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In just a few years, Tems went from working a digital marketing job to becoming a globally known hit-maker who rubs shoulders with stars like Beyoncé, Rihanna and Drake — all without losing her cool or confidence. “When I make music, I don’t really think about where it’s going to end up,” she explains nonchalantly. “I just leave it all in the studio.”
To a certain extent, she doesn’t even have time to think about where her songs will end up — since once she releases them, they tend to immediately spread everywhere. Ever since she was featured on Wizkid’s 2020 smash, “Essence,” which reached No. 9 on the Billboard Hot 100 a year later (with the help of a Justin Bieber remix) and earned a Grammy nod for best global music performance, the 28-year-old Nigerian artist’s rich, velvety voice has traveled far beyond the African continent and become a mesmerizing fixture in popular music. Drake put up billboards in Tems’ hometown of Lagos to announce she would be featured on his 2021 album, Certified Lover Boy; a year later, they appeared together again on Future’s Hot 100 No. 1 “Wait for U,” which samples “Higher” from Tems’ 2020 debut EP, For Broken Ears. She was one of only three featured artists on Beyoncé’s 2022 Renaissance album. And she earned Golden Globe, Academy Award and Grammy nominations for co-writing Rihanna’s 2022 comeback single, “Lift Me Up,” from the Black Panther: Wakanda Forever soundtrack.
But she hasn’t needed others’ star power to shine, establishing herself as a solo hit-maker as well. With “Essence” leading a major crossover movement for Afrobeats in the United States, Tems emerged as one of the first big African acts here of the last few years. For Broken Ears produced another sleeper hit with “Free Mind,” which set a record for most weeks (17) at No. 1 on the R&B/Hip-Hop Airplay chart for a song by a female lead artist the following May. (SZA’s “Snooze” later surpassed it.) And even though Tems only released two singles last year — “Me & U” in October and “Not an Angel” in December — she was responsible for or featured on eight of the top 40 Afrobeats songs in the United States in 2023, according to Luminate.
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It’s a remarkable career trajectory for someone who has yet to release her debut album — which Tems assures “is 1,000% coming out this year,” though she matter-of-factly adds that she’s “not thinking too much about outcomes.”
Such self-assuredness comes naturally to the artist born Témìládè Openiyi, whose Nigerian mother broke with Yoruba tradition by choosing her daughter’s name — a role typically reserved for the father’s side of the family — because “God told me,” Tems’ mother explained on For Broken Ears’ “Témìládè Interlude.” Growing up, “everybody just called me Temi. Nobody really called me by my full name. It wasn’t something that was on my mind,” Tems says. “It’s only now, as an adult, that I started realizing that it meant ‘The crown is mine.’ I think that’s really powerful. It feels manifested, based on how my life has gone.”
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And it’s fitting for Billboard’s 2024 Women in Music Breakthrough honoree, who is smashing boundaries for African artists and crossing over to the U.S. market without compromising her own sound. When Tems started making music in her early 20s, the producers she met with often told her that if she wanted to be popular in Nigeria, she should make Afrobeats music. But for someone who grew up enamored by the sentimental melodies of Céline Dion, Destiny’s Child and Mariah Carey, Tems yearned to make soul-stirring songs that sent people deep into their feelings rather than joyful dance records that anyone could catch a vibe to. “Is it possible to make this type of music even though I’m Nigerian? Is there a limit to what I can make?” Tems recalls asking herself. “I wanted to find out.”
In 2018, she quit her job and independently wrote, produced, recorded and released her debut single, “Mr. Rebel,” which showcased her arresting vocals over a buoyant, introspective beat (and established her fan base as the “Rebel Gang”). “It wasn’t an overnight thing,” Tems says of transitioning to making music full time. But as she struggled to establish herself, she had the freeing realization that “I was selling myself short by not pursuing my passion and worrying about what people think.”
That extended to the ways others tried to categorize her music. “Afrobeats” has become a catch-all term for popular music emerging from West Africa, but Tems says her music, which encompasses neo-soul, R&B, reggae, hip-hop and Afrobeats, “doesn’t perfectly fit into one genre.” And she has been touted as a leader in the subcultural alté movement, which emerged in the mid-2010s among young Nigerian creatives who found nontraditional ways of expressing themselves through music and fashion.
“I believe not every Nigerian needs to do the generic sound because we’re talented in general, and whatever we decide to do, we’ll just do it really well,” says Tems’ co-manager Muyiwa Awoniyi, who first met the musician in 2019 during a studio session she attended. When one of the producers present complained that Tems kept rejecting the music they were playing and she stood her ground, her fortitude impressed Awoniyi, who started managing her four months later.
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Ever since, Awoniyi and co-manager Wale Davies have prioritized helping Tems make “amazing music that attracts the maximum amount of people possible,” says Awoniyi, who views her career milestones as her music’s “ripple effect,” but says such accomplishments don’t drive her or her team. (They do, he admits, “keep [Tems’] name in the conversation,” especially when she’s not actively releasing music.)
While Tiwa Savage and Yemi Alade led the charge for African female artists in the 2010s, in this decade, Tems has paved the way for a new generation that also includes Ayra Starr and Tyla, the latter of whom recently scored a Hot 100 top 10 with her pop-infused amapiano smash, “Water.” Tems and Tyla are among a handful of African acts performing at Coachella this spring — further proof that African music, in its many styles, continues to take over the world’s biggest stages.
“I’m not sure if I would ever really be aware of whatever impact my story has, but it feels inspiring to know that I’ve inspired others because I’m inspired by other people as well,” Tems says. “It just encourages me to keep going.”
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This story originally appeared in the March 2, 2024, issue of Billboard.
Scores of new artists snag hits in a given year, but few truly break through and create a lasting impact on the global music scene and popular culture. Tems is one of those artists. The Nigerian singer-songwriter has used her lush amalgamation of Afrobeats, soul and hip-hop to become one of the leading female artists in the global Afrobeats boom of the early 2020s.
