AFRO BEATS: A Temporary Success Genre or A Forever Success, PR Strategist, Alajede Ibrahim Lends His Voice

PR strategist, Alajede Ibrahim also known as BiyiThePlug opined that it is so open that the Nigerian music industry has grown in leaps and bounds over the years to become the envy of the world. Nigerian music export, Afrobeats has moved from the shores of Nigeria to the continent of Africa and is currently making waves on the world stage. From Lagos to London to Miami, a new genre is taking dance clubs and music charts by storm. Chances are, you’re already familiar with the sound, even if you haven’t heard the name.

For Ibrahim he believes that’ Afrobeats, a music genre from Nigeria, is globally shaking up the music scenes. Growing since the early 90s, the genre really took off in the international music scene with Drake’s 2016 hit “One Dance,” featuring Nigerian artist Wizkid. Other US artistes, have incorporated Afrobeats sounds and featured African artistes in their music. The success of Afrobeats continues to grow and it looks like the style is here to stay.

Afrobeats apparently, isn’t spontaneous, it gets its distinct sound from a couple of different influences. The style is anchored in West African music styles, particularly highlife music. American jazz and funk are also added to the mix, creating a hybrid sound from across continents. You’ll know when you’re listening to Afrobeats from complex rhythms, heavy percussion, repeating vocals, and Pidgin English. It’s no wonder this music is taking-off internationally — the upbeat, fun, and energetic melodies get people dancing in clubs around the world.

He also highlighted that people shouldn’t confuse Afrobeats with Afrobeat, the style pioneered by FelaKuti. Explaining further he shared that, Afrobeat is a highly political, non-commercial music style, making it really different from Afrobeats! Over the last few years, American listeners have grown more and more attuned to the sounds of West African pop music, also known as Afrobeats—whether it’s the swaggering Nigerian Afro-fusion of Burna Boy, the playfully genre-bending anthems of Ghanaian-American singer Amaarae, or the enthusiastic dabbling of stateside superstars like Drake and Diplo.

Afrobeats is a mesmeric blend of West African and Black American music that has inspired throngs of contemporary acts worldwide with its unique rhythms and melodies. Recently, Sony Music and Universal Music Group opened offices in Lagos, hoping to sign local artists and further their success. These labels are also tackling piracy, which will secure better legal ownership and rights over music.

He further stated that the genre’s artists paved their own way to international success. Now that major music labels have taken notice, these artists have nowhere to go but up. And if meticulous attention is paid to growth of the genre and the artistes who perform this awe-inspiring new genre, one can only anticipate how much more magical world of music would grow1