FOR IMMEDIATE RELEASE
3 November 2025
Stockholm, Sweden — November 2025 — Blending continents, cultures, and genres, rising artist Rollin Deeper (formerly known as JMA) is set to release his debut full-length album, Fire (Umlilo), on October 31, 2025. The project marks a defining moment in the artist’s evolution — a fusion of rhythm, roots, and reflection that tells the story of a creative wanderer finding home in both Africa and Europe.
Rooted in his South African heritage and Swedish upbringing, Fire (Umlilo) (“Fire” in both English and isiZulu) is more than just a collection of tracks — it’s an experience that captures the duality of identity and the unifying power of music.
“This album represents my journey — travelling all over the world, coming back home, reconnecting with my roots, and bringing both worlds together,” says Rollin Deeper. “I find myself between two worlds, and I can rock it in both.”
The album features eleven tracks that weave through hip-hop, R&B, pop, and acoustic soul, revealing the artist’s natural ability to blur musical boundaries. Each song, from the emotive “Dreamz” to the powerful “Reaction” and title track “Fire (Umlilo)”, offers a distinct soundscape while maintaining a cohesive emotional core.
Recorded across Sweden, South Africa, and Eswatini, the album includes collaborations with local talents such as Mr. Kangaroo and Nsand, resulting in a rich tapestry of international and African sounds. “Reaction” — the lead single — was born out of an impromptu studio session in Eswatini and later transformed into a striking music video inspired by real-life moments.
Album cover for Rollin Deeper’s new release entitled Fire (Umlilo)
A Story That Transcends Borders
Rollin Deeper’s artistry reflects a deep connection to heritage. His father, a South African who left the country during apartheid, instilled in him an awareness of history and resilience.
“My pops was part of the struggle,” he shares. “He fought against apartheid and eventually had to leave for safety. That’s part of why I feel this strong pull toward South Africa — it’s a big part of who I am.”
Though he hasn’t yet released politically themed songs, Rollin acknowledges that his background shapes his worldview, creative mission and shares that he has written a few songs of that nature that are yet to see the light of day. “Maybe one day I’ll release a struggle centered song,” he says. “For now, I’m focused on being a high quality entertainer and uniting worlds through sound and vision”.
A New Voice in Global Music
Influenced by icons like Michael Jackson, Tupac Shakur, and New Edition, Rollin Deeper blends nostalgic soul with a modern edge. His songwriting dives into themes of love, self-reflection, struggle, and growth, resonating with audiences across borders.
“I believe my music offers something for a wide range of people,” he explains. “Whether you’re into hip-hop, trap, R&B, or even country — I try to make something that has the potential to catch anybody’s attention.”
His creative process varies — sometimes sparked by a beat, sometimes born from live collaboration — but it always revolves around authenticity. “There’s something special about building a track from scratch with talented people in one room,” he says. “That’s where the magic happens.”
New album Fire (Umlilo) out now
Looking Ahead
With Fire (Umlilo) releasing this October, Rollin Deeper is gearing up for a wave of performances and media appearances, starting with a special album launch event. He’s also planning future collaborations and aims to establish a life and creative base between Africa and Europe, bringing his global perspective to new audiences.
“My mission is to make music that connects and leaves you with some kind of spark—
All while celebrating diversity and weaving different cultures together in harmony,” he says. “That’s what Fire (Umlilo) is all about.”
About Rollin Deeper
Born in Sweden to a South African father and Swedish mother, Rollin Deeper is a multi-genre artist known for his smooth fusion of hip-hop, R&B, and pop. Formerly releasing music under the name JMA, he rebranded to Rollin Deeper to reflect his growth, authenticity, and cross-cultural artistry. His work combines modern sound design with soulful storytelling, making him one of the most exciting emerging voices in the global Afro-European music scene.
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