Today, Spotify launched Afrobeats: Culture in Motion, a global project that documents the genre’s evolution over the last five years and the people propelling its forward momentum.

The initiative highlights how Afrobeats has grown from a regional sound into a global cultural force, generating over 240 million discoveries on Spotify worldwide in the last 12 months alone.

The launch is centered on a new Spotify documentary, Culture in Motion, which follows the next generation of Afrobeats artists. This is complemented by an immersive  microsite on Spotify’s newsroom, For the Record, that breaks down the movement across five key pillars using exclusive interviews, expert context, and fresh Spotify listening data.

Key Trends Revealed by Spotify Data

The microsite’s data offers a deep dive into the genre’s remarkable transformation. The sound of Afrobeats is becoming more emotionally resonant, with introspective and emotionally charged vocals now accounting for 38% of global streams.

Its reach is expanding rapidly, with listenership in Latin America growing by more than 180% year-over-year, and streams in Brazil alone are up 500% since 2020.

Female artists are also at the forefront of the genre’s global success, with Tems becoming the first African female artist to surpass 1 billion Spotify streams for a single track.

At the same time, the visual language of Afrobeats is shaping global culture, while fan communities are playing a vital role in discovery, acting as the new tastemakers and driving the genre’s growth in real time.

Nigeria: The Cultural Heartbeat of Afrobeats

In its birthplace, Afrobeats is more than just music—it’s a cultural heartbeat. Over 180 million hours of Afrobeats have been streamed in Nigeria this year alone, with the genre’s passion most evident in the top three streaming cities: Lagos, Abuja, and Port Harcourt.

Nigerian Gen Z listeners connect with Afrobeats on a deeper level, with their top three listening moods for the genre being “whiny,” “island vibes,” and “playful.” 

This passion has also fueled a powerful, community-driven movement that started in Nigeria, with fan-made Afrobeats playlists growing by nearly 3000% in the last decade worldwide.

Notably, a new sub-genre, Afro-Adura, has seen incredible growth with streams increasing over 4000%.

All things Afrobeats can be explored on the dedicated  Afrobeats Destination on Spotify.

“I’ve been looking for the opportunity to go big and showcase my sound to the world, let people hear my experiences and my journey,” Lagos-based singer, Mogueto confessed.

He was born Gbadamosi Ibrahim Gbolahan. Raised in Ibadan, he has been chasing music since secondary school, sneaking headphones into the hostel to practice songs with friends and eventually, moving to Lagos to chase his dreams.

When he stumbled on the Next Afrobeats Star (NAS) auditions while scrolling Instagram, he knew it was the chance he had been waiting for.  he said.

The audition process delivered lessons. “I’m going to actually take the fact that I built the courage to come here, and I did something,  it shows that okay, there’s more that I can do.” Beyond the stage, he also found connections with other artists whose sounds align. “We shared our social media handles, and we’re hoping to make something out of the connection.”

For Hope Kesemen, better known as Specta, the Lagos auditions were about pushing her creativity. A singer-songwriter who also doubles as a lawyer and business owner, she has always found ways to bring humor into music. “When I was in secondary school, I would always just remix songs, make popular songs funny, songs about garri and stuff like that.”

But her path hasn’t been simple. “I come from a family where my father is a pastor,” she explained. “Breaking out of that to explore my creativity has been a challenge. My mother was never cool with it. But I got a little bit of support from my dad, and that little support helped me a lot.”

Then there was Praise Okafor, AKA Rohila, an 18-year-old model and singer who came looking for more than just the prize. Though not her first audition, she said the NAS platform felt bigger and more validating. “The exposure, the cameras, everything makes me feel like this is where I belong,” she said. “Regardless of what happens, my takeaway is to be myself and do what I love.” For her, music is a family affair. “We all sing, like my mom sings. We are living this for her dream, but also for ourselves.”

The Lagos leg of Next Afrobeats Star (NAS) lit up Ultima Studios from September 5 to 8, pulling in hundreds of young talents eager to prove they belong on the Afrobeats stage. For many, it wasn’t just about chasing a $100,000 music deal with ONErpm, it was about testing themselves and finding their place in Nigeria’s most dynamic music scene.

By the close of auditions, it was clear why NAS matters. The talent is abundant, but platforms like this give young voices the visibility, mentorship, and access they need to break through. Next stop: Abuja on September 13 and 14, then Port Harcourt on September 20 and 21.

Global music sensation Burna Boy has partnered with Swiss sportswear brand On in a multi-year collaboration that merges sport, culture, and creativity.

This partnership aligns with On’s mission to ignite the human spirit through movement, reflecting Burna Boy’s own ethos of connecting music, sport, community, and culture.

 As the newly appointed Clubhouse President, Burna Boy will play a symbolic role in On’s growing tennis universe. His involvement will help shape the brand’s creative direction, reflecting his passion for music, sport, and community.

“For me, everything I do comes from the same place; music, sport, community, and culture. It’s all connected,” said Burna Boy. “On gets that. Our partnership is about shaking things up and creating new energy in the world of sports.”

The partnership was announced through a visually striking short film showcasing Burna Boy’s bold aesthetic and On’s Swiss roots. Directed by Rollo Jackson, the film reimagines tennis as a vibrant, culture-forward space. With this collaboration, Burna Boy and On aim to create inspiring and innovative content that pushes boundaries in sports and music.

On is a Swiss sportswear brand founded in 2010 with a mission to ignite the human spirit through movement. Known for industry-disrupting innovations like CloudTec and LightSpray, On delivers high-performance footwear, apparel, and accessories for running, outdoor activities, training, and tennis. Present in over 80 countries, On engages with a digital community on inspiring humans to explore, discover, and Dream On.