The Spotify Afrobeats campaign has spotlighted the genre’s massive global influence, revealing that Afrobeats music generated over 240 million discoveries on the platform in the past year.
Phiona Okumu, Spotify’s Head of Music for Sub-Saharan Africa, announced the figures in a statement issued on Friday in Lagos, reaffirming the platform’s commitment to championing Afrobeats and elevating it to new global heights.
According to Okumu, fans worldwide streamed more than 152,000 Afrobeats tracks per hour, while playlist creation increased by an impressive 41.44 percent year-on-year.
The milestone comes under Spotify’s latest initiative, “Afrobeats: Culture in Motion”, a campaign that celebrates the genre’s evolution through storytelling, artist engagement, and cultural experiences.
“The campaign highlights how Afrobeats continues to shape music, fashion, and global identity,” Okumu said.
She explained that the ‘Culture in Motion’ tour was designed to connect fans and creators to the heartbeat of the genre its roots, rhythm, and people.
“The project tells a broader story: how Afrobeats evolves through new voices while staying deeply rooted in African identity. We’re proud to support the new generation of artists carrying that legacy forward,” she said.
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The campaign explored key cultural touchpoints, beginning at the Kalakuta Museum, once the home of Afrobeat legend Fela Anikulapo-Kuti, where his grandson, Made Kuti, reflected on the genre’s origins.
“Afrobeat was about consciousness that marriage of rhythm and resistance shaped today’s Afrobeats era,” Made said.
The tour later moved to the John Randle Centre for Yoruba Culture and History, tracing the lineage from pioneers like I.K. Dairo and King Sunny Adé to today’s stars such as Wizkid, Burna Boy, Davido, Ayra Starr, Tems, and Rema.
Discussions with producers, DJs, and artists including Andre Vibez, Vector, Melly, Braye, and Spinall explored the challenges of maintaining authenticity while expanding globally.
“Know who you are and what message you want to convey before you go global,” Andre Vibez advised.
Afrobeats’ creative influence also extended beyond music. At a fashion showcase, brands like Móye Africa, I.N Official, KADIJU, and Pièce Et Patch transformed Afrobeats basslines into bold, rhythmic silhouettes.
“Afrobeats isn’t just a sound; it’s a mood, a movement, a visual identity,” Okumu emphasized.
The tour concluded at Mavin Records’ Creative Studio and Greasy Tunes Café, featuring performances by Adekunle Gold, WurlD, FOLA, and Kold AF, showcasing the genre’s range from soulful R&B to dance-ready club hits.
Okumu noted that Spotify’s Afrobeats: Culture in Motion is part of a larger global effort to document how a new generation of African artists continues to redefine sound, imagery, and storytelling.
“Our goal isn’t just export; it’s exchange. Afrobeats invites the world in, then sends the music back out with deeper context,” she concluded.
