African music finds its own path and creates momentum for breakthroughs.

VHO - African music is experiencing a "global boom," with Nigeria and South Africa dominating the scene.

Tuma Basa (left), former YouTube Director of Music and Black Culture, poses with Tanzanian artist Diamond Platnumz. Photo: Courtesy Tuma Basa

African music reaches the world.

According to Tuma Basa, former Director of Black Music Culture at YouTube, South African electronic music genres Afrobeats and Amapiano are bringing African music to the world.

However, the global presence of African music remains largely concentrated in a few countries. This is due to both cultural and systemic factors.

African communities abroad also play a significant role in bringing African sounds and music to the world.

Events in Lagos and Accra, such as December and Ghana's Year of Return initiative, have attracted numerous African American and Black British tourists. This has further boosted the spread of African music. These tourists often bring the music back to the US and UK, helping to expand its international influence.

However, Basa argues that most African music remains neglected. Many genres receive almost no attention from the global music industry.

"Some regions are being left out of the global dialogue, but that will change as technology continues to create a more level playing field," Basa added.

Mr. Basa also emphasized the increasing accessibility of tools for creating and distributing music.

Cheaper production technology, social media, and global music streaming platforms are diminishing the role of traditional "gatekeepers" who once restricted artists from emerging markets.

However, according to him, technology alone is not enough; local infrastructure, a licensing system, and African decision-makers are also needed to support artists in reaching a global audience.

He believes that perseverance and collaboration remain the most effective tools for artists trying to build momentum.

"When artists collaborate, they gain access to each other's audiences. Consistency helps build relationships with the audience," Basa explained.

Algorithms are only one part of the music discovery ecosystem. Human selection, licensing agreements, and commercial partnerships also influence what audiences hear on streaming platforms.

Playlist editors, record label executives, content curators, advertisers, and media "gatekeepers" are the ones who decide which songs or artists get prioritized for promotion.

Unlocking potential

Grammy-winning artist Burna Boy continues to dominate with hits like "Last Last" and "Ye". Photo: Getty

Brand promotion campaigns, chart positions, record label investments, touring support, and sync contracts all influence which artists achieve international recognition.

As a result, global popularity is often driven just as much by business strategy as by natural audience engagement. Concert infrastructure, touring networks, and royalty collection systems remain underdeveloped in many markets.

Without a stronger system, African artists risk creating cultural value while allowing others to more effectively benefit. Therefore, building the infrastructure is essential for long-term benefits.

Basa also argued that without African content selectors and executives in key positions, vast regions could remain invisible on the global stage.

However, algorithms are changing how listeners discover music, and not always in a way that expands their reach.

Meanwhile, the potential of AI could help African artists overcome language barriers and expand into international markets.

The global spotlight on African music is perhaps brighter than ever. The next phase will depend not only on talent, but also on whether African artists and the music industry can build a sustainable infrastructure, control their own narratives, and move beyond genres the world is already familiar with.

Because, according to Basa, the story of Africa can still offer a unique perspective compared to the lists of songs currently dominating the music charts.

Source: https://baovanhoa.vn/nghe-thuat/am-nhac-chau-phi-tim-loi-di-rieng-tao-da-but-pha-232280.html