Afrobeats Takes Center Stage at the Grammys, Showcasing Global Rise Through TikTok

As the music industry's biggest names gather for the Grammy Awards, a new trophy will be handed out for the best African music performance, reflecting the increasing popularity of Afrobeats.

Originating in West Africa, primarily Ghana and Nigeria, Afrobeats has become a global sensation, thanks in part to social media platforms like TikTok.

The genre, characterized by percussion rhythms blended with elements of rap, jazz, R&B, and more, has captured the attention of a diverse audience. Heran Mamo, an R&B and hip-hop reporter at Billboard magazine, notes that modern Afrobeats has a "feel-good groove" that appeals to a wide audience, making it a global phenomenon.

In 2022, Afrobeats music on Spotify saw a staggering 13.5 billion streams, a significant increase from 2 billion in 2017. This surge in popularity is exemplified by Nigerian singer Burna Boy, who made history as the first African artist to sell out a U.S. stadium, performing at New York's Citi Field last summer.

The influence of social media platforms, particularly TikTok, on the rise of Afrobeats cannot be overstated. South African singer Tyla, a contender for the new Grammy category, gained prominence after a TikTok executive noticed her talent in 2020. The short-form video app played a pivotal role in the success of her song "Water," which sparked the #WaterChallenge and garnered 1.8 billion views on TikTok.

Ole Obermann, global head of music at TikTok, acknowledges the platform's role as both an incubator and distributor for global users. Tyla's journey, from local attention to a global audience after signing with Sony Music Entertainment's Epic Records, exemplifies the transformative power of TikTok and YouTube in artist discovery.

Despite TikTok's controversies, including its ownership by Chinese company ByteDance, the platform has proven instrumental in connecting artists worldwide. The app has facilitated collaborations between U.S. and African artists, fostering a cross-cultural exchange that extends beyond musical boundaries.

The impact of TikTok on the music industry is undeniable, with the platform serving as a significant source of music discovery for U.S. teenagers, second only to YouTube. Afrobeats artists like Nigerian rapper Rema have also found success through TikTok collaborations, further solidifying the platform's influence on the genre.

As Afrobeats continues to captivate global audiences, TikTok remains a driving force in shaping the genre's future. The platform's ability to connect artists and fans across continents emphasizes the evolving role of social media in the music industry.

In the midst of the Grammys' celebration of musical excellence, the introduction of the best African music performance category signifies Afrobeats' rightful place on the international stage, cementing its status as a genre that transcends borders and resonates with music lovers worldwide.