What Rema And Selena Gomez’s Top 10 Team-Up Taught Us About The Future Of African Music African Music
Written by djfrosty on December 11, 2023
Tega Oghenejobo could see it coming — but didn’t realize just how big it would be.
In March 2022, Nigerian record label Mavin Records and its subsidiary Jonzing World released Rave & Roses, the debut album by budding Nigerian star Rema, who had already achieved success in his home country and was steadily making inroads internationally. The album was well-received, but it was its second single, the bouncy earworm “Calm Down,” that was really making noise. “Its initial growth in Europe, particularly in France, where it dominated the radio charts for months, hinted at its potential,” says Oghenejobo, Mavin’s COO. “Then breaking records in regions like India and the Middle East, becoming the first No. 1 song on the MENA [Middle East and North Africa] charts showcased its global appeal even before it hit the U.S.”
The song began picking up traction on TikTok and across social media, followed by marketing support from Mavin and distributor Virgin Music, all while Rema toured Europe and Africa to help “Calm Down” gain steam. Then, in August 2022, Mavin and Interscope Records released a remix with Selena Gomez, and the song began to catch on stateside, both on streaming services and at radio. It would take another 10 months, but “Calm Down” would ultimately reach No. 3 on the Billboard Hot 100 and No. 1 on the all-genre Radio Songs chart, both history-making feats for a song by an African lead artist.
“The success of ‘Calm Down’ highlighted several crucial lessons: Solid partnerships, a competent team and an artist aligned with the vision are indispensable for global success, while the ability to adapt and capitalize on every opportunity, as well as maintaining momentum, emerged as key strategies,” Oghenejobo says. “And collaborations, exemplified by Rema and Selena Gomez, underscore the potential for unexpected pairings to achieve remarkable results.”
The coronation of “Calm Down” across the charts — it also reached No. 1 on the Global Excl. U.S., Pop Airplay and U.S. Afrobeats charts, ultimately spending 58 weeks atop the lattermost list — didn’t happen in a vacuum. For the past seven years — since Wizkid became the first Nigerian act to reach No. 1 on the Hot 100, as a featured artist on Drake’s 2016 smash “One Dance” — African artists and African music, for which “Afrobeats” serves as a sort of catchall term, have been steadily making headway on the U.S. charts, radio station playlists and arena headlining slots. Wizkid, Burna Boy and Davido have been at the forefront leading the charge, but the past two years have also heralded breakthroughs for a number of younger artists, such as Rema, Tems, Libianca, Asake and Tyla. The Grammys acknowledged that growth by introducing the best African music performance category; the award will be given out for the first time next year.
“For the past 30 to 40 years, American culture influenced the world,” says Tunde Balogun, president of LVRN, which co-manages Davido and Nigerian DJ-producer Spinall. “Now, through Africa and Latin in particular, we’re seeing the world influence American music. We’re seeing the industry’s institutions change, and we’re seeing it on the top 40 radio charts as well as the Hot 100. It’s a really exciting time.”
Some of that is due to the success of collaborators like Rema and Gomez. For example, “Essence,” Wizkid’s breezy breakout hit with Tems, took off in 2021, then exploded after Justin Bieber hopped on the remix, while Tems herself won a Grammy for a guest feature on Future’s “Wait for U.” And this year, Becky G remixed Libianca’s “People” to reach a broader audience. But it’s also a reflection of a growing appetite for music from beyond the borders of the United States — and labels are following consumer tastes.
“Most labels right now are essentially looking at the world’s music population — they’re no longer just looking at what’s happening in Ohio or Portland or wherever, they’re looking at what is actually being consumed in the world,” says RCA COO John Fleckenstein, whose roster includes Wizkid, Davido, Tems and Libianca. “That, to me, shows that we’re starting to recognize that the whole world is full of fans and artists and those borders are coming down, the economic ones and the political ones. It’s just about fans and artists. Perhaps most excitingly, the stage is already set for a true global superstar to emerge in the genre.”
And that superstar might already be here. For all the excitement around the music itself, there is more groundwork to do for the artists and the business — work that is already well underway. “The numerous wins, valuable lessons learned and opportunities for growth have been incredibly rewarding, and the validation through successful tours, enthusiastic audiences, awards and accolades motivates us to aim higher and work harder,” Oghenejobo says. “With determination and respect for the craft, there’s limitless potential for what African music can accomplish. The future looks incredibly promising.”
This story originally appeared in the Dec. 9, 2023, issue of Billboard.