Photo Credit: Getty Images
African music is currently enjoying one of its biggest global moments in history. Genres such as Afrobeats from Nigeria and Amapiano from South Africa have crossed borders and dominated playlists, festivals, streaming platforms, and social media spaces around the world. However, despite this growing visibility, much of Africa’s music and cultural diversity still remains unheard on the global stage.
According to Tuma Basa, the former director of Black music culture at YouTube, the global recognition of African music is still heavily concentrated around only a few countries, especially Nigeria, South Africa, and Ghana. While these nations have successfully exported their sounds internationally, many other African countries and genres continue to receive little attention despite the continent’s enormous musical richness.
Basa explained that language plays a major role in determining which African artists gain international recognition. Nigeria, Ghana, and South Africa all have strong English speaking populations, making their music easier to access for audiences in the United States, the United Kingdom, and other global entertainment markets. Diaspora communities have also contributed greatly to the rise of African music abroad. Nigerians and Ghanaians living overseas have helped spread Afrobeats and other sounds through parties, clubs, radio, and online communities.
Social media has further accelerated the global spread of African music. South African dance trends connected to Amapiano have gone viral online, helping introduce millions of listeners to the genre. Events such as Detty December in Lagos and Ghana’s Year of Return initiative have also attracted African Americans and Black British visitors who later carry these sounds back to Western countries, increasing international exposure.
Despite this success, Basa believes many African regions are still excluded from the global conversation. Genres such as Kizomba from Angola, Morna from Cape Verde, Rwanda’s KinyaTrap movement, and South Africa’s emerging 3 Step sound remain largely underrepresented internationally. He argues that Africa’s challenge is not talent, but infrastructure.
According to Basa, technology has made music production and distribution easier than ever before. Artists no longer require expensive studios, major television networks, or powerful record labels to release music globally. Today, musicians can record songs, shoot videos, and upload their work directly to streaming platforms such as YouTube and Spotify. However, visibility alone does not guarantee success or ownership.
Many African markets still struggle with weak licensing systems, poor royalty collection structures, limited touring networks, and incomplete publishing data. These problems make it difficult for artists to fully benefit from their work even when their music gains international popularity. Basa compared this situation to “fixing the plumbing” behind the scenes, emphasizing that stronger systems are necessary for long term growth.
He also stressed the importance of human curation in the music industry. While algorithms and streaming recommendations influence what audiences hear, playlist editors, label executives, advertisers, and media gatekeepers still determine which artists receive greater visibility. Without African based decision makers in important global spaces, many local sounds risk remaining invisible.
Basa further noted that streaming revenues are unequal across the world. Artists earn more money when listeners come from wealthier countries because advertising rates and subscription prices are higher in those markets. As a result, African artists may gain global recognition while still struggling financially.
The rise of generative artificial intelligence is another development Basa believes will shape the future of music. Although he acknowledged the dangers and ethical concerns surrounding AI, he also sees opportunities for African artists to break language barriers by translating songs into multiple languages while maintaining their original voices and melodies.
Ultimately, Basa believes Africa’s music story is far bigger than the genres currently dominating international charts. For African music to truly thrive globally, the continent must build stronger infrastructure, support local industries, protect artists’ rights, and encourage collaboration across different regions and languages. The world may finally be paying attention to African music, but much of the continent’s voice still remains unheard.