There is no doubt that the year 2010 witnessed a significant shift in the global music scene, particularly in the fusion of different genres – the intersection of African sounds with the dominance and influence of hip-hop resulted in one of the most notable evolutions during this period.
We are interested in sharing how hip-hop affected contemporary African music and how it has metamorphosed into what we now know as Afrobeat and, more recently, Afro-fusion.
Odion Edwin
Transitioning to being a powerful force, the fusion has not only transformed the genre but also elevated African music into the international music landscape and inspired collaborations with hip-hop mainstream artists.
The Global Rise of Afrobeat and Its Ties to Hip-Hop
A major influence on this blend is attributed to the Senegalese- American singer, Akon. His work and success in the 2000s gave light to African music and notwithstanding, the Afrobeat was doing wonders and having international tours, with P- square, 2face, and D’banj selling out shows abroad yet bagging awards, Tubaba winning the mobo award in 2005 and 9ice being decorated alike in 2008. It’s evident that this did inspire features from pseudo and Rick Ross in 2011, Tuface featuring Tpain in 2012, and Banj with Kanye West in 2011 not forgetting his feature with the West Side legend, Snoopdog.
Afrobeat as a genre as a genre rooted in Nigeria and propounded by the legendary Fela Anikulapo Kuti – who experimentally blended the much unique African music, and traditional rhythms with a little bit of Funk, Jazz, and Highlife elements. Afrobeat being popularized by a London Trinity College of Music alumni crystallizes why Afrobeat is easily diverse and relatable with the Hip-hop world. It was in the 2010s that Afrobeat gained immense global recognition, largely due to its fusion with hip-hop. Simply put, going international!
The global appeal and expansion of Afro fusion can be attributed to its unique blend of traditional African rhythms with contemporary music genres, strategic international collaborations, and its ability to resonate with diverse audiences across continents.
Prior to the integration with HipHop, The UK had vibes with our music all along. Judging from Fela’s works, Williams Onyeabor was doing excellent in Europe even as far as Russia. (I wrote about him sometime last year.), King Sunny Ade selling out shows in Crystal Palace and other cities respectively. Afrobeat sound has always been Afrocentric. Having gained momentum from Jazz and Juju music inclusive of reggae music, not forgetting the South African Reggae music legend, Lucky Dube.
Charting the New Wave of Afrofusion
Hip-hop in the 2010s was faced with a sonic revolution- where heavy bass lines and trap-infused beat and electronic instruments were characterized by the genre. These trendy production techniques seeped into the Afrobeat industry and gave rise to a whole new subgenre and subculture- Afrofusion.
The chemistry in hip hop and Afrobeat created a contagious dance music that resonates with a wider audience. As we see most recently in Rema and Selena Gomez’s classic record, Calmdown, remix.
This cohesion brought about the reshaping of the Pen/ storytelling world as hip-hop has long been celebrated for its potent storytelling and lyrical prowess. In the same light, Afrobeat’s intense socio-political commentary with captivating Melodies make the music relatable to a larger audience and attract the international scene as it became the voice of the community at large. Afrobeat music kind of connotes conscious music and we ’ve seen the genre giants being vocal about their comments regarding pertinent societal issues. We have seen artists like Davido, Sarkodie, Burna Boy, Wizkid et Al utilizing their musical talent in advocating for the masses.
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International music festivals and events have provided platforms for Afrobeat artists to showcase their talent to a global audience, fostering cross-cultural exchanges and broadening the genre’s reach.
Confluence of Cultures: How Afrobeat and Hip-Hop Became Global Powerhouses
The advancement of our storytelling game and Afrobeat culture having done the numbers and steadily realizing talents, categorized Afrobeat as the Gold of the music industry and gave room for a wider international partnership and collaboration. This brought together different musical cultures and perspectives resulting in innovative sounds and unique features. We saw Drake feature Wizkid on one dance and come closer. Not forgetting the partnership between Jidenna and Tiwa’s savage on Classic Man, the remix and most recently, Hip hop superstar, Future featuring Tems on his track, going on to emerge as the winner of the Best Melodic Rap Song category In the 2022 Grammy. These collaborations solidified the fusion between the two genres, making each attain feats simultaneously. Embracing the hip hop culture did ripple through both cultures as we’ve seen Travis Scott shoot a video off his much anticipated UTOPIA album, French Montana in Lagos with Swalee for a video shoot, as well as the defunct amici ’s shooting a full music video to their breakthrough song, Call casting in 2016.
Afrobeat artists have showcased their unique fashion style on the international stage having drawn inspiration from the hip-hop culture, thereby enhancing collaborations with clothing brands and even as far as sportswear with Davido bagging a deal with Puma, Wizkid walking for Gucci and Dior respectively, to list a few. Having much influence as well in the technicality and image of the culture, we’ve seen Def-jam Sign fast rising AfroPop rapper, Odumodu BLVCK resulting from his breakthrough Single , Declan rice- which integrated the AfroPop culture with the ever-electrifying UK drill rhythm , not forgetting Empire music co-signing Firbeoy C Asake . Mr Eazi ’ s innovative partnership with brands alike provides room for inter-genre music business connections.
Musical Mergers and Fashion Flairs: The Symbiotic Rise of Two Dominant Genres in the Modern Era
How about the dance? Afrobeat has over the years sprung the hip-hop culture with captivating music choreography moves that mesmerize audiences worldwide. From Olumaintain’s Yahooze to Psquare’s Alingo, Davido’s unavoidable, and most recently CityBoy.
Indigenous executives have tapped into the fashion world having developed momentum from the hip hop fashion scene.
Odion Edwin
The likes of Ashluxe – a street west brand based in Lagos, Nigeria. Adding to the list is Rahman Jago’s street wear fashion brand called High Fashion. This entrepreneurial splurge gives room for choice and as a result, embracing and redefining the Alternative (Altè) style in the Afrobeat fashion world. We ’ ve seen artists like Tems, Show Dem Camp, BOJ, Shalom Dubas, and Falz in that revolutionary fashion style.
Afro Fusion Ascends: The Global Impact and Celebrations of Afrobeat’s Evolution
The remarkable fusion of these genres has birthed a whole new genre that’s been spreading across Africa and opening arms to new audiences and audiences across Europe, Asia, and Latin America. As such, heightening the standards as efforts are rewarded annually by the awarding body we fondly call the Grammies of Africa- Headies Awards.
Last conducted in Atlanta GA for the second time, it elucidates the strong bond between the two genres and culture as the feat solidifies that the Afrobeat X hip hop fusion is working and it’s right to say that African music is taking over.
Apart from music, the Afrobeat culture has significantly influenced global fashion trends, choreography, and even entrepreneurial endeavors in the fashion industry.
Afro fusion is growing fast, this December, the whole world of Afrobeat lovers is coming to Lagos, Nigeria the home place of Afrobeat for the 4th Afronation festival – the biggest Afrobeat festival in the world. The event promises to be mind-blowing and tickets have been on sale since the early hours of today, Thursday the 28th of September. The event is scheduled to be held on the 19th-20th of December 2023 at Tafawa Balewa Square, Onikan. It promises to be fun as Afrobeat lovers from across America and Europe can’t wait to experience Afrobeat in the African beat, nature, sun, and soil.
