2024 has sparked discussions among music observers, with some noting a lack of major breakout stars in the Nigerian music scene. While others argue that emerging artists reflect current trends within both the local and global music ecosystems, the absence of a significant new star has led to mixed sentiments about the state of Afrobeats.
Comparative Context
Many who feel that Afrobeats is struggling this year often compare it to the explosive rise of artists like Asake, Seyi Vibez, Odumodublvck, and Shallipopi in the previous two years. These artists transitioned from relative obscurity to superstardom, setting a high benchmark that subsequent artists are expected to meet. The lack of a similarly impactful artist in 2024, along with fewer hit songs, has contributed to a somewhat pessimistic view of the year.
Industry Perspectives
While some industry executives and tastemakers attempt to frame the conversation by highlighting digital success and charting records as criteria for defining breakout stars, the necessity of this contextualization suggests an underlying issue within the industry.
Reasons Behind the Slow Year
- High Standards: The remarkable success of breakout stars over the past two years has set an exceptionally high bar for new entrants. Asake’s innovative sound, Seyi Vibez’s street pop, and the dynamic energy of Odumodublvck and Shallipopi have created a tough competitive landscape. Emerging artists must now navigate this heightened expectation to achieve recognition.
- Global Representation: According to culture journalist Chinonso Ihekire, the weak representation of Nigerian music on the global stage further exacerbates the situation. Despite a continued influx of new talent locally, 2024 has seen few artists making significant international impacts.
- Financial Inequities: Ihekire also points to funding challenges, suggesting that the uneven distribution of resources and lack of prioritization within the industry hinder Afrobeats’ potential global reach.
- Emerging Competition: The rise of South African artists, such as Tyla, who have successfully captured global attention while distancing themselves from the Afrobeats label, highlights the challenges faced by Nigerian artists this year. Tyla’s success with her hit Water, although infused with Afrobeats elements, emphasizes the need for unique branding in today’s music landscape.
- Consistency and Volume of Hits: Emmanuel Zhaji of Album Talks notes that the current crop of emerging stars lacks the consistency and volume of hit records that characterized their predecessors’ breakout years. Artists like Asake and Seyi Vibez boasted multiple chart-topping singles during their rise, a feat that seems absent in 2024.
- Consumer Behavior: The trend of consumer passiveness plays a critical role in shaping the music landscape. On-Air Personality Realskillz argues that audiences are often swayed by heavily marketed sounds, leading them to favor established artists rather than embracing fresh talent. This trend creates barriers for emerging artists who may struggle to gain visibility and traction in a crowded market.
- Marketing Power: It’s crucial to note that the biggest names in the industry often have the financial resources to promote their music extensively, overshadowing new artists. Consumers tend to gravitate towards what they are consistently exposed to through marketing efforts, further complicating the prospects for newer talents.
Conclusion
The conversations around the perceived slow year for Nigerian music in 2024 reflect a combination of high expectations, evolving global dynamics, and shifting consumer behaviors. While the industry continues to welcome new entrants, breaking through the noise in an environment where past successes loom large remains a formidable challenge. As the landscape evolves, it will be interesting to see how emerging artists adapt and carve their unique paths to success.