The global explosion of Afrobeats has propelled a remarkable 49 percent growth in Nigeria’s music exports over the past three years, according to a recent report from streaming giant Spotify. This surge underscores the burgeoning international appeal of Nigerian music and its increasing economic impact.
Spotify’s 2024 Loud & Clear report unveiled that global listeners are spending an average of over 1.1 million hours streaming Nigerian artists. This immense engagement is further evidenced by users worldwide creating approximately 250 million playlists featuring these artists, solidifying Nigeria’s position as a powerhouse in the global music landscape.
Jocelyne Muhutu-Remy, Managing Director for Spotify Africa, highlighted the genre’s meteoric rise, stating, “Our data shows that Afrobeats was the fastest-growing genre in the world in 2024.” She pointed to burgeoning markets like France and the Netherlands, where Nigerian music is gaining significant traction, and predicted that the UK and US would soon become major hubs for the genre.
Beyond the international acclaim, local consumption of Nigerian music has also witnessed a substantial increase. The report indicates a 206 percent year-on-year growth and a staggering 782 percent rise over the past three years, demonstrating a robust appetite for local content within Nigeria itself.
This surge in popularity has translated into significant financial gains for Nigerian artists. Spotify disbursed a substantial N58 billion in payouts to Nigerian artists in 2024 alone, more than double the amount from the previous year. This financial injection highlights the tangible economic benefits of the Afrobeats boom for the country’s creative sector.
Muhutu-Remy emphasised the crucial role of user-generated and editorial playlists in facilitating artist discovery. She noted that new Nigerian artists were discovered a remarkable 1 billion times globally on Spotify, showcasing the platform’s power in connecting artists with new audiences. Furthermore, over 1,900 Nigerian artists were featured on Spotify editorial playlists, a 33 percent increase compared to 2023.
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“Discovery is an essential feature of streaming, and Spotify is particularly good at helping artists be discovered,” Muhutu-Remy explained. “It means that if you’re in Oslo, in Tokyo, or wherever, you can discover or listen to a Nigerian artist for the first time. This is the mainstreaming and normalising of our sounds in people’s lives worldwide.”
The economic impact extends beyond globally recognised stars like Burna Boy and Rema. Spotify Africa is actively focusing on supporting the growth of middle-class artists. Muhutu-Remy revealed a significant development: the number of Nigerian artists earning N10 million through Spotify doubled in 2024, a promising indicator for emerging talent and the sustainability of their careers.
The rise of Nigerian music is also transforming the broader industry ecosystem. Muhutu-Remy noted that the benefits extend beyond the artists themselves, positively impacting management teams, engineers, and the local communities surrounding performers. This ripple effect underscores the significant contribution of the music industry to Nigeria’s economy.
However, challenges remain in ensuring artists fully capitalise on this growth. Muhutu-Remy pointed to a lack of metadata knowledge, which includes essential details about song authorship and contributions. Weak rights management systems across Nigeria and the continent also complicate fair compensation for artists. Additionally, limited financial literacy among artists and their teams hinders their ability to navigate the financial complexities of streaming revenue.
“Even though the ecosystem is growing, artists might not get their full share because of these challenges,” Muhutu-Remy cautioned. This highlights the need for continued development and support within the Nigerian music industry infrastructure.
To address these challenges, Spotify is prioritising educational initiatives aimed at equipping artists with the necessary tools and knowledge to thrive in the streaming era. This proactive approach underscores the commitment to fostering a sustainable and equitable environment for Nigerian musicians.
The data presented in the Loud & Clear report paints a vibrant picture of the Nigerian music industry’s growth and global influence. The Afrobeats phenomenon is not just a cultural wave; it is a significant economic driver, providing opportunities for artists and contributing to the nation’s creative economy. While challenges remain, the trajectory of growth and the commitment of platforms like Spotify offer a promising outlook for the future of Nigerian music on the world stage. The human angle here is significant; the success of Afrobeats provides not just financial benefits but also a sense of national pride and cultural validation for Nigerians both at home and abroad. It’s a testament to the power of music to transcend borders and connect people across the globe.
