Publisher’s Note: This article is part of our weekly #OpinionPiece series exploring the intersection of Afrobeats and Lifestyle. The views expressed are solely those of the series editor and are based on the artist’s factual public brand, partnerships and cultural impact in the year published (2025).
Introduction: A Different Kind of Empire
While the Nigerian entertainment industry often rewards spectacle and volume, Tems has built an empire on the exact opposite: substance, selective presence, and unwavering creative integrity. In 2025, her lifestyle was perhaps the most influential for a generation tired of the loud, often draining, noise of social media celebrity. Tems redefined luxury not as what you buy, but as the freedom to control your time, your narrative, and your peace.
This piece argues that Tems’s deliberate choices from her fashion to her career management have established a powerful new archetype: the Minimalist Maven whose true wealth lies in her independence.
The Luxury of Creative Control (The Ultimate Flex)
In an industry where young artists often face pressure to conform, Tems’s biggest factual lifestyle statement is her insistence on total creative control.
Even after achieving global fame, Tems consistently maintained a high level of control over her production, songwriting, and artistic direction.
Opinion Piece: I see this as deeply aspirational. For young, ambitious Nigerians, the dream is often to climb the ladder until they gain the power to call the shots. Tems achieved this power early, making her lifestyle the blueprint for uncompromising ambition. She showed that self-worth and artistic vision are non-negotiable assets.
Quiet Luxury: The Power of Understatement
Tems’s aesthetic, which has become hugely influential, champions quiet luxury; a philosophy that extends far beyond her wardrobe.
Fashion Aesthetic: Her fashion choices are famously understated: oversized blazers, tailored trousers, simple flowing dresses, and a distinct lack of heavy branding. Factually, she prefers designers and pieces that prioritize texture, silhouette, and quality over loud logos. This moved the fashion conversation away from the “loud luxury” of earlier Afrobeats stars.
The Lifestyle of Selectivity: Her public life is marked by selectivity. She doesn’t overshare. Her brand collaborations are highly curated, often with global high-end brands that align with her refined, artistic image. This scarcity of her presence actually elevates her value, proving that silence and focus can be more impactful than constant chatter. I personally admire how she makes an oversized t-shirt look more expensive than a branded sequined gown.
Wellness and Boundary-Setting: The Internal Lifestyle
Perhaps Tems’s most significant, yet subtle, influence lies in normalizing a lifestyle centered on mental health and clear boundaries. In recent times, she has been open about having to cancel shows or take breaks due to her vocal health. Factually, she prioritizes her physical well-being (which is tied to her instrument) above the demanding touring schedule.
Opinion Piece: In a culture that often demands productivity at the expense of health, Tems’s decision to openly prioritize her well-being serves as powerful permission for young fans to slow down and protect themselves. She embodies a lifestyle where self care is not a trend; it is the foundation of long term success. Her serene, grounded public demeanor is the aspirational output of a well managed inner life.
The Pinnacle of Quiet Power: MLS Club Ownership
The biggest factual marker of Tems’s refined, high-level lifestyle in 2025 was her move into the global sports business.
San Diego FC Stake: In February 2025, Tems became a Club Partner in the Major League Soccer (MLS) team, San Diego FC, through her company, The Leading Vibe. This historic move made her the first African female to hold ownership stakes in an MLS club, joining a group that includes actress Issa Rae and World Cup winner Juan Mata.
Opinion Piece: This investment is the ultimate proof of intentional living. It is not a music endorsement; it is a serious, long-term business investment that bridges global sports, community development (linked to the Right to Dream Academy), and African investment (via Pave Investments). I would argue that this showed the aspirational Nigerian youth that the real next level of success is strategic, diversified global business ownership, executed quietly and effectively. It repositioned her from a global music star to a pioneering African mogul.
Tems as the Global Curator: The Partnership Philosophy
In 2025, Tems’s approach to brand partnerships solidified her image as a global curator an artist who partners based on shared values and aesthetic alignment, rather than just fees. This lifestyle choice sets her apart from peers who often take on a high volume of local endorsements.
Her visibility at major global fashion weeks and her appearances in campaigns for brands like Louis Vuitton (LVMH) often appearing alongside established international icons was not just a celebrity endorsement. It was a stylistic endorsement of her. These brands were signaling an alignment with her elevated, global, and highly selective aesthetic.
Opinion Piece: I believe this selectivity is her most powerful business lifestyle move. She understands the power of scarcity. By limiting her exposure to only the most prestigious and globally recognized brands that match her minimalist vibe, she ensures her personal brand value remains exceptionally high. This teaches young entrepreneurs and creatives to be fiercely protective of their own brands.
The Travel and Locale Factor
When Tems is seen, it’s often in an international, high-art context whether performing in Paris, recording in London, or featuring in a Vogue shoot in New York. This lifestyle projects an image of an African artiste who operates without geographical limitations, a powerful aspiration for many Nigerians who see global travel and opportunity as the ultimate marker of success.
Tems’s collective choices create what I will call the “Tems Effect”: a complete redefinition of what success looks and feels like for a young, creative African woman.
Her influence is a direct rejection of the exhausting, “hustle culture” lifestyle often promoted in Nigeria. She proves that high achievement doesn’t require high anxiety.
The lifestyle she projects is one where your unique voice both literally and figuratively is your most valuable asset. She encourages her fans to tune out the noise and focus on cultivating their singular talent.
Tems’s influence in 2025 defined a significant shift in the aspirational Afrobeats lifestyle. She has shown that true global influence doesn’t require constant noise or flashy showoff. Instead, it requires creative integrity, thoughtful choices, and the luxury of self-control.
She is the Minimalist Maven who proved to a generation that your most valuable asset is your peace, and that being selective, not saturated, is not rooted out of the African Music industry.
