By Sylvain Kwambi
Once confined to Africa, Afropop has become a global musical powerhouse influencing cultures, economies, and the digital landscape.
From Local Recognition to International Influence
According to Cameroonian singer and producer Wax Dey, the genre’s rise is largely due to social media.
“The fusion of modern pop with African percussion captivates listeners,” said Dey. “During COVID, Afropop gained more traction as people turned to online content, exposing it to a wider audience.”
For Dey, who was LuquLuqu Ambassador to the UN in 2017 and Best Male Artist in Central Africa at the 2016 AFRIMA, digital platforms have played a crucial role in the genre’s expansion.
Breaking Musical Barriers
Afropop influences fashion, dance, and language, with expressions like “Afrobeats to the world” becoming iconic.
“In the past, songs like Vuli Ndlela by Brenda Fassie spread across Africa,” said Dey. “The music had spirituality and inspiration, even without understanding the lyrics.”
Afropop: A Booming Industry
International tours, sponsorship deals, and streaming revenues have made Afropop artists among the highest earners in the music industry.
“PWC predicted Africa’s next billionaires will emerge from music, fashion, and entertainment,” Dey noted.
The genre has also created jobs in production, marketing, and event organisation.
“Many artists invest in other industries. Diamond Platnumz owns media stations in Tanzania, Kocee of Cameroon owns a nightclub employing many, and others venture into real estate and agriculture. Music is becoming a driver of Africa’s development.”
Major record labels like Universal and Sony Music have expanded in Africa, recognising its significance in the global industry.
“From makeup artists to designers, managers, dancers, the industry sustains many livelihoods,” said the Calabash Record label owner.
Sustaining Growth and Innovation
With more artists breaking into international markets, Afropop’s future looks promising.
“Africa has the potential to make Afropop a dominant global genre,” Wax Dey said.
As a Chevalier of the Order of Valour of Cameroon, he advocates for unity: “A united front of African artists will expand the movement. The fusion of Afrobeats and Amapiano has already left an indelible mark.”
“The rise of female artists like Yemi Alade and Tyla on the global stage is something to watch. They have a major role in Afropop’s global domination.”
From a local phenomenon to a global force, Afropop’s journey is extraordinary. With cultural influence, strategic collaborations, economic growth, and digital advancements, the genre is poised to reshape the music landscape for generations to come.
Featured image: Afropop superstars Wax Dey and Brenda Fassie. Photos: Supplied/Wikimedia Commons