As the 2024 Billboard Women in Music Breakthrough Artist honoree, Tems joins an exclusive list of movers and shakers that includes Idina Menzel, Maren Morris, Camila Cabello, TWICE and Tori Kelly. To illustrate why the Grammy winner is a true breakthrough artist, Billboard Explains has put together a brief overview of Tems’ impressive chart success.
Tems made her Billboard Hot 100 debut back in 2021 with “Essence,” a collaboration with fellow Afrobeats star Wizkid and Justin Bieber that reached No. 9 on the ranking. The following year, she translated that momentum into her first Hot 100 No. 1 single — “Wait for U” (with Future and Drake), which spent one week atop the chart. Her other Hot 100 hits include “Fountains” (No. 26, with Drake), “Move” (No. 55, with Beyoncé and Grace Jones) and “Free Mind” (No. 46), a single from her debut EP For Broken Ears, which reached No. 28 on Independent Albums.
“Free Mind” and “Essence” are also Tems’ two chart-toppers on Billboard U.S. Afrobeats Songs, where she boasts 15 career entries. “Higher,” which was sampled on Future’s “Wait for U,” reached No. 5 on the chart in 2022.
With a debut studio album set for release in 2024, Tems is poised to own the coming year and further solidify her breakthrough.
After the video, catch up on more Billboard Explains videos and learn about Peso Pluma and the Mexican music boom, the role record labels play, origins of hip-hop, how Beyoncé arrived at Renaissance, the evolution of girl groups, BBMAs, NFTs, SXSW, the magic of boy bands, American Music Awards, the Billboard Latin Music Awards, the Hot 100 chart, how R&B/hip-hop became the biggest genre in the U.S., how festivals book their lineups, Billie Eilish’s formula for success, the history of rap battles, nonbinary awareness in music, the Billboard Music Awards, the Free Britney movement, rise of K-pop in the U.S., why Taylor Swift is re-recording her first six albums, the boom of hit all-female collaborations, how Grammy nominees and winners are chosen, why songwriters are selling their publishing catalogs, how the Super Bowl halftime show is booked and more.
The year is starting to heat up, and with an extra day in February, this month’s Afrobeats Fresh Picks makes it to you just under the wire. This month, there is new heat from bright young hitmakers like Ayra Starr, Black Sherif and Boy Spyce and Khaid, plus new bangers from more established stars like Young Jonn, Joeboy and Adekunle Gold, and some fresh tracks from artists like Rowlene, YKB, Logos Olori and Crayon. And there’s already more great music on the horizon, meaning that this year is still just getting started.
We’ve highlighted 10 of our favorite new Afrobeats (and related) songs that have come out roughly within the last month. Check out our latest Fresh Picks, and catch a vibe with our latest Spotify playlist below.
Black Sherif feat. Mabel, “Zero”
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While discerning all of the good (fame) and bad (gossip) that comes with being in the public eye, Ghanaian rapper Black Sherif calls for “Zero” drama in his new single with English R&B/pop singer-songwriter Mabel. The tender melodies evoke the peace Black Sherif is seeking, while Mabel preoccupies herself with “the piano in the hotel lobby” and lights up a “zoot” (British slang for a joint) and Palo Santo to create a carefree environment that cuts through all the other noise. The only voices that matter are theirs.
Logos Olori feat. Davido, “Easy On Me”
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After collaborating with Davido Music Worldwide label boss Davido on “Picasso” from the Grammy-nominated album Timeless, Logos Olori taps him for the easygoing “Easy On Me,” from his new OLORI EP. Olori’s sensual melodies and tropical-inspired production makes it the perfect baecation song, as both artists marvel at women who have them wrapped around their fingers.
Young Jonn feat. Kizz Daniel & Seyi Vibez, “Big Big Things”
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This trio of Nigerian singer-songwriters is only meant for “Big Big Things,” as evidenced by Young Jonn’s latest single that will be featured on his upcoming debut album Jiggy Forever. Powered by an amapiano-infused bassline, rap air horns and a tropical melody, this banger is all about being unstoppable. “When I walk through the valley of the shadow / All eyes on me cause I came in a Lambo,” Young Jonn flexes. In a press release, he describes “Big Big Things” as “a rallying cry for dreamers, go-getters and anyone with an unrelenting desire to achieve greatness.”
Ayra Starr, “Commas”
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The Beninese-Nigerian star simultaneously addresses those who’ve presented roadblocks in her path, and inspires others to never stop chasing their dreams, on her new Afropop single “Commas.” Over a swelling string arrangement and bubbling percussion, she delivers a personal message of resilience for those who need it most – including herself. During her recent Billboard News interview, she revealed that “Commas” will be included in her upcoming album. “The Ayra Starr I want to introduce is excellent, sonically amazing. This album is unique, because I’ve been evolving sonically,” she said.
Adekunle Gold, “The Life I Chose”
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The Nigerian star reflects on “The Life I Chose” in his new single. Produced by Kel-P, the track employs a spellbinding, psychedelic flavor of Afropop that draws listeners in just the way the rockstar lifestyle drew in Gold. He revels in its opulence – “Pool side, sippin’ Don Peri/ All the fine girls won fed gum-body” – while being wary of undercover opps when he realizes, “All of a sudden, everybody act like they love me (Fake love).”
Joeboy, “Osadebe”
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The first single under his new imprint for Warner Music Africa, Young Legend, finds Joeboy paying tribute to highlife icon Chief Osita Osadebe and his 1984 classic “Osondi Owendi,” and dealing with the emotions of balancing such a successful career with remaining humble. “Sometimes I feel like I’m supernatural / But I’m only human / I’m only human,” he sings. A good start to a new chapter for Joeboy.
YKB, “High & Sober”
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A gorgeous ballad, “High & Sober” finds YKB crooning a love letter to his girl over lush production from Pheelz, who supports the vocals with a full backing orchestral section underneath the hook, fleshing out the song and giving YKB the platform to showcase his vocals. After great singles “komplete riddim” and “This Must Be Love” with King Promise last year, YKB is on an upward trajectory.
