While most of the news about music in America in recent years has been caught in an endless loop of Swifties and the Beyhive (understandably so), another musical phenomenon has been carving out a place of its own in the American music scene. This wave of sound, known as Afrobeats, originates from Nigeria and has exploded in popularity across the U.S.
With its textured mashup of traditional African sounds and contemporary genres, Nigerian music has not only found a home among American minority audiences but has also redefined the global music landscape.
The Evolution of Nigerian Music
Nigerian music has a storied history, deeply rooted in the cultural and social fabric of the nation. Nigerian music has continuously evolved from the pioneering Afrobeat of Fela Kuti in the 1970s, which blended jazz, funk, highlife, and traditional Nigeran rhythms, to the modern-day Afrobeats.
But out of all of the countries in Africa, why Nigeria? The first reason might be as simple as the fact that there is strength in numbers– Nigeria boasts a population of 206 million people, and there are Nigerian immigrants in many other countries around the globe. The country’s relative wealth and fully formed music industry are all also factors that contribute to the country’s dominance on the international music scene.
A term made popular in the early 2000s, today’s Afrobeats is characterized by a mix of Western pop, hip-hop, and dancehall with African rhythms and melodies, creating a sound that is unique and universally appealing. The unique Afrobeats sound is often digitally produced, has an upbeat vibe, and is sung in English, West African, and pidgin languages.
Artists like Burna Boy, Wizkid, Davido, and Tiwa Savage have emerged as global superstars, pushing the boundaries of Nigerian music and bringing it to the forefront of international attention. Their success is measured by their chart-topping hits as well as their ability to sell out concerts and garner millions of streams worldwide.
The American Embrace of Nigerian Music
The rise in popularity of Nigerian music in America can be attributed to several factors. The growing African diaspora in the U.S. has played an undeniable role in promoting Nigerian artists. According to Pew Research, between 2000-2015, the African-immigrant population more than doubled, exceeding 2 million. Nigerians make up the largest share of that demographic, with about 348,000 Nigerians living in the U.S. as of 2017.
These communities have embraced Afrobeats, celebrating it as a genuine connection to their heritage while also sharing it with their wider social circles. This grassroots word-of-mouth promotion has been crucial in introducing Nigerian music to new, native-born American audiences.
Social media and streaming platforms have also been instrumental. Platforms like YouTube, Spotify, and Apple Music have made it easier for Nigerian artists to reach a global audience without the need for traditional gatekeepers in the music industry. Viral challenges on TikTok and Instagram, often featuring Nigerian tracks, have further propelled these songs straight into mainstream consciousness.
Concerts and Sales: The Numbers Tell the Story
The impact of Nigerian music in America is evident in concert attendance and streaming sales. According to Billboard, Burna Boy’s 2021 “Twice as Tall” tour saw numerous sold-out dates across major U.S. cities, including New York, Los Angeles, and Houston. Wizkid’s ”Made in Lagos” tour also experienced similar success, with full venues and additional dates added due to high demand.
In terms of music sales and streaming, Nigerian artists are breaking records. Burna Boy’s album “Twice as Tall” logged over 200 million streams on Spotify within a year of its release, while Wizkid’s “Essence”, featuring Tems (another Nigerian megawatt star), became the first Nigerian song to chart on the Billboard Hot 100, eventually peaking at number nine.
This crossover appeal highlights the growing enthusiasm and love for Nigerian music among American listeners, particularly among minorities who have embraced the cultural and rhythmic elements of Afrobeats. In 2022, Afro Nation and Billboard joined forces to create a new singles chart, one that was specifically dedicated to Afrobeats. Called Billboard U.S. Afrobeats Chart, the list has 50 positions, ranking the country’s most popular Afrobeats songs.
The Cultural Resonance of Nigerian Music
On the topic of resonance, Nigerian musicians have become popular among American minorities for several reasons. The themes of resilience, joy, and celebration in Nigerian music resonate deeply with African American and Latino communities. These themes reflect an intersection of experiences and cultural histories that create a sense of kinship through music.
In addition, the collaborative nature of the music industry has seen Nigerian artists partnering with American stars, blending genres, and creating the types of hits that appeal to a broad
audience.
Another element of Nigerian music that appeals to a broad audience is the impact of the vibrant visuals and fashion in Nigerian music videos. They often showcase the rich cultural heritage and contemporary style of Nigeria, which has been enthusiastically embraced by fashion-forward young minorities and others who have an eye trained on global culture in general. The success of Nigerian music has sparked a broader interest in African cultures, influencing fashion, dance, and even language.
The Future of Nigerian Music in America
The rise of Nigerian music in America marks the arrival of a new class of artists in the global music industry. As more Nigerian musicians gain international recognition, the boundaries of what is considered mainstream music continue to expand.
With the increasing integration of African sounds into global pop culture, the influence of Nigerian music is on a path to expand even further. The popularity of Afrobeats aligns seamlessly with more exposure to African culture in general among Western audiences– think names like South African Trevor Noah, and even Beyoncé sampling Nigerian author Chimamanda Ngozi Adichie in the song “Flawless”.
The popularity of Nigerian music among minorities in the U.S. is a multilayered trend driven by cultural resonance, strategic use of digital platforms, and the sheer talent of the artists themselves. As they continue to break barriers and capture the imaginations of listeners on the hunt for the new and exciting, Nigerian artists are shaping the future of the global music scene while creating a deeper appreciation for the rich cultural tapestry of Africa.
