It has been a decade since the foot-tapping beats and vibrant culture of Amapiano became one of Africa’s most popular music genres. In recent years, it has been the toast of the global music scene as well, as African artists continue to release hits that dominate the charts worldwide.



And 2024 has set the record straight for the rising popularity of the genre.&nbsp; &nbsp;&nbsp;



On streaming site, Spotify, Nigerian artist David Adeleke, popularly known as Davido, and South African artist Musa Makamu (Musa Keys), hit the number one spot for Unavailable, the most-streamed song this year. The Amapiano number garnered over 183 million streams on Spotify and over 123 million views on YouTube.



In second place was viral favorite, Tshwala Bam, a remix by South African producers, Thato Mathobela (TitoM), Bongani Sibanyoni (Yuppe) and S.N.E (Sinenhlanhla Sibanyoni), but now featuring Nigerian Grammy award-winning artist, Damini Ebunoluwa Ogulu, popularly known as Burna Boy. The remix gained 50 million streams on Spotify and just over 30 million views on YouTube. It seems to have enjoyed the most success on TikTok, where, according to reports, the remix received over 1.4 billion views.



According to a report by Wallaroo Media, 60% of TikTok users are Gen Z, a generation typically defined as people born between the mid-to-late 1990s and early 2010s. In 2024, they would be between the ages of 12-27 years old. Furthermore, the Wallaroo Media report assessed that “Gen Zers are trendsetters; next year, 74 million people in the U.S. will be part of Gen Z, which will make it the largest generation of all.”



With Africa’s bulging youth dividend, it’s easy to see how this generation has amplified Amapiano music.



&#8220;Amapiano has become one of the defining sounds of 2024, captivating global audiences with its hypnotic blend of house music, soulful melodies, and the unmistakable spirit of South Africa&#8217;s township,” Phiona Okumu, Head of Music at Spotify Sub-Saharan Africa, tells FORBES AFRICA. “Tracks like Tshwala Bam and Mnike are lighting up dancefloors worldwide, and this genre&#8217;s unstoppable rise is a testament to its prolific producers and passionate fans who keep it fresh, vibrant, and innovative.”



Okumu says that Gen-Z listeners in the U.K. alone have spent over 82 million hours streaming Amapiano, while fans in Mexico clocked 4 million hours; in Spain, it was 6 million hours, and Japan followed with more than 2 million.



“Amapiano is not just a genre; it’s South Africa’s number one cultural export, a movement that continues to inspire and evolve,” adds Okumu.

AfroFuture Festival 2023 Takes Place In Accra

10 Years Of Amapiano: Davido, Musa Keys, S.N.E, TitoM, Yuppe And Burna Boy Dominate The South African Music Genre In 2024, Mostly Thanks To Gen Zs

It has been a stellar year for music on the continent. Globally, more artists from Africa have taken center-stage introducing the nuances of African sound that’s becoming a firm favorite.



Digital music service provider Spotify has just released its much-anticipated ‘Wrapped’ list that collates the biggest songs, genres, and artists from around the world. According to its data, sub-Saharan Africa (SSA) is experiencing what the streaming service is calling a musical renaissance, with a 114% growth in music consumption, eclipsing other regions.



Leading this charge in 2024 is Nigeria-origin genre Afrobeats, which, according to Spotify, has captivated listeners worldwide.&nbsp;



Wrapped 2024 reveals that Nigerian artists such as Ahmed Ololade, also known as Asake, and Damini Ebunoluwa Ogulu, popularly known as Burna Boy, dominated the most-listed charts.



“This is a major win for Afrobeats, showcasing its growing global influence,” Phiona Okumu, Spotify&#8217;s Head of Music for Sub-Saharan Africa says. “And with Ogulu, a global icon, still holding strong in the top ranks, it&#8217;s clear that Afrobeats isn&#8217;t just a trend; it&#8217;s a cultural phenomenon.”