Crayon, “FADE AWAY”
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An understated beat underscores this unconventional single from Crayon, whose syncopated rhythms and flexible melodies bring an unorthodox style to the track. With occasionally double-tracked vocals and production that relies mostly on its drum pattern but incorporates piano, organ, guitar and saxophone in different sections, the song stands out from a lot of the other songs coming out right now.
Rowlene, “don’t let go”
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For fans of the South African singer, it’s been a long wait after 2020’s excellent 11:11 album, but finally Rowlene has returned with a beautiful three-pack of songs called Moment In Between, with “don’t let go” a particular standout among them. A poignant plea, the song features her ever-engaging vocals, reminding that there’s a lot more to come from one of the leading lights of South African R&B.
Boy Spyce & Khaid, “I Don’t Care”
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Boy Spyce and Khaid made a big impact last year with the carefree, upbeat “Carry Me Go,” which combined an irresistible melody with an earworm of a hook to deliver a song that truly felt like the summertime. “I Don’t Care,” their most recent collaboration, is a different beast entirely, opening with a menacing beat that then gets its edge taken off, instead providing a propulsive platform for their intertwining vocals, a stylistic switch up that nonetheless still works well, with a fun video to accompany it.
While 2023 represented a year of remarkable growth for African music, 2024 is already shaping up to be a year where multiple new stars are discovered. Singer-songwriter-producer Yung D3mz was selected as Apple Music’s Up Next artist in Ghana at the end of last year, and new fans can discover his recent EP Before the Sun Comes Down. And after scoring high-profile features on Davido and Olamide‘s albums, Nigerian singer-songwriter Fave is making a name for herself, especially with her new single “Belong to You.”
And 2024 will also be the year that the superstars will receive higher honors than ever before. On Sunday (Feb. 4), the Recording Academy will give out the Grammy award for best African music performance for the first time. Nominees in the category include Mr. Money Asake, who doesn’t stop getting after the money in his new single “Only Me,” and Davido, who reunited with Kizz Daniel for the first time since their 2018 collaboration “One Ticket” on the remix of “Twe Twe.”
We’ve highlighted 10 of our favorite new Afrobeats (and related) songs that have come out roughly within the last month. Get into our first Fresh Picks of 2024, and start off the new year with some new tunes in our Spotify playlist below.
Chssom & Crayon, “Chemistry Luv”
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Chssom and Crayon capture the intense pull of “Chemistry Luv” with high-pitched piano chords that could be transposed for the woman of their dreams to walk down the aisle to. “Girl, I’ve never felt like this before!” Chssom exclaims in the hook, demonstrating the potency of the spell he’s under.
Yung D3mz & Tera Kòrá, “Futuristic”
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Yung D3mz recruits Curaçaoan producer Tera Kòrá for the sun-soaked penultimate track of his latest EP, Before the Sun Comes Down. Kòrá’s “soulswing” sound – which he describes as “a warm and moving, loungey vibe” that’s inspired by his “sunny Caribbean roots” – breathes new life into D3mz’s Afro-fusion. From the dizzying flute melodies to the bubbling bassline, it’s impossible not to sway your hips to this song.
KJ Spio, Oxlade & Sarkodie, “Undress You”
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Ghanaian music executive and self-proclaimed “culturepreneur” KJ Spio taps Oxlade and Sarkodie for this slinky, sensual track. With a swoon-worthy melody inspired by T-Pain’s 2005 smash “I’m Sprung,” “Undress You” paints a lascivious picture of how they plan on letting the night unfold, with Oxlade crooning “Time to have sex” in the chorus (a la Mad Cobra’s 1992 dancehall hit “Flex”) and Sarkodie rapping, “More sex less talk we waking up to the sunset.”
Highlyy, “Honest”
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The Essex-born Congolese breakout sensation bares her soul on the “Honest” cut from her debut EP +243. The twinkling keys and pensive pitter-patter of the percussion give listeners a glimpse of the war between Highlyy’s head and heart, as she remains firm in her decision to end things with a lover – even if it’s one of the toughest decisions she’s had to make. “I was talking to a boy, a very toxic situationship. There’s always that person that you say you’re done with but keep running back to them. That song means everything to me because it’s so true,” she told Clash.
PsychoYP & Jeriq, “Disintegrate”
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No one and nothing can break down indomitable Nigerian rappers PsychoYP and Jeriq on “Disintegrate,” the first track off their joint EP Evil Twin. The two effortlessly feed off of each other’s flows, flexing with lines like “Afum your 12 missed calls during a business meeting, I’m sorry but I won’t call you back unless Inwe ezigbo reason,” because the hustle doesn’t stop for anyone.
Fave, “Belong To You”
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The young Nigerian singer broke out in a big way in the past few years, with high-profile features on tracks by Davido and Olamide and her own single “Baby Riddim,” but this new cut is something different from her — a straight-up R&B-pop cut that showcases her powerful vocals and the emotion in her voice as she relates a relationship seemingly broken, but with deep wells of feeling under the surface. She’s poised for a breakout look.
Asake, “Only Me”
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Sometimes it seems like the breakout star of the past two years can do no wrong, and Asake keeps up the relentless pace of his output here with another catchy, melodic hit for the catalog. He has a way of crafting these earworms out of small phrases that give his songs a lasting quality, and his inclination to always incorporate choral backing vocals gives his songs a cinematic feel that others just can’t match.
Black Sherif, “January 9th”
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Celebrating his 22nd birthday, the Ghanaian takes time to reflect on his position and the weight of the pressure on him, while seeming to take a very zen point of view on the matter. The production is deeply soulful and his lyrics rise to the occasion, making this single a mission statement of sorts — with everything he’s got going on, everything is still alright. It’s a good sign for his forthcoming album.
