Significant changes have occurred in Spotify’s global perception and reach due to its strategic entry into Nigeria and subsequent backing of the Afrobeats genre. Although Spotify didn’t formally launch in Africa until 2021, it has already made Afrobeats a genre to be aware of. The result? Nigerian musicians collectively earned a remarkable $14 billion from Spotify in 2022 alone.
Why Has Afrobeats Gained Popularity on Spotify?
Spotify’s Targeted Promotion of Afrobeats:
Spotify has been instrumental in promoting Afrobeats by curating dedicated playlists, highlighting Afrobeats artists, and selecting content that showcases the genre’s range and brilliance. A testament to this is the collaboration between Rema and Selena Gomez on “Calm Down,” which has been inducted into the prestigious Spotify Billions Club.
Celebrating Achievements and Investing in Artists:
Spotify not only recognizes the accomplishments of Afrobeats but has also invested heavily in African artists. In 2022, the genre saw an extraordinary surge, amassing over 13 billion Spotify streams. This staggering number underscores the global appeal of Afrobeats and its prominent standing in the music industry. Unsurprisingly, some of the biggest names in Afrobeats, whose music dominates streaming platforms, are among the 2024 Grammy nominees.
Streaming Platforms Elevating Undervalued Genres
The rise of Afrobeats on Spotify is a prime example of how streaming services can spotlight music from marginalized or underappreciated genres, creating new opportunities for both listeners and artists. By providing valuable data and insights on listening habits, streaming platforms help artists, labels, and the industry at large understand audience preferences, schedule tours, and make strategic decisions.
A Sustainable Future for Artists
As streaming becomes the preferred method of consuming music, it offers a sustainable income stream for artists through royalties. This shift has the potential to propel genres like Afrobeats to even greater heights, cementing their place on the global stage.
