Asake Officially Kicks off 2025 with Buoyant Single, “WHY LOVE”

Asake is always facing forward. Coming off his second Grammy nomination for Best African Music Performance, the Nigerian superstar has officially started his year with the release of “WHY LOVE,” just in time for the Valentine’s season.

Teased, in typical Asake fashion, a few weeks ago on social media, “WHY LOVE” is a familiar and formidable rendering of the singer’s ability to make pop songs with instant hit potential. Produced by frequent collaborator Magicsticks, the new single leans into the recognizable amapiano-inspired overtones that have defined their work together over the years.

While groovy log drum rhythms foreground it, the arrangement has a bright and jazzy feel, thanks to plush piano keys, horn riffs and whistles. Asake’s romantic lyrics are delivered in a laidback yet confident tone, confessing adoration and devotion and hinting at dropping his guarded persona to his love interest.

“WHY LOVE” also marks the beginning of a new chapter for Asake, being his first single after exiting his former label, YBNL, and setting up his imprint, Giran Republic. The music video for the new single, all clean aesthetics and flirty positions, features pieces from his soon-to-be-released unisex clothing line, GIRAN.