While legends like Miriam makeba and Ladysmith Black Mambazo have been powering up Africa’s music profile since the 1960s, as we soar into the 2020s, African musicians have gone from something the West may hear of once or twice a lifetime to kings and queens of a pulsing music scene and household names. Thinks Sauti Sol, India Arie, Kwesi Arthur, and 2021 Grammy winner Burna Boy. Collaborations are rolling, and there has never been an industry to which ‘the economic watch-word, ‘Africa Rising,’ applies more.
From Trickle to Torrent
Africa is a continent that pulses with music as life. From symbolic ways to retake culture and freedom, to a passion-filled testament to overcoming struggle and celebrating life, music is a vital part of African culture from Morocco to South Africa and everywhere in-between.
But historically it’s been tough for any ‘local’ musician, no matter what country they call home, to get international eyes on their work unless they have easy access to the established music scenes in London or the U.S.
Gone are those days, luckily, and the music industry is 100 times better for it. With the rise and rise of online marketing, especially the viral potential and community-building skills inherent in social media, and the growth of platforms like Spotify, the 2000s, and especially the 2020s, have become ripe for connecting fans with artists globally. Today, you don’t always have to go to the fans, producers or collaborators- they can just as easily come to you.
Talent in Spades
And African music has thrived for it. Think of the attention-grabbing collaboration between South African artists and Hollywood for the seminal Black Panther soundtrack. Or hop on Spotify and get scrolling. Music genres and artists from across Africa are uncovering whole new audiences and dominating the charts. Spotify tells us that in the last year alone, the Alte music genre from Nigeria has boomed, growing over 200% in a single year.
Of course, the diasporic populations of African people into key music markets, including both the US and UK, and their urges to reconnect with the sounds and culture of their homelands has helped create thriving markets for African artists. Listeners from the US represent just under a quarter of the people enjoying the thriving Ghanian pop scene. Afro dancehall, building on the rich vibes of the Caribbean and Africa alike, claims 40% of its listeners in the same territory. With this solid base to build on, however, it’s no longer merely Africans listening to Africans. It’s the whole world.
Collaborations with established ‘Western’ artists are flowing. Rap, pop, and hip-hop collabs with major names chart regularly. Even the royalty-free music scene is feeling Africa’s presence. And, in turn, Africa is listening to the world.
The talent to thrust Africa to the forefront of the global industry has always been here. But finally the global reach and effective ways to get African artists to the ears of collaborators, fans, and industry agents has caught up. More and more talented artists are being discovered. In the little over a year since Spotify launched in Sub-Saharan Africa, it’s become even more clear how deep the talentpool here runs.
Once, ‘Africa Rising’ meant growing economies and innovative startups. Today, that rise is being powered by the music that’s been the heartbeat of so many cultures and lives for so long. And it’s only set to grow. If you’ve been slack on keeping up with the many African Artists dominating their genres, it’s time to think again- and fire up one of the Spotify lists that celebrate these talented artists and musicians. Trust us, your ears will thank you!
