“Long before Afrobeats gained significant global momentum in the mid-2010s, few American superstars endorsed the mainstream Pop music emerging from Nigeria and Ghana. Leading this early wave of international support was the Grammy-nominated R&B and Pop star, Akon.
In the 2000s, Akon held a superstar status in Nigeria, where his music became a primary point of interaction for Nigerian listeners, many of whom still had a strong preference for foreign content.
Akon’s significant presence in Nigeria became a source of pride for Nigerians. He actively contributed to the Afrobeats movement through collaborations and partnerships after his memorable appearance on P-Square’s massive hit single ‘Chop Your Money.’ He became one of Afrobeats’ most enthusiastic ambassadors, playing a role in introducing Afrobeats to the American mainstream.
Akon must undoubtedly feel a sense of pride witnessing Nigerian mainstream Pop music achieving global success. This sense of pride influenced his decision to join in the celebration through his latest Afro-centric project, ‘Afro – Freak.’
In this exclusive interview with Pulse, we discussed Akon’s era-defining success, his contributions to Afrobeats’ early international recognition, his return to an Afro-centric project, and the misconceptions surrounding his intentions toward Africa.
Akon is one of the American artists whose music enjoyed immense popularity in Nigeria during the 2000s, and his music from that era continues to have a timeless appeal in the Nigerian market. When asked if he was aware of the extent of his music’s popularity in Nigeria during the 2000s, especially considering the limited internet penetration at the time, Akon shared that he always felt love from Africa but didn’t fully grasp the extent of his popularity until he started performing in various African countries.”
In 2011, Akon embarked on a significant collaboration with the Nigerian superstar duo P-Square, remixing their hit single ‘Chop My Money.’ This marked a pivotal moment for Nigerian music as it introduced Afrobeats to a Western mainstream audience. In the years that followed, Akon continued his contributions to Afrobeats, collaborating with artists like Wizkid and Davido, even signing Wizkid to his Konvict Music Label. His role in facilitating collaborations between Nigerian and American stars, including T Pain and Rick Ross, has been noteworthy.
Akon’s early recognition of Afrobeats’ potential can be attributed in part to his Senegalese heritage and his deep pride in African talent. He aimed to expose the wealth of talent in Africa and collaborated with African artists to showcase their abilities on a global stage.
He emphasized that before Afrobeats gained international acclaim, being African wasn’t particularly cool, and many Africans living abroad would pretend to be from other regions, such as Jamaica. Akon himself acknowledges this phenomenon and notes that reggae and dancehall music were so influential that even Africans were emulating Jamaican culture.
Akon’s willingness to embrace his African identity set him apart, and his commercial success contributed to making African culture cool. His achievements in the music industry, with numerous number one hits, led to wider acceptance of African culture.
Today, identifying as Nigerian and African is a source of immense pride, thanks to the global success of Afrobeats artists like Davido, Wizkid, Burna Boy, Rema, Tiwa Savage, Asake, Libianca, and Ayra Star. This success has given Nigerians cultural influence and soft power on the global stage.
When asked if he feels proud to have played an early role in opening international doors for Afrobeats, Akon expressed his belief that the world would eventually take notice of African talents. He expressed deep emotion at witnessing African artists sell out stadiums worldwide, recognizing the hard work that led to this point.
Akon’s latest project, the EP ‘Afro – Freak,’ marks a full-circle return to his engagement with African music. It explores Afrobeats and South Africa’s Amapiano genre. Akon intends to use this EP to spotlight African music, similar to his previous collaborations with P-Square, Wizkid, and Davido. With Afrobeats now well-established globally, he aims to introduce the world to Amapiano, showcasing the diversity and richness of African music.
As Afrobeats gains global recognition, it is attracting significant Western investments and infrastructure. While Nigerian superstars are achieving impressive international success, this success hasn’t necessarily translated into growth for the Nigerian music ecosystem. This situation has raised concerns that Afrobeats might follow a path similar to Dancehall, a genre that was once commercially successful but faced difficulties when Western markets shifted to new sounds, leaving Dancehall struggling due to a lack of local structure.
I asked Akon for advice to prevent Afrobeats from facing a fate similar to Dancehall. He emphasized the importance of unity within the Afrobeats community. Akon pointed out that Dancehall’s downfall was partly due to unhealthy competition among its stars, leading to a destructive race for supremacy. He stressed that Nigerian artists should avoid this path and remember that they can never outgrow their hometown roots.
Akon’s words carry significant weight, especially as some Nigerian artists, with their increasing international success, tend to overlook local institutions and opportunities.
