Afrobeats have experienced a meteoric rise on the world stage.
What was once a genre enjoyed primarily in Nigerian and some Ghanaian communities has become a global phenomenon.
Nigerian musicians such as Wizkid, Burna Boy, Davido and Tiwa Savage have led this wave of success, collaborating with international superstars and performing on some of the biggest stages in the world.
For many emerging Nigerian artists, collaborating with international stars is tempting and of course the goal.
These collaborations often offer a quick route to fame and recognition by leveraging the established audience and industry clout of their more recognizable counterparts.
The success stories of artists like Wizkid, who teamed up with Drake on the global hit “One Dance,” Burna Boy, who has worked with artists like Ed Sheeran and Stormzy, and Tems, who has been making music but gained global recognition for her collaboration on Wizkid’s “Essence,” serve as powerful motivators.
These collaborations have undoubtedly opened doors, placing Afrobeats firmly on the global stage.
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However, Afrobeats superstar Davido stressed that emerging artists should approach these opportunities with caution and focus on developing their craft.
The singer said this at an event organized by the President's Advisory Council on African Diaspora Engagement in the United States (PAC-ADE), which was attended by PREMIUM TIMES on Monday.
Desperate collaborations
The global rise of Afrobeats has undoubtedly brought numerous opportunities for Nigerian artists, but it also poses a significant risk to the authenticity of the genre.
The pressure to achieve international recognition can lead artists to prioritize commercial appeal over their unique artistic expression.
This dilution of creative craftsmanship is evident in the increasing number of songs that lean heavily on popular trends rather than exploring new and innovative sounds.
Davido highlights these issues, saying that the desperation for international collaborations sometimes overshadows the importance of building a strong, independent identity within the music industry.
“At first, working with international artists was exciting because it bridged two worlds. However, I don’t think it’s essential for new artists to prioritize collaborations from the start because of what we represent as Africans in this era,” Davido said.
This rush to collaborate internationally can often result in music that caters more to mainstream tastes, losing the distinctive elements that make Afrobeats unique.
Musicians may alter their sound to fit a more global palette, sacrificing the cultural richness and originality that define the genre.
The “Away” singer contrasts this trend with the success of Rema’s “Calm Down,” which he cites as an example of a song that achieved significant success on its own merits.
“Rema had a significant hit with ‘Calm Down.’ He was paid $100 million to perform it; he is the only one featured on the song,” Davido said.
This highlights the potential for artists to achieve greatness through their authentic sound without necessarily resorting to formulaic production techniques aimed at quick commercial success.
Transformative success
Davido
Davido has consistently released hit songs that have impacted his career and the music industry.
Singles such as “Fall,” released in 2017, gained immense popularity across the world, reaching audiences far beyond Africa and racking up millions of streams on digital platforms. Another standout hit, “FIA,” also from 2017, further cemented Davido’s musical appeal.
These songs not only dominated the charts across Africa, but also garnered significant international attention, showcasing Davido’s talent for creating music that resonates globally.
Burna Boy’s hits such as “Ye,” “Anybody” and “On the Low” gained international recognition with his Afro-fusion style. He earned Grammy nominations and performed on stages around the world.
Wizkid’s hits like “Ojuelegba,” “Come Closer,” and “Soco” have propelled him to international fame, collaborating with global icons like Drake and Beyoncé.
Tiwa Savage’s versatility shines on tracks like “All Over,” “Ma Lo,” and “49-99,” contributing to her recognition on the global music scene.
These singers have effectively used their music to transcend cultural boundaries, attracting audiences across the world and elevating the influence of Nigerian music on the global stage.
Despite these achievements, Davido advises new musicians not to “rush into chasing them.”
The Afrobeats star believes that focusing on one's own art and producing authentic music should be the main goal for emerging musicians.
He said: “One song can change an artist’s life, giving them opportunities to tour in the US and Europe. Rema had a hit song that made him a lot of money. I don’t think your first motivation should be: ‘I want to introduce other artists’. In the end, it will come, but there is no need to rush it,” he says.
The singer notes that by prioritizing their craft and cultural roots, musicians can build a solid foundation that organically attracts attention, paving the way to sustainable success.
This perspective highlights the value of creating impactful, high-quality music that resonates with audiences.
Authentic relationships
It is evident today that musicians strive to build relationships across continents because future relationships can expand their global reach, introduce diverse musical influences and foster cultural exchange, ultimately elevating their careers to international levels.
Davido, in his concerns, also highlights the value of genuine relationships in the music industry.
She noted: “It’s not just about the music, it’s about the friendship. My collaboration with Chris Brown works well because we’re friends. Collaborating with friends means everyone is putting in their best effort. He’s my friend and we love working together. It’s not like I collaborate on a song, shoot the video, then call for another collaboration and I don’t see you.
“It doesn’t matter what race the person is that you’re a friend of, whether they’re from the Congo, or the United States, or anywhere else, as long as the music works, I don’t think you have to be so hard on yourself and say I want to be hard on yourself, say ‘I want to be recognized here and there,’ I feel like it will come and happen naturally.”
This approach contrasts with the transactional nature of some collaborations, where artists may work together without any real connection, potentially diluting the authenticity of the music.
Changing the global narrative
Nigerian music has emerged as a powerful force that is transforming the global perception of Africa.
Artists like Davido exemplify this transformative cultural influence, emphasizing that Nigerian music is not merely entertainment but a reflection of rich traditions and contemporary creativity.
“Nigerian music is changing the narrative. It is about culture. This cultural shift is evident as more people around the world are embracing Nigerian music, food and fashion, which showcase the richness of African heritage.
“If you are asked where you are from, you say, ‘I am from Nigeria,’ and they say, ‘Oh, I watch Nigerian movies, I look at the food and the clothes. ’ It is so beautiful to see Americans singing our Nigerian songs. I had to come back to Nigeria to expand overseas. African soil and Nigerian blood are important to bring about a change in the music scene,” Davido said.
Recounting his musical journey, Davido said, “It’s funny how I left Atlanta, came to Nigeria to start music and now it’s taking me back to America. Now, they’re playing us on their radio, selling out like Drake and Chris Brown,” he shares.
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He notes that this “circle-closing moment” highlights the power of staying true to “one’s roots while reaching global heights.”
Davido’s insights offer valuable lessons for emerging singers to develop their craft, stay true to their roots, create quality music, build a strong local base and foster genuine relationships in the industry to achieve sustainable success.
As Davido's career shows, a powerful song can create opportunities for international stardom beyond collaborations.