Once a global phenomenon with billions of streams for artists like Rema and Burna Boy, African pop music, particularly the genre broadly known as Afrobeats, is now facing a significant downturn in international success. Industry insiders express concern and uncertainty about how to reverse this trend.

In 2016, Afrobeats, a diverse category of contemporary dance music originating from West Africa, started making significant inroads into global pop culture. This rise was notably fueled by cross-continental collaborations, such as the hit track “Come Closer” by Wizkid featuring Drake. At the time, optimism about the genre’s future was widespread. Olabode Otolorin, now a campaign associate at Mavin Records, one of Africa’s premier music labels, reflects a more somber perspective a decade later.

“It is currently in a perilous state in terms of our exports,” Otolorin stated, highlighting a worrying trend. This sentiment is echoed by many within the African music industry. Omah Lay, a prominent Afrobeats artist, recently shared his observations during a listening party for his new album, “Clarity of Mind.” Addressing fans in Lagos, he candidly admitted, “Afrobeats is declining overseas – that’s a fact. The sound from 2020 to 2024 isn’t what it is today. I’ve been watching, learning and studying my idols, looking for a way to bring that energy back,” he mused, deep in thought.

The current situation has created a sense of unease. “Nobody knows what works. There’s a lot of panic,” remarked a source within the industry. The challenge lies in understanding how to rekindle the global appeal that Afrobeats once enjoyed and to navigate the evolving landscape of international music consumption.

English Translation:

‘Nobody Knows What Works. There’s a Lot of Panic’: Can African Pop Get Back to Global Success?

Tracks by Rema, Burna Boy, and others once streamed in the billions, but hit songs are becoming scarce. Stars and analysts across the African music industry are anxious about how to change course.

In 2016, Afrobeats – the umbrella term for a variety of contemporary dance music emerging from West Africa – began to penetrate global pop culture. This surge was propelled by intercontinental collaborations, such as Wizkid and Drake’s “Come Closer.” Olabode Otolorin, then a university student, would post optimistic forecasts online about the genre’s future. Nearly a decade later, and now a campaign associate at Mavin Records, one of Africa’s leading labels, Otolorin holds a more downbeat outlook on Afrobeats. “It is currently in a perilous state in terms of our exports,” he says.

Otolorin is not alone in this sentiment. Addressing the approximately 200 fans gathered at a renovated warehouse in Lagos for a recent listening party for his new album, “Clarity of Mind,” Afrobeats stalwart Omah Lay made a startling but accurate observation. “Afrobeats is declining overseas – that’s a fact. The sound from 2020 to 2024 isn’t what it is today. I’ve been watching, learning and studying my idols, looking for a way to bring that energy back,” he said pensively.

The industry is grappling with a period of uncertainty, with many questioning the current trajectory. The decline in global streams and chart presence signifies a critical juncture, prompting a search for renewed strategies and sonic innovation to recapture international audiences.