The explosive stateside success of African rappers, afrobeat and afrobeats artists made the industry listen up. Now, another genre is set to break through.
, to name a few -- the Western-based music industry has snapped its attention to the continent. Over the past several years, labels have been launching new local offices throughout Africa and streaming services have staffed up and increased access in dozens of African countries, boosting marketing spend and highlighting local acts on international playlists.
“The big story for Africa in the last 10 years has been the rise of afrobeats, and I think that's very much also been the launch pad for other sub-genres that are starting to pop through,” says, Spotify’s head of music, Sub-Saharan Africa.
“There’s definitely an advancement of African music; I think the world is getting more attuned to it every day,” Tems tells. “With how much easier it is to get access to so many different kinds of music, I think it’s only a matter of time before people discover more and more African music.”The type of music that these artists are bringing to the forefront is not easily definable by typical genre standards; Tems describes it as “soulful, it’s rhythm, it’s Afro, it’s reggae, it’s everything.
Spotify, for one, has lent a helping hand for artists like Elaine to break out globally with its Radar Program. “When she came to our program, she was completely independent,” says Okumu. “Not to claim her success at all -- she did it herself -- but we very early identified that she was somebody who was going to go somewhere because she sounded in South Africa like what an
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