African Music Shines in Global Grammy Spotlight
As the Grammy Awards week kicks off, African music has become a prominent player in the global music landscape. This year, the annual Pamoja celebration, organized by YouTube Music, highlights the collaborative efforts that have contributed to the rise of African music on the world stage.
A Celebration of African Music
Pamoja will take place this Saturday in Los Angeles, focusing on the vibrant culture and talent within African music. The event will feature nominees for the Best African Music Performance category and will posthumously honor Fela Kuti with a Lifetime Achievement Award.
- Event: Pamoja
- Date: Saturday, during Grammy Week
- Location: Los Angeles
- Honorees: Fela Kuti (Lifetime Achievement) and nominees for Best African Music Performance
This year’s celebrations acknowledge not just traditional music but also the influence of the African diaspora and international partnerships in expanding the reach of these sounds. Digital platforms, especially YouTube, play a crucial role in this evolution.
The Rise of African Artists
According to YouTube, over 70% of watch time for the Top 100 African artists comes from audiences outside the continent. Tuma Basa, YouTube’s director of music culture, noted that the discovery of these artists occurs organically across borders, driven by audience engagement rather than traditional media.
African artists are achieving new heights globally, performing to sold-out venues in both Europe and North America. Notably, Nigerian artist Rema’s upcoming performance in India in 2024 signifies the broadening appeal of African music.
Streaming Successes
Streaming statistics highlight the genre’s impact. In 2025, Burna Boy was the leading African artist on Spotify. By January 2026, Wizkid surpassed the 10 billion streams mark, becoming the first African musician to do so. CKay’s “Love Nwantiti” has also crossed 1 billion streams, solidifying its place among the most popular African tracks.
Ashaping Global Understanding
The growth of African music is not limited to Afrobeats. Industry leaders emphasize that diversity will define its future, as genres like Amapiano, hip-hop, and R&B gain momentum. Addy Awofisayo, head of music for sub-Saharan Africa at YouTube, asserts that the cultural narratives surrounding African music must originate from its communities.
- Key Drivers: African diaspora, global collaborations
- Future trends: A wider range of genres beyond Afrobeats
Pamoja’s Unique Approach
Pamoja advocates for an authentic representation of African music, aiming for a spontaneous, unscripted atmosphere. Organizers believe such an environment fosters genuine connections. The goal is not only to celebrate but to facilitate lasting partnerships and collaborations among industry leaders.
Grammy Recognition
This year’s Grammy Awards mark a significant recognition of African music, reflected in the introduction of the Best African Music Performance category in 2024. Host Trevor Noah continues to represent African artists on one of music’s biggest platforms. However, industry insiders caution against viewing this moment as a trend. Instead, they see it as overdue recognition of a rich musical heritage.
As African music cements its place in the global mainstream, the focus will remain on its diverse sounds and the potential for future growth. The Pamoja event aims to showcase this trajectory, illustrating a shift from influence to infrastructure within the music industry.
