2024 has proven to be a difficult year for the global music industry, with multiple markets facing challenges in producing breakout stars, while major labels are dealing with large-scale layoffs. Nigerian music, which has been a powerful force in recent years, is not immune to this struggle. For some, 2024 has been a quiet year for Nigerian music, with no major star rising to prominence. Others, however, suggest that the new talents making waves reflect the current state of the local scene, as well as shifts within the global pop landscape.
Critics comparing the music of 2024 to previous years argue that Afrobeats has lost some momentum, especially when measured against the breakout successes of 2022 and 2023. Artists like Asake, Seyi Vibez, Odumodublvck, and Shallipopi quickly went from underground acts to mainstream sensations, and the absence of similarly impactful stars this year has led to some pessimism about the state of the genre.
Industry insiders argue that while digital success and industry recognition are enough to label an artist as a breakout star, the fact that these additional metrics are needed points to deeper issues within the Afrobeats scene in 2024.
Why Is Afrobeats Struggling to Mint New Stars?
Raising the Bar Too High
To understand why 2024 has struggled to produce new stars, one must first acknowledge the incredible achievements of the past few years. Asake’s fusion of genres, Seyi Vibez’s street-pop anthems, Odumodublvck’s dynamic rap, and Shallipopi’s unique hits raised the bar for new artists. Their rapid rise to stardom set a new standard, and with every major success amplified by social media and chart-topping hits, it’s become increasingly difficult for new acts to match those feats.
Afrobeats’ Limited Global Presence in 2024
Culture journalist Chinonso Ihekire argues that concerns about the lack of new breakout stars stem primarily from the absence of Nigerian acts on the global stage. “In terms of global exports, we haven’t had it that great this year. Locally, we still have a surge in new entrants, but none have made a mark on the global scene,” Ihekire notes. He attributes this to funding issues, where resources are not allocated equitably or effectively, rather than a lack of capital.
Adding to the genre’s struggles is the rise of South African star Tyla, who has dominated the global music categories typically controlled by Afrobeats. Tyla’s hit song Water carries Afrobeats elements, but the artist made it clear she prefers to align with South Africa’s Amapiano genre, further emphasizing Afrobeats’ global decline in 2024.
The Need for Consistency and Volume
Emmanuel Zhaji, founder of Album Talks, believes that the absence of a standout star in 2024 comes down to a lack of consistency among emerging artists. During their breakout years, artists like Asake, Seyi Vibez, Odumodublvck, and Shallipopi each delivered multiple hit singles. In contrast, 2024’s new artists have struggled to maintain this level of consistency, which Zhaji points to as a key factor. “To be considered a breakout star, you need consistency. None of the contenders have consistently reached their peak,” Zhaji explains.
Consumer Preferences and Passivity
The difficulty in minting new stars can also be linked to consumer behavior. On-Air Personality Realskillz argues that audiences are increasingly passive, drawn to heavily marketed sounds instead of seeking out fresh talent. “Consumers are busy accepting regurgitated sounds they’ve been peer-pressured into liking. So when new artists offering something different come along, they struggle to break through,” he says.
Conversely, others argue that consumers are simply engaging with what is most accessible, which often happens to be the music with the biggest marketing budgets behind it.
The Overuse of Amapiano Fusion
When Asake burst onto the scene in 2022, he introduced a new wave of Afrobeats-Amapiano fusion that was quickly embraced by other artists like Seyi Vibez and Shallipopi. Two years later, however, this sound seems to have reached its creative limits. Without a new, defining sound, emerging artists have to rely solely on their talent to stand out. Acts like Ayo Maff, Taves, and Wizard Chan have delivered notable releases in 2024, but their impact pales in comparison to the stars of 2022 and 2023.
A Broader Global Trend
The challenges Afrobeats faces in 2024 are not unique. Across the global music industry, several markets have struggled to produce breakout stars. In the U.S., for instance, Country and Pop have introduced new faces like Bailey Zimmerman and Teddy Swims, but Hip-Hop has been quieter, with Sexy Redd being one of the few notable new artists. Likewise, Dancehall, Afrobeats, and K-Pop have all experienced slower years in terms of new talent.
The Bottom Line
While 2024 has introduced new faces to the Nigerian music scene, none have reached the heights of their predecessors. Whether this is due to the state of the industry or the artists themselves is up for debate. Moving forward, artists and their teams need to prioritize creating music that resonates deeply with listeners. A lack of originality and over-polished releases have failed to spark the organic momentum that transforms artists from unknown to superstar.
As the industry waits for the next star that checks all the boxes, the conversation about what it means to be a breakout star continues. Should multiple hit singles and widespread acclaim still be the standard, or are we shifting to a new metric, where social media traction and a few million streams suffice? Time, and the next breakout artist, will tell.
Source: Pulse Nigeria
