According to a recent report, the creative economy in Africa is thriving; this while the continent’s creatives contribute to growing the industry and bringing the spotlight back home.



The past five years have proven to be very successful for Africa’s entertainment sector for both music and movies – 22-year-old South African, Tyla Laura Seethal took home a Grammy last year and&nbsp; Nigeria’s Temilade Openiyi (Tems) took hers home a year before that.



In addition, Nigerian-British actor, Cynthia Erivo was nominated for Best Actress in a Leading Role at this year’s Academy Awards for her role as Elphaba in the cinematic version of the Broadway classic, Wicked; and South African short film, The Last Ranger was short-listed in the 97th Academy Awards in the Best Live Action Short Film category.



If Erivo wins the Oscar in March, the Daytime Emmy, Grammy and Tony Award-winning actress will then receive the coveted EGOT status.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;



The newly-released PricewaterhouseCoopers (PwC) Africa Entertainment and Media Outlook for 2024-2028, labeled Resilience and Reinvention, states that the key strongest markets (South Africa, Kenya and Nigeria) saw revenue growth in media and entertainment, ahead of the global average of 5% in 2023.



Growth was the strongest in the West African nation with an average of 15%. South Africa saw growth of 11.7% and Kenya saw an increase of 5.8%. The compound annual growth rate (CAGR) for Nigeria continues to boast one of the fastest growing E&amp;M industries in the world with an 8.6% CAGR.



South Africa is the most established market in Africa, with projected CAGR of 4.2% through 2028. Most of the country’s future growth is spread across various segments, excluding print media (newspapers, consumer magazines and books). However, PwC also reports that the segment to watch across media and entertainment is video games and esports.



“South Africa’s resilient E&amp;M market will see significant growth in OTT and internet advertising, driven by stable connectivity and 5G adoption, but must adapt to business model reinvention amidst digital ecosystem shifts and Al disruptions,” Alinah Motaung-Tshabalala, PwC Africa Entertainment and Media Leader, adds in the report.



Kenya’s biggest growth point will come from internet advertising; this is primarily due to the growth in mobile services. Nigeria’s growth through to 2028 will be largely due to internet advertising, video games, music and podcasts, to name a few.



“With a youthful population eager to embrace innovation, Nigeria’s entertainment and media industry can harness the power of genAl to capitalize on this disruptive force, unlocking new opportunities for growth and development,”Udochi Muogilim, Technology, Media and Telecommunications Leader at PwC Nigeria, said.



The report also showed that South Africa recorded the largest annual jump in box office revenue of the three countries during 2023 at 33.6%. According to PwC, international blockbusters will help drive the cinema industry in South Africa, which “has been experiencing a challenging few years and is starting to show steady recovery to pre-pandemic revenues by 2027”.



Over the next five years, E&amp;M in these three countries is expected to rise ahead of the global average of 3.9% CAGR. In South Africa, the increase will go from $16.1 billion to $19.8 billion, while revenue is set to reach $4.8 billion in Kenya; this from $3.8 billion in 2023. Nigeria’s growth will go from $9 billion to $13.6 billion in 2028.

Untitled design (27)

Entertainment Continues To Boom On The Continent; South Africa The Most Well Established Market

For diasporans locally known as &#8216;I Just Got Back&#8217; (IJGB), coming to Lagos for &#8216;Detty December&#8217; — a time when Nigeria’s cities come alive with celebrations, music, and cultural events — feels like home reimagined, where tradition meets the future.



By early December, the arrival halls at the Murtala Muhammed International Airport in Lagos had begun to fill with luxury luggage, designer sunglasses and foreign accents. Soon, the ripple became a wave — a surge of international celebrities, diasporans locally known as &#8216;I Just Got Back&#8217; (IJGB), and high-profile figures descending on the city.



&#8216;I Just Got Back,&#8217; the phrase once whispered with pride by Nigerians returning from the West, now rings out as a collective mantra. This year, they arrived in droves. From island parties to sold-out shows, Lagos transformed into Africa’s cultural epicenter in December.


