Afrobeats, a broad West African music genre that fuses traditional African rhythms with contemporary styles like Rhythm&Blues, Hip-Hop, and Pop, is going global. Afrobeats has emerged, over the past couple of years, as a cultural phenomenon to be reckoned with. With its captivating beat earning accolades and audiences around the world and reshaping the global perception of African music. Sparking the growth is a flourishing demography of African diaspora, digital streaming services like Spotify and Apple Music, and viral social media trends on Instagram and TikTok.
Artists like Wizkid, Rema, Burna Boy, and Davido have played pivotal roles in this musical renaissance, propelling Afrobeats to international acclaim and solidifying its position as a dominant force in the global music scene.
Driving the Afrobeats expansion are digital streaming services like Spotify, Apple Music, a thriving African diaspora, and popular social media platforms like Instagram and TikTok. Between 2019 and 2022, Afrobeats music streams on Spotify increased by almost 300%. Amapiano, a house music genre from South Africa, experienced a 150% increase in streaming, reaching 2 billion plays in 2022 compared to 2021. According to Phiona Okumu, Spotify’s head of music for sub-Saharan Africa, “African creators are ready for business and are using digital music services to get their sound across halfway across the world.”
Rema performing live in concert
Digital media’s seamless and global nature is enabling Afrobeats stars like Davido, Burna Boy, Tems, and Rema to access a vast audience and profitable markets. These popular performers now work with Western pop icons like Beyoncé, Drake, Selena Gomez, Justin Bieber, and Ed Sheeran, and pack stadiums throughout the US, UK, and Europe. “It extends the growth of songs that have been on the African charts for a year or two by giving them a new lease on life and a large audience,” explains Christian Adofo, the author of ‘A Quick Ting On: Afrobeats’ (Jacaranda Books, 2022). “It’s local culture driving music’s global growth.”
The Rise of Afrobeats
Afrobeats gained momentum in the early 2000s, but it was in the last part of the decade that it truly “exploded” ( “Blow”, as they say in Nigeria) onto the international stage. One unique feature of Afrobeats is its infectious rhythms, blending traditional African sounds with modern production techniques to create a sound that is infectious, familiar and innovative. Streams of Afrobeats music on Spotify have surged nearly 300% from 2019 to 2022. Meanwhile, Amapiano, a South African style of house music, saw streams grow 150% to 2 billion plays between 2021 to 2022. “African creators are ready for business and are using digital music services to get their sound across halfway around the world,” says Spotify’s head of music for sub-Saharan Africa, Phiona Okumu. “Because of how people now consume music, the appetite for discovery is great and this music is finding new audiences much quicker.”
Reshaping Global Perceptions
The success of artists like Rema, Burna Boy, Davido, Wizkid and Tems has played a crucial role in reshaping the way Africa is viewed globally. Afrobeats has become a cultural export, challenging stereotypes and showcasing the diversity and vibrancy of the continent. The genre has broken down musical barriers, creating a space for African artists to thrive on the international stage.
Afrobeats has also influenced other global musicians, leading to collaborations that blend different musical traditions and create a melting pot of sounds. This cross-cultural exchange has fostered a greater appreciation for African music and has helped to bridge cultural gaps.
The global success of Afrobeats marks a significant milestone in the evolution of African music. With its ability to blend tradition sounds with popular music, coupled with the infectious energy of its artists, Afrobeats has captivated audiences worldwide. As Afrobeats continues to gain momentum, it not only reshapes the global music landscape but also contributes to changing perceptions of Africa, celebrating its rich cultural heritage and dynamic contemporary identity.
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Western Immigrant Population Explosion
According to the Pew Research Center (2019), One-in-ten Black people in the U.S. are immigrants.From about 800,000 in 1980, there were 4.6 million Black immigrants residing in the nation in 2019. The total Black population grew by 20 million during the same time span, with this increment making up 19% of that growth. It is anticipated that through 2060, approximately one-third of the expansion in the Black population in the United States will come from immigrants. This is likely the same scenario in Europe which has been the alternate migration destination for African immigrants, mostly for economic factors. This is a major factor in the rise of Afrobeats as most the immigrants parents will influence their children through music, Nollywood and other lifestyles that were imported from their native African countries.
