African Music’s Global Rise: From Grammy Recognition to Industry Infrastructure
african music is no longer a niche genre, but a powerful force reshaping the global music landscape – a shift increasingly reflected on stages like the Grammy Awards and celebrated at events like Pamoja.
As the music industry converges for Grammy Week, the growing prominence of African music is undeniable, extending beyond awards ceremonies to permeate global pop culture. This momentum will be on full display this Saturday in Los Angeles at Pamoja, YouTube Music’s annual celebration of African music and culture. Organizers emphasize that the event’s theme embodies the collaborative and cross-border nature of African music’s expanding global reach.
Pamoja will honor nominees in the Recording Academy’s Best African Music Performance category – introduced in 2024 – and posthumously recognize Nigerian pioneer Fela Kuti with a Lifetime Achievement Award. The event will also spotlight the crucial role of the African diaspora and international collaborators in bringing African sounds to audiences worldwide.
This timing underscores a fundamental shift within the music industry. African artists are no longer simply participating in the global market; they are actively redefining it. “We’re seeing African music move from influence to infrastructure,” stated a senior official at YouTube. “That shift is already underway.”
The Digital Revolution and Global Reach
Digital platforms have been instrumental in this expansion. According to YouTube data, over 70% of watch time for the platform’s Top 100 African artists originates from outside the continent, demonstrating the genre’s burgeoning international audience. “YouTube is part of how fans everywhere discovered these artists in the early days,” explained Tuma Basa, YouTube’s director of music culture. “A lot of the discovery happens organically. It’s borderless.”
This increased reach is translating into packed arenas across Europe and North America, with African artists consistently selling out shows, while international acts are also finding large audiences on the African continent. A turning point in this global expansion, one in
“when the energy is real, it builds trust and belonging,” awofisayo added. “That’s when culture actually moves forward.”
Organizers aim for Pamoja to spark lasting outcomes, not just a single night of celebration. “With that many decision-makers in one room, the goal is to move past surface-level networking,” Awofisayo said. “We want collaborations, partnerships and long-term strategies to come out of it.”
Grammy Recognition and a Diverse Future
this year’s Grammy Awards reflect Africa’s growing presence, from the introduction of the Best African Music Performance category to the posthumous honor for Fela Kuti. South African-born host Trevor Noah continues to provide crucial African representation on one of music’s largest global stages.
However,Basa cautioned against framing this moment as a sudden breakthrough. “it’s not a beginning or a turning point,” he stated. “It’s a continuation of music that has always existed and is finally being recognized at this level. This is overdue recognition, not a trend.”
Industry leaders predict that the next chapter of African music will be defined by diversity, extending beyond Afrobeats to encompass genres like Amapiano – a popular South African hybrid of electronic dance music – and also African hip-hop, R&B, and pop. YouTube, Awofisayo said, will continue to serve as a global equalizer, enabling artists to reach international audiences without relying on traditional industry gatekeepers. “A young artist in Johannesburg can build an audience in New York or Tokyo,” she said. “And African culture is about more than music – it’s visual, it’s movement, it’s identity.”
For Pamoja, the goal remains clear: to reflect African music’s rightful place in the global mainstream – not as a novelty, but as a permanent and influential force.
