By Chinazam Ikechi-Uko.
2023 was a transformative year for many, but in terms of pop culture, no one can attest to this the way leading women in African music can. So with the International Women’s Day drawing nigh, here is a love letter to them and their accomplishments.
The night of the fourth day of February 2024 was a night like no other; some of the biggest names in African music headed for the Crypto.com arena in the city of Angels.
Typically, it is not uncommon to see a few African acts on international red carpets. However, this time was different, they were not just guests expecting to network and make career-changing deals; this was the Grammys and they were nominated artistes of its newest category- Best African Music Performance award.
MEET THE NOMINEES:
Like the wind in the sail for the Greeks heading to Troy, the 66th Grammys played a pivotal role in highlighting African stars on their way to global domination, as it took a significant step towards recognizing the rich tapestry of African music with the introduction of the Best African Music Performance award at the 66th Annual Grammy Awards in 2024.
“I never thought I’d say I won a GRAMMY at 22 years old,”
-Tyla.
The summer of 2023 is synonymous with the rise of Tyla. What began as a Bacardi dance step to promote her latest single, Water, turned into the biggest trend on TikTok after her steps went viral.
Tyla stepped onto the stage wearing an Atelier Versace with Swarovski crystals, an outfit that would be regarded as one of the best looks of the night by renowned publications such as Vogue and Cosmopolitan. As Fela Kuti’s Water played in the auditorium, Tyla made her way to the mic, she had just been announced as the first recipient of the Best African Music Performance award.
“It feels iconic. To be doing this at 21? Whew (it is) so mind-blowing for me that sometimes I have to pinch myself that it is all real and I am not dreaming.” -Ayra Starr.
The 2020s have been a coming-of-age tale for the Nigerian Singer, Ayra Starr. From hitting our screens as a teenager exploring her sound to a bonafide star, taking over the music and the fashion industry with covers on Teen Vogue, GQ South Africa and Numero Netherlands all in 5 months.
Her hit single, Rush which appeared in Obama’s 2022 end-of-year music playlist was nominated for the Best African Performance award.
As applaudable as it is to see the Western world embrace the African genres of music, African music does not end or start with their recognition. There is an array of African Women topping the charts and serenading Africa.
THE SPOTIFY EFFECT:
It is impossible to sing praises to the women in African music without discussing the curators of the playlist or its other African women-oriented playlists.
The tale begins with the recognition of the immense potential of these female creators. Spotify went on to launch several initiatives to empower and elevate their voices. The EQUAL program, a global commitment to fostering gender equality in music, provides these artists with invaluable resources, including playlist placements, marketing support, and educational opportunities. The playlist holds over 90,000 likes as it showcases the latest hits from the continent.
Additionally, Spotify’s RADAR Africa program has identified and championed a diverse range of rising female talents, pushing their music to a global audience.
Spotify’s dedication goes beyond music; they empower these female creators through educational initiatives. The platform offers Spotify podcast masterclasses, equipping artists with the skills and knowledge to navigate the ever-evolving world of audio storytelling. This allows them to further explore their creative potential and connect with their audiences on a deeper level.
Spotify stats show that female artists in Kenya have seen a significant increase (61%) in streams year-on-year. South Africa also witnessed a notable rise (49%) in streams for female artists compared to the previous year.
While Nigeria experienced a staggering 150% year-on-year increase in streams for female artists, who are these artists pulling the marionette strings and entertaining the continent and abroad?
A TIDAL WAVE OF TALENT:
Across the continent, we witness a surge of female artists captivating audiences with their unique sounds and powerful messages. From Tiwa Savage, an unstoppable force whose sultry vocals and captivating songwriting have earned her the title Queen of Afrobeats to Rising musician Bloody Civilian, who blends Afrobeat, R&B, and Pop with her powerful vocals. While both are some of the finest music talents, they are evident in Nigeria’s growing talent; South Africa and Kenya have been experiencing a similar female takeover in their music industry. These are simply talents you ought to know, along with their stats.
Bloody Civilian whose real name is Emoseh Khamofu, gained recognition with tracks like “How To Kill A Man” and the Black Panther soundtrack feature “Wake Up” (ft. Rema). Currently, she has earned a devout ear from the 18-29-year-old demographic with 75% of her listeners falling into that age group. Fascinatingly, data shows that the male population skews towards Bloody Civilian with 74% of her listeners being male.
Makhadzi is another top artiste inspiring strong African men to muse a move as 60% of her streamers are men. Makhadzi, born Ndivhudzannyi Ralivhona, is a popular South African singer known for her energetic blend of Afro-house and Venda music. Rising to fame with her single “Tshanda Vhuya” in 2017, she has since released multiple hit albums, including the number-one charting “Kokovha” in 2020. Makhadzi sings primarily in Tshivenda, a language native to her Limpopo province, yet her music resonates with audiences across age groups with 42% in the 18-29-year-old audience.
Nikita Kering, a rising Kenyan artist who has seen a significant increase in streams year-on-year in Kenya. She is popular among 18-29-year-olds (67%), with a relatively even split between female and male listeners. Although Nikita Kering has captured the hearts of many, especially in the women population 51% of her listeners are female.
Ayra Starr is a 21-year-old Nigerian singer, songwriter, and model making waves in the Afrobeats scene. Particularly popular among young listeners 18-29 year-olds, (60%) with a nearly even split between female (52%) and male fans (47%) because everyone is a sabi girl or sabi boy, and if you are not, well prepare to be proselytized.
Kenyan-Ugandan singer-songwriter Xenia Manasseh has won over listeners around the world with her sumptuous R&B sounds. With 59% of listeners within 18-29 year-olds, Xenia caters to young adults and they are all ears, with 50% of her streamers being female and 48% male.
Once upon a time, long before Ayra signed with Don Jazzy, there was a first lady of Mavin Records, Tiwa Savage, who turned out hit after hit, now at 44, the Nigerian singer, songwriter, and actress still reigns supreme as the Queen of Afrobeats. Her music resonates strongly with both younger and slightly older with 58% of listeners falling between 18-29. She maintains a relatively balanced fanbase among female (44%) and male (54%) listeners, demonstrating her wide appeal.
Tyla, a 22-year-old South African singer, is a new force in African music. Her unique blend of the genre with R&B, Amapiano and pop and her impressive vocals have propelled her to international recognition. She gained widespread acclaim with her global hit “Water,” she enjoys a strong fanbase among young listeners, 57% of her Spotify streams range from 18 to 29, particularly women. Interestingly, Tyla enjoys a stronger fanbase among female listeners (60%) compared to males (38%).
Along with Fave, whose music features a soulful voice and vulnerable lyrics, blending R&B and Afropop styles. Fave has been building a devout audience with songs such as the 2021 hit Baby Riddim and the 2023 Davido feature, Kante. She has accumulated an audience home and abroad, making it into Spotify’s top 10 most streamed Nigerian female artistes locally and top 10 Nigerian female artistes exported.
There have always been amazing women in the African music industry, however, there is a key figure playing a large role in their domination game, their Aristos Achaion, an Achilles, a champion, and that is Spotify.
This International Women’s Day, take a trip down the Spotify playlist and discover some of the best African music.
