Adekunle Gold embraces his roots, the public relations material states. Did he embrace his roots, or are the PR heads simply looking for a marketing strategy to sell his album?

Eleven years after the release of his breakout single, AG, as he is fondly called, returns with a new album, Fuji.

Strategically named Fuji, it is, contextually, a combination of Juju, Apala, R&B and Afrobeats, with Fuji serving as the manpower. The gangan drum remains the most poignant instrument on this album; the instrument dots the Fuji genre.

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A descendant of the Kosoko royalty of Lagos—a stronghold of Fuji—Adekunle Gold presents a refined Fuji, curated for Gen Z and sophisticated souls. While Fuji is known for its trademark name-calling, AG keeps it simple on this album. He mentions heavyweights like Saraki, Don Corleone and Bourdillon (Bola Ahmed Tinubu).

“Many People” features Yinka Ayefele, the Tunga gospel crooner, who only interpolates while AG takes command of the song. Davido-powered “Only God Can Save Me” preaches fidelity, while “Oba” finds the artiste embracing his cocky side. Who wouldn’t be?

In an industry where stars are made and shattered, AG has remained a shining brand. Although he has never been in the top-three discussions, he has remained seen and heard. He maintains his lane, waters it, grows and evolves.

The previously released “Bobo,” “Coco Money,” “Obimo” and “Believe” all make the tracklist.

Fuji is a mild dash of victory. AG takes the gamble, embracing what Asake was running from like Jude Bellingham’s goal celebration. Fuji finds AG tickling Apala, serenading Fuji, blowing kisses to R&B and saluting Juju.

An unsophisticated musician would find it difficult to take this detour or experiment with this array of sounds. AG shows that he is a solid and well-grounded artiste. His velvety vocals shine through the 15 tracks; when he brags, he does it with substance.

Simi, his better half, almost takes over “Don Corleone” with her backing vocals. Her excitement is noticeable when she croons, “Godfather, Dekunle ni Godfather,” on the Apala-Fuji tune.

Their daughter, Deja, opens “My Love Is the Same,” a heart-aching song marinated in reassurance. AG tickles Amapiano on the fleeting “Love Is an Action.” “Attack” is a bouncy, high-energy track, with Mavo coming through with an infectious verse.

The R&B-inclined “Lailo” opens with an interpolation of Michael Jackson’s “They Don’t Care About Us.” “Oba” is an angelic, chorister-uplifted track. The sombre “I’m Not Done” tackles life’s complexities and humanity’s insatiable needs.

Fuji is a brilliant return to what AG Baby is known for, only now more refined. The topics are broader—grief, fatherhood, legacy and more. Just like his debut, the features on this album are minimal. AG takes the creative touch, beams it, and gives the fans a potential contender for Album of the Year.