Kizz Daniel & Davido,” Twe Twe”
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The remix to Kizz’s latest single features one of Africa’s biggest stars, and has fun playing with and overlaying different rhythms and syncopation, which helps it stand out from many of its contemporary songs on the scene right now. The lush production propels it forward and the duo — together on a track for the first time in several years — brings it home.
Ckay, “Is It You?”
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Afrobeats’ resident emotional loverboy returns with another entry in the genre, with a wistful hook and verses that see him pining over a woman he’s just met. His melodies and vocals have continually set him apart, and while we wait to see what else he’s got in store, he keeps hitting his sweet spot with songs that recall some of his biggest hits, though with a bouncier beat behind him here.
Davido and Lojay both make their first appearances on the Billboard Hot 100, thanks to their featured credits on Chris Brown’s “Sensational.”
Released Oct. 20 via CBE/RCA Records, the song debuts at No. 96 on the Hot 100 (dated Feb. 3) with 15.7 million radio airplay audience impressions (up 14%) and 2.6 million official U.S. streams (up 3%) in the Jan. 19-25 tracking week, according to Luminate.
The song is the second single from Brown’s 11th studio album 11:11, released in November. The set debuted and peaked at No. 1 on Top R&B Albums and No. 9 on the Billboard 200.
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“Sensational” has been building at multiple radio formats: It rises 11-9 on R&B/Hip-Hop Airplay, 16-10 on Mainstream R&B/Hip-Hop Airplay and 16-14 on Rhythmic Airplay and debuts at No. 30 on Adult R&B Airplay. On the all-format Radio Songs chart, it pushes 49-44.
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Davido, from Osun State, Nigeria, has become one of the most prominent Afrobeats musicians of the past decade. He has released four studio LPs in his career: Omo Baba Olowo in 2012, A Good Time (2019), A Better Time (2020) and Timeless (March 2023). His two most recent albums reached Nos. 170 and 37 on the Billboard 200, respectively, marking his first appearances on the chart.
Davido has also posted 25 songs on the Billboard U.S. Afrobeats Songs chart. That’s the fourth most among all artists, dating to the list’s 2022 launch, after only Burna Boy (44), Asake (34) and Wizkid (27). Of those 25 hits, three hit the top 10: “Stand Strong,” featuring Sunday Service Choir (No. 9 in 2022); “Unavailable,” featuring Musa Keys (No. 3, 2023); and “Over Dem” (No. 10, 2023).
On Billboard’s World Digital Song Sales chart, Davido has charted 27 songs – 18 of which reached the top 10 – all since 2016. That’s the second most among Afrobeats artists, after Wizkid (29).
“Sensational” isn’t the first collaboration between Davido and Brown. The pair additionally teamed up for “Blow My Mind” and “Lower Body,” both in 2019, “Shopping Spree,” also with Young Thug, in 2021 and “Nobody Has to Know” in 2022. Davido has also recorded with Nicki Minaj, Pop Smoke, Popcaan, Quavo, Rae Sremmurd and Summer Walker, among others.
This April, he’s slated to perform at Madison Square Garden on his extended Timeless Tour. He’s also nominated for three Grammy Awards at the upcoming ceremony: best global music performance (for “Feel”), best African music performance (for “Unavailable”) and best global music album (for Timeless).
As for Lojay, the fellow Nigerian artist tallied his first Billboard chart appearance in 2022 with another Chris Brown collab: “Monalisa,” also with Sarz. The track reached No. 8 on and No. 38 on Rhythmic Airplay.
Lojay has charted two other Billboard U.S. Afrobeats Songs hits: “Arizona” and “Moto” reached Nos. 44 and 48, respectively, in 2023. Plus, as featured on French Montana and Swae Lee’s “Wish U Well,” also with Jess Glynne, he rose to No. 37 on Mainstream R&B/Hip-Hop Airplay in October.
Lojay has released three EPs: Midnight Vibes in 2017, LV N ATTN with Sarz in 2021, and Gangster Romantic in March 2023.
African music has steadily been making inroads in the U.S. music market, with world music — which includes Afrobeats, K-pop and more — seeing the most growth compared to other genres according to Luminate’s 2023 year-end report that was released last week. The all-encompassing umbrella saw a 26.2% increase in U.S. on-demand audio streams, resulting in a total of 5.7 billion for the year.
Throughout the 2020s, so far, heavy-hitters like Burna Boy, Wizkid and Davido have headlined stadiums, emerging superstars like Tems and CKay have earned radio smashes and skyrocketing acts like Rema and Tyla have scored Billboard Hot 100 top 10 hits. Next month, the Recording Academy will give out an award in the best African music performance category for the first time, after the American Music Awards and MTV Video Music Awards started giving out their own Afrobeats awards. And as much as genres like Nigeria’s Afrobeats and South Africa’s amapiano have been breaking out of the African continent, a lot more needs to be done for them to be fully integrated in the mainstream market.
Approximately 15 music executives from LVRN, YouTube, Spotify, COLORSxSTUDIOS and more — as well as creatives including filmmakers and music producers — came together at Florida’s Joy Miami Studios last Friday to discuss the future of African music and culture during a “Road to AFRICON” roundtable conversation, which was hosted by the media and entertainment brand Amplify Africa.
The hour-and-a-half-long discussion was the first pop-up event Amplify Africa hosted this year ahead of its fourth annual AFRICON, a multi-day conference and celebration of African culture, innovation and entrepreneurship held in Los Angeles that features panels discussing ways to achieve the brand’s goal of uniting the global Black diaspora as well as immersive experiences, from an all-Black marketplace to the AfroBall Gala.
Road to AFRICON 2024 Miami
Courtesy of Amplify Africa
Amplify Africa CEO/co-founder Dami Kujembola kicked off the conversation by asking about the challenges facing African artists who want to break into and thrive in international markets. Buku Ibraheem, music and culture global brand marketing manager at Beats by Dre, cited “translating their cultural impact to people who are not part of the culture. A lot of times, people who are not part of our culture, they see Black music as a monolith. They’re thinking about it through the lens of hip-hop and R&B, but Afrobeats has yet to really make sense to them,” she said.
