Amapiano or Afrobeats? First ever Grammy award for African music category

The continent’s young and culture-savvy 1.3 billion people will make up a quarter of the world’s population by 2050. Nearly half of Africans who migrated from their countries of origin live in a different region, according to Pew Research, each taking African melodies and tunes along.

That reach is particularly interesting considering that African music is produced for its people, embodying all aspects of their lives from their culture and experiences to their struggles, LeriQ says.

When they are not blasting through speakers at clubs and bars, the songs have become the megaphones blaring against repressive governments and unjust societies.

Hip-hop artist Nay wa Mitego used his 2023 single “Amkeni” to tackle alleged corruption and bad governance in Tanzania. Burna Boy’s “20:10:20” told the chilling story of how security forces opened fire on Nigerian youths protesting police brutality, just as Folarin Falana’s “This Is Nigeria” mirrors a society whose citizens are growing poorer amid vast mineral resources and oil wealth.

“With the kind of society we are in, you can understand why music is not just for entertainment but serves other interests depending on your condition 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 increasing global appeal, institutions and individuals are more willing to commit resources to the development of local talents and infrastructure, industry insiders say, with increasing attention from major record labels.

The internet has also played a key role in growth and can continue to do so if properly utilized, analysts say. The continent leads mobile device web traffic in the world, according to the U.S. International Trade Administration, translating to more market opportunities for artists.

For one, 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 particular way” and enabled artists to put out what they want and audiences to seek what they want, says Kenyan musician Eric Wainaina, who sings benga-influenced social justice songs.

Still, it remains an uphill task to produce music on the continent, owing to challenges like 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 appeal is not at its peak yet because of structural problems, in the sense that no tree can grow bigger than its environment,” says Ereku.

The continent’s population notwithstanding, there is still limited purchasing power — its projected music streaming revenue this year is around $410.7 million — less than 4% of the United States’ expected $12 billion, according to the market research firm Statista.

Nigeria — seen as the bastion of Afrobeats — does not have a music arena with a capacity above 6,000, reportedly one of the reasons for last year’s cancellation of the Afro Nation Festival, the world’s biggest Afrobeats festival, that was to be held in Lagos.

Even fast-rising talents like Nigerian artist Jhello find it difficult to break into the highly competitive industry with little institutional support.

“There is a lot of talent on the streets but what sets you apart from the others is branding, which currently takes a lot of effort and resources,” says Jhello.

Still, the music is finding resonance with people around the world.

“The world has discovered that there’s a new way to approach music … that hits you, gives you a new emotion, gives you new feelings, gives you a new experience,” says Akan of Afrobeats Intelligence. “And they like that experience.”

A beginner’s playlist of the global hits from Africa

2024 best African music performance Grammy nominees:

• “Amapiano,” Asake and Olamide
• “Rush,” Ayra Starr
• “City Boys,” Burna Boy
• “UNAVAILABLE,” Davido, featuring Musa Keys
• “Water,” Tyla

From South Africa:

• “Imithandazo,” Kabza De Small and Mthunzi, featuring Young Stunna
• “Fatela,” Aymos and Ami Faku

From East Africa:

• “Enjoy,” Jux, featuring Diamond Platnumz
• “Suzanna,” Sauti Sol
• “Kwikwi,” Zuchu

From West Africa:

• “Calm Down,” Rema, featuring Selena Gomez
• “Do Yourself,” Angélique Kidjo, featuring Burna Boy
• “Party No Dey Stop,” Adekunle Gold and Zinoleesky