Tabure Thabo Bogopa Junior, popularly known as “JR”, will reportedly launch his latest album, What a Life, in Europe, embarking on a massive tour in a few weeks. The local rapper will be starting his international tour in Sweden before heading to Denmark, Norway, England, Germany, the Netherlands, Switzerland, Belgium, Ireland and even Russia.
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The Show Dem hitmaker recently signed a global music deal, and the tour is part of the package.
He told TshisaLive that artists have to get out of their comfort zones, work hard and create strategic alliances with other artists or labels if they want to succeed. “We signed my new album for international release with a Europe-based record label recently. As part of the promotional strategy for the album, we have to do an 11-city European tour, simply because I know my music will resonate well with a European audience,” JR said.
He believes the tour will inspire other local artists to start thinking about stepping on to the global stage. “My music is very much appreciated locally, but I also think once the overseas audience catches on, they’ll also appreciate it as much, or even more, because the sound is new and unique to their ears,” he told the publication.