ABUJA, Nigeria (AP) — From an electrifying and colorful musical performance at the FIFA World Cup to a new Grammy Awards category, African music genres and talents are reaching audiences and dance floors across the globe in a breakthrough for an industry that has long endured structural challenges.

With performances on the world’s biggest stages and record numbers on global music charts, African acts are charting a new course for music produced on the continent, taking advantage of high-profile international collaborations, a boost from the internet and streaming platforms, and new investment opportunities.

On Sunday, a new Grammy will be presented for the category of Best African Music Performance, showcasing the musical traditions of the region and acknowledging recordings that incorporate distinctive cultural elements from various parts of Africa.

According to LeriQ, a Nigerian producer and the driving force behind Burna Boy’s Grammy-winning album “Twice As Tall,” the Grammy is a prestigious acknowledgement of a musician’s achievements and dedication. It signifies that their talent has been recognized globally and that they have made a impact on the world stage.

According to the 2023 Global Music Report by the International Federation of the Phonographic Industry, Sub-Saharan Africa experienced the highest growth in recorded music revenues in 2022.

At the heart of this expansion are emerging styles of Afrobeats and amapiano. Afrobeats is a popular fusion of various West African music genres, while amapiano combines elements of South African kwaito, African jazz, house music, and soulful singing.

There is also a genre called Afrobeat, which is distinct from Afrobeats. It is a fusion of jazz, funk, and traditional rhythms from West Africa, made popular by Nigerian musician and political activist Fela Kuti in the 1970s. Additionally, there is Afropop, which encompasses a diverse range of contemporary styles. There are also traditional styles such as soukous from Congo and other parts of Central Africa, as well as shaabi and chaabi, which are heavily vocal and rhythmic genres commonly heard on the streets of North Africa. In East Africa, popular dance music includes benga from Kenya and bongo flava from Tanzania, while West Africa boasts fuji and high life as dance floor favorites.

Streaming platforms are helping push the genres across borders and continents. On Spotify alone, Afrobeats streaming has grown by more than 500% since 2017, according to the platform.

Rema, a Nigerian musician, has released a song called “Calm Down” which features Selena Gomez. This track, released in 2022, has reached a milestone by becoming the first song by an African artist to reach 1 billion streams on Spotify. Additionally, it holds the record for the most weeks spent on Billboard’s Pop Airplay chart, with a total of 64 weeks.

According to Joey Akan, the founder of Afrobeats Intelligence newsletter, a crucial element contributing to the popularity of songs like “Calm Down” in the Afrobeats genre is their ability to reflect everyday life through a blend of Pidgin and native languages, catchy melodies, traditional drum beats, strong rhythms, and lyrical flow.

Akan explains that the popular song “Last Last” by Burna Boy features lyrics about needing “igbo” (marijuana) and “shayo” (alcohol) as a means of coping with heartbreak. This has led to people dancing and chanting along to these words.

Tyla, a South African artist, reached new heights with her hit song “Water,” solidifying amapiano’s rise in popularity. This achievement also made her the most successful solo female African artist in history by reaching No. 10 on the Billboard Hot 100 chart.

Some songs combine different genres within the realm of African music.

According to South African DJ Nafy Dread, the song “Unavailable” by Davido (from Nigeria) and Musa Keys (from South Africa) is a potential example of a successful collaboration between Afrobeats and amapiano, with a Grammy nomination.

Over the past year, African celebrities have made appearances on some of soccer’s largest platforms. Burna Boy, for example, impressed the crowd at Istanbul’s Atatürk Olympic Stadium during the UEFA Champions League final, while Rema showcased his talents for the world’s top players at FIFA’s Ballon d’Or event. Davido also contributed to the official soundtrack for the FIFA World Cup.

Tina Davis, the president of Empire, a digital media distribution company that partners with Olamide’s YBNL record label, states that many of the music styles we enjoy today have their roots in African music.

Angélique Kidjo, a five-time winner of the Grammy award, is considered one of the top talents to come out of the continent. She has released a total of 16 albums.

In 2020, upon winning the Grammy for best world music album (now renamed), the singer from Benin stated that the upcoming generation of African artists will make a powerful impact.

The storm also brings the power of Africa’s population.

By 2050, Africa’s 1.3 billion young and culturally aware individuals will comprise a quarter of the global population. As reported by Pew Research, almost half of Africans who have migrated from their home countries now reside in a different region, bringing African music and rhythms with them.

According to LeriQ, the reach of African music is intriguing because it is created specifically for its people and reflects their culture, experiences, and challenges.

When the songs are not being played loudly in clubs and bars, they are being used as a means to publicly protest oppressive governments and unfair societies.

In his 2023 track titled “Amkeni,” hip-hop artist Nay wa Mitego addressed issues of corruption and poor leadership in Tanzania. Burna Boy’s song “20:10:20” depicted the tragic events of security forces shooting at Nigerian youth protesting against police brutality, while Folarin Falana’s “This Is Nigeria” reflects a society where citizens are becoming increasingly impoverished despite abundant mineral resources and oil wealth.

“According to Chika Anene, a designer residing in Abuja, Nigeria, in our current society, music serves more than just as a source of entertainment. It caters to our individual circumstances and necessities, which is why she claims she cannot live without it.”

According to industry experts, there has been a rise in worldwide interest which has led both organizations and individuals to invest in the growth of homegrown talents and infrastructure. This has resulted in major record labels paying more attention to this trend.

According to analysts, the internet has been a crucial factor in the growth of the continent and has the potential to continue driving growth if used effectively. The U.S. International Trade Administration reports that the continent is currently leading in mobile device web traffic globally, providing artists with a greater market potential.

According to Kenyan musician Eric Wainaina, the internet has made African music more democratic by eliminating the control of gatekeepers who wanted a specific sound from the continent. This has allowed artists to release their desired music and audiences to search for their preferred music, such as Wainaina’s benga-influenced social justice songs.

However, creating music in Africa is still a difficult task due to obstacles such as lack of financial resources and infrastructure. This often results in the need to depend on international companies for support and marketing, according to G’bemi Ereku, an entertainment and media executive based in Lagos.

Ereku states that our worldwide popularity has not reached its maximum potential due to structural issues. This can be compared to a tree’s growth being limited by its surroundings.

Despite its large population, the continent’s purchasing power remains limited, with an estimated music streaming revenue of $410.7 million this year. This is less than 4% of the projected $12 billion for the United States, according to Statista, a market research firm.

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 up-and-coming artists such as Nigerian musician Jhello struggle to make a name for themselves in the fiercely competitive industry without much backing from institutions.

Jhello states that while there is an abundance of talent found on the streets, what distinguishes one from the rest is their branding. However, building a successful brand currently requires significant dedication and resources.

However, the music continues to strike a chord with individuals globally.

According to Akan from Afrobeats Intelligence, the world has found a fresh approach to experiencing music. This approach brings about powerful emotions and feelings, providing a new and enjoyable experience for listeners.

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Mureithi’s report came from Nairobi, Kenya, while Magome reported from Johannesburg, South Africa. Maria Sherman, AP’s Music Writer, contributed to the report from Los Angeles.

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Please visit https://apnews.com/hub/grammy-awards for additional information on the 2024 Grammys.

Source: wral.com