ABUJA, Nigeria (AP) — From an electrifying and colorful musical performance at the FIFA World Cup to a new category at the Grammy Awards, African musical genres and talent are reaching audiences and dance floors around the world in an industry breakthrough which has long withstood structural challenges.
With performances on the world’s biggest stages and record numbers on the global music charts, African acts are charting a new course for music produced on the continent, taking advantage of high-profile international collaborations, a boost from the internet and streaming platforms and new investment opportunities.
A new Grammy – the best African musical performance – will be awarded on Sunday, highlighting local musical traditions and recognizing “recordings that use unique local expressions from across the African continent”.
“For a musician, the Grammys are a global nod to your achievement and your hard work — that you are heard and seen on the world stage,” says LeriQ, Nigerian producer and force behind Grammy-winning Burna Boy “Twice As Tall”. .”
Sub-Saharan Africa was the fastest-growing region for recorded music revenue in 2022, according to the International Federation of the Phonographic Industry’s World Music Report 2023.
At the heart of this development are the newer genres of Afrobeats – the famous fusion of different West African musical styles – and amapiano, which combines South African kwaito with African jazz, house music and sweet vocals.
There’s also Afrobeat – different from Afrobeats – a mix of jazz, funk and traditional West African rhythms popularized by Nigerian musical icon and political agitator Fela Kuti in the 1970s. Then there’s Afropop, a rich variety of contemporary styles . Traditional souks dance music from the Congo and other parts of Central Africa. The rhythmic and intense vocals of shaabi and chaabi heard on the streets of North Africa. Kenyan benga and Tanzanian flava bongo resonate on dance floors in East Africa, just like fuji and high life in West Africa.
Streaming platforms help promote genres across borders and continents. On Spotify alone, Afrobeats streaming has grown more than 500% since 2017, according to the platform.
“Calm Down” by Nigerian artist Rema, featuring Selena Gomez, does not calm down. The 2022 track became the first by an African artist to reach 1 billion Spotify streams and holds the record for the most weeks — 64 — spent on Billboard’s Pop Airplay chart.
A key factor in how “Calm Down” and other such Afrobeats songs have developed is how they reflect everyday life through a mix of Pidgin and local languages, melodies, drum patterns, heavy beats and poetic style, says Joey Akan , founder of Afrobeats. Information brochure.
“And now we have people dancing and screaming things like, ‘I need ‘igbo’ and ‘shayo,’ meaning ‘I need marijuana and alcohol,'” says Akan, referring to the Burna Boy’s 2022 chorus. press “Last Last.” “This is. “I need marijuana and alcohol because my heart is breaking.”
South African sensation Tyla’s “Water” cemented the amapiano’s rise, making the artist the most successful African solo act of all time after reaching No. 10 on the Billboard Hot 100.
And some tracks merge genres under the African music umbrella.
“If you listen to Davido (from Nigeria) and Musa Keys (from South Africa), which has been nominated for a Grammy, it’s probably an example of a perfect cross-border Afrobeats and amapiano collaboration. said South African club and radio DJ Nafy Dread.
AFRICAN CULTURE AND EXPERIENCES ON THE WORLD SCENE
Over the past year, football’s biggest stages have featured African stars, from Burna Boy, who thrilled Istanbul’s Atatürk Olympic Stadium during the UEFA Champions League final, to Rema, who entertained the world’s best players at the event of the FIFA Ballon d’Or, to Davido. which was on the official FIFA World Cup soundtrack.
“A lot of the music we love today that is out of Africa came from or had roots in African music,” says Tina Davis, president of Empire, a digital media distribution company that works closely with Grammy nominee Olamide’s YBNL record label.
Five-time Grammy winner Angélique Kidjo is one of the continent’s biggest exports, with 16 albums to her name.
“The new generation of artists coming out of Africa will blow you away and it’s about time,” the Beninese singer said in 2020 when he won the best world music album Grammy (a category that has since been renamed).
This storm also comes with Africa’s strength of numbers.
The continent’s 1.3 billion people with youth and cultures will make up a quarter of the world’s population by 2050. Nearly half of Africans who have migrated from their countries of origin live in a different region, according to Pew Research, with African tunes and tunes along.
This range is particularly interesting considering that African music is produced for its people, incorporating all aspects of their lives, from their culture and experiences to their struggles, says LeriQ.
When not blasting the speakers in clubs and bars, the songs have become megaphones shouting against oppressive governments and unjust societies.
Hip hop artist Nay wa Mitego has used his 2023 single “Amkeni” to address alleged corruption and poor governance in Tanzania. Burna Boy’s ’20:10:20′ told the chilling story of how security forces opened fire on young Nigerians protesting police brutality, just as Folarin Falana’s ‘This Is Nigeria’ reflects a society whose citizens they become poorer amidst vast mineral and oil wealth. .
“With the kind of society we live in, you can understand why music is not just for entertainment, it serves other interests depending on your situation and needs,” says Chika Anene, a designer living in Abuja, Nigeria. who says she can’t live without music.
STILL A LONG JOURNEY AHEAD
Amid growing global appeal, institutions and individuals are more willing to commit resources to developing local talent and infrastructure, industry insiders say, with increasing attention from major labels.
The Internet has also played a key role in growth and can continue to do so if used properly, analysts say. The continent leads mobile web traffic in the world, according to the US International Trade Administration, which translates into more market opportunities for artists.
First, the Internet has democratized African music by removing the concentration of power from the hands of gatekeepers who wanted music from the continent to “sound a certain way” and enabled artists to put out what they want and audiences to seek it out. that wants. says Kenyan musician Eric Wainaina, who sings benga-influenced social justice songs.
However, it remains a difficult task to produce music on the continent due to challenges such as limited funding and infrastructure that sometimes require reliance on foreign companies for development and promotion, says G’bemi Ereku, a Lagos-based entertainment and media executive.
“Our global reach is not yet at its peak due to structural issues, in the sense that no tree can grow larger than its environment,” says Ereku.
Despite the continent’s population, there is still limited purchasing power — music streaming revenue is projected to be around $410.7 million this year — less than 4 percent of the United States’ expected $12 billion, according to market research firm Statista.
Nigeria — considered the stronghold of Afrobeats — does not have a music arena with a capacity of more than 6,000 people, reportedly one of the reasons for last year’s cancellation of the Afro Nation Festival, the world’s biggest Afrobeats festival, which was scheduled to take place in Hare.
Even fast-rising talents like Nigerian artiste Jhello struggle to break into the highly competitive industry with little institutional support.
“There’s a lot of talent on the streets, but what makes you stand out is branding, which right now takes a lot of effort and resources,” says Jhello.
However, music resonates with people all over the world.
“People have discovered that there’s a new way of approaching music… that hits you, gives you a new feeling, gives you new feelings, gives you a new experience,” says Akan of Afrobeats Intelligence. “And they love that experience.”
A beginner’s playlist of world hits from Africa
Best African Music Act 2024 Grammy Nominees:
From South Africa:
From East Africa:
From West Africa: