2023-12-24 18:05:00
On October 21, the BK Arena in Kigali vibrated to the rhythm of the first edition of the Trace Awards, a major event which brought together 150 artists from various musical backgrounds. On the menu, Afrobeats, Amapiano and Gospel. The choice of Rwanda, a country which made a rapid transition from French to English, to host this first edition is not insignificant. Explanation: Rwanda is very committed to promoting “Afro excellence” and to promoting the Rwandan and African cultural and creative industries in the broad sense is real.
The Trace Awards as a platform
Thus, the Trace Awards were an exceptional and unique opportunity to bring together on the same stage the emblematic figures of urban music, both English-speaking and French-speaking, thus offering a privileged window on what differentiates and unites them.
The remarkable performance of Yemi Alade in his golden costume, performing “Lipeka” in the absence of Innos B (prevented by political tensions between their countries, as he explained to Claudy Siar), was a highlight of the evening. This collaboration, despite the obstacles, was a resounding success on YouTube, with nearly 4 million views.
Among the notable moments, let us also note the effective performance of Davido and Musa Keys for “Unavailable” illustrating the high level of professionalism which prevails in these major events.
Finally, the climax is reached with Diamond Platinumz, the rising star of Tanzania, on his hit “WHY”, featuring the Rwandan artist The Ben which was another highlight of the evening. A performance characterized by a ballet of urban dancers dressed in bright colors and precise choreography, reminiscent of big American shows, testifying to the dynamism and innovation of the current African music scene dominated by Afrobeats. What is it about ?
An Afrobeats armchair at Amapiano
Afrobeats, which finds its roots in the Afrobeat (without s) of the phenomenal Fela Kuti, is a genre established since the 2000s, no one disagrees. But do we really understand the extent to which we are only at the beginning of this adventure?
Because yes, the phenomenon grew exponentially initially with the group P Square which imposed the genre, then the triptych Davido, Wizkid and Burna Boy which ended up making it a world standard. A trend that is not weakening when we see how quickly things are going for the next generation with the new global stars Ayra Starr or even Rema, the first African artist to have reached one billion streams.
South Africa is not left out in this new ultra-competitive musical universe by imposing Amapiano on the face of the world (taken up by the Nigerians to renew themselves like the very effective Asake feat Olamide) and by hatching a new global star Tyla with the title “Water”.
In this teeming African urban musical landscape, English-speaking and French-speaking artists embody two distinct universes, in which the advance of the English-speakers seems impossible for the French-speakers to catch up with.
How Afrobeats established itself…
Several reasons can be put forward to explain this state of affairs.
In the contemporary musical universe, Afrobeats is experiencing a remarkable rise, taking advantage of the decline in rap, once the undisputed master of popular musical genres. This trend can be explained by several key factors.
First, rap, a genre long appreciated for its ability to reflect social reality and address raw themes, is today a very formatted music. Many critics and listeners criticize current rap for its lack of artistic renewal, often confined in repetitive themes centered on violence, easy money and a sometimes degrading representation of women.
These elements, once perceived as a form of authentic expression of urban realities, are now seen by some as an obstacle to the evolution of the genre.
Faced with this stagnation, Afrobeats stands out for its dynamism and diversity. Blending traditional African rhythms with contemporary influences, Afrobeats offers a rich and varied sound palette. The lyrics, often imbued with optimism and celebrating African culture and identities, contrast sharply with the cynicism and darkness sometimes associated with rap. Artists such as Burna Boy and Wizkid, with their inclusive musical approach, have won over an international audience, seduced by the positive energy and authenticity of their music.
In addition, the rise of Afrobeats is supported by an increased presence on streaming platforms and in the media. This visibility provides Afrobeats artists with unprecedented opportunities to reach a global audience, transcending the traditional boundaries of African music. The regular inclusion of afrobeats songs in popular playlists and their broadcast on international television and radio stations contribute to this trend.
On the other hand, rap, despite its popularity and historical influence, must face challenges of renewal and adaptation. To maintain its status and appeal, it must evolve, perhaps integrating new sounds and tackling more varied and current themes.
The uniqueness of Afrobeats lies in its ability to fuse various African and Western musical elements. The typically Nigerian singing style, with its distinct intonations and unique phrasing, gives Afrobeat a recognizable sonic identity. This way of singing, combined with modern musical arrangements and sometimes politicized texts, makes Afrobeat a genre in its own right, distinct and appreciated worldwide.
Nigeria has also demonstrated a remarkable ability to integrate outside influences, such as Amapiano, a style originating from South Africa. This capacity for absorption and reinvention is a testament to the constant flexibility and innovation of the Nigerian music scene. By integrating Amapiano, Nigerian artists are not just following a trend, but adding their own touch to it.
…unlike other musical genres that are too local
In comparison, the African French-speaking scene focuses more on the development of very local genres, such as Rap Ivoire in Côte d’Ivoire and Rap Galsen in Senegal. These genres reflect the cultural and social specificities of their countries of origin. Although rich in terms of cultural expression and local relevance, these styles struggle to achieve the international notoriety of Nigerian Afrobeat. Their reach often remains confined to national borders or the French-speaking space, thus limiting their influence on the global music scene.
Nigerian Afrobeat, thanks to its distinctive character and its ability to evolve by integrating new influences, has established itself as a major force in African urban music. This success contrasts with more localized approaches to French-speaking African music, highlighting the importance of innovation and openness to external influences to achieve global resonance.
Nigeria, Africa’s largest economy with a population exceeding 200 million, represents a colossal market for its own musical production. However, the impact of Nigerian music is not limited to its national borders.
English and Pidgin: vectors of influence
Language proves to be a crucial vector in the evolution and popularity of African urban music. English and Pidgin, as languages of communication and artistic expression, offer English-speaking African artists a strategic advantage in reaching a global audience, an advantage that the French-speaking music scene is still seeking to match.
The integration of English, combined with the use of local accents and dialects like Nigerian Pidgin, enriches the music with an authenticity and originality all its own.
The popular English used in Nigeria is “broken English”, (simplified English mixed with local expressions and pidgins) and is a key element of Afrobeats. This form of language, while distinctly African, remains understandable to an international audience. Broken English adds a dimension of authenticity, remaining accessible to a wider English-speaking audience. This combination gives the songs a local flavor while making them understandable and appreciable beyond African borders. This music creates a distinctive sound that, while not entirely accessible to all listeners, has a familiar musicality and rhythm. This linguistic familiarity facilitates the adoption of African music in non-African markets, thus contributing to its international success.
The local accent in the use of English, far from constituting an obstacle, becomes a signature, a mark of identity which speaks to the entire African continent and its diaspora. This accent, characteristic of Africa, allows artists to maintain an umbilical cord with their roots while addressing a global audience.
On the other hand, French, although an international language, does not offer the same degree of accessibility in the global music market. French-speaking African countries, despite a rich musical tradition and talented artists, encounter obstacles in the dissemination of their music beyond the French-speaking world. This difference in access to the international market between the English-speaking and French-speaking African scenes underlines the importance of language and communication in the success and influence of music on the world stage.
The success of Afrobeats beyond the borders of Nigeria
Afrobeats, by imbuing and reinterpreting the aesthetic codes of international pop, has brilliantly managed to rise to the level of the most fashionable musical genres on the world scene. This integration is not limited to the production of high-quality music videos or the adoption of international fashion trends, but also encompasses the judicious use of cutting-edge music technologies.
A phenomenon that has allowed Afrobeats to transcend its regional origins to metamorphose into a truly global cultural phenomenon. Her accessibility, coupled with an ability to resonate with global trends, has cemented her position as a dominant force in the world of pop culture. This evolution is all the more evident in its collaborations with leading international artists, its notable presence at world-renowned festivals and its numerous awards on the international scene.
The example of Nigerian Afrobeats perfectly illustrates how a musical genre can remain true to its cultural roots while successfully integrating elements of international pop culture. This hybridization has not only enriched Afrobeats’ own identity, but also helped to redefine and expand the reach of African popular music in the international market. By adopting and adapting global aesthetic codes, Afrobeats has created a bridge between cultures, thus offering a new perspective to contemporary African music.
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