African music is experiencing a breakthrough on the global stage, as genres and talents from the continent gain popularity and recognition worldwide. Despite long-standing challenges within the industry, African acts are now charting a new course for music produced on the continent, leveraging high-profile international collaborations, the power of the internet and streaming platforms, and the emergence of new investment opportunities.
One significant development that highlights the growing prominence of African music is the addition of a new Grammy category called 'Best African Music Performance.' This category aims to celebrate regional musical traditions and honor recordings that utilize unique local expressions from across Africa. The inclusion of this category validates the hard work and accomplishments of African musicians and gives them a well-deserved acknowledgment on the world stage.
The growth of African music is particularly evident in the rise of genres like Afrobeats and amapiano. Afrobeats, a blend of various West African music styles, has gained significant popularity, especially on streaming platforms. According to Spotify, Afrobeats streaming has seen a staggering growth rate of over 500% since 2017. Artists like Rema from Nigeria have achieved remarkable milestones, with his track 'Calm Down,' featuring Selena Gomez, becoming the first song led by an African artist to surpass 1 billion streams on Spotify. The infectious beats, relatable lyrics, and incorporation of local languages in Afrobeats music have resonated with audiences worldwide, contributing to its global success.
Similarly, amapiano, which fuses South African kwaito with African jazz, house music, and soulful vocals, has emerged as a prominent genre. South African artist Tyla broke records with her amapiano track 'Water,' becoming the highest-charting African female solo act of all time, reaching No. 10 on the Billboard Hot 100. The fusion of Afrobeats and amapiano has also resulted in exciting cross-border collaborations, exemplified by the Grammy-nominated song 'Unavailable' by Davido from Nigeria and Musa Keys from South Africa.
African music's rise to prominence goes beyond just commercial success. It is also a reflection of African culture and experiences on the global stage. African artists have graced soccer's biggest stages, performing at events like the UEFA Champions League final, FIFA's Ballon d'Or, and the FIFA World Cup. Their music has become a representation of the vibrant and diverse continent, with African melodies and tunes resonating with Africans across the globe. As the continent's population continues to grow, expected to reach a quarter of the world's population by 2050, African music's influence and reach will only expand further.
Moreover, African music serves as a powerful tool for social commentary and activism. Artists use their songs to address issues like corruption, bad governance, and social inequality. For example, Nigerian artist Burna Boy's track '20:10:20' shed light on the tragic event where security forces shot Nigerian youths protesting against police brutality. Music becomes a means of expressing frustrations, highlighting injustices, and amplifying the voices of the marginalized.
While African music has made significant strides, challenges remain. Limited funding, infrastructure, and the need to rely on foreign companies for development and promotion hinder the industry's growth. Nigeria, often considered the heartland of Afrobeats, lacks a music arena with a capacity above 6,000, causing setbacks such as the cancellation of the Afro Nation Festival last year. Emerging artists like Jhello still struggle to break into the highly competitive industry due to limited institutional support and the need for substantial investment in branding efforts.
However, despite these obstacles, African music is finding resonance globally. It offers a fresh and diverse musical experience, evoking new emotions and sensations. Industry insiders believe that increased resources, attention from major record labels, and proper utilization of the internet can further drive the growth of African music. With Africa's young and culturally aware population, which will make up a significant portion of the world's population in the future, the potential for African music to continue making waves on the global stage is immense.
The journey ahead may be challenging, but African music is undeniably on an upward trajectory. As more audiences discover and appreciate the rich musical traditions and talents from the continent, African artists are poised to leave an indelible mark on the global music industry.