The streaming platform has also noted the rise of female artists in Africa such as Tyla Laura Seethal and Oyinkansola Sarah Aderibigbe, known as Ayra Starr. Starr takes the crown as the most-streamed female artist, while Tyla leads the EQUAL artist program in SSA. &nbsp;



The South African Amapiano scene also continues globally to take over charts with Tshwala Bam (a song by South African producers TitoM, whose real name is Thato Mathobela, and Bongani Sibanyoni, popularly known as Yuppe) and Imithandazo (song by Kabelo Motha, known to the world as Kabza De Small and Njabulo “Mthunzi” Ndimande) securing spots on the most-streamed list.



“The significant growth in local music consumption reflects the deep connection audiences have with homegrown sounds. Afrobeats continues to captivate the world, while Amapiano’s explosive growth highlights the continent’s ability to innovate and shape global music trends.



“We’re also seeing a rising interest in rap music, underscoring the diversity of African listeners and their appreciation for lyrical and cultural storytelling. This isn’t just about music — it’s about a celebration of identity, creativity, and the cultural heartbeat that makes Africa a global force in music today… Their success is a testament to the power of music to empower and inspire,” Okumu adds.



The Most-Streamed African Artists In 2024



1.Asake Nigerian singer and rapper, Ololade, first came onto the scene in 2017. When he released his hit single, Mr Money, in 2022, the world began to take note. In 2024, his song Lonely At The Top, was one of the most-streamed.


<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img loading="lazy" decoding="async" width="682" height="1024" src="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2173625350.jpg" alt="" class="wp-image-63865" style="width:368px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2173625350.jpg 682w, https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2173625350-200x300.jpg 200w" sizes="auto, (max-width: 682px) 100vw, 682px" /><figcaption class="wp-element-caption">(Photo by Joseph Okpako/WireImage)</figcaption></figure></div>


2. Burna Boy Known to the world for his vocal texture, as well as singing in a blend of English and Yoruba, last year, Ogulu became the first international Afrobeats artist to obtain the number one spot on the official weekly UK album chart. His track Higher was on the most-streamed list this year.


<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img loading="lazy" decoding="async" width="683" height="1024" src="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2181280997.jpg" alt="" class="wp-image-63864" style="width:383px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2181280997.jpg 683w, https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2181280997-200x300.jpg 200w" sizes="auto, (max-width: 683px) 100vw, 683px" /><figcaption class="wp-element-caption">(Photo by Allen Berezovsky/Getty Images)</figcaption></figure></div>


3. Seyi Vibez At only 24 years old, Balogun Afolabi Oluwaloseyi’s track Different Pattern was ranked number six this year on the most streamed list. Hailing from Nigeria, in 2023, Oluwaloseyi had his breakthrough with his single Chance (Na Ham), which debuted at number 19 on the UK Afrobeats singles chart and peaked at number 7 on the TurnTable Top 100 chart.


<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img loading="lazy" decoding="async" width="683" height="1024" src="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-1658504921.jpg" alt="" class="wp-image-63863" style="width:449px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-1658504921.jpg 683w, https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-1658504921-200x300.jpg 200w" sizes="auto, (max-width: 683px) 100vw, 683px" /><figcaption class="wp-element-caption"> (Photo by Paras Griffin/Getty Images)</figcaption></figure></div>


4. Rema Since his rise to stardom in 2019, Divine Ikubor has continued to reach new heights with his music. In 2023, his hit single Calm Down, also featuring global pop artist Selena Gomez, reached over one billion streams on Spotify.


<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img loading="lazy" decoding="async" width="683" height="1024" src="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2187245344.jpg" alt="" class="wp-image-63862" style="width:293px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2187245344.jpg 683w, https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2187245344-200x300.jpg 200w" sizes="auto, (max-width: 683px) 100vw, 683px" /><figcaption class="wp-element-caption">(Photo by Jed Cullen/Dave Benett/Getty Images for British Vogue)</figcaption></figure></div>


5. Davido In 2023, Forbes called David Adedeji Adeleke &#8220;The King of Afrobeats&#8221;, and he has had a big role in the growth of African music globally. This year, Adeleke released a song with five-time Grammy award winning Benin artist, Angelique Kidjo, which has had over two million streams on Spotify.


