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Afrobeats has never been bigger. From packed arenas in London to festival main stages in Los Angeles, the sound that emerged from Lagos has become a global pulse. Artists like Burna Boy, Wizkid, Davido, Tems, and Rema have crossed borders with ease, earning Grammys, Billboard entries, and billion-stream milestones. But beneath the celebratory headlines lies a growing tension: virality vs substance. In the race for global attention, fueled by platforms […]

In the past decade, African music has expanded from regional dominance to global influence. While streaming platforms and diaspora communities played an early role, few tools have reshaped the promotion landscape as dramatically as TikTok. The short-form video app has not only changed how African music is consumed, but also how it is discovered, marketed, and propelled onto the world stage. Traditionally, music promotion across many African markets relied heavily […]