African music stars are becoming the new faces of best-selling music genres globally, ensuring that Africa is no longer excluded from the global music conversation, which for decades was dominated by Western artists.
According to a report by CNBC Africa, the globalisation of African music has never been more apparent, as seen in the recent successes of African artists. Africa’s annual music streaming revenue is projected to rise to $314.6 million by 2026, up from $92.9 million in 2021, according to research.
The internet has enabled both established and emerging African musicians to showcase their talents to a worldwide audience. Davin Phillips, Executive Director at Celebrity Services Africa (CSA), emphasised the importance of social media in this transformation. He stated: “Social media, alongside other technologies, has allowed us to reach regions across the continent that previously lacked access to streaming or publishing services. We’ve been able to identify and unite the continent’s talent. Moreover, the international community is now recognising African artists, giving them the global spotlight they deserve.”
The global appeal of African music has turned many of these artists into international icons, instilling pride across the continent. The likes of Burna Boy, Wizkid, Tyla, Davido, Ayra Starr, Tems, Rema, Fireboy DML, Musa Keys, Tiwa Savage, Omah Lay, Victony, Kizz Daniel, Oxlade, Yemi Alade, Flavour, and others are working tirelessly to elevate African music to new heights.
Their impact extends beyond entertainment; they are ambassadors for Africa, challenging outdated stereotypes and showcasing the continent’s vibrancy and talent. These artists are also creating job opportunities for other African creatives, thereby contributing to the continent’s economic growth.
Music streaming will continue to be pivotal in spreading African music across the globe. According to PricewaterhouseCoopers’ (PwC) annual Africa Entertainment & Media Outlook 2023–2027, the music streaming market is expected to see sustained growth in Africa’s largest markets—South Africa, Kenya, and Nigeria. In South Africa alone, a compound annual growth rate (CAGR) of 10.5% is forecast for music streaming subscriptions, with revenues expected to reach R1.1 billion ($58.5 million) by 2027.
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Through their music, African artists are not only presenting the richness and diversity of African culture but are also fostering deeper cross-cultural understanding and breaking down barriers.
As the music streaming market expands across Africa, the continent’s influence on the global music scene will only continue to grow. With a new generation of talented artists on the rise, the future of African music has never looked brighter.