<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img loading="lazy" decoding="async" width="1024" height="683" src="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2186244849.jpg" alt="" class="wp-image-63861" style="width:534px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2186244849.jpg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2186244849-300x200.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2186244849-768x512.jpg 768w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption"> (Photo by Paras Griffin/Getty Images)</figcaption></figure></div>


6. Wizkid Ayodeji Ibrahim Balogun has been regarded as one of the most prominent figures in the “modern-day Afrobeats music scene” as well as considered him as “one of the biggest and most influential African artists of all time”. In 2024, Balogun released his much-anticipated single Piece of My Heart, featuring American singer-songwriter Brent Faiyaz.


<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img loading="lazy" decoding="async" width="683" height="1024" src="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2187920400.jpg" alt="" class="wp-image-63860" style="width:427px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2187920400.jpg 683w, https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2187920400-200x300.jpg 200w" sizes="auto, (max-width: 683px) 100vw, 683px" /><figcaption class="wp-element-caption">(Photo by John Phillips/Getty Images for BFC)</figcaption></figure></div>


7.&nbsp; Bnxn Afro-fusion has become relatively popular but it’s not a new genre on the continent. However, artists like Daniel Etiese Benson have been at the forefront of this genre since his breakthrough in 2018.



8. Omah Lay Stanley Omah Didia has become a household name for songs like Soso and Holy Ghost. His album Boy Alone was also ranked number 8 on the most-streamed list this year.


<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img loading="lazy" decoding="async" width="682" height="1024" src="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2160689344.jpg" alt="" class="wp-image-63859" style="width:388px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2160689344.jpg 682w, https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-2160689344-200x300.jpg 200w" sizes="auto, (max-width: 682px) 100vw, 682px" /><figcaption class="wp-element-caption">(Photo by Joseph Okpako/WireImage)</figcaption></figure></div>


9. Kizz Daniel Oluwatobiloba Daniel rose to fame in 2014 with his single Woju. In 2024, Daniel has had over four million monthly listeners.


<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img loading="lazy" decoding="async" width="1024" height="683" src="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-1443949840.jpg" alt="" class="wp-image-63858" style="width:504px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-1443949840.jpg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-1443949840-300x200.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2024/12/GettyImages-1443949840-768x512.jpg 768w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">(Photo by Hector Vivas &#8211; FIFA/FIFA via Getty Images)</figcaption></figure></div>


10. ODUMODUBLVCK As an artist who is known for his genre blend music, (known as ODUMODUBLVCK) Tochukwu Gbubemi Ojogwu’s album EZIOKWU was in the top five for the most-streamed album in 2024.

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‘The Cultural Heartbeat That Makes Africa A Global Force In Music’: 2024’s Biggest African Artists As Afrobeats Dominates Charts Again

This is part of Davido&#8217;s broader strategy to leverage his brand partnerships for social good, while also continuing to expand his business and musical ventures.



Nigerian music superstar and Grammy-nominated artist Davido is planning to empower youth in his country with the provision of vehicles for a new ride-hailing service.



Davido&#8217;s recent partnership with CIG Motors, promoters of GAC Motors in Africa, will see him providing cars to licensed drivers.



&#8220;I own GAC cars. I bought the utility vehicles in the past. I already know there&#8217;s a brand that&#8217;s durable and strong. We&#8217;re planning to do a Davido-Uber kind of thing. Give the cars out to the young people that don&#8217;t have jobs. Obviously, they&#8217;re licensed drivers. They&#8217;re responsible. They can get jobs. They can get paid,&#8221; he explains to FORBES AFRICA and CNBC Africa.



The vehicles, branded with Davido&#8217;s signature style, are expected to be ready in a month or two.



Davido&#8217;s foray into business does not overshadow his musical career.



&#8220;Shout-out to my brother Chris [Brown], we have a lot of songs together now. Joint album maybe next year sometime. I&#8217;m going to drop songs anytime this year. Maybe after that one then,&#8221; he hints.



His fourth studio album, Timeless, became the most streamed African album worldwide in 2023. In April, he made history with a performance at Madison Square Garden, one of the few African artists to achieve such a feat.



