Spotify Reveals 90% of Fans Expect Afrobeats to Continue Evolving

By Vanessa Obioha

In the latest update on Spotify’s Journey of a Billion Streams website, the streamer tracks the evolution of Afrobeats’ sound. These updates were supported by the latest data that reveals that 90 per cent of fans expect Afrobeats to evolve. This new data was sourced from research by Spotify’s commissioned research firm Kuvora.

According to the research, 27 per cent of fans believe that international collaborations contribute to the growth and popularity of the genre. Twenty-six per cent attribute the growth to social media, while 16 per cent believe that the quality of music has helped in propelling the genre to enviable heights. Only 12 per cent acknowledge online streaming to Afrobeats’ success, while 11 per cent suggest that Africans living abroad are responsible for the widespread fame. Eight per cent offer other reasons for the Afrobeats explosion. The overall consensus of the sampled population is that the genre will continually evolve.

The new updates explore the evolution of Afrobeats through three distinct eras of creativity that laid the foundation for Afrobeats’ connection to global audiences. From the early era of Hip Hop-influenced but locally rooted sounds to the infusion of foreign influences and local lyrics and the definitive hits that marked pivotal moments, the website provides a comprehensive exploration of Afrobeats’ journey.

The evolution story also explores the key figures who have played significant roles in shaping and propelling Afrobeats forward. From trailblazers like 2Face Idibia, P-Square, and Wande Coal to influential women such as Tiwa Savage and Yemi Alade, these artists have defied stereotypes, broken barriers, and taken Afrobeats to unprecedented heights.

“Afrobeats ascending to where it is today has taken a proverbial village. Multiple players, from the artists themselves to DJs on the continent and in the diaspora, and the very loud and proud fans have helped shape the music, which draws from an array of sonic influences. Today Afrobeats is an undeniable influence on global pop culture thanks to these contributors,” says Phiona Okumu, Head of Music for Spotify in Sub-Saharan Africa.

Also available on the site are exclusive video interviews with a Nigerian producer and musician, Sarz; CEO of Storm Records, one of Nigeria’s pioneer music labels, Obi Asika; a UK-based Afrobeats artist and pioneer, May7ven; and a Ghanaian music producer, Kofi Bansah.