A retrospective on the rise of afrobeats in the 2020’s
Afrobeats, a genre originating from Nigeria and Ghana in the late 2000s, has experienced explosive global growth over the past five years, transforming from a regional sound into a worldwide cultural movement. With a 550% increase in streaming numbers between 2017 and 2022 on platforms like Spotify, the genre’s rise is undeniable. While certain indicators suggest potential saturation—such as the diminishing novelty of Afrobeats performances on late-night television—the genre’s influence continues to expand through key touchpoints like television appearances, sports events, chart successes, global tours, and social media. These developments point to a genre in constant evolution rather than one that has reached its peak.
Afrobeats’ integration into American television is one of the most striking examples of its mainstream success. Artists like Burna Boy, Wizkid, and Tems have become regulars on late-night shows, reflecting the genre’s growing cultural significance. This trend of increasing visibility mirrors the genre’s broader trajectory, where Afrobeats is now a staple in popular culture rather than an exotic novelty. Furthermore, Afrobeats’ prominence extends beyond television into major global sporting events, with high-profile performances at the NBA All-Star Game and FIFA World Cup, signaling the genre’s deepening integration into international entertainment.
Chart performance and streaming numbers also underscore Afrobeats’ mainstream appeal. Wizkid’s hit song “Essence” became the first Nigerian pop track on the Billboard Hot 100, while artists like Burna Boy and Rema have broken records with album sales and chart placements, marking milestones for African music. The success of tracks like “Love Nwantiti” and “One Dance” on platforms like Spotify, which collectively have billions of streams, confirms Afrobeats’ place in global music markets. Despite the genre’s concentrated success among a few stars, the commercial viability of Afrobeats remains strong, signaling a sustainable future.
Afrobeats’ touring infrastructure has evolved dramatically, with artists now embarking on extensive international tours to cities across North America and Europe. Events like the “Afrobeats To The World” tour are a testament to the genre’s broadening appeal, attracting diverse audiences beyond traditional African diasporas. These live performances create a cycle of visibility that boosts streaming and builds an even larger fan base. Collaborations between Afrobeats artists and Western stars have played a crucial role in this expansion, with songs like Wizkid’s “Essence” and Rema’s “Calm Down” benefiting from high-profile features by artists like Justin Bieber and Selena Gomez.
Social media platforms have also been integral to Afrobeats’ rise, helping songs go viral and build international followings. Hits like “Love Nwantiti” gained immense popularity through TikTok, allowing African artists to bypass traditional industry gatekeepers and reach global audiences directly. This digital virality has played a pivotal role in the genre’s cross-cultural appeal, with dance challenges and viral trends helping Afrobeats transcend language barriers and solidify its place in the global music scene.
In conclusion, Afrobeats may not have reached its peak but is instead undergoing a phase of continued growth and evolution. The initial period of discovery and novelty has transitioned into a more stable presence within global music culture like reggaeton, K-pop, and other previously “foreign” genres that have become fixtures in the international music landscape. The genre’s ongoing innovation and commercial success suggest that Afrobeats has a long way to go, possibly entering a phase of maturity where new heights are still achievable.
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