Rema Breaks Silence on ‘HEIS’ Rebrand, Says Smoking and Dark Aesthetics Were Artistic Expression

Nigerian Afrobeats sensation Divine Ikubor, popularly known as Rema, has addressed the symbolism behind his striking rebrand during the rollout of his 2023 sophomore album HEIS, clarifying that his dramatic transformation was a deliberate form of artistic expression.

Marking the one-year anniversary of the album on Thursday, the artist took to his official X (formerly Twitter) page to reflect on the misunderstood changes in his image — including adopting tattoos, smoking, and darker aesthetics — which drew widespread attention and speculation.

Rema revealed that the album cover and his overall persona during that period were heavily inspired by Itachi Uchiha, a complex character from the Japanese anime series Naruto. “The truth masked as illusion, love buried under what y’all thought was betrayal,” he wrote, referencing public reactions to his new look, altered sound, and use of symbolism.

He emphasized that the creative choices were not a betrayal of his core identity, but rather a symbolic representation of deeper themes within the album. “Consider this an author’s note,” he added, giving fans a rare look into the intent behind HEIS and its bold visual direction.

The revelation adds fresh context to what many perceived as a radical shift for the young artist, who continues to push boundaries in sound and storytelling across the global music scene.