Ubong Etuk promotes African music globally through Earthmusic genre

Ubong Etuk, a Nigerian musician is taking African music to international audiences through Earthmusic, a genre he created by blending African rhythms, jazz influences and elements of other global musical traditions.

Etuk, popularly known as “Etuk, the Voice of Africa,” said the genre reflects his desire to showcase African culture, identity and lived experiences through music while offering audiences a sound distinct from mainstream trends.

Inspired by artists including Fela Kuti, Bob Marley, Peter Tosh, ABBA, The Beatles and several African highlife pioneers, Etuk said years of studying and performing different styles of music helped shape what eventually became Earthmusic.

“Nigeria sees it as Afrobeat, some people call it Afrojazz, but those who have followed my work know it as Earthmusic,” he said.

The musician said his compositions draw heavily from African rhythms, harmonies and instrumentation while incorporating musical influences gathered throughout his career.

Through the genre, he aims to promote messages of peace, unity, love, freedom, justice and cultural awareness. “I want people to learn through my music,” Etuk said. “Most importantly, I want people to know there is always hope.”

His efforts to introduce Earthmusic to wider audiences have recently taken him to some of Europe’s established music festivals.

In April, he performed at the Banlieue Bleues Festival in Paris, France. He followed that with headlining a show at the Cosmopolite Oslo in Norway and a later appearance at the MaiJazz Festival in Stavanger Norway, in May. He is also scheduled to perform at the Festival Rizomes in Spain on June 27.

According to Etuk, audiences outside Africa are increasingly interested in music that offers authentic cultural experiences beyond mainstream trends. “They are hungry for originality and authentic sounds,” he said.

The musician, who has played the trumpet for more than two decades, said his journey began in church after his mother encouraged him to learn the instrument from a visiting performer.

“I’ve been playing the trumpet for over 20 years,” he said. “Ever since I picked it up, I’ve never dropped it.”

Beyond performing, Etuk advocates stronger support systems for independent artists. He said direct engagement between musicians and fans remains one of the most effective ways creators can earn sustainable income.

“The best way is for fans to support artists directly,” he said, pointing to concert attendance, record purchases and merchandise sales as important revenue streams.

Etuk recently released a new single, “Crazy World”, and plans to release his first album in six years later this year.

He said his goal is to use music as a vehicle for cultural exchange, helping global audiences better understand Africa while encouraging conversations about shared human experiences. 

As he continues to tour internationally, the musician said his goal remains to expand the reach of Earthmusic while introducing global audiences to the depth and diversity of African music. “Everything about the music says Africa,” he said. “The rhythms, the structure, the sound and the spirit behind it.”