A new Spotify documentary and interactive microsite explore the global rise of Afrobeats, spotlighting its emotional depth, cultural resonance, and the voices shaping its ongoing evolution
Afrobeats has always been a vibrant cultural force, a sound that springs from rhythm, migration, and an unquenchable thirst for creativity.
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This year, though, its momentum feels more powerful than ever.
The music culture has continued to evolve into much more than just a genre; it has become a full-fledged movement.
Spotify’s latest multimedia project, ‘Afrobeats: Culture in Motion’, arrives at the perfect time, blending a feature documentary with an interactive microsite that showcases Afrobeats not as a completed tale but as a dynamic, living phenomenon.
It serves as both a cultural archive and a global reflection, highlighting the genre’s growth, its trailblazers, and the driving forces behind its rise.
“The launch is centred on a new Spotify documentary, Culture in Motion, which follows the next generation of Afrobeats artistes,” explained Phiona Okumu, Spotify’s Head of Music, Sub-Saharan Africa.
“This is complemented by an immersive microsite on Spotify’s newsroom that breaks down movement across five key pillars using exclusive interviews, context and fresh Spotify listening data.”
Her framing makes clear that the project is both a celebration and a study, looking inward at the community while showcasing outward growth.
The data reveals a genre evolving in real time. “The sound of Afrobeats was becoming more emotionally resonant, with introspective and emotionally charged vocals now accounting for 38 per cent of global streams,” Okumu noted.
That shift is visible across hits that mix vulnerability with rhythm, and it is echoed by female artists driving a new wave of expression.
“Vulnerability will resonate, and there are a lot of people who get help from these songs,” said Juno, one of the artists featured in Spotify’s Women of Afrobeats series.
Kold AF, another rising voice, described the creative process differently: “I love to sit down with producers because I know what works best with me. I’m the one that has the flow; I’m the one that has the voice.”
Together, these voices highlight how Afrobeats is stretching beyond dance-floor anthems into more personal terrain.
The reach of the genre is expanding at an unprecedented pace. “Its reach is expanding rapidly, with listenership in Latin America growing by more than 180 per cent year-over-year, and streams in Brazil alone are up 500 per cent since 2020,” Okumu said.
This cross-continental surge is partly explained by the rhythmic kinship between African and Latin music cultures, and it’s a trend Spotify has leaned into.
Benewaah Boateng, Spotify’s Senior Music Editor for Sub-Saharan Africa, put it simply: “We are just a bridge allowing this cultural exchange to flourish and providing a home for these fresh sounds.”
Women are also shaping this global arc. “Female artistes are also at the forefront of the genre’s global success, with Tems becoming the first African female artiste to surpass one billion Spotify streams for a single track,” Okumu emphasised.
Afrobeats has evolved beyond just music; it has become a powerful expression of identity.
That milestone not only validates her artistry but signals a turning point in representation, where women are no longer proving they belong but defining what comes next.
Beyond the music, Afrobeats is now a visual and cultural force. “At the same time, the visual language of Afrobeats is shaping global culture, while fan communities are playing a vital role in discovery, acting as the new tastemakers and driving the genre’s growth in real time,” Okumu observed.
That duality is evident in everything from Rema’s heritage-inspired O2 Arena performance to Tems’ appearances on the Oscars red carpet and the Met Gala.
Fan power remains one of the strongest engines of growth. Boateng acknowledged this shift: “The launch of our Global Afrobeats Playlist isn’t about Spotify leading the charge; it’s about us following the fans.”
This speaks directly to how playlists have grown by nearly 3,000 percent in the last decade, reshaping the way Afrobeats spreads across continents.
What Culture in Motion makes clear is that Afrobeats has evolved beyond just music; it has become a powerful expression of identity.
When Burna Boy fills stadiums in Paris or Ayra Starr takes the stage at festivals in Los Angeles, they are sharing more than just catchy tunes.
They are telling stories of African pride, resilience, and a vision for the future. On the economic front, the stakes are just as significant.
Afrobeats has blossomed into a multi-billion-naira industry, influencing festivals, streaming revenues, and brand collaborations.
This growth is not only empowering for artists but also transformative for Africa’s creative economy.
However, some questions linger. Will the need to attract a broader global audience water down the genre’s authentic roots?
Will emerging artists from across the continent receive the same level of exposure, or will Nigeria continue to dominate the scene?
Can the genre’s rapid rise in popularity be maintained without sacrificing its depth?
And will audiences outside of Africa ever truly understand the distinction between Fela Kuti’s Afrobeat from the 1970s and today’s Afrobeats?
Perhaps the greatest achievement of ‘Culture in Motion’ is that it frames Afrobeats not as a closed chapter but as a work in progress.
It is not just a documentary but a snapshot of a genre that refuses to stop moving, a reminder that in Afrobeats the beat never settles; it only travels further.
Also read: 17th Headies: Honouring Afrobeats’ Exciting Talents
The sound is reshaping itself constantly in response to diaspora flows, digital culture, and artistic innovation.