<div class="wp-block-image">
<figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" width="819" height="1024" src="https://cms.forbesafrica.com/wp-content/uploads/2025/01/Courtesy-Flytime-Media-819x1024.jpg" alt="" class="wp-image-64188" style="width:539px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2025/01/Courtesy-Flytime-Media-819x1024.jpg 819w, https://cms.forbesafrica.com/wp-content/uploads/2025/01/Courtesy-Flytime-Media-240x300.jpg 240w, https://cms.forbesafrica.com/wp-content/uploads/2025/01/Courtesy-Flytime-Media-768x960.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2025/01/Courtesy-Flytime-Media-1229x1536.jpg 1229w, https://cms.forbesafrica.com/wp-content/uploads/2025/01/Courtesy-Flytime-Media-1638x2048.jpg 1638w, https://cms.forbesafrica.com/wp-content/uploads/2025/01/Courtesy-Flytime-Media-scaled.jpg 2048w" sizes="auto, (max-width: 819px) 100vw, 819px" /><figcaption class="wp-element-caption">Tyla (Courtesy of Flytime Media)</figcaption></figure></div>


The New Gold Rush



Much like the California gold rush of 1848, Lagos became the center of attraction — but this time, the gold is culture. Afrobeats, the genre that has captured the world’s attention, isn’t just a playlist — it’s the soundtrack to an entire movement.



Spotify’s latest data supports this. Afrobeats has grown by 114% globally, and Nigerian artists dominate the charts. In the 2025 Grammys, the category for Best African Music Performance reads more like a Lagos block party — David &#8216;Davido&#8217; Adeleke, Ayodeji &#8216;Wizkid&#8217; Balogun, Damini &#8216;Burna Boy&#8217; Ogulu, Temilade &#8216;Tems&#8217; Openiyi, Ahmed &#8216;Asake&#8217; Ololade.



Burna Boy, Davido, and Wizkid dominate global charts, while South Africa&#8217;s Tyla Seethal, American rapper Sergio &#8216;Gunna&#8217; Kitchens, and British-Nigerian rapper Oluwafisayo &#8216;Darkoo&#8217; Isa cross oceans to share the stage at the four-day Lagos’ Flytime Fest attended by over 30,000 fun-seekers. It’s a festival that, since 2004, has grown from a local event to a pilgrimage for anyone who claims to understand music’s next frontier.



“Afrobeats is a new culture wave, and people are coming to the source,” says Abuchi Peter Ugwu, CEO of Chocolate City Music. “It’s the fear of missing out (FoMO) — nobody wants to miss out on the wave.”



By midnight, the skyline twinkles — not from distant stars, but from the glare of concert lights, fireworks, and phone screens held high by thousands who have returned home to dance beneath the Lagos sky.



Time Out magazine recently named Lagos the sixth best city in the world for nightlife, a ranking driven by Afrobeats’ meteoric rise. For diasporans, &#8216;Detty December&#8217; isn’t just a holiday; it’s an initiation into the pulse of home.


<div class="wp-block-image">
<figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" width="683" height="1024" src="https://cms.forbesafrica.com/wp-content/uploads/2025/01/Gunna-at-a-local-market-in-Lagos-Jakande-683x1024.jpg" alt="" class="wp-image-64187" style="width:583px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2025/01/Gunna-at-a-local-market-in-Lagos-Jakande-683x1024.jpg 683w, https://cms.forbesafrica.com/wp-content/uploads/2025/01/Gunna-at-a-local-market-in-Lagos-Jakande-200x300.jpg 200w, https://cms.forbesafrica.com/wp-content/uploads/2025/01/Gunna-at-a-local-market-in-Lagos-Jakande-768x1151.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2025/01/Gunna-at-a-local-market-in-Lagos-Jakande-1025x1536.jpg 1025w, https://cms.forbesafrica.com/wp-content/uploads/2025/01/Gunna-at-a-local-market-in-Lagos-Jakande-1366x2048.jpg 1366w, https://cms.forbesafrica.com/wp-content/uploads/2025/01/Gunna-at-a-local-market-in-Lagos-Jakande-scaled.jpg 1708w" sizes="auto, (max-width: 683px) 100vw, 683px" /><figcaption class="wp-element-caption">Gunna at a local market in Lagos, Jakande (Image supplied)</figcaption></figure></div>


While Ghana’s ‘Year of Return’ anchored itself in cultural heritage, Lagos builds its empire around celebration, nightlife, and entertainment. As December rolls around, it’s impossible to scroll through Instagram without seeing clips from rooftop parties, fashion events, or pop-up concerts.



“Nigeria is Africa&#8217;s entertainment heartbeat,” says Keke Hammond, Chief Operations Officer of Flytime Fest. “&#8217;Detty December&#8217; isn’t just about music. From October, the city kicks off with art exhibitions, November blends into fashion week, and by December — music owns the streets.”



Lagos, unlike any other city, doesn’t just host events — it orchestrates a crescendo that peaks at the Lagos Countdown, a state-backed fireworks display and concert, ringing in the New Year with crowds serenaded with performances by Nigeria&#8217;s biggest act at select venues. Wizkid and Burna Boy were among the headliners this year.



