The Afrobeat Business. Here Are Interesting Things You Should Know

You’ve probably heard of Musician Burna Boy or his collabo with British singer/songwriter Ed Sheeran “For My Hand.” If not, then you’ve probably heard of Rema’s song, “Calm Down.” Now, if you’ve not heard any of these songs, have you been on earth? What do these have in common and why should you take note? In this article we look at the Afrobeat Business and the industry in general.

Afrobeat is a Nigerian music genre that mixes West African musical styles (such as traditional Yoruba music and highlife) and American funk, jazz, and soul influences, with a focus on chanted vocals, complex intersecting rhythms, and percussion. Afrobeat has taken the world by storm in recent years, with artists like Wizkid, Burna Boy, Davido, Tiwa Savage, and Rema shining on the global stage and collaborating with stars like Beyoncé, Drake, Ed Sheeran, and Justin Bieber. Afrobeat is not only a musical expression, but also a money-making business that makes millions of dollars for the artists, producers, record labels, streaming platforms, and live events. In this article, we will explore the history, evolution, and current state of the Afrobeat business, and how it has influenced the culture, economy, and politics of Nigeria and beyond.

The Origins And Pioneers Of Afrobeat

Afrobeat was born in Nigeria in the late 1960s by Fela Kuti, who, with drummer Tony Allen, experimented with different contemporary music of the time. Afrobeat was a fusion of various genres, such as highlife, fuji, and jùjú, as well as Yoruba vocal traditions, rhythm, and instruments. Fela Kuti was also influenced by the funk, jazz, and soul music of James Brown, Miles Davis, and Sly Stone, as well as the political activism of Malcolm X and the Black Panthers.

Fela Kuti and Tony Allen created the band Africa 70, which became the main platform for Afrobeat’s creativity and innovation. They made long and complex songs that featured multiple layers of percussion, horns, keyboards, guitars, and vocals. Fela Kuti sang in English and Yoruba, often using satire and sarcasm to expose the corruption and oppression of the Nigerian government and its allies. He also built a communal compound in Lagos called the Kalakuta Republic, which served as his home, studio, and headquarters for his political movement.

Afrobeat became popular in Nigeria and across Africa in the 1970s, attracting both admirers and enemies. Fela Kuti and his band faced constant harassment and arrests from the authorities, who tried to silence his voice and stop his performances. In 1977, a thousand soldiers attacked the Kalakuta Republic, burning it down and beating its residents. Fela Kuti’s mother died from injuries sustained during the attack. Despite these challenges, Fela Kuti continued to make Afrobeat music until his death in 1997 from complications related to AIDS.

Fela Kuti’s legacy lives on through his sons Femi Kuti and Seun Kuti, who have both followed their father’s footsteps as Afrobeat musicians and activists. They have also worked with other artists from different genres and countries, such as Common, Mos Def, Brian Eno, and Damon Albarn.

The rise and spread of Afrobeat in Africa and the world

Afrobeat gained popularity in Nigeria and across Africa in the 1970s, attracting both fans and enemies. However, it was not until the 2000s that Afrobeat started to reach a wider global audience, thanks to the internet, social media, and collaborations with other artists. Some of the factors that contributed to the rise and spread of Afrobeat are:

• The emergence of Nollywood, the Nigerian film industry, which became one of the largest and most influential in the world. Nollywood films often featured Afrobeat songs as soundtracks, exposing them to millions of viewers across Africa and beyond.
• The growth of African diaspora communities in Europe, North America, and Asia, who brought their culture and music with them. They also created platforms and events to showcase Afrobeat artists, such as Afro Nation, a festival that started in Portugal in 2019 and has since expanded to Ghana, Puerto Rico, and the UK.
• The adoption of Afrobeats (with an S) as an umbrella term for contemporary African pop music that incorporates elements of Afrobeat as well as other genres such as hip-hop, dancehall, R&B, and house. Afrobeats artists such as Wizkid, Davido, Tiwa Savage, Burna Boy, and Rema have become household names in Africa and beyond, winning awards, breaking records, and collaborating with global stars like Drake, Beyoncé, Ed Sheeran, and Justin Bieber.
• The viral impact of social media platforms such as YouTube, Instagram, TikTok, and Shazam, which have enabled Afrobeat and Afrobeats songs to reach millions of listeners and viewers around the world. Some examples are Love Nwantiti by CKay, which became one of the most Shazamed songs in the world and sparked a dance challenge on TikTok; Essence by Wizkid and Tems, which became a summer anthem and received a remix by Justin Bieber; and Jerusalema by Master KG and Nomcebo Zikode, which inspired a global dance craze during the COVID-19 pandemic.
• The recognition and appreciation of Afrobeat’s legacy by other musicians from different genres and countries, who have incorporated its elements into their own styles. Some examples are The Talking Heads, who used Afrobeat rhythms and samples on their album Remain in Light (1980); Antibalas, a Brooklyn-based collective that plays Afrobeat-inspired music with a social message; Afro Celt Sound System, a group that fuses Afrobeat with Celtic music; and Kokoroko, a London-based band that blends Afrobeat with jazz.
• Afrobeat has thus become one of the most influential and diverse musical genres in the world, reflecting the rich culture and history of Africa and its people.

