In 2022, songs classified as Afrobeats, the trendy genre that has captivated millions over the past decade and spurred the introduction of an African music category at the Grammy Awards just two weeks ago, will be available for streaming. The cumulative number of streams on the platform Spotify has reached 13 billion. .
Since 2017, we've seen a 550% increase in listeners and streams from all over the world.
This milestone recognizes the path that Afrobeats has taken, loosely bringing together many sounds within Africa influenced by the black diaspora, and which has now traveled from the dance floors of Lagos to other parts of West Africa and across the continent. It's spreading beyond.
Al Jazeera spoke to Dr. Jocelyn Muftu-Remy, CEO of Spotify in Sub-Saharan Africa, about what this means for the continent and the company's plans to further promote African artists to new audiences.
Al Jazeera: How has Afrobeats influenced the music scene in Africa and around the world in recent years?
Jocelyn Muftu-Remy: It's no exaggeration to say that Afrobeats is probably one of Africa's biggest cultural exports right now, and has undoubtedly influenced music being made on the African continent and elsewhere in the world. Afrobeats, by its very nature, is a fusion of sounds, perfectly suited to fusion with other musical styles and collaborations with artists from across the continent and around the world.
For example, the most streamed Afrobeats song of all time on the Spotify platform is Rema and Selena Gomez's collaboration “Calm Down.” But if you look at Davido and his collaborations with Amapiano producers like Focalistic, for example, you'll see that music really crosses borders and breaks boundaries.
The recent introduction of an African music category at the Grammy Awards is perhaps due in large part to the current huge popularity of genres such as Afrobeats and Amapiano around the world.
But beyond just influencing music, we're also seeing genres like Afrobeats influence other aspects of culture, from fashion to food and even language.
Al Jazeera: What do you think is the difference between Afrobeats and other music genres and what makes it unique?
Muftu Remi: I think the answer is in the name. What distinguishes Afrobeats is the beat. His distinctive 3-2 or 2-3 rhythm forms the basis of the music, over which various musical influences such as hip-hop and R&B are layered, as well as West African languages such as pidgin, Yoruba and Twi. Lyrics are layered with well-incorporated language. It's not just music for music's sake, it's also culture.
Al Jazeera: Why is Afrobeats so popular around the world and appealing to a wider audience?
Muftu Remi: The African diaspora and a desire to connect with a part of homeland have helped popularize the genre, but its popularity also has a lot to do with its feel-good nature. Most of the music classified as Afrobeats is upbeat and associated with good times and celebrations, such as weddings and clubs.
The genre is also constantly evolving, with fusions with other genres from across Africa and around the world, such as trap, UK garage and reggae, appealing to people all over the world and further expanding its audience.
Collaboration is another key driver of the genre's growth. We have seen Afrobeat artists collaborate with global celebrities such as Justin Bieber, Ed Sheeran, and Selena Gomez, and this, coupled with the power of streaming, is enabling Afrobeat artists to connect. . With viewers all over the world.
Al Jazeera: How has Spotify been involved in your journey in promoting Afrobeats and African music in general?
Muftu Remi: Our newly launched Afrobeats site, which tells the story of Afrobeats, is just one example of how we do this.
Streaming provides a global platform where artists can find an audience anywhere in the world. [We have] We offer a variety of artist support programs, including “EQUAL,'' which aims to raise the profile of talented female artists, “RADAR,'' which aims to support up-and-coming artists, and “Fresh Finds,'' which targets independent artists. .
Spotify features like Spotify playlists like Amapiano Grooves and African Heat and the Made for You hub also help drive discovery, helping listeners find the music they love and artists connecting with new fans.
We also announced a number of new features that will allow fans to see when and where their favorite artists will be performing, as well as purchase tickets and merchandise. This gives artists the opportunity to earn multiple streams of income.
Spotify also works with artists and their teams on a variety of projects, helping them market their music in ways that drive discovery and enable success. This includes the use of our billboard in New York's Times Square, which features many African artists. He hosts discussions with local artists such as Beat School, his three-part video series that explores various African genres with local artists, Music that Moves, a documentary on the rise of South African amapiano, and Kenya's Them Mushrooms. Spotify Talks.
Al Jazeera: What are some of the challenges African artists and the Afrobeats genre face when entering the global market?
Muftu Remi: As the world begins to take notice of Afrobeats in earnest, many of the challenges of the genre's unknowns are beginning to disappear for artists aiming to reach the global stage, and streaming is playing a key role here. .
But for emerging artists, independent artists, or women breaking into a still male-dominated industry, there will be challenges. That's why we help artists grow their audiences and build their careers.
Another aspect that I would like to focus on is the business side of a career as a musician. For many creators, this may not be their forte, so learning skills, finding mentors, and choosing a team that can support you with the business side of music is critical.
Al Jazeera: Are there any Afrobeats artists or producers we should keep an eye on in the future?
Muftu Remi: June's EQUAL artist, Qing Madi, is definitely one to watch. At just 16 years old, she is already breaking new ground with her combination of Afrobeats, soul, and R&B.
2023 Nigerian RADAR artist Leah Sean is also an artist to watch. Women played a very important role in the origins of Afrobeats, and we will see more and more women joining the giants of the genre in the future.
Al Jazeera: How do the music listening habits of African listeners compare to other world regions in terms of genre, artists and consumption patterns?
Muftu Remi: One of the things we noticed from the Wrapped data released last year was that local music streaming was on the rise in many of the major markets in sub-Saharan Africa. This is a very promising trend.
Our data showed some very interesting patterns, especially regarding Afrobeats. For example, you might think that Nigeria is the biggest consumer of this genre, but in reality, both the US and UK outstream this genre. Although South Africa is not a top 10 market for Afrobeats, it has seen significant growth, with streaming for the genre increasing by more than 2,000 percent since 2018. Growth markets include markets such as Mexico and the Netherlands. , and India, which loves Afrobeats.
This interview has been edited for style and clarity.
