Spotify launches global project tracing Afrobeats’ rise

The initiative includes a new documentary, Culture in Motion, which follows emerging Afrobeats artists, and an interactive microsite on Spotify’s newsroom, For the Record. The platform highlights the genre’s development across five pillars, using exclusive interviews, industry context, and new listening data.

Spotify data shows that Afrobeats has become a significant cultural force, generating more than 240 million discoveries on the streaming service worldwide over the past year. The findings also point to shifting trends in the music. Introspective and emotionally charged vocals now account for 38% of global streams, suggesting a move towards more expressive soundscapes.

Geographically, the genre’s reach has widened considerably. Listenership in Latin America has grown by more than 180% year-on-year, while streams in Brazil have increased by 500% since 2020. Female artists are playing a central role in this expansion. Nigerian singer Tems recently became the first African female artist to surpass one billion Spotify streams for a single track.

The cultural influence of Afrobeats extends beyond sound, with its visual identity shaping wider global aesthetics. Fan communities are also driving discovery, with listener-curated Afrobeats playlists growing nearly 3000% in the last decade worldwide.

In Nigeria, regarded as the genre’s birthplace, Afrobeats remains a dominant cultural force. Listeners in the country have streamed more than 180 million hours of the music this year, with Lagos, Abuja and Port Harcourt leading consumption. Spotify data indicates Nigerian Gen Z audiences connect with Afrobeats through moods such as “whiny,” “island vibes,” and “playful.”

The rise of new sub-genres also reflects the genre’s dynamism. Afro-Adura, which blends Afrobeats with spiritual influences, has recorded a growth of more than 4000% in streams.