A City That Sells Out



By mid-December, Lagos feels stretched to its limits. Hotel rooms vanish overnight. Private villas in Lekki and Ikoyi double their rates. And getting a table at a high-end restaurant? Forget it.



But for every champagne bottle popped, there’s the reality of rising inflation and a naira that struggles to hold its value. At 34.6% inflation in November, Nigeria’s economy is stretched thin.



Still, the influx of tourists and diasporans offers a lifeline as they spend dollars, euros, and pounds across the city’s luxury hotels, boutiques and street markets. Foreign exchange inflows hit $22.9 billion in Q3 2024, a 3% increase quarter-on-quarter.



“Nigerians are resilient and very creative. We defy every single norm. And we have a contagious energy,” says Hammond.



The Future Of &#8216;Detty December&#8217;



With the Lagos Arena under construction, set to house 12,000 people by late 2025, the city is preparing for even more grand-scale events. For now, pop-up concerts spill into streets and boutique hotels burst at the seams with bookings from London, New York, and Toronto.



&#8220;We need to make sure that we are able to accommodate the influx, in terms of hotels and things of that nature,&#8221; Hammond says.



Ugwu also believes the boom can’t just stop at entertainment. “We need infrastructure. If you can build train systems or affordable transport, imagine the reach. Let young people from other locations experience a Burna Boy show without worrying about ride-hailing costs.”



He pauses. “There are a lot of young people that don&#8217;t even experience the culture. I feel like the government has the responsibility to make that happen. Crime drops when young people feel part of something bigger than them.”



As the world watches Afrobeats conquer charts and Nigerian designers dress Hollywood’s elite, the real show is happening under the December skies of Lagos. And those who just got back? They’re already planning next year’s return.

Ayra Starr Performs At Flytime Fest

‘Africa’s Entertainment Heartbeat’: Why Global Stars And ‘IJGBs’ Flocked To Lagos ForThe ‘Detty December’ Parties That Never Stopped

With streaming services making international music more accessible, the former U.S. President’s endorsements often lead to increased visibility for emerging artists, resulting in surges of streams and social media traction.



Former United States (U.S.) President Barack Obama’s 2024 favorite playlist is putting African artists in the global spotlight, once again highlighting the continent’s rising influence on the international music scene.



Among the 25 songs Obama shared on X (formerly Twitter), African stars like Divine &#8216;Rema&#8217; Ikubor and Ahmed &#8216;Asake&#8217; Ololade from Nigeria, and South Africa’s Tyla Seethal, made the cut, indicating the growing popularity of Afrobeats and Amapiano worldwide.



Rema’s hit Yayo secured a spot on Obama’s list, further solidifying his place as one of Afrobeats’ biggest global ambassadors. Since his breakout track Dumebi and the international success of Calm Down, Rema has been at the forefront of a new generation of Nigerian artists dominating international charts and festivals.



Amapiano sensation Tyla also earned recognition with her track Jump, a collaboration featuring American rapper Sergio &#8216;Gunna&#8217; Kitchens and Jamaican dancehall disc jockey (DJ) and rapper Emwah &#8216;Skillibeng&#8217; Warmington. Tyla’s Amapiano-infused sound has propelled her to global stardom, with Jump exemplifying the genre’s seamless integration into mainstream pop and rhythm and blues (R&amp;B).



Singer and rapper Asake’s track Active, featuring U.S. rapper Jacques &#8216;Travis Scott&#8217; Webster II, also reflects the rise of Afrobeats. His collaboration with Scott underscores the growing interest in African sounds by international artists.



Obama’s list also featured English-Northern Irish singer and rapper Jordan Adetunji of Nigerian descent with his genre-blending track Kehlani. Adetunji represents the evolving sound of the African diaspora reshaping global music narratives.



This isn’t the first time Obama has amplified African artists. His previous playlists have featured the likes of Damini &#8216;Burna Boy&#8217; Ogulu, Ayodeji &#8216;Wizkid&#8217; Balogun, and Temilade &#8216;Tems&#8217; Openiyi, signaling Afrobeats’ and amapiano’s growing global reach.



Inviting his followers to “shake up” their playlists, he urged them to &#8220;let me know if there’s a song or artist I should make sure to listen to&#8221;.

Untitled design (20)

Rema, Tyla, Asake, Jordan Adetunji Shine In Barack Obama’s 2024 Favorite Songs List

It has been an exciting and rewarding debut year for South African singer, Tyla Seethal, best known as ‘Tyla’.



Her latest recognition on the global stage is a raft of historic awards and nominations.