Continuing his streak of success, Davido recently released the music video for Kante featuring rising Nigerian artist Fave.

Davido Performs At Accor Arena

Nigerian Musician Davido To Empower Youth With Ride-Hailing Initiative And Hints At Joint Album With American Singer Chris Brown

Nigerian chess prodigy Tunde Onakoya is on a mission to break the Guinness World Record for the longest chess marathon while raising funds to support education for underprivileged youth.



Tunde Onakoya, the convener of Chess in Slums Africa, a non-profit organization based in Lagos, aims to surpass the previous 56-hour record with a 58-hour run in the bid to &#8220;raise a million dollars and bring the gift of chess to children across the world&#8221;.



&#8220;Our program aims to address challenges stemming from limited access to quality education and resources by focusing on skills that are academically enriching, practical, and relevant to their daily lives,” Onakoya told FORBES AFRICA in an exclusive interview recently.



Onakoya&#8217;s endeavor has garnered attention, donation, and support from various quarters.



After headlining at Madison Square Garden, Nigerian Afrobeats sensation Davido made a surprise visit to Onakoya&#8217;s chess marathon in the open air of Times Square, a major commercial intersection, tourist destination, entertainment hub, and neighborhood in Midtown Manhattan, New York City, United States.



Onakoya took to X (formerly Twitter) to express his gratitude, stating, &#8220;30 billion for the children as @davido places his chain around my neck. Thank you very much for stopping by after your successful outing at @TheGarden.&#8221;



He has also received support from other notable personalities, including Nigerian Afrobeats artist Adekunle Gold, who also visited the marathon earlier.



Onakoya received messages of goodwill from the federal government of Nigeria, state governors, and the US Mission in Nigeria.



The attempt, which officially commenced 11.30AM (EST) on April 17 is expected to end around 10PM (EST) today.

Davido at the marathon with Tunde Onakoya; Image credit @Tunde_OD

After Headlining At Madison Square Garden, Davido’s Stopover To Cheer Nigerian Champion Attempting To Break Chess Marathon Record In NYC

Green Modern Split Screen Tutorial YouTube Thumbnail (7)

SOUND STRATEGIES: The Innovators Going Global With African Music

With his recent album, Timeless, making waves, Nigerian Afrobeats star Davido’s much-anticipated performance at the Forbes Under 30 Summit Africa in Botswana did not disappoint. The internationally-acclaimed singer, songwriter and producer also sat down with FORBES AFRICA to talk music and life.



<blockquote class="wp-block-quote has-text-align-center is-layout-flow wp-block-quote-is-layout-flow">
“To see Africans relate with other business pioneers is just great. There has been a lot of recognition of Africans.”
</blockquote>



The last time he stepped on a stage in Botswana, his album A Good Time was at the top of the charts with over one billion streams across various digital platforms.



Returning to Gaborone in Botswana’s capital from April 23-26 with his first new album in over three years, David Adeleke, popularly known as Davido, walked off the stage, smiling gratefully as the crowd continued to sing the hit song Unavailable from his new album Timeless – which incidentally also features 2022 FORBES AFRICA 30 Under 30 list-maker Musa Keys (Musa Makamu).



“I&#8217;m unavailable (unavailable). Dem no dem see me (dem no dey see)…” the attendees at the Forbes Under 30 Africa Summit continue to chorus long after the award-winning artist has made his way to his VIP tent around 11PM on a beautiful Botswana night.



The superstar Nigerian Afrobeats singer attended the four-day summit in Gaborone this week, participating in an on-stage interview on day two of the event and signing off the ‘Bushfire Party’ on the final day with an electrifying performance.



“This is one of my first performances of the year,” Davido says to FORBES AFRICA backstage after leaving his fans wanting more at the Waterstone Events and Conferencing venue in Gaborone.



“It was really about me getting back to doing my job. The thing I love most about being an artist is being on tour. I love it. So the fact that I could not perform, I felt very [cloistered].”



This is in reference to the fact that for six months, Davido halted his performances and public appearances after the tragic loss of his son last year.



