Author: Simon Gilbert
Source: RouteNote Create Blog
A few months back, I was entering a quaint little café in Jordaan when I heard an Afrobeats song playing. At first, I was a bit surprised. As someone who is West African and has grown up listening to Afrobeats, it felt like a genre that had long been confined to the African diaspora. But, the more I thought about it, the more I realized that I had been starting to hear Afrobeats everywhere I went, and that this genre had become nearly impossible to escape. Whether I’m in the park, watching TV, at the beach, or dancing in the club, Afrobeats are always playing and increasingly so.
This got me curious about Afrobeats. I decided to dig deeper to explore where the genre came from, how it got to where it is today, and where it might be headed tomorrow. Part I of this series, Afrobeats Unveiled: Fela Kuti – The Political Pulse Behind the Beat, explored the origins of the genre and its founder, Fela Kuti. Today, Fela’s Afrobeat has evolved into a new genre, Afrobeats which over the past decade has become increasingly popular and mainstream. Now, in Part II, we’ll dive into Afrobeats' meteoric rise to global popularity.
Afrobeats Recent Boom
Think about it, when was the first time that you can recall hearing an Afrobeats song? Did you even know that it was an Afrobeats song back then? For most people, the first Afrobeats song that they can vividly remember was “Love Nwantiti” by CKay which exploded into popularity on TikTok. It became one of Shazam’s most-searched songs and also entered as a Top 40 hit in the U.S.
Since then, just a few years later in 2024, Afrobeats has gone on to dominate the top charts. Whether you’re looking at the Billboard Hot 100 or any other global music ranking, it’s rare not to encounter Afrobeats. As of 2024, the Grammys have even added an Afrobeats category, further cementing its influence on the global music scene. Although the genre of Afrobeats is quite different from Fela Kuti’s Afrobeat, it still retains many of the key elements that helped to make Afrobeat so unique.
Afrobeats are most identifiable by their signature drum beat rhythms. These beats draw inspiration from a variety of traditional African drum patterns across West Africa. The rhythm is often energetic and infectious, serving as the foundation that ties together the diverse artists and elements of the genre.
Afrobeats Throughout the 1990s
Fela Kuti, the pioneer of Afrobeat, passed away in 1997, marking the end of an era for the genre he had created. However, his influence continued to permeate the musical landscape, laying the groundwork for the evolution of Afrobeat into contemporary Afrobeats. This transition began in the late 1990s and early 2000s, as many Nigerian artists started merging traditional African sounds with elements of mainstream hip-hop, pop, and R&B.
In the late 1990s and early 2000s, many artists and groups began to rise to popularity, creating hit songs that defined the era. D’banj gained widespread recognition with tracks like "Oliver Twist," which made it into the U.K. Singles' top 10 charts and made it to the number two position in the UK R&B Charts. While P-Square appealed to audiences with hits such as "Chop My Money," "Personally," "Alingo," and many many more. Their song "Alingo" garnered over 10 million views on YouTube, an impressive feat considering that many Nigerians lacked access to the platform at the time. This meant the views were coming not just from Nigeria but from audiences worldwide. Getting this amount of visibility was a significant achievement for any song, but especially an Afrobeats track during that period. The new sound that emerged during this period provided the foundation upon which today’s Afrobeats are built.
P-Square, in particular, found remarkable success not only across the African continent but also within African diasporas worldwide. Their popularity extended beyond these communities, earning them international recognition. They even made appearances on shows like The Wendy Williams Show and joined Tim Westwood for a tour appearance, solidifying their status as some of the first ambassadors of the Afrobeats genre worldwide.
Afrobeats Throughout the 2010s
The 2010s was really the breakthrough period for Afrobeats worldwide, with many artists officially breaking the barrier into mainstream, international media. These include artists such as Wizkid who has hit songs such as “Joro”, “Mood” (ft. BNXN), and “Essense” (ft. Tems). Although, he is most known for his collaboration with Drake in 2016 on the song “One Dance”. The song went to top the U.S. Billboard Hot 100, making Wizkid the first Nigerian artist to ever appear on the chart, let alone top it. Since then, he’s gone on to collaborate with global stars such as Beyonce, Chris Brown, and Skepta.
Beyoncé also embraced Afrobeats with her 2020 album Black Is King, which was inspired by the film The Lion King. The album featured a number of Afrobeats tracks and artists, further highlighting the genre’s global influence. Check out one of the hit songs from the album here.