Ibraheem argued that brands tend to focus on numbers, from artists’ Instagram followers to their TikTok engagement, and as she pitches African artists for major marketing campaigns, she’s proving that their “cultural impact supersedes that. You can’t necessarily put a number on that.” Added Adam McFarland, program manager, Black music and culture at YouTube: “The hard part is drawing a linear line from impact to culture, because it’s not a linear line. It makes sense to us because it’s a lived experience, and we’re able to quantify it based on what we’re seeing. But if it’s not your lived experience, and you’re not seeing that, then you can’t quantify that.”
Ibraheem led the launch of the 2020 Beats x AMBUSH campaign and pitched Burna Boy as the lead talent to Yoon Ahn, Korean-American fashion designer and founder/creative director of the Tokyo-inspired streetwear brand AMBUSH. “If I can prove to the company that not only can [the artists] draw awareness, but they can help us move units, then it gives them opportunity for us to do bigger launches,” she said.
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Ibraheem also explained how brand partnerships should work in both parties’ favor. The November 2020 launch of Burna’s Beats x AMBUSH campaign arrived three months after the release of his fifth studio album Twice as Tall, and the clip spotlighted the track “Way Too Big.” “As a marketer, I hate using Black talent as mascots. How do you partner with talent in a real way and have them become brand ambassadors of your brand?” she said, adding that it’s more valuable for brands to “show up as an active participant” in an artist’s ecosystem, like assisting with their album rollouts, “versus just renting them out.”
Some executives compared the U.S.’ rather slow recognition of Afrobeats to the country’s gradual acceptance of one of its homegrown genres: hip-hop. Arising in the 1970s among New York’s Black, Latino and Caribbean inner-city youth, hip-hop transformed from a cultural movement into a commercially successful global phenomenon. In 2017, hip-hop became the most dominant genre in the U.S. for the first time since Nielsen Music started tracking sales in 1991. Hip-hop, which notably celebrated its 50th birthday last year, has maintained its position as the No. 1 U.S. genre since then. Similar to hip-hop’s ascent, Afrobeats has been steadily gaining traction from the global Black diaspora, and it’s only a matter of time until mainstream (read: white) audiences fully catch on.
“It took America a long time to fully give hip-hop the money that it was supposed to get. Now, hip-hop artists are cashing out. So I think it’s [up to] us [to be] a little patient, but also push forward and know that we’re going to have to kick some doors down,” said LVRN president/co-founder Tunde Balogun, whose company manages Grammy-nominated R&B stars like Summer Walker and 6lack as well as internationally renowned Nigerian acts like Davido and Spinall. “I tell my friends, my people at the labels and investment [firms], like, ‘Yo, you have to almost be willing to lose money to go into a new market and be first and really put your foot down, because you’re going to have to try some things out that other people aren’t.’”
COLORSxSTUDIOS, the Germany-based music performance platform, invested in the continent by hiring a fully local crew to work on multiple productions in Nigeria. That included Oxlade‘s viral “KU LO SA” performance in 2022 that played a pivotal role in transforming the song into a global smash, later receiving a remix from Camila Cabello. Oxlade previously told Rolling Stone that his COLORS shoot was originally supposed to be held at its main Berlin studio, but due to visa clearance issues, he was unable to travel. COLORS then flew to Lagos to shoot him as well as Ayra Starr, Victony, DBN Gogo, BNXN and more as part of its partnership with Spotify RADAR Africa, which aims to help African artists get discovered around the world and expand their audiences outside of their home markets. In his COLORS THREE SIXTY FM episode, Oxlade showed tremendous gratitude to the COLORSxSTUDIOS team — especially sound engineer Paul Lorton, whom he later tapped to mix the studio version of “KU LO SA” — for “taking out time to fly to Nigeria to come shoot Afrobeats artists. We Nigerians are forever grateful for putting us on the map.”
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Jonas Weber, CEO of COLORSxSTUDIOS, explained during the “Road to AFRICON” roundtable discussion that one of the main reasons COLORS worked with Spotify on spotlighting African artists in their native continent was to avoid visa issues, like the one Oxlade ran into.
“Our studio, as many of you know, is in Berlin, and we have pop-up studios. But for us, it was always like, ‘OK, how can we be where stuff is happening?’ One of the things we believe in is you just have to be where [African music is] at,” he said, applauding the platform’s efforts in producing more “on the ground” performances. “I think our responsibility is, ‘Do we bring our own crew or do we work with local talent? How do we empower them? How does the money stay there? How do the rights stay there?’ That’s when you think of economic sustainability and making [Africa] less dependent on other continents. It’s definitely something we have always tried to commit to. For example, with Lagos, we had a full Nigerian crew. In Kenya, it was a full Kenyan crew. We don’t have to talk about it, we just have to do it. And I think if more do that, more money stays within the local hubs and more investment goes into creativity.”
Continuing to build up the infrastructure of the local African music industry to where it’s “self-sustainable,” said Amplify Africa COO/co-founder Timi Adeyeba, continues to be a long-term goal.
“The issue is we’re asking the European, American, Western world to take us in. Can we build Africa to the extent where an industry that has so much power and financial resources is going to an artist like Burna Boy first?” wondered London-based filmmaker Ade O’Adesina, who has helped artists elevate their storytelling through visual mediums and is credited as a consultant on Black Panther: Wakanda Forever. “Africa is going to become even bigger where we’re not begging the people on this side to take us in. It’s going to happen.”
A little over a month after Kendrick Lamar headlined an event for Global Citizen’s Move Afrika campaign, the initiative is expanding to West Africa in 2024, with Ghana joining Rwanda as a host nation for a 2024 concert event.
