Written by Dammy Shittu
Afrobeats over the years has witnessed a pivotal upturn in the music industry. A genre etched from West Africa, has not only grown within its region but as a culture, is spreading towards the ends of the globe, from popular markets like the US and Europe to the Asian regions like India, spiraling a much more appreciated embrace, and appealing audience. Hence the catchphrase ‘Afrobeats to the world.’
The era which we’re in has witnessed a meteoric rise of artistes such as Rema(who hails as the Prince of Afrobeats), Tems, Ayra Starr, Fireboy, Fave, Oxlade, BNXN, Qing Madi, and even South African superstar, Tyla. Birthing timeless music, dropping hits, selling out concerts, and breaking world records.
Over these years, Afrobeats– more than a genre and still fully untapped, seems to be witnessing unprecedented success amongst the female counterparts, predominantly the new generation artistes. In previous seasons, we’ve attested to female artistes claiming global successes, like the widely acclaimed Queen of Afrobeats, Tiwa Savage becoming the first female African to have sold out the 02 Indigo Arena in London six years ago, also becoming the first African to perform at the coronation of King Charles III. Tiwa Savage also became the first African woman to win the European Music Video Awards in 2018. Yemi Alade, as fondly called Mama Africa winning the MAMAs back-to-back from 2015 to 2016 and selling out all her Paris tour tickets amongst other achievements is another evidence of women’s impact in the Afrobeats scene.
Women, no doubt, have been an integral part of the culture that is tied to Afrobeats. From the early days of Christy Essien-Igbokwe, the Lijadu Sisters, Onyeka Onwenu, and Evi Edna Ogholi. Although history doesn’t do much justice in referencing them, these women have thrivingly maintained their stance in the industry and released timeless music. Moving on to an era of phenomenal artistes like Weird MC, Sasha P, Mo’ Cheddah, Bouqui, Asa, and Goldie(of blessed memory), then unto artistes such as Waje, Omawunmi Simi, Seyi Shay, Niyola, Yemi Alade, Tiwa Savage, Niniola, and Teni. These women have been lauded to have made a substantial impact in the music industry. Yet in between these times, there has been a lull in times of outstanding achievements on an equal scale between female musicians. Unlike the male counterparts who have achieved requisite progress in their careers, equally earning their places on the ‘Mount Rushmore’ of music.
However, with the newer generation of female artistes rising in the game, there’s a seismic shift in the narrative. One that can’t be overlooked. In the last 4 years, these new acts have proven to be strong contenders in the music industry. This has been supported by evidence of their recording-breaking achievements and notable success.
Ayra Starr for instance, having attained superstardom, a year after releasing her debut EP, has seen a remarkable ascent in her career. Her debut album “19 and Dangerous” which went number one on the Turntable 50 elevated her career and shot her to global recognition. Having garnered a massive following, Ayra has witnessed a series of notable events including becoming the first female Nigerian artiste to have a solo entry on the UK Official Singles Chart with her hit single ‘Rush.’ The award-winning act also earns her place as the first and youngest Nigerian female artiste nominated for the “Best African Music Performance” at the 66th Grammy Award. Yet, Ayra’s will for success gingers her to do more, pushing her way through the international market and leaving indelible marks in the music industry.
Tems without an iota of doubt is graciously talented with a beautiful career ahead of her.
Having shot to the limelight in 2018 with singles like ‘Mr. Rebel’, ‘Try Me’, rose to a peak in her career after her collaboration with Wizkid went mainstream– earning her first Grammy nomination, commanding the attention of foreign audiences, and earning her place on the global stage. Tems has been one of our best exports for the ‘Afrobeats to the World’ narrative and is still on a roll. Within the last four years, Tems has gone on to win multiple awards including BET awards, and the biggest, a Grammy for ‘Best Melodic Rap Performance’ category with Future’s Wait For You. Yet, these are just few of the notable awards and mentions to her name.
Another female artiste from the new generation is Tyla. She has had a good kick-start for her career, winning a Grammy at the age of 22, for Best African Music Performance with her hit single ‘Water’ at the 66th Grammy Award ceremony. A song which has also received its RIAA Platinum Certification.
Tyla has been on a roll ever since Water dropped, garnering her a global appeal and international nominations.
This week, Tyla, Tems, and Ayra Starr dominated the Top 4 spots on the UK Official Afrobeats chart with their hits songs, Jump, Love Me Jeje, and Commas. Arguably a crucial feat that we haven’t witnessed before. Another remarkable feat is Tyla and Ayra Starr on the 11th of May reportedly having the most monthly listeners on Spotify for any African artistes, with 32.9 million and 25. 8 million listeners respectively.
Among the new female acts also taking a stance in the music industry, and earning global recognition are artistes like Qing Madi who recently featured American artiste Chloe Bailey on her song ‘Vision’ remix.
While we’re seeing these female artistes holding it down in the music industry, we’re entering an era where the likes of Fave, Qing Madi, and Kold AF, to mention a few, are about to take over. Will they stand the test of time? A puzzle we’ll ascertain in due time. However with the globalization of Afrobeats as regards this new generation of female artistes, we might be seeing a continuous era of spotlight balanced on them.
