
Look 1
Jacket DAILY PAPER
Vest The lobby
Jewellery KETTLE BOTHERS
Look 2
Hat DAILY PAPER
Jacket BOY LONDON
Trousers YENISA
Boots TIMBERLAND
Look 3
Full look SILPA
Trainers NIKE
Look 4
Full Look YYATOMIC
Watch KETTLE BROTHERS
Look 5
Full Look SILPA
Boots Doc MARTIN