“God put a full stop to everything I was doing,” he said during his on-stage interview at the summit.



“I never thought I would be able to perform or sit here again. I never thought I would be the same… I had a lot of time to reflect and make changes.”



So the 2023 Forbes summit has been special.



“I mean the fans will always scream,” Davido laughs.



“It was fun to be on stage but being able to sit and listen to people’s visions and their businesses has really been amazing. To see Africans relate with other business pioneers is just great. There has been a lot of recognition of Africans,” he says of the summit sessions that brought together young entrepreneurs.



Davido was a surprise adjudicator for the ‘Pitch Battle’ which had aspiring entrepreneurs selling their ideas to some of the continent’s top venture capitalists in a small group setting on the grass at the Waterstone venue.



“I am just happy that [Forbes] have been recognizing young Africans,” Davido tells FORBES AFRICA. “To put young Africans and creatives together has been amazing to see.”



Although Davido is primarily an Afrobeats artist, for his ‘Bush Party’ performance, the singer/songwriter showed “love” for Amapiano artists like Lethabo Sebetso, professionally known as Focalistic, who made the FORBES AFRICA 30 Under 30 list this year.



Who is his favorite Amapiano artist, we ask.



“Oh no, that is a hard one,” Davido says. “Amapiano has so many great artists but if I had to choose just one, right now it would need to be Musa Keys [Musa Makamu]. But can I just say I have always loved music from South Africa like Mafizola and Askido.”



Collaborating with more South African or southern African artists, he admits he will be “dropping an EP in September”.



His recent new album, Timeless, which he calls “his miracle album”, debuted with 3.61 million streams, more than the previous record on Spotify for first-day streams (4.91 million).



“I would be lying to you if I told you I knew the business-end of music early on in my career,” he laughs. “But it is something I had to learn over time. I don’t think it is something that you already know when you get into the industry but I think it is something you really do need to take seriously, that is very important,” says the star on his early days in Africa’s burgeoning music industry.

Ilan Godfrey for Forbes-3899 (1)

‘Getting Back To Doing My Job’: Nigerian Superstar Davido Opens Up

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THE PLAYLIST: AFRICA’S TOP 20 MUSICIANS

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THE 100th ISSUE: 100 Innovations, Inventions & Icons From Africa

Nigeria leads the proliferation of Africa’s new sounds in the West.



<hr class="wp-block-separator"/>



In an Africa fresh from economic liberalization, music found
a new voice, thanks to social media and platforms like YouTube, Spotify and
Apple Music, which streamed thousands of African songs into the homes of
millions in the diaspora. 



The western world, suddenly, was introduced to Africa’s new
sound, Afrobeats. Free from the shackles that had previously plagued the
Nigerian movie industry, known locally by the moniker, Nollywood, artists, now
empowered with this new distribution platform, could begin to experiment in
different languages, sounds and genres that had, until then, remained confined
to only regional pockets. 



The past few years, however, have seen a rapid evolution of
the Afrobeats scene across Africa and Nigeria is leading its explosion
globally. 



Events such as the One Africa Music Fest, an African musical
experience showcasing Africa’s best and brightest talents, have solidified
Africa’s position in the global entertainment industry. 



<div class="wp-block-image"><figure class="aligncenter"><img loading="lazy" decoding="async" width="1024" height="683" src="https://www.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-1030097404-1024x683.jpg" alt="" class="wp-image-39819" srcset="https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-1030097404-1024x683.jpg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-1030097404-300x200.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-1030097404-600x400.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-1030097404-768x512.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-1030097404.jpg 2048w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><figcaption>BROOKLYN, NY &#8211; SEPTEMBER 09: Yemi Alade performs on stage at 2018 Essence Street Style Festival on September 9, 2018 in Brooklyn City. (Photo by Dave Kotinsky/Getty Images for Essence)</figcaption></figure></div>



Afrobeats has not only captured a new western audience but
has also influenced the sounds of some of America’s biggest artists.



