[This is an excerpt from an article in The Round Table: The Commonwealth Journal of International Affairs and Policy Studies.]

Together apart: Afrobeats and Amapiano

The impact of digitalisation on Amapiano has been transformative, catapulting the genre from its South African roots to global recognition in a remarkably short time. Digital platforms, social media and streaming services have played crucial roles in this journey, democratising music discovery and allowing Amapiano artists to reach global audiences directly. The genre’s ability to adapt to and thrive in the digital ecosystem demonstrates the power of technology in shaping modern music trends. As Amapiano continues to evolve and expand its influence, it serves as a prime example of how digitalisation can elevate a local genre to international stardom. The genre’s success story underscores the importance of digital strategies in the modern music industry and highlights the potential for other emerging genres to follow a similar path to global recognition.

The synergy between Afrobeats and Amapiano is testament to Africa’s musical diversity and interconnectedness. These genres complement each other – Afrobeats’ upbeat energy and global reach combine effortlessly with Amapiano’s sophisticated grooves and introspective depth. This fusion creates tracks that are rhythmically engaging, emotionally resonant and culturally rich. Collaborations such as Davido’s Champion Sound with Focalistic and Burna Boy’s Sungba Remix with Asake highlight how these genres can coalesce to create hits that resonate on dance floors and playlists worldwide. These tracks exemplify how artists can leverage the strengths of each genre to appeal to both African and global audiences. This blending also highlights Africa’s unity in diversity, demonstrating how the continent’s music can transcend regional boundaries to create a collective identity. Such collaborations are not just about sound but about storytelling – bringing together narratives of joy, struggle and celebration from different corners of Africa – and amplified via digital platforms like TikTok, YouTube and Spotify.

In this exploratory study, we argue that digital tools and/or platforms such as TikTok and YouTube have been instrumental in promoting Africa’s diverse cultures and internationalisation of African music genres, and thus explore how these digital technologies and innovative practices are driving this entrepreneurial growth on the continent. By creating music that is distinctly African yet universally appealing, these genres challenge the dominance of Western musical paradigms, highlighting Africa as a creative powerhouse. Additionally, this convergence paves the way for African artists to dominate global streaming platforms, festivals and awards. Indeed, the success of platforms like Spotify’s Afro Hub and the rise of African-themed music festivals in Europe and America underscore the growing demand for African sounds. By combining forces, Afrobeats and Amapiano artists can further capitalise on this momentum, ensuring sustained visibility and influence.

The global rise of African Music: Afrobeats and Amapiano at the forefront

Festivals such as Afro Nation in Portugal, Piano People in London and the African Music Festival in Chicago have become significant cultural touchstones, attracting thousands of attendees and showcasing the rich diversity of African music. These events not only provide platforms for established and emerging African artists but also foster cross-cultural exchanges and appreciation, reflecting the growing global influence of African music genres. Festivals like Afro Nation and the African Music Festival function as stages where Afrobeats and Amapiano are not only consumed but celebrated globally, reinforcing the idea that African genres are no longer ‘world music’ for niche audiences – they are pop culture mainstays. Yet, as Onyango’s article shows, this global spotlight can cast shadows on less-promoted African genres, prompting the need for more inclusive strategies within the continent’s music industries. In exploring the cultural storytelling roots of Afrobeats and Amapiano, this broader analysis – supported by Steingo (Citation2016) and Long-Innes (Citation2022)—reveals how these genres represent both a creative and economic revolution. These articles, when contextualised with this perspective, become more than news – they form a narrative arc of transformation, imbalance and opportunity.

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African music, with its infectious rhythms, deep cultural roots and unparalleled creativity, continues to captivate global audiences. The fusion of Afrobeats and Amapiano represents a powerful force poised to redefine African music’s global influence. The rising popularity of African sounds can be attributed to several factors, such as the influence of the diaspora, enhanced digital inclusion and the evolving dynamics of the global music industry. In response to the challenges faced by the music industry, innovative models are emerging to support artists and festivals. One such initiative is the ‘Grassroots Rising’ festival model introduced by Chai Wallahs in the UK (Ketibuah-Foley, Citation2025). This membership-based approach allows fans to participate in curating festival line-ups and contributes to the financial sustainability of events. By fostering community involvement and reducing operational costs, such models aim to revitalise the festival scene and provide platforms for diverse musical expressions, including African genres.

Implications

The global ascent of African music, exemplified by the popularity of Afrobeats and Amapiano, underscores the continent’s rich cultural tapestry and creative potential. The globalisation of African music is both a cultural and economic opportunity. As African music genres continue to gain global traction, they offer powerful tools for cultural diplomacy, economic growth and regional integration, especially within the framework of the Commonwealth. However, this potential must be balanced against the risks of cultural homogenisation and economic exploitation. While this essay deliberately centres on development and trade considerations, it recognises the value of further research into power dynamics, inclusivity across African countries, and the preservation of cultural sovereignty. As the African music industry continues to evolve, so too must our approaches to studying, supporting and sustaining its global journey.

Indeed, African music has long served as a powerful vehicle for cultural expression and innovation. Over the past decade, two genres – Amapiano and Afrobeats – have not only shaped African sonic landscapes but have also carved out a formidable presence on the global stage.

Nnamdi O. Madichie is with the School of Business, Bloomsbury Institute London, London, UK, Motshedisi Mathibe and Nobulali Dangazele are with the Gordon Institute of Business Science, University of Pretoria Gordon Institute of Business Science, Johannesburg, South Africa.