On Sunday, in Manchester, United Kingdom, Tyla took home three MTV Europe Music Awards (MTV EMAs), making her the first African artist to win three EMAs in one night.



Tyla was one of the biggest wins of the night; American singers Taylor Swift and Sabrina Carpenter who also won multiple EMAs last night.



The 22-year-old South African songtress was nominated in four categories and also took home an award for ‘The Best African Act’, a category in which she was up against Nigerian artists Asake and Ayra Starr along with South African musicians DBN Gogo, and TitoM &amp; Yuppe.


<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="396" height="594" src="https://cms.forbesafrica.com/wp-content/uploads/2024/11/GettyImages-2184021824.jpg" alt="" class="wp-image-63645" srcset="https://cms.forbesafrica.com/wp-content/uploads/2024/11/GettyImages-2184021824.jpg 396w, https://cms.forbesafrica.com/wp-content/uploads/2024/11/GettyImages-2184021824-200x300.jpg 200w" sizes="auto, (max-width: 396px) 100vw, 396px" /><figcaption class="wp-element-caption">Tyla paying tribute to Aaliyah (Photo by Gareth Cattermole/MTV EMA/Gareth Cattermole/Getty Images for Viacom International)</figcaption></figure></div>


Tanzanian global artist Diamond Platnumz, who won in this category in 2023, was also nominated. Tyla also won the award for ‘Best Afrobeats’; her fellow nominees were other African music icons Burna Boy, Tems and Rema.



“I can’t believe it,” she said, accepting the prize from LL Cool J.



“Literally, all the nominees, they are insane. They have taken Afrobeats so far and I’m so honored to be winning this award… Afrobeats has opened so many doors for African music, so thank you so much to Afrobeats.”



Tyla also took home the award for ‘Best R&amp;B’, beating artists such as Usher and Victoria Monét.



“I&#8217;m just as shocked as you guys. Like, I don&#8217;t know what to do,” she said in her acceptance speech. “I know it&#8217;s just so hard to categorise my music. I literally mix so many different genres into one, but R&amp;B is a huge influence in my music, especially Aaliyah, she&#8217;s like one of my idols.”



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<blockquote class="twitter-tweet" data-width="500" data-dnt="true">The exact moment Tyla found out she won BEST R&amp;B at the MTV EMAs. I&#39;m not crying, you are 😭 <a href="https://t.co/PO7wBGi0sH">pic.twitter.com/PO7wBGi0sH</a>&mdash; Tyla Club (@TylaClub) <a href="https://twitter.com/TylaClub/status/1855843426173849982?ref_src=twsrc%5Etfw">November 11, 2024</a></blockquote><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
</div></figure>



She paid tribute to the late ‘Princess of R&amp;B’, Aaliyah, by wearing a replica of the Roberto Cavalli dress that the she wore at the 2000 MTV VMAs.



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<blockquote class="twitter-tweet" data-width="500" data-dnt="true">Let&#39;s hear it for Tyla! 🗣️ Congratulations <a href="https://twitter.com/Tyllaaaaaaa?ref_src=twsrc%5Etfw">@tyllaaaaaaa</a> on winning Best R&amp;B at the 2024 <a href="https://twitter.com/hashtag/MTVEMAs?src=hash&amp;ref_src=twsrc%5Etfw">#MTVEMAs</a>! <a href="https://t.co/FqjLmnLi0y">pic.twitter.com/FqjLmnLi0y</a>&mdash; MTV EMA (@mtvema) <a href="https://twitter.com/mtvema/status/1855757329700131108?ref_src=twsrc%5Etfw">November 10, 2024</a></blockquote><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
</div></figure>



“The fact that I&#8217;m even winning this in her dress is like – oh my God.”



This has been a record year for the South African singer. In February, she made history when she took home her first Grammy award for ‘Best African Music Performance’ for her hit single Water.



“I did not think I would win a Grammy at 22 years old,” she said as she accepted the award at the Crypto.com Arena in Los Angeles, United States.

MTV EMAs 2024 – Winners

South African Singer Tyla Has Record-Breaking Year As She Makes History (Again) At MTV EMAs And Pays Tribute To R&B Legend

It has been a stellar year for African music across the globe. With the recent announcement from The Recording Academy on the nominees for the 2024 Grammy Awards, Africa joined the artists in celebrating their spots in what the Academy called &#8220;history”.



In a statement released in November, one of three newly- added categories for the 2024 Grammys is the Best African Music Performance award. It is being hailed a breakthrough acknowledging the commercial and cultural prowess of African music.