“Afrobeats is absolutely taking over. In 2016, Drake’s One
Dance, which featured Wizkid, was arguably one of the biggest sounds globally.
Then you had French Montana with Unforgettable, which was also huge and both
videos were shot in Africa. So, this thing is becoming a movement,” says
D-Black, a Ghanaian Afrobeats artist and founder of Black Avenue Muzik record
label.



It’s almost impossible to attend a party or wedding in
Africa and not be treated to one of Afrobeats’ ubiquitous chart-toppers. 



With hits from artists like Davido, Wizkid, Yemi Alade and
many more pounding out of speakers across the continent, the movement of
Afrobeats not only covers major cities in Nigeria, but also some far-flung
locales.



“You cannot really talk about Afrobeats without talking
about Lagos. The music scene is very fast-paced and colorful. Each local area
has its own unique sound. On the mainland, we have the heart music being pushed
by artists like Small Doctor. 



“We also have the live Afrobeats scene and then the Alte
scene, which is a different music on its own. People like to identify Alte
sound with the western crowd and mainly people who live on the island,” says
Paul Yusuf, DJ and founder of Music Revolution Nigeria.



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">But that doesn’t mean that the artists are benefiting from the buzz. Similar to Nollywood, piracy remains rampant making it impossible for artists to sell their music. </blockquote>



“There are several ways of accessing music locally in
Nigeria, from the streets, where you have street vendors selling illegally
obtained music or in a well-known tech hub called computer village, where
consumers can download thousands of illegally obtained new music onto their
hard drive from as little as N2,000 ($5),” Yusuf says. 



“In Africa, the model is different. It is all about putting
out as much free music as you can without necessarily charging, then you become
a big artist once you have enough hit songs and then make your money back from
being booked on shows. When you think about it, some of the biggest stars in
the United States make most of their money from tours,” says D-Black.



Despite these challenges, the advent of Web 2.0 and
community marketing mean the Afrobeats scene has been digitalized, providing
savvy entrepreneurs like Don Jazzy, with a new revenue model.



“Back in the day, we didn’t care too much about online streaming platforms like YouTube, Apple Music and Spotify, but now it is a major focus for generating revenue. Nigeria still lags behind on online platforms but there are people in the diaspora who because of the growth and exposure of the Afrobeats music patronize us online by buying from these streaming platforms. 



<figure class="wp-block-image"><img loading="lazy" decoding="async" width="685" height="1024" src="https://www.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-1026043782-685x1024.jpg" alt="" class="wp-image-39820" srcset="https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-1026043782-685x1024.jpg 685w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-1026043782-300x449.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-1026043782-600x898.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-1026043782-201x300.jpg 201w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-1026043782-768x1149.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-1026043782.jpg 1369w" sizes="auto, (max-width: 685px) 100vw, 685px" /><figcaption>PHILADELPHIA, PA &#8211; SEPTEMBER 01: Davido performs onstage during the 2018 Made In America Festival &#8211; Day 1 at Benjamin Franklin Parkway on September 1, 2018 in Philadelphia, Pennsylvania. (Photo by Lisa Lake/Getty Images for Roc Nation)</figcaption></figure>



“The numbers from Nigeria is not big because most people prefer to download from free sites and most of them use Android, boom play apps and others to get access to the music,” says Jazzy.



Born Michael Collins Ajereh, he is a record producer,
singer, songwriter and entrepreneur. He is also the founder of one of Nigeria’s
most successful record labels, Mavin Records, with a roster of stars including
Tiwa Savage and Korede Bello. 



He pioneered the proliferation of Afrobeats into countries
like the United Kingdom (UK) and the United States (US) when he created his
first record label, Mo’ Hits Records, with former partner, D’banj. The pair was
signed by US music mogul, Kanye West, to his GOOD Music imprint, at a time when
the industry was still in its infancy bringing global attention to the world of
Afrobeats.



“Everything changed with D’banj. Oliver Twist opened up the
labels to want to invest in Africa because that was the first single that was
pushed by a label properly. Kanye West signed D’banj and Don Jazzy and that was
big news. When Mo’ Hits came out with their sound, it was easy to get the
world’s attention on Afrobeats, coupled with improved production and quality
music videos,” says the London-based DJ Flex.