Burna Boy is another popular artist who has helped transform Afrobeats from a niche genre into a global sensation. Also known as ‘The African Giant’, Burna Boy is currently one of the biggest artists in the world, with over 17 million monthly listeners on Spotify alone. A one-time Grammy Award winner and ten-time nominee, Burna Boy appeared on the Afro-beats scene in 2013, yet, only gained mainstream popularity in the late 2010s. He slowly gained popularity most notably in the U.K. through features such as ‘Location’ by Dave (feat. Burna Boy)’, and ‘Own It’ by Stormzy (feat. Ed Sheeran & Burna Boy). However, eventually his persistence and widely successful recent albums ‘I Told Them…”, and “Love, Damini” would shoot him into becoming a household name for many worldwide.
Afrobeats Today
Between 2017 and 2022, according to Spotify on their platform Afrobeats streams increased by 550%. There has been a similar increase of searches, and plays for Afrobeats songs on other streaming platforms such as Apple Music, Youtube, and Anghami. Furthermore, in 2023, artist Rema with his song “Calm Down” (feat. Selena Gomez) became the first african-led track to hit a billion streams on Spotify. Streaming platforms largely helped to contribute to the growth of the Afrobeats genre as they make the music more accessible to fans all over the world. The most popular cities for Afrobeats in 2023 were Paris, London, and Nairobi.
Another important component of Afrobeats' recent rise to popularity is the role of social media, especially platforms like Instagram and TikTok. These platforms, with their short-form content style, have greatly contributed to the promotion of Afrobeats music and various dance challenges. TikTok, in particular, has been shown to promote the visibility of many smaller musicians in general, but especially those in the Afrobeats genre. Notable examples include the aforementioned CKay's “Love Nwantiti”, “Sad Girlz Luv Money” by Amaarae, and Tyla’s “Water”. All of which have gained significant attention through the platform.
Afrobeats is a broad term that encompasses a variety of cultures, sounds, and influences, making it somewhat of a generalization. As the genre continues to evolve, it has not yet had the opportunity to fully differentiate the distinct sounds within the 'Afrobeats' label. However, I believe that as more Afrobeats music is released and the genre gains further popularity, it will naturally begin to differentiate into more distinct subgenres and styles. Over time, the diversity within Afrobeats will become more pronounced, reflecting the rich and varied cultures of the continent.
The majority of mainstream Afrobeats artists today are Nigerian, with Lagos serving as the epicenter of the genre. Many of these artists embrace the mantra "From Lagos to the World," showcasing their mission to share the beauty and vibrancy of African sounds globally.
We are already starting to see an increase in the popularity of other African genres, especially Amapiano. Amapiano is the Zulu word for piano and is a mix of deep house, jazz, soul, and lounge music from South Africa. Popular hits such as "Tshwala Bam" by TitoM & Yuppe (my current favorite), "Komasava" by Diamond Platnumz, and "Mnike" by Tyler ICU & Tumelo.za are gaining millions of views on social media and streams on TikTok. Even popular American artist Jason Derulo has joined in, featuring on the remix of "Komasava." This goes to show that the sounds from the African continent are reaching global audiences in new and exciting ways, and there's much more to come in the future.
Afrobeats is also spreading around the world, with musicians such as Aya Nakamura and Niska in France or Chivv in the Netherlands. Additionally, there are artists in other countries who are not part of the diaspora who are beginning to replicate the Afrobeats sound. Prominent examples include PENOMECO with “BOLO” in China and Ezhel with “Nerdesin” and “Kontak” in Turkey.
The Global Impact of Afrobeats: Why It Matters
Afrobeats, is a powerful medium of cultural expression, showcasing the rich musical heritage and diverse traditions of West Africa. Rooted in the history of African resistance to colonial oppression. Pioneers like Fela Kuti, not only shaped the genre but also inspired movements for social and political change. The genre empowers African youth by providing a sense of identity and pride in their cultural heritage. It inspires creativity and offers opportunities in the music industry, contributing to economic growth and development. Afrobeats provides a platform for African stories and perspectives, challenging stereotypes and offering a more nuanced representation of African cultures in the global media landscape. Finally, Afrobeats fosters cross-cultural understanding and appreciation. It brings people from different backgrounds together, promoting unity and celebrating diversity through music.
In conclusion, Afrobeats stands as a vibrant and dynamic force in the music world, shaping the future of global music while honoring its rich past. So next time you're at a cafe, in a park, on social media, or at the club and an Afrobeats song comes on, you’ll know that you’re not just hearing a catchy tune, you're experiencing the heartbeat of a culture and now you’ll know the powerful legacy behind it.
Afrobeats Recommendations: If you’ve never listened to Afrobeats or are looking to explore more of the genre, check out a spotify playlist of some songs below!
Link To Playlist - https://open.spotify.com/playlist/0uFx8t2XVlY7SGG1rZLwK0?si=e12317f443d442ab
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