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    More breakthroughs, less crossover: Afrobeats is here to stay, on its own terms

    Something's different about the arrival of the latest African pop stars on the international scene. They are finding success as a wave without compromising or catering to the American music industry.
    by Sidney Madden Feb 14, 2024 5 minutes
    Ayra Starr, the Beninese-Nigerian singer whose hit "Rush" was among the nominees for the first ever best African music performance Grammy this year, says she grew up not seeing any pop stars that looked like her. "I want to show African girls that we can do this, too. And I'm doing that," she says.

    Earlier this month, the Nigerian superstar Burna Boy made history as the first Afrobeats act to perform during the prime time, televised ceremony of the Grammy Awards. The singer graced the stage accompanied by R&B legend Brandy and rapper 21 Savage to perform his song "Sittin' on Top of The World." It was a fitting choice to usher in Afrobeats to music's biggest night, considering the new heights the genre is reaching in America's music industry.

    In on how U.S. and global listeners consumed music in 2023 compiled by Luminate Data, the evidence was clear: Global music — with Afrobeats and K-pop leading the way — is the fastest growing genre among both U.S. and global listeners, with on-demand streaming up 26.2% in the last year. And stateside musical institutions

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