EMMANUEL OGUNSEDE
In the last decade, African music has exploded onto the global
scene, transforming from regional sounds into a worldwide
phenomenon. What was once limited to local airwaves has now
infiltrated the biggest music markets, catapulting African artists
to global stardom.
At the forefront of this movement is Afrobeats, a genre deeply
rooted in the rhythmic fusion of traditional African sounds with
modern pop, dancehall, and -hop elements.
Afrobeats: From Fela to the Grammys
Afrobeats, not to be confused with Fela Kuti’s Afrobeat, has
grown into a powerhouse genre led by superstars like Burna
Boy, Wizkid, Tiwa Savage, and Tems. The Nigerian-dominated
sound is vibrant, rich with infectious beats, and is now
headlining international charts. From Burna Boy winning a
Grammy in 2021 to Wizkid collaborating with Beyoncé on “The
Lion King: The Gift”, these milestones represent the genre’s
rising global recognition.
A decade ago, it would have been unthinkable for Afrobeats to
chart in the US or the UK. Today, songs like “Essence” by Wizkid
and Tems are global anthems. Even American artists are
borrowing from the genre’s beats and flows, showing the
profound influence African music has on global pop.
Streaming and social media: Amplifying the reach
What has enabled this meteoric rise? Streaming platforms like
Spotify, YouTube, and Apple Music, along with social media,
have played a massive role. Before the digital era, African
artists struggled with limited reach and were often confined to
their local markets. Now, with a click, artists from Lagos, Accra,
or Johannesburg can reach millions of listeners worldwide.
This digital shift has redefined the music industry, allowing fans
to discover and share African music beyond geographical
boundaries. Viral dance challenges on TikTok and Instagram,
featuring songs from the continent, have helped artists like
Rema, Asake, and Ayra Starr gain instant international fame.
The African cultural wave
It’s not just the music that’s capturing attention. The entire
cultural aesthetic of African artistry is finding its way into the
global mainstream. African-inspired fashion, hairstyles, and
dance styles are embraced by millions, creating a crossover
effect that has only amplified the global influence of African
music.
From Beyoncé’s “Black Is King”, which celebrated African
culture through a visual album inspired by “The Lion King”, to
African designers collaborating with major brands, the cultural
impact is evident. Fans are not just listening to African music,
they’re also adopting its fashion and dance styles, making the
movement a broader cultural export.
Challenges behind the fame
However, the journey for African artists has not been without
challenges. Infrastructure issues, inadequate industry
representation, and a lack of recognition in global awards for
years have hindered the full potential of African music. While
the Grammy’s Best Global Music Album category is a recent
development, many argue that African artists still face barriers
in gaining widespread industry respect.
Moreover, the music business on the continent has a long way
to go in terms of royalties, artist management, and dealing with
the pressures of global demand. As African music grows in
influence, so does the need for fair compensation and
infrastructure to support this booming industry.
The future of African music on the global stage
As Afrobeats continues to gain global momentum, the future
looks bright for African artists. With international
collaborations increasing, more artists from the continent are
crossing over to mainstream platforms. The global fascination
with African music is no longer a trend, it’s becoming a
permanent fixture in the global music landscape.
The African music industry is at a turning point, where the
world is no longer just looking in, but actively engaging,
consuming, and celebrating the creativity of African artists. The
genre has broken boundaries and shattered stereotypes,
proving that African voices are not only being heard, they are
shaping the global music conversation.
This is only the beginning, and as the world watches, African
music is poised to take an even bigger role in defining the
sound of the future.
