By Sean Okeke

Once the soundtrack of Lagos traffic jams and West African block parties, Afrobeats has now become a mainstage genre on global platforms—from the Grammys to Coachella, from Times Square billboards to sold-out arenas in New Delhi. But this rise was not accidental. It was the result of deliberate commercial engineering, cultural tenacity, and the emergence of music executives who understood how to convert local vibrations into global capital. I have had the privilege of standing at the center of this movement—managing the global ascent of Rema, one of Afrobeats’ most successful exports.

Afrobeats is not just a sound; it is a cultural export rooted in the hybridization of traditional African rhythms, hip-hop, reggae, and contemporary pop. Artists like D’banj, Wizkid, and Davido laid the foundation. What followed was a tidal wave of innovation—transforming Afrobeats from a regional genre to a global commercial product. But the missing piece had always been structure—touring frameworks, global brand partnerships, licensing pathways, and international collaborations that could scale this momentum beyond African borders.

As the Director of Operations at Jonzing World, I co-led the development of a new kind of Afrobeats superstar in Rema—an artist whose career was designed from day one to be both culturally grounded and globally adaptable. First, Rema’s “Calm Down” wasn’t just a hit; it was an international phenomenon. With over 1 billion Spotify streams, it peaked at Number 3 on the Billboard Hot 100. The remix featuring Selena Gomez was not just a creative choice; it was a strategic entry into U.S., Latin, and South Asian markets. Second, from a sold-out 15-city North American tour to a historic 3-city tour in India, we introduced a new standard for African artists touring across continents. Third, Rema has secured brand partnerships with Nike, Coca-Cola, and Apple Music—leveraging music as a bridge into lifestyle, fashion, and consumer culture.

Strategic Drivers Behind Afrobeats’ Globalization

1. Digital Democratization – Streaming platforms like Spotify, Audiomack, and Boomplay allowed Afrobeats to bypass traditional gatekeepers. Today, 60%+ of Afrobeats streams come from outside Africa.

2. Cultural Synergy through Collaboration – Cross-continental features—Wizkid x Drake, Burna Boy x Ed Sheeran, Rema x Selena Gomez—have played a huge role in audience crossover and market legitimacy.

3. Touring Infrastructure Development – Historically, Africa lacked the infrastructure to support global-class tours. Our team addressed this by designing Africa’s first structured, scalable touring model, enabling multi-country tours with standardized contracts, compliance tools, and logistics planning.

4. Media and Diaspora Amplification – Diaspora networks in the U.K., U.S., and Canada amplified the genre through social media, university circuits, and club culture thereby turning Afrobeats into a movement rather than a trend.

The introduction of a Best African Music Performance category at the Grammys marked a pivotal moment—not just for pride, but for industry validation. For artists, managers, and labels, this category signaled: (a) Increased valuation in distribution deals; (b) Greater leverage in sync licensing (film, gaming, TV) and (c) Legitimacy for brand partnerships and festival bookings. At the 67th Grammy Awards, Rema’s nomination represented more than just recognition; it was a signal that African music was no longer emerging but established.

However, commercialization comes with risk. Over-branding or pandering to Western aesthetics can dilute artistic integrity. As managers and executives, we must strike a balance—preserving authenticity while scaling globally. This means building artist brands that: (a) Embrace native languages and themes; (b) Tell cross-cultural stories and, (c) Localize content for global regions without losing soul. We have been to develop toolkits for balancing these dynamics especially from content localization guides to geo-targeted branding modules.

In conclusion, Afrobeats’ journey from Lagos to the Grammys is a masterclass in cultural entrepreneurship. The next decade will see the genre evolve from genre to industry, with its own touring circuits, licensing networks, executive training pipelines, and venture-backed labels. My vision is to help build the infrastructure that ensures Afrobeats doesn’t just ride a wave; it becomes a pillar of global music commerce. And in doing so, we’ll not only elevate African voices but also reshape the soundtrack of the world.

Sean Okeke is Director of Operations, Jonzing World Entertainment