Spotify: Gen Zs power over half of Nigerian hip hop streams

Following closely are listeners aged 25 to 29, who contribute 19% to the streaming landscape. The age groups of 0 to 17 and 30 to 34 both hold a 9% share of hip hop streams.

The report spotlights rapper Olamide, who recently released his 10th solo album Unruly, as the most streamed hip hop artist in the West African country. Other high-performing names are Odumodublvck, Blaqbonez, Zlatan and Ice Prince.

The data demonstrates that in Nigeria, native artists hold sway, but in territories like Kenya and South Africa, foreign acts, notably Canadian rapper Drake, take the lead.

“Hip hop is one of the most popular music genres in the world and it continues to have an input in newer genres and music movements springing up in Nigeria and around the world,” Spotify’s artist and label partnerships manager for West Africa, Victor Okpala, said. “Its ability to evolve and stay relevant is a testament to its power as a form of artistic expression that resonates with listeners worldwide.”

In August, Spotify reported that Nigerian artists generated ₦11bn ($14m) in 2022, aligning with a 63% growth in the country’s music industry, as noted by the International Federation of the Phonographic Industry. This data was part of Spotify’s Loud & Clear report. Additionally, revenues from Nigerian artists on Spotify saw a 74% increase, and the number of artists earning more than ₦5m in royalties rose by nearly 25%.

“Releasing the revenues generated by Nigerian artists in 2022 on our platform is our way of keeping ourselves accountable and keeping true to our mission to enable artists to live off their art,” Spotify’s managing director for sub-Saharan Africa, Jocelyne Muhutu-Remy, said.