The Afrobeat industry: challenges and opportunities

Afrobeat is a booming business that makes millions of dollars for the artists, producers, record labels, streaming platforms, and live events involved. But the Afrobeat industry also has some problems and prospects that shape its future and success. Some of these are:

• The poor infrastructure and regulation in the African music market, which causes problems like piracy, low royalty payments, poor distribution channels, and limited access to funding and legal services. These problems affect the income and rights of Afrobeat artists and stakeholders, who often have to depend on other sources of revenue, such as endorsements, merchandising, and touring.
• The low representation and recognition of Afrobeat artists and professionals in the global music industry, especially in terms of awards, nominations, playlists, charts, and media coverage. Afrobeat artists have often faced obstacles and biases when trying to enter the mainstream markets, such as being labeled as “world music” or being ignored by major platforms and institutions . However, some Afrobeat artists have also received praise and support from influential figures and organizations, such as Beyoncé, Barack Obama, Spotify, Apple Music, and Billboard .
• The high potential for collaboration and innovation among Afrobeat artists and professionals across different genres and countries, which can create new sounds, markets, and audiences for Afrobeat music. Afrobeat artists have already shown their flexibility and creativity by working with artists from other genres and regions, such as pop, hip-hop, dancehall, R&B, Latin, and Asian music . These collaborations can also promote cultural exchange and appreciation among different communities and cultures.
• The great opportunity for social impact and advocacy by Afrobeat artists and professionals on issues that affect Africa and the world, such as poverty, inequality, corruption, human rights, health, education, and climate change. Afrobeat music has always had a political dimension since its creation by Fela Kuti, who used his music as a tool for resistance and awareness. Today, some Afrobeat artists have also used their music and platforms to raise awareness and funds for various causes and movements, such as End SARS, Black Lives Matter, COVID-19 relief, and education for girls .

The Afrobeat Business: The Money And The Magic

Afrobeat is a cash cow that makes millions of dollars for the artists, producers, record labels, streaming platforms, and live events involved. However, the Afrobeat industry also has a lot of magic to unleash in the future. Some of the stats and stories about the Afrobeat industry’s the money and the magic are:

• According to a report by PricewaterhouseCooper (PwC), the Nigerian music industry was set to soar at an annual rate of 13.4 per cent until 2021, a rise driven by digital music consumption and live music events. However, this report was made before the COVID-19 pandemic, which rocked the music industry globally.
• According to another report by PwC, revenue in music streaming in Africa was set to hit $271 million in 2021 and $493 million by 2025, according to data from Statista. However, most of the revenue was set to come from consumers in the US, followed by South Africa and Nigeria. This shows that there is still a huge gap between the demand and supply of Afrobeat music in Africa and the world.
• According to Billboard, some of the most successful Afrobeat artists have raked in millions of dollars from their music and other sources of income. For example, Wizkid reportedly raked in $3 million from his collaboration with Drake on “One Dance” in 2016; Burna Boy reportedly raked in $3.5 million from his album African Giant in 2019; Davido reportedly raked in $7 million from his endorsement deal with Infinix Mobile in 2018; and Tiwa Savage reportedly raked in $5 million from her deal with Universal Music Group in 2019.
• According to Forbes Africa, some of the most influential Afrobeat artists have also made it to the list of the richest African musicians. For example, Akon ranked first with an estimated net worth of $80 million; Black Coffee ranked second with an estimated net worth of $60 million; Davido ranked seventh with an estimated net worth of $16 million; Wizkid ranked eighth with an estimated net worth of $14 million; and Don Jazzy ranked tenth with an estimated net worth of $10 million.