&#8220;Giving African music its own category would highlight and celebrate the diversity and richness of Africa,&#8221; Shawn Thwaites, project manager at The Recording Academy, said in a roundtable about the new category. &#8220;This is a great step forward!&#8221;



Africa’s Grammy nominees for 2024 include Ayra Starr, Burna Boy, Davido and Musa Keys, Asake and Olamide, all for Best African Music Performance, and Trevor Noah for Best Comedy Album. As FORBES AFRICA, we decided to compile our own list of the biggest African hits of 2023 that got the world on its feet. With the help of the numbers on social media, trends, Spotify listens and YouTube views, the list has been whittled down to the following artists who have scaled global heights. Although some of the music was released before 2023, it seems they are still trending.



<figure class="wp-block-table"><table class="has-fixed-layout"><tbody><tr><td>Song</td><td>Artist</td><td>Country</td><td>Spotify Listens</td><td>YouTube Views</td><td>Total</td><td>YT Release Date</td><td>&nbsp;</td></tr><tr><td>CALM DOWN</td><td>Rema feat Selena Gomez</td><td>Nigeria</td><td>1,112,827,855</td><td>706,057,845</td><td>1,818,885,700</td><td>Sep-22</td><td>&nbsp;</td></tr><tr><td>PEOPLE</td><td>Libianca</td><td>Cameroon</td><td>498,353,247</td><td>218,903,109</td><td>717,256,356</td><td>Jan-23</td><td>&nbsp;</td></tr><tr><td>RUSH</td><td>Ayra Starr</td><td>Benin</td><td>281,167,683</td><td>264,455,804</td><td>545,623,487</td><td>Sep-22</td><td>2024 Grammy nominee for Best African Music Performance</td></tr><tr><td>PERU</td><td>Fireboy DML &amp; Ed Sheeran</td><td>Nigeria</td><td>283,657,974</td><td>189,399,170</td><td>473057144</td><td>Dec-21</td><td>&nbsp;</td></tr><tr><td>WATER</td><td>Tyla</td><td>South Africa</td><td>155,090,107</td><td>39,605,600</td><td>194,695,707</td><td>Oct-23</td><td>2024 Grammy nominee for Best African Music Performance</td></tr><tr><td>UNAVAILABLE</td><td>Davido feat Musa Keys</td><td>Nigeria-South Africa</td><td>98,950,916</td><td>72,345,505</td><td>171,296,421</td><td>Apr-23</td><td>2024 Grammy nominee for Best African Music Performance</td></tr><tr><td>CITY BOYS</td><td>Burna Boy</td><td>Nigeria</td><td>61,573,500</td><td>23,431,043</td><td>85,004,543</td><td>Sep-23</td><td>2024 Grammy nominee for Best African Music Performance</td></tr><tr><td>MNIKE</td><td>Tyler ICU</td><td>South Africa</td><td>31,970,236</td><td>27,545,449</td><td>59,515,685</td><td>Apr-23</td><td>&nbsp;</td></tr><tr><td>LONELY AT THE TOP</td><td>Asake</td><td>Nigeria</td><td>35,859,656</td><td>22,932,185</td><td>58,791,841</td><td>Aug-23</td><td>2024 Grammy nominee for Best African Music Performance with Olamide, &#8220;Amapiano”</td></tr><tr><td>HAMBA JUBA</td><td>Lady Amar, Cici, Murumba Pitch and JL SA</td><td>South Africa</td><td>13,336,755</td><td>14,165,502</td><td>27,502,257</td><td>Apr-23</td><td>&nbsp;</td></tr><tr><td>ME AND U</td><td>Tems</td><td>Nigeria</td><td>16,206,894</td><td>7,270,381</td><td>23,477,275</td><td>Oct-23</td><td>&nbsp;</td></tr></tbody></table><figcaption class="wp-element-caption">*The list is but a small representation of the enormous potential and success of Africa&#8217;s musicians ** All data is as of November 12 2023</figcaption></figure>

Tag: Tyla

FORBES AFRICA SOCIAL MEDIA

Entertainment Continues To Boom On The Continent; South Africa The Most Well Established Market

‘Africa’s Entertainment Heartbeat’: Why Global Stars And ‘IJGBs’ Flocked To Lagos ForThe ‘Detty December’ Parties That Never Stopped

Rema, Tyla, Asake, Jordan Adetunji Shine In Barack Obama’s 2024 Favorite Songs List

South African Singer Tyla Has Record-Breaking Year As She Makes History (Again) At MTV EMAs And Pays Tribute To R&B Legend

The Biggest And Best Music In Africa (As Per The Numbers)