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The announcement arrived on Wednesday (Jan. 17) at the World Economic Forum in Switzerland from Global Citizen; pgLang, the creative imprint co-founded by Lamar and Dave Free; Nana Akufo-Addo, President of the Republic of Ghana; and Paul Kagame, President of the Republic of Rwanda.
The Move Afrika: Ghana initiative looks to drive economic investment in the Ghanian entertainment industry, and is part of the wider Move Afrika campaign, which aims to establish an international music touring circuit across Africa. Musical talent at the upcoming 2024 event in Accra, Ghana, has not been announced, but Global Citizen previously brought Usher, SZA, Stormzy and TEMS to a 2022 concert in Accra as part of a different campaign.
“I am excited to announce that later this year, Global Citizen will return to Ghana with Move Afrika: Ghana. Global Citizen is known for leveraging live music events to engage youth while creating social and economic impact,” said President Akufo-Addo. “We are delighted to join Rwanda in becoming the next destination for Global Citizen’s multi-year, multi-market pan-African tour and expect continued impact in the years ahead. Today, we celebrate this milestone for Ghana. We look forward to future announcements on this growing cohort of Move Afrika destinations.”
“We visited Accra for the first time in 2022 and really connected with the people and the culture. Accra will always be a special place for us and we are excited to work with Move Afrika and expand our efforts to Ghana,” pgLang said in a joint statement.
“Congratulations to my brother and friend, President Nana Akufo-Addo, for your partnership with Move Afrika,” offered President Kagame. “Last month, Rwanda was privileged to host the inaugural Move Afrika concert, in partnership with Global Citizen. Without exaggeration, Kendrick Lamar moved the whole city of Kigali with his performance. We are even happier that he took the time to engage with our local artists. Africa has the talent. More often than not, what they lack is mentorship and support. Global Citizen’s commitment to develop the workforce needed for professional concert tours will leave an important economic legacy for our region.”
“We are honored to bring Move Afrika to Ghana. Our partnership with the Ghanaian and Rwandan governments will showcase the best of African creative talent to the world, while generating economic investment into the local creative economy, which will have a lasting impact across the continent for years to come,” said Kweku Mandela, Global Citizen’s chief vision officer, in a statement.
It’s been a year of incredible growth in the world of African music.
Music from every corner of the African continent, from West Africa’s contemporary, vibrant Afrobeats supergenre to South Africa’s groovy, bubbling amapiano scene, has continued expanding its reach across the globe, while further embedding itself in the U.S. pop market. Rema & Selena Gomez‘s “Calm Down” and Tyla‘s “Water” both became top 10 hits on the Billboard Hot 100. The Grammys, MTV Video Music Awards and American Music Awards added new categories honoring African music. And Uncle Waffles became the first amapiano act to perform at Coachella, while Burna Boy became the first Nigerian act to headline a U.S. stadium during his stint at NYC’s Citi Field.
And we wanted to honor the breadth of work by the continent’s established and emerging stars this year by sharing our individual favorite African songs (with an accompanying Spotify playlist) and albums of 2023, which can be found below.
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Heran’s Favorite African Songs of 2023
Tyla, “Water”
Davido feat. Musa Keys, “Unavailable”
Libianca, “People”
Amaarae, “Princess Going Digital”
Teni, “No Days Off”
Adekunle Gold with Zinoleesky, “Party No Dey Stop”
Crayon & Ayra Starr, “Ngozi”
Victor Thompson & Ehis “D” Greatest, “THIS YEAR (Blessings)”
Ruger, “Tour”
Muzi, “eMtunzini”
Dan’s Favorite African Songs of 2023
Davido feat. Morravey, “In The Garden”
Teni feat. ODUMODUBLVCK, “Devil Dance”
Olamide, “Problem”
Asake, “2:30”
BNXN, Kizz Daniel & Seyi Vibez, “GWAGWALADA”
Khaid, “Jolie”
King Promise, “Terminator”
Tiwa Savage, Ayra Starr & Young Jonn, “Stamina”
Lil Kesh, “Bus Stop”
Libianca, “People”
Heran’s Favorite African Albums of 2023
Amaarae, Fountain Baby
June Freedom, 7 Seas
Bloody Civilian, Anger Management
Tay Iwar, Summer Breeze
Teni, TEARS OF THE SUN
Davido, Timeless
Asake, Work of Art
Burna Boy, I Told Them…
Spinall, Top Boy
Bnxn, Sincerely, Benson
Dan’s Favorite African Albums of 2023
Davido, Timeless
Teni, TEARS OF THE SUN
Olamide, Unruly
Asake, Work of Art
Kizz Daniel, Maverick
Spinall, Top Boy
Lil Kesh, Rhythm & Tunes EP
Joeboy, Body & Soul
Amaarae, Fountain Baby
Burna Boy, I Told Them…
And check out our last Fresh Picks of 2023, while keeping up with the hottest new Afrobeats releases before the year is over with our Spotify playlist below.
Tyla, “Truth or Dare”
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Ahead of her self-titled debut album, Tyla invites an old flame, who wants to reignite what they once had now that he sees how hot she’s become, to play a tantalizing game of “Truth or Dare.” “So let’s play truth or dare, dare you to forget/ That you used to treat me just like anyone/ Truth or dare? Is it true you care? Now that you can see the love from everyone,” she sings in the tongue-in-cheek chorus. But the shuffling beat from the scorching amapiano-infused R&B record feels like Tyla is inviting her past lover onto the dancefloor to win her back. Regardless, it’s Tyla who emerges victorious.
Victor Thompson, “Stallion”
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After blessing listeners with his and Ehis ‘D’ Greatest’s viral, inspirational anthem “THIS YEAR (Blessings),” the Nigerian gospel singer gives thanks to the One who’s given him the strength to conquer this year with his debut album Blessed. On its opening track “Stallion,” Thompson delivers a message of resilience over a buoyant beat that can inspire listeners to bounce back from any hardships they might be enduring. “I’m a stallion/ And I ride on like a champion/ ‘Cause my Father, He has won it all/ And I no fit fall,” he croons with grace.
