The Nigerian music scene is currently witnessing the rise of an array of talented emerging stars, leading to global recognition and conversations about the future of Nigerian music. These rising stars have already surpassed many established artists in terms of chart performance and streaming success.
In the past, the Nigerian music industry was dominated by mature men and women in their 30s and 40s. However, the new millennium brought a wave of young talented stars such as 2Face, P-Square, and D’banj. It wasn’t until the 2010s that kids like Wizkid emerged as prominent figures, inspiring a generation of young musicians.
By the beginning of 2019, it became evident that the 2020s would be dominated by Generation Z, those born between 1997 and 2012. This generation of musicians stands out for their fusion of sounds, musical styles, and their adept use of new technologies like TikTok for viral approval.
The shift from analog to digital music marketing and consumption is happening in Nigeria, thanks to the foresight of these Gen Z musicians who have found innovative ways to promote Afrobeats globally. Platforms like Spotify have witnessed a remarkable growth of 550% in Afrobeats streaming since 2017, with Gen Z making up 35% of its listeners.
Leading the pack of Gen Z musicians is Rema, who gained prominence in 2019 with his unique sound that blends Indian percussion with contemporary Afrobeats. He has since toured internationally and achieved numerous milestones, solidifying his status as a Gen Z Afrobeats poster child.
Omah Lay is another rising star who quickly became popular with his hit songs like ‘Bad Influence’ and ‘Lo Lo’. He recently gained attention for his soulful expression of melancholy, which some have termed “Afro-depression.” His music resonates with depressed Gen Z worldwide, and his collaborations with international artists like Justin Bieber have propelled him to global recognition.
Ayra Starr, with her rich vocals, fashion sense, and social media charm, quickly rose to prominence in 2021. Her debut album ’19 & Dangerous’ and its lead single ‘Bloody Samaritan’ solidified her place as one of Africa’s leading female songbirds. Her smash hit ‘Rush’ charted in several countries, making her the first Nigerian female artist to cross the 100 million stream mark on Spotify.
Oxlade, known for his song ‘Away’, gained international recognition in 2022 with his hit ‘Ku Lo Sa’ and a remix featuring Camila Cabello. His music has appeared on charts in various countries, and he is recognized as one of the most streamed Nigerian/African artists on Spotify.
BNXN, formerly known as Buju, rose to fame in 2019 and gained international prominence after being featured in producer Pheelz’s hit song ‘Finesse’. He has since become known as the “Nigerian King of features” and has collaborated with many notable artists. BNXN won the Next Rated award at the 2022 Headies Award.
These emerging Gen Z musicians are game-changers, not only in their music styles and fashion choices but also in their utilization of social media and new technologies. They are shaping the future of Afrobeats and solidifying Nigeria’s position as a powerhouse in the global music industry.