Catalyst for African Renaissance and Global Representation
Beyond its cultural impact, Afrobeats is also proving to be a significant economic driver, providing incomes to local economies in Africa and creating a platform for sustainable growth.
Afrobeats and the African Renaissance
The African Renaissance refers to a renewed focus on Africa’s cultural, economic, and political potential, challenging historical stereotypes and promoting a positive, self-affirming narrative. Afrobeats plays a pivotal role in this movement, acting as a sonic ambassador that bridges the gap between tradition and modernity.
The genre draws inspiration from traditional African rhythms and infuses them with contemporary sounds, creating a musical tapestry that resonates with a global audience. This fusion not only celebrates Africa’s rich cultural heritage but also showcases its dynamic and evolving identity, challenging outdated perceptions.
“I can remember when it wasn’t cool to be from Africa—people would lie and say they were Jamaican, Now we have our own Billboard charts in the US and UK—that shows how serious the Western world is taking our music.”
Singer Davido, Forbes Africa interview
Representation in the Diaspora
Afrobeats has become a symbol of pride and identity for black communities in the diaspora. With its infectious beats and vibrant energy, the genre provides a cultural touchstone for those in the diaspora to connect with their African roots. Artists like Burna Boy, Wizkid, and Tiwa Savage have become cultural ambassadors, using their music to celebrate black excellence and challenge stereotypes associated with the Diaspora.
The influence of Afrobeats goes beyond the music itself; it extends to fashion, dance, and lifestyle. The global popularity of Afrobeats has led to an increased visibility of African culture, creating a positive narrative that resonates with black communities worldwide. This representation fosters a sense of pride and unity, contributing to a broader movement towards cultural appreciation and understanding.
Impact on Local Economies
The success of Afrobeats has not only transformed the cultural landscape but has also become a significant contributor to local economies in Africa. The global demand for Afrobeats has opened up opportunities for artists, producers, and other industry professionals, creating a thriving music ecosystem.
And it’s what propels the music industry in Africa. 2022 saw a 34% increase in the region’s music revenue to $94 million, according to recording industry analyst IFPI. Africa surpassed more developed economies such as the US (5%), Europe (7.5%), and Asia (15%) in terms of sales growth last year, but still remaining relatively tiny overall.
According to J.J. Italiano, head of global hits at Spotify, “the global music industry is investing in artists and producers from Africa and authentically leaning into what people are listening to.” “It’s a truly global sound, and the industry is responding to it in a way that’s super cool and encouraging.”
Concerts, festivals, and collaborations with international artists have become lucrative avenues for African musicians, leading to increased revenue and recognition. This economic empowerment extends to various sectors, including hospitality, tourism, and the creative industries, providing sustainable income sources and fostering entrepreneurship.
Moreover, the rise of Afrobeats has led to increased interest in African music festivals and cultural events, attracting tourists and investors. This influx of interest and capital contributes to the development of infrastructure, further enhancing the economic prospects of the region.
One of the downsides to its emergence is the portrayal of females in their music videos which, according to some sections in the African community, borders on overt objectification and sexualization. This could be viewed as a form of disrespect to the culture and to African women. Some people find it difficult to enjoy Afrobeats music with their kids due to the explicit lyrics of some of the tracks. In some other cases, people simply opt for the audio version without its attending explicit video imagery.
Afrobeats is not only reshaping the African Renaissance but also serving as a powerful tool of representation for black communities, especially black youths in the diaspora. The genre’s impact extends beyond cultural boundaries, providing a platform for positive narratives and celebrating the richness of African identity.
Economically, Afrobeats has become a key player in stimulating local economies, creating jobs in both the formal and informal sectors. It has also enabled opportunities for artists and contributes to the overall growth of the creative industries. As Afrobeats continues to captivate global audiences, its role as a cultural and economic catalyst will likely strengthen, furthering the positive impact on African communities at home and abroad.
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