PsychoYP feat. ECEE, Rhoma BTW & Zaylevelten, “LEAN!”
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From the deluxe version of his Osapa London album, the Nigerian alternative rapper talks his shit on the electrifying cut “LEAN!” Over menacing horns and a punchy bassline that could start mosh pits all over the continent and beyond, PsychoYP flexes that he has “forty mil in four different accounts” and other luxuries that make him untouchable, while up-and-comers ECEE, Rhoma BTW and Zaylevelten show off their distinctive flows that all seamlessly blend into the stimulating sonics of “LEAN!”
Libianca, Oxlade & Chlöe, “Mistaken”
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Following the success of her breakout hit “People,” Libianca continues using her stirring, soul-baring vocals to unload the “baggage that I’ve been carrying for my whole life,” she said in a press statement, with her debut EP Walk Away. On the highlight track “Mistaken,” the Cameroonian American singer-songwriter is pondering whether the man she’s preoccupied with is truly worth her time, with Oxlade playing the man in question, taunting her for being so obsessed with him. But Chlöe reforms from her old ways of being desperate for love from a man who never deserved her, ending “Mistaken” on a high note of resilience.
Wizkid feat. Wande Coal, “Ololufe”
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Wizkid surprise-dropped his first project of 2023 at the tail-end of the year with the four-track EP S2. On the opening track “Ololufe,” the Grammy-winning superstar links back up with renowned hitmaker Wande Coal (following Wiz’s feature on “Ebelebe” from Coal’s Legend Or No Legend album earlier this year) for an amapiano banger, filled with energetic shakers and audacious percussion that can get every party started this Detty December. But Wizzy’s tender-hearted profession of his love for his darling, paired with Coal’s featherlight melodies, remind listeners that “Ololufe” is also a love song — and that feeling in and of itself is exhilarating.
Zinoleesky, “Sakara”
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Zinoleesky’s lyrics have always tended towards the raw, and this year-end single is as introspective as they come, as he sings about struggling to keep his head above water in a world of constant judgment and comparison. But it’s the emotion in his voice that stands out — rarely has he dipped so deeply to convey his feelings beyond just his words, and it makes this song stand out amid his catalog.
Seyi Vibez, “Different Pattern”
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Seyi Vibes has proven to be a chameleon when it comes to his sound, yet his particular flow and vocals always make his songs distinctly his own. “Different Pattern” is a perfect example, combining Highlife instrumentation with his multi-layered vocal delivery to make something that seems odd on paper function seamlessly in practice. It’s a fitting way to bookend a banner year for the young street artist, who held things down from beginning to end with a string of worthy projects in 2023.
Chike & Mohbad, “Egwu”
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From the single artwork, to the production, to the lyrics and the melodies, everything about “Egwu” serves as a tribute to the late Mohbad, who died suddenly and tragically in September at the age of 27. Over an almost orchestral backdrop and with a gorgeous hook, the song turns on a line from Mohbad that serves as a thesis statement: “Music no need permission to enter your spirit.”
Sarz, Asake & Gunna, “Happiness”
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The second single off Nigerian super-producer Sarz’s forthcoming album sees him tap into the talents of two bonafide stars of 2023 in Asake and Gunna over a major-keyed guitar-based beat. Asake carries the track with his infectious delivery reminiscent of some of the themes on his Work of Art album from the summer, while Gunna comes through with a breezy verse that nods to the good life.
Kizz Daniel, “Too Busy to Be Bae”
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Kizz Daniel caps a big year, bookended by the release of his single “Rich Til I Die” and highlighted by his latest album, Maverick, with a new single about the downsides of a suffocating relationship. But despite the subject matter, he can’t help but craft a catchy hook for the earworm single.
UnitedMasters has officially launched in Nigeria, Billboard can exclusively announce. The global music distribution platform aims to connect independent African artists to the global stage.
With UnitedMasters’ premium music distribution services, innovative technology and first-of-its-kind artist marketing solutions, Nigerian artists will be able to upload and distribute their music to global media parters — such as Spotify, Facebook, Instagram, Apple Music, YouTube, Snap and TikTok — as well as critical African services, like Boomplay, Audiomack, Muska, Music in Ayoba, Anghami and Joox.
“UnitedMasters’ move into Nigeria is the next logical step in making independence the standard setting for the music industry all around the globe,” UnitedMasters CEO Steve Stoute said in a statement to Billboard. “While we’re active in a number of exciting markets around the world, Nigeria is simply second to none when we talk about talent density and untapped potential, both for individual artists and the Naija diaspora as a whole.”
UnitedMasters offers tailored music distribution plans for artists, from the “Debut” tier with 90% royalty retention to “Select” tier, which includes unlimited music releases and brand collaborations. For the special Nigerian launch, UnitedMasters will introduce reduced pricing, with the “Select” tier at 20,000 NGN/year, as part of its commitment to accessible, high-quality music distribution for all independent artists in Nigeria.
“Nigeria is already a musical powerhouse, and our role is to ensure that the cultural command it enjoys today becomes an economic and political annuity for generations to come,” said Stoute. “Our promise that you can shape the future of music without sacrificing your ownership is critical to establish in Nigeria, while artists from around the world seek to emulate the success of these Naija heroes. As we see it, winning with, not just within, Nigeria is the one move that will accelerate our cause in every market.”
Nigerian American rapper Tobe Nwigwe and Nigerian producer Sarz are already on the platform. In June, Billboard exclusively announced that UnitedMasters was partnering with Sarz and his 1789 imprint in efforts to discover, develop and empower the next generation of African artists and producers. Sarz recently released his “Happiness” single, featuring Asake and Gunna, via 1789 and UnitedMasters ahead of his new album, which is due in 2024. “Happiness” arrived three months before his previous “Yo Fam!” single with Crayon and Skrillex.
