The global rise of Afrobeats has led to an impressive 49% increase in Nigeria’s music exports over the past three years, according to a recent report from Spotify. This growth highlights the expanding international appeal of Nigerian music and its significant economic impact.

Spotify’s 2024 Loud & Clear report reveals that global listeners are spending more than 1.1 million hours streaming Nigerian artists. This engagement is further evidenced by the creation of approximately 250 million playlists featuring these artists, reinforcing Nigeria’s status as a powerhouse in the global music scene.

Jocelyne Muhutu-Remy, Managing Director for Spotify Africa, emphasized the genre's rapid ascent, stating, “Our data shows that Afrobeats was the fastest-growing genre in the world in 2024.” She noted the rising popularity of Nigerian music in markets like France and the Netherlands, predicting that the UK and US will soon become significant hubs for the genre.

In addition to international acclaim, local consumption of Nigerian music has seen remarkable growth, with a 206% increase year-on-year and an astonishing 782% rise over the past three years. This indicates a strong demand for local content within Nigeria.

The surge in popularity has resulted in substantial financial gains for Nigerian artists. In 2024 alone, Spotify distributed N58 billion to Nigerian musicians, more than double the amount from the previous year. This financial boost underscores the tangible economic benefits of the Afrobeats phenomenon for the country's creative sector.

Muhutu-Remy highlighted the importance of user-generated and editorial playlists in facilitating artist discovery. She pointed out that new Nigerian artists were discovered an impressive one billion times globally on Spotify, demonstrating the platform’s effectiveness in connecting artists with new audiences. Additionally, over 1,900 Nigerian artists were included in Spotify’s editorial playlists, a 33% increase compared to 2023. “Discovery is a crucial feature of streaming, and Spotify excels at helping artists be found,” Muhutu-Remy explained. “This means that someone in Oslo, Tokyo, or anywhere else can discover a Nigerian artist for the first time, normalizing our sounds in people’s lives worldwide.”

Despite this growth, challenges remain in fully capitalizing on these opportunities. Muhutu-Remy emphasized the need for continued development and support within the Nigerian music industry infrastructure.

To address these challenges, Spotify is focusing on educational initiatives aimed at equipping artists with the tools and knowledge necessary to succeed in the streaming landscape. This proactive approach reflects a commitment to fostering a sustainable and equitable environment for Nigerian musicians.

The Loud & Clear report paints a vibrant picture of the Nigerian music industry’s expansion and global influence. The Afrobeats phenomenon is not just a cultural movement; it serves as a significant economic driver, providing opportunities for artists and contributing to the nation’s creative economy. While obstacles exist, the growth trajectory and the commitment of platforms like Spotify offer a promising outlook for the future of Nigerian music on the world stage. This success not only brings financial benefits but also instills a sense of national pride and cultural validation for Nigerians both at home and abroad, showcasing the power of music to transcend borders and unite people globally.

Moreover, the economic impact extends beyond globally recognized stars like Burna Boy and Rema. Spotify Africa is also dedicated to supporting the development of emerging artists. Muhutu-Remy revealed that the number of Nigerian artists earning N10 million through Spotify doubled in 2024, a positive sign for new talent and the sustainability of their careers.

The rise of Nigerian music is transforming the broader industry ecosystem. Muhutu-Remy noted that the benefits extend beyond individual artists, positively impacting management teams, engineers, and local communities. This ripple effect underscores the music industry’s significant contribution to Nigeria’s economy.

However, challenges persist in ensuring artists fully benefit from this growth. Muhutu-Remy pointed out issues such as a lack of metadata knowledge, which includes essential information about song authorship and contributions. Weak rights management systems across Nigeria and the continent complicate fair compensation for artists, while limited financial literacy among artists and their teams hinders their ability to navigate the complexities of streaming revenue.

“Even though the ecosystem is growing, artists might not receive their full share due to these challenges,” she warned.