Spotify has launched a global project titled “Afrobeats: Culture in Motion” to spotlight the evolution of Afrobeats over the last five years and the artists, producers, and fans driving its global expansion. The announcement was made by Phiona Okumu, Spotify’s Head of Music, Sub-Saharan Africa, during a statement in Lagos. 

The project includes a documentary and an immersive microsite on Spotify’s newsroom, For the Record, which breaks down the genre’s growth using fresh listening data, interviews, and expert commentary. The documentary follows the next generation of Afrobeats artists as they push the sound into new territories.  Spotify reports that in the past 12 months alone, the genre generated over 240 million discoveries worldwide. 

Highlights from the Documentary and Microsite

The data in the microsite reveal some noteworthy trends. Introspective and emotionally charged vocals now make up 38 percent of global Afrobeats streams, showing a shift toward more personal storytelling in the music.  Also, Afrobeats listenership in Latin America grew by more than 180 percent year over year, and in Brazil, streams have increased by 500 percent since 2020. 

Women are playing a major role in this cultural moment. For example, Tems became the first African female artist to surpass 1 billion Spotify streams for a single track. Meanwhile, other female artists in Afrobeats are seeing growth in streams in their home regions such as Nigeria.  The visual side of Afrobeats is also expanding. The documentary shows how fashion, dance, visual art, and community activities are now core to how the genre is experienced globally. 

Afrobeats: Culture in Motion is more than a reflection of success. It is an invitation to see Afrobeats not just as a genre but as a culture in motion. As the documentary rolls out and the microsite data become more discussed, it will be interesting to watch how this shapes the next wave of creativity and global connections for Afrobeats fans.