As part of the launch, Nwigwe and Sarz will perform during a “Live from Lagos” concert on Thursday (Dec. 14) in collaboration with Don Julio, with VIPs being served Don Julio 1942. In the coming months, Don Julio and UnitedMasters will continue working together by unveiling a series of programs aimed at spotlighting independent Nigerian artists and making strategic investments in the future of Nigerian music. UnitedMasters will utilize the brand partnerships they already have with Don Julio, Coca Cola, the NBA and more, while simultaneously building relationships with brands on the ground to support local artists and contribute to the prosperity of the Nigerian music industry.
“Don Julio partnerships are often driven by cultural truths. Don Julio has organically been a part of the Afrobeats scene for years, so when we were looking for meaningful ways to enter into the Nigerian market, the UnitedMasters launch was an obvious choice,” added Sophie Kelly, svp of global tequila and mezcal at Diageo. “This partnership will begin in December, but ultimately expand Don Julio’s presence in the music scene of Nigeria throughout 2024.”
After Harvey Mason Jr. embarked on a series of trips to Africa in 2022 that were “guided by curiosity,” the Recording Academy CEO and the organization at large were determined to become an “effective collaborator” for the creative communities across the continent. The first step arrived this year, when the category of best African music performance was unveiled. “Artists throughout the U.S., Africa and worldwide see this as a pivotal acknowledgment by the academy that African music has achieved extraordinary impact [and] influence throughout the globe,” chief awards and industry officer Ruby Marchand says. The academy’s African music genre manager, Shawn Thwaites, agrees, noting that the addition not only reflects the current music landscape but also “Africa’s profound influence on music history.” As Mason says, it is “the beginning of our journey to serve global music creators even more ambitiously.”
Here, each of the nominees discuss the historic new category — and what it means for African music’s future.
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How did you feel when you heard about the new best African music performance category?
Asake: I felt excited and grateful at the same time because African music and traditions have been a direct influence on the world for far too long to not have its own category. It is a great moment to be a part of.
What was your reaction to your collaboration, “Amapiano,” being nominated?
Olamide: Watching all the hard work pay off after our team has dominated the African continent and the world over the years is a blessing and a huge win already.
What do you think of this first class of nominees?
Asake: It is a brilliant, diverse and very necessary first class of nominees. Thank you to the team at the Recording Academy for coming up with this and giving us the reach we deserve.
How do you think this first year of the category will positively affect the industry?
Asake: Every young artist coming up out there can now relate to the fact that their dreams are valid and can now be showcased on the biggest stage in music.
Olamide: The category will greatly impact the industry. African music has exploded globally over the years and will now be exposed on a large scale to the rest of the world.
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How did you feel when you heard about the new best African music performance category?
It’s a significant milestone, not only for me, but for the entire African music industry. It’s a testament to the global recognition and appreciation of the diverse and rich musical traditions coming out of Africa, which I am a part of. This category symbolizes a bridge connecting the world to our continent. [It is] something I have believed in and pushed for, so I couldn’t be prouder to see it come to fruition.
What is it like to be nominated in the category’s historic first class?
It’s an immense honor. It’s like being part of history in the making. This category represents a platform for the incredible diversity and talent within the landscape of African music. It’s a moment of celebration for every African artist who has contributed to our vibrant music scene.
How do you think this first year of the category will positively affect the industry?
[It] is a game-changer for African musicians. It opens up a new world of opportunities for African artists to gain global recognition and reach wider audiences. It will also encourage more collaborations and cultural exchanges within the music industry. This category not only celebrates African talent but also fosters a sense of pride and achievement within the community. It certainly makes the Grammys more accessible to African artists.
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How did you react to “Unavailable,” which features Musa Keys, being nominated?
I was so happy. I feel like this moment was a long time coming for me, and I’m extremely grateful.
How does it feel to not only be nominated but be included in the category’s historic first class?
It feels like further breaking the glass ceiling into the mainstream. Step by step, African influences and artists are getting more shine within the industry, and this feels like another win toward being acknowledged. To be a part of this historic moment is an honor.
What do you think of this first class of nominees?
I think it’s a well-curated group. Obviously, there’s so much talent in the African music community and definitely some other names I’d include, but I look forward to seeing future nominees in this category. And hopefully, more categories specifically for African music will be created in the future, too. This first year will definitely set the tone.
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How did you feel when you heard about the new best African music performance category?
I was quite elated because it shows inclusivity. Beyond being African artists, this category shows that the world is watching and seeing the effort we put in and does not mind giving us our flowers to smell.
How does it feel to not only be nominated for “Rush” but be represented in this category’s historic first class?
It feels iconic. To be doing this at 21? Whew! [It’s so] mind-blowing for me that I sometimes have to pinch myself that it’s all real and I’m not dreaming.
What do you think of this first class of nominees?
I think everyone in this category is badass, and I can only imagine the amount of tough work it took to put together these incredible artists in a category, all truly amazing artists I look up to and I’m proud to be nominated alongside.
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How did you feel when you heard about the new best African music performance category?
Hearing about the new category was very exciting because growing up, I watched the Grammys every year and watched all my favorite artists get awarded and nominated. It was something that I always imagined, and now that there’s a whole category dedicated to African artists, it means so much. I feel like it’s going to open so many more doors for us African artists and introduce our sound and artists to the world.
What is it like to not only be nominated but be included in this category’s first class?
Being nominated for a Grammy is such an honor, but the fact that I’m nominated for the first time in a category that’s an African category [in the year it has] been introduced, I couldn’t have asked for a better moment. I just feel super blessed, happy and excited to attend and enjoy the evening no matter what the outcome is. It’s such a huge moment for Africa, and I’m so happy I get to be a part of it.
Whom will you bring to the Grammys?
You know me. If I could, I would bring all of South Africa — but I’m sure my mama and papa will be there.
This story will appear in the Dec. 16, 2023, issue of Billboard.