Afrobeats singer Joseph Akinwale Akinfenwa-Donus, popularly known as Joeboy, has shared his thoughts on why the Afrobeats genre has captured the attention of audiences across the globe.
According to the rising star, a mix of factors, including Nigeria’s vibrant culture, the power of social media, and the talent within the country, pushed the genre onto the world stage.
In a recent interview with Zwart, Joeboy emphasised that the popularity of Afrobeats did not happen overnight. Instead, he described it as a result of years of creativity, persistence, and the unique character of Nigerians both at home and abroad.
The role of Nigerian culture
Joeboy pointed to the outgoing and expressive nature of Nigerians as a key factor in Afrobeats’ global rise. He explained that Nigerians naturally like to stand out and be heard, and that cultural confidence has helped spread the music far and wide.
“Afrobeats is here now because it has been a long time coming,” Joeboy said. “There’s so much talent, it’s only right that we just spread it to the world.”
He continued, “Naturally, we are very loud. That’s what they say. We are very out there. And, wherever we are in the world, we like to represent our culture. That played a huge role in Afrobeats gaining global attention.”
This proud representation of Nigerian identity, Joeboy believes, has made the music not just popular but personal for millions of fans around the world.
Nigeria’s population and the diaspora
Joeboy also noted that Nigeria’s large population, both within the country and in the diaspora, played a major role in giving Afrobeats international exposure.
“With over 200 million people in Nigeria and many more Nigerians living across the world, the numbers matter,” he said. “Our people support our music. They push it on social media, stream it, and share it with others. That’s how we went global.”
From cities like London and New York to Lagos and Accra, Afrobeats now moves crowds in clubs, concerts, and radio stations in part because Nigerians abroad have stayed closely connected to their roots and introduced the genre to new audiences.
The power of social media
Joeboy also credited digital platforms for helping Afrobeats break into the mainstream. Platforms like Instagram, TikTok, YouTube, and Spotify, he said, have removed the traditional barriers that once made it hard for African artists to reach global audiences.
“Social media gave us a voice,” he said. “It allowed people to hear our sound directly, without needing permission from the usual gatekeepers. You can drop a song today, and someone in Brazil or France can vibe to it tomorrow.”
He added that these tools helped fans from other parts of the world connect with Afrobeats in real-time, especially during the rise of viral dance challenges and cross-cultural collaborations.
High-quality music from Nigeria
Finally, Joeboy emphasised the importance of consistently putting out good music. He praised Nigerian artists for their creativity and hard work in producing songs that compete globally in terms of quality.
“The quality of music coming out from Nigeria is top-notch,” he said. “We’re not just making noise; we’re making music that people everywhere can enjoy. That’s why it keeps spreading.”
He highlighted the strong production values, catchy rhythms, and emotional depth that have come to define modern Afrobeats.
Conclusion
Joeboy’s insights echo what many industry watchers have noted in recent years, that Afrobeats is not just a passing trend, but a musical movement with deep cultural roots and global appeal.
With stars like Burna Boy, Wizkid, Tiwa Savage, and Joeboy leading the charge, the genre has become one of Africa’s most powerful exports. And, if Joeboy’s predictions hold, Afrobeats is only just getting started.
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