According to Jazzy, the digital revolution of the Afrobeats
sound has led to the proliferation of the music into the diaspora, leading to
different sub-categories like Afro-pop, Afro-dance and Afro-reggae. This has
also affected the revenue model of the business.



“When it comes to Afrobeats, we have to look at two main
revenue streams. The type of songs that impact the clubs and Nigeria locally;
and secondly, the type of sound that moves numbers online, thus digitally. So,
you have to be very conscious of the type of music you make at the moment. You
have to consider whether you are trying to do this song so that you will be
popping in Nigeria and thus offline or are you doing the song for
international.



“For example, Korede Bello has Godwin, which was a very big
song offline and translated into him going for more shows and getting club
plays and party plays. But a song does like that, if you go on YouTube, Spotify
and Apple, the numbers are ridiculously crazy because the diaspora market
preferred that kind of sound and they streamed it more. So, you definitely have
to be conscious about what you want to achieve,” says Jazzy.



<figure class="wp-block-image"><img loading="lazy" decoding="async" width="725" height="1024" src="https://www.forbesafrica.com/wp-content/uploads/2019/03/DonJazzy12571-725x1024.jpg" alt="" class="wp-image-39821" srcset="https://cms.forbesafrica.com/wp-content/uploads/2019/03/DonJazzy12571-725x1024.jpg 725w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/DonJazzy12571-300x424.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/DonJazzy12571-600x847.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/DonJazzy12571-212x300.jpg 212w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/DonJazzy12571-768x1085.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/DonJazzy12571.jpg 1450w" sizes="auto, (max-width: 725px) 100vw, 725px" /><figcaption> Don Jazzy. Picture: Getty </figcaption></figure>



Social media has played a big role in this new trend by
making artists connect with audiences outside Nigeria. It has also influenced
the new sound of Afrobeats by giving Nigerian and African artists a window into
the world of pop culture in America by removing geographical barriers. 



“You no longer have to travel to the US to see what your
favorite artists are doing because they are all vying for attention on social
media platforms out of fear of dying out,”&nbsp;
D-Black says. 



With a population of 180 million in Nigeria, its music
industry is projected to grow, buoyed by the increase in smartphones and
platforms such as Instagram, Twitter and YouTube. According to the
International Federation of the Phonographic Industry,&nbsp; the global recorded music market grew by 8.1%
in 2017, reaching $17.3 billion that year on the strength of digital streaming
revenue. 



The big question is, with a largely unregulated industry,
how are these artists making their money?



“Money comes in when you have a good product and you make FX
from digital sales and when that artist starts growing and you go for shows,
then they get paid and you split the proceeds, depending on the sharing ratios
you have with the artist. 



“Different artists have different sharing ratios and that
depends on how long you have been with the artist and how badly perhaps you
want the artist. There are also endorsements from brands as well,” Jazzy says.



His Mavin Records label recently made news for securing an
undisclosed investment from Washington DC-based investment firm Kupanda
Capital, a firm with the goal of creating, capitalizing and scaling up
pan-African companies.&nbsp; 



“We are trying to build a long-term structured platform that
can connect African music on the continent and beyond for further global
consumption. We intend to use the investment for distribution of our own music,
product development and hire new staff to take the brand to the next level,”
Jazzy says.



The alleged multimillion-dollar investment by Kupanda into
the Nigerian record label presents yet another compelling case for the
Afrobeats genre, which presents revenue generating opportunities that are too
big to be ignored.



<figure class="wp-block-image"><img loading="lazy" decoding="async" width="1024" height="706" src="https://www.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-831170890-1024x706.jpg" alt="" class="wp-image-39822" srcset="https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-831170890-1024x706.jpg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-831170890-300x207.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-831170890-600x413.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-831170890-768x529.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2019/03/GettyImages-831170890.jpg 2048w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><figcaption>LOS ANGELES, CA &#8211; AUGUST 13: French Montana performs onstage during the Teen Choice Awards 2017 at Galen Center on August 13, 2017 in Los Angeles, California. (Photo by Kevin Winter/Getty Images)</figcaption></figure>

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