African Music Poised for Continued Global Growth, Driven by Unique Sound

‘African music will keep growing and making waves globally. Our sound is unique, and the world is hungry for it.’

October 2, 2026 By Murray Stassen Trailblazers is an MBW interview series that spotlights independent music entrepreneurs making waves – and building meaningful companies. Trailblazers is supported by TuneCore . Continue to article...

A few of the most interesting stats printed in IFPI ‘s most recent  Global Music Report concerned Sub-Saharan Africa (SSA).

The SSA region was the fastest-growing recorded music region globally for the second consecutive year in 2023 and was also the only region globally to surpass  20% growth. Recorded music revenues in SSA were up 24.7% YoY in 2023 ,  primarily driven by paid streaming revenues, which grew  24.5% YoY.

Alongside the growing consumption of music via streaming services within Africa, music made by artists from Africa continues to make a significant cultural and creative impact outside of the continent and on the global stage.

Just look at breakout stars like Rema with his billion-plus streams hit Calm Down with Selena Gomez and and Burna Boy’s recent Pyramid stage appeareance at Glastonbury Festival.

We’ve been following the global rise of Afrobeats over the years, and one of the prominent players in the sector, Mr Eazi. The superstar Nigeria-born artist and music executive launched talent incubator called emPawa Africa back in 2018 to support up-and-coming artists in Africa.

emPawa Africa initially launched with the #emPawa100 initiative, which provided grants to 100 artists from 11 African countries, helping launch African music stars such as Joeboy, Lady Donli, J.Derobie and Karun.

In 2020, he announced that he had formed the Africa Music Fund (AMF), a financial vehicle to invest in African talent, and was raising $20 million in its initial investment round.

emPawa Africa has since attracted investment from the likes of Grammy Award-winning producer Michaël Brun among others.

One of Empawa Africa’s newest investors is Nigerian artist, songwriter and producer Tekno (Augustine Miles Kelechi Okechukwu).

Tekno’s deal with Empawa Africa sees him become an investor and partner in the comapny, while also housing his independent label Cartel Music with the Empawa.

“Partnering with Empawa Africa just made sense,” says Tekno, on investing in and partnering with the company. “They share my vision of pushing African music forward and giving artists the tools they need to succeed.

It’s all about creating opportunities and breaking down barriers. Together, we’re going to make history and take African music to places it’s never been before.”

As an artist Tekno has achieved over 2.5 billion global streams.

Tekno has collaborated with stars from Beyoncé and Ciara, to Fally Ipupa. He also penned and produced Davido’s global hit If , and Won’t Be Late  by Swae Lee and Drake, both of which have achieved RIAA Gold certification.

Here, we speak with Tekno about the Afrobeats’ global positioning, his predictions for the market and more..

What are your views on the Afrobeats explosion and its positioning globally at the moment?

Afrobeats is taking over the world, and I love it. We’ve always known how dope our music is, and now everyone else is seeing it too. It’s amazing to see our culture and sound blowing up globally. This is just the start, though. We’ve got so much more to show the world. Afrobeats is here to stay, believe that.

There has been quite a lot of investment from global music companies in Africa in markets like Nigeria, Ghana, and South Africa in recent years. Would you like to see more investment from the US and Europe, and if so, in what areas of the business?

Oh, for sure. More investment is always a good thing. We’ve got mad talent here, and with the right support, we can take things to a whole new level. I wanna see more investment in artist development, better studios, and more platforms for our artists to shine. We need to build up our infrastructure so we can keep pushing boundaries and making waves globally.

You also run a label called Cartel Music which has signed a JV with Empawa. When did you launch the label and what were your ambitions for it?

I started Cartel Music in 2019. My goal was to create a platform where artists can really shine and be themselves. I wanted a label that’s all about creativity and innovation.

With the joint venture with Empawa, we’re making that vision a reality. We’re nurturing talent and bringing fresh, exciting sounds to the world.

Could you tell us about the Cartel team and their backgrounds?

We’ve got a mix of experienced heads and young, hungry talents. We’ve got people who are experts in music production, marketing, artist management, and digital strategy. Everyone brings something special to the table.

It’s like a family, and together, we’re unstoppable. We’re all about making great music and pushing the culture forward.

What will you look for in the artists that you work with?

I want artists who are passionate and authentic. Talent is key, but you gotta have that drive to hustle and succeed. I want people who have a unique voice and aren’t afraid to take risks. It’s about finding those gems who are ready to shine and take their music to the next level.

What advice would you give aspiring label founders?

My advice is simple: believe in your vision and stay true to it. This game is tough, and there will be ups and downs, but if you keep pushing and stay focused, you’ll make it. Surround yourself with a solid team; people who share your passion and drive. And always be on the lookout for fresh talent. Innovation is key, so don’t be afraid to take risks and try new things.

What business and creative trends are you seeing in the market that we should know about?

Right now, it’s all about the blend of genres. Artists are mixing Afrobeats with hip-hop, dancehall, R&B, and even electronic music. It’s creating some crazy, unique sounds. Also, the digital space is booming. Social media and streaming platforms are game-changers. They’re giving artists direct access to their fans and new ways to share their music. Keep an eye on those trends because that’s where the future is headed.

Where are the biggest opportunities for growth in Nigeria’s domestic music business (and the broader African music industry)?

Man, there are so many opportunities. The biggest ones are definitely in digital and live music. With more people in Nigeria streaming music and attending concerts, there’s a huge potential to grow those areas. Also, collaborations with international artists are opening up new doors. We need to keep building those bridges and showing the world what we’ve got. The world is watching, and we need to keep delivering.

What are the biggest challenges for the music industry in Nigeria and wider Africa at present?

One of the biggest challenges is the infrastructure. We need more studios, better equipment, and more platforms for artists to showcase their talent.

Also, piracy is still a big issue. We need to find better ways to protect our work and ensure artists get paid for their music. But with all these challenges, there’s still so much potential. We just gotta keep pushing and finding solutions.

Are the current streaming models working for you and other artists and how would you improve streaming?

Streaming has been a game-changer for sure. It’s opened up so many doors and made our music more accessible to the world. But there’s always room for improvement.

We need better royalty rates so artists can get a fair share of the revenue. Also, more support for upcoming artists would be great. We need to create a system where everyone can benefit and grow.

What are your predictions for the broader African music sector and the positioning of artists from Africa on the global stage in years to come?

The future is bright, no doubt. African music is gonna keep growing and making waves globally. We’re just getting started. I see more African artists headlining international festivals, winning awards, and collaborating with big names worldwide.

Our sound is unique, and the world is hungry for it. We’re gonna keep pushing boundaries and making history.

If there was one thing you could change about the music business, what would it be and why?

If I could change one thing, it would be to make sure artists get the recognition and compensation they deserve. Too often, artists put in so much work and don’t get their fair share.

We need to create a system where artists are valued and rewarded for their creativity. It’s all about respect and fairness in the industry.

Trailblazers is supported by TuneCore . TuneCore provides self-releasing artists with technology and services across distribution, publishing administration, and a range of promotional services. TuneCore is part of Believe. Music Business Worldwide

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_Originally reported by [Music Business Worldwide](https://www.musicbusinessworldwide.com/african-music-will-keep-growing-and-making-waves-globally-our-sound-is-unique-and-the-world-is-hungry-for-it/)._