Conclusion

Afrobeat is a Nigerian music genre that has become a global phenomenon and a money-making business in recent years. In this article, we have explored its history, evolution, and current state, and how it has impacted the culture, economy, and politics of Nigeria and beyond.

We have seen that Afrobeat was created by Fela Kuti and Tony Allen in the late 1960s, who mixed various African and American musical influences to create a unique and powerful sound. We have also seen that Afrobeat has grown and diversified over the years, giving rise to Afrobeats (with an S), a term for contemporary African pop music. We have also seen that Afrobeat has become popular in Nigeria and across Africa in the 1970s, and in the world in recent years.

Afrobeat is thus a musical genre that has a lot of history, diversity, creativity, influence, revenue, and potential. It is a genre that reflects and shapes Africa and its people.

FREQUENTLY ASKED QUESTIONS

• What is Afrobeat?

Afrobeat is a Nigerian music genre that involves the combination of West African musical styles (such as traditional Yoruba music and highlife) and American funk, jazz, and soul influences, with a focus on chanted vocals, complex intersecting rhythms, and percussion. Afrobeat was developed in the late 1960s by Fela Kuti and Tony Allen, who experimented with different contemporary music of the time.

• What is Afrobeats?

Afrobeats (with an S) is an umbrella term for contemporary African pop music that incorporates elements of Afrobeat as well as other genres such as hip-hop, dancehall, R&B, and house. Afrobeats emerged in the 2000s and has become one of the most popular music genres in Africa and beyond. Afrobeats artists such as Wizkid, Davido, Tiwa Savage, Burna Boy, and Rema have gained international recognition and collaborated with stars like Beyoncé, Drake, Ed Sheeran, and Justin Bieber.

• How big is the Afrobeat industry?

The Afrobeat industry is a lucrative business that generates millions of dollars in revenue for the artists, producers, record labels, streaming platforms, and live events involved. According to a report by PricewaterhouseCooper (PwC), the Nigerian music industry was expected to experience an annual growth rate of 13.4 per cent up until 2021, a rise driven by digital music consumption and live music events. However, this projection was made before the COVID-19 pandemic, which disrupted the music industry globally. According to another report by PwC, revenue in music streaming in Africa was expected to reach $271 million in 2021 and $493 million by 2025, according to data from Statista. However, most of the revenue was expected to be generated from consumers in the US, followed by South Africa and Nigeria.

• What are the challenges and opportunities of the Afrobeat industry?

The Afrobeat industry faces some challenges and opportunities that affect its growth and sustainability. Some of the challenges are:

• The lack of proper infrastructure and regulation in the African music market, which leads to issues such as piracy, low royalty payments, poor distribution channels, and limited access to funding and legal services.
• The need for more representation and recognition of Afrobeat artists and professionals in the global music industry, especially in terms of awards, nominations, playlists, charts, and media coverage.
• The competition and saturation of the Afrobeat market, which makes it harder for new and emerging artists to stand out and gain exposure.

Some of the opportunities are:

• The potential for more collaboration and innovation among Afrobeat artists and professionals across different genres and countries, which can create new sounds, markets, and audiences for Afrobeat music.
• The potential for more collaboration and innovation among Afrobeat artists and professionals across different genres and countries, which can create new sounds, markets, and audiences for Afrobeat music.
• The opportunity for more social impact and advocacy by Afrobeat artists and professionals on issues that affect Africa and the world, such as poverty, inequality, corruption, human rights, health, education, and climate change.
• The growing demand and appreciation for Afrobeat music among different communities and cultures around the world.
• How can I learn more about the Afrobeat industry?
• You can learn more about the Afrobeat industry by reading articles, books, blogs, podcasts, documentaries, and interviews about Afrobeat history, culture, politics, business, and trends. You can also listen to Afrobeat music on various streaming platforms or watch live performances on YouTube or other channels. You can also follow Afrobeat artists and professionals on social media or join online forums or communities where you can interact with other Afrobeat fans and enthusiasts.