Africa’s influence on the global music scene has grown from a subtle whisper to a thunderous roar. From the streets of Lagos, Accra, and Johannesburg, to international stages in New York, London, and beyond, African artists have transcended borders, introducing the world to a musical mosaic that reflects the continent’s cultural diversity, resilience, and vibrancy. While the international recognition of African music has been gradual, the MTV Video Music Awards (VMAs) have provided a crucial platform for artists from the continent to showcase their talents on a global stage, honoring their creativity, innovation, and artistic contributions.
The MTV VMAs, established in 1984, have always celebrated the best in global music. Over the years, the awards have evolved to include categories that recognize international musical genres and styles, including Afrobeats—a genre that has taken the world by storm thanks to African artists who have redefined modern music. However, the African music scene is not just about Afrobeats; it encompasses a rich tapestry of sounds and styles that deserve to be celebrated in their own right. This article delves into Africa’s track record at the VMAs, highlighting the continent’s artistic prowess, and its contributions to reshaping the global music landscape.
Africa’s Ascension in Global Music
Africa’s journey in the global music scene is not a recent phenomenon. Long before Afrobeats became a global sensation, the continent was already a powerhouse of musical innovation, producing legendary musicians who influenced genres such as jazz, funk, and reggae. From the vibrant rhythms of Fela Kuti’s Afrobeat in the 1970s to the soulful melodies of Miriam Makeba and Hugh Masekela, African music has long been a force to reckon with. Yet, it wasn’t until the early 21st century that African artists began receiving widespread recognition on international stages like the VMAs.
The emergence of digital platforms, particularly YouTube, Spotify, and Apple Music, played a pivotal role in bringing African music to global audiences. Through these platforms, African artists have been able to bypass traditional music gatekeepers and connect directly with listeners worldwide. This newfound accessibility has allowed African music to flourish, with artists from across the continent achieving unprecedented levels of success on the global stage.
The Rise of Afrobeats and the MTV VMAs
One of the most significant developments in African music in recent years has been the rise of Afrobeats—a genre that fuses traditional African rhythms with elements of hip-hop, dancehall, and electronic music. With its infectious beats and catchy hooks, Afrobeats has captured the hearts of listeners across the globe. The genre’s commercial success has paved the way for African artists to receive recognition at prestigious award shows like the VMAs.
At the 2024 MTV VMAs, South African artist Tyla made history by winning the Best Afrobeats Award for her hit single ‘Water.’ Her victory was a defining moment not just for South Africa but for the entire African continent. In her acceptance speech, Tyla emphasized that African music is much more than just Afrobeats. “African music is so diverse, it’s more than just Afrobeats,” she said, highlighting the continent’s vast musical heritage, which includes genres like Amapiano, highlife, juju, and bongo flava.
Tyla’s win was symbolic of Africa’s growing dominance in the global music industry. In recent years, artists from across the continent have been nominated in various VMA categories, solidifying Africa’s place as a global music powerhouse. Nigerian superstars Burna Boy, Tems, and Davido were also nominated for the Best Afrobeats Award in 2024, further demonstrating Africa’s growing influence on the global music scene. Their nominations highlight the diverse talent emerging from Africa, with each artist bringing their unique style and sound to the world stage.
African Artists Beyond Afrobeats
While Afrobeats has undoubtedly been one of the most commercially successful genres to emerge from Africa, it is essential to recognize the diversity of African music. The continent is home to a rich tapestry of genres, each rooted in its unique cultural heritage. Artists from across Africa have continued to push the boundaries of creativity, fusing traditional sounds with contemporary styles to create music that resonates with global audiences.
For example, Amapiano, a genre that originated in South Africa, has taken the world by storm with its deep house and jazz influences. The genre’s rise to prominence can be attributed to artists like Kabza De Small, DJ Maphorisa, and Sha Sha, who have played a pivotal role in introducing Amapiano to global audiences. The genre’s infectious beats and distinctive sound have earned it a dedicated fan base worldwide, with Amapiano tracks frequently topping international charts.
In East Africa, genres like bongo flava and taarab have continued to thrive, with artists like Diamond Platnumz and Zuchu leading the charge. These artists have successfully blended traditional Tanzanian sounds with contemporary pop and hip-hop influences, creating music that resonates with both African and global audiences. Similarly, in West Africa, highlife and juju music have remained popular, with artists like Flavour and King Sunny Ade keeping these genres alive while infusing them with modern elements.
These diverse musical genres highlight the depth and richness of African music, which extends far beyond the confines of Afrobeats. African artists have consistently demonstrated their ability to innovate, adapt, and create music that transcends borders, languages, and cultures.
African Women at the Forefront of Global Music
One of the most exciting aspects of Africa’s music scene is the prominence of female artists who have taken the global stage by storm. From Nigeria’s Tems to South Africa’s Tyla, African women are proving that they are not only talented but also trailblazers in the global music industry.
Tems, in particular, has enjoyed meteoric success in recent years, thanks to her collaborations with global superstars like Drake and Wizkid. Her soulful voice and introspective lyrics have earned her critical acclaim and several international awards, including a Grammy for Best Melodic Rap Performance in 2023. At the 2024 VMAs, Tems was once again recognized for her contribution to Afrobeats, with a nomination for her hit single ‘Love Me JeJe.’
Tyla’s victory at the 2024 VMAs is another testament to the growing influence of African women in the global music industry. Her win in the Best Afrobeats category is a significant milestone for female African artists, who have historically been underrepresented in the global music industry. With artists like Tyla and Tems leading the charge, African women are finally receiving the recognition they deserve on the world stage.
In addition to their musical talents, these women are also using their platforms to advocate for social change. Tems, for example, has been vocal about mental health awareness and gender equality, while Tyla has used her platform to challenge stereotypes about African music and culture. Through their music and activism, African women are not only reshaping the global music industry but also changing perceptions of Africa and its people.
The Role of Collaborations in Africa’s Global Success
Collaborations between African artists and international superstars have played a crucial role in Africa’s global music success. These collaborations have not only introduced African music to new audiences but have also helped bridge the gap between African and Western music.
One of the most notable examples of this is the collaboration between Nigerian artist Wizkid and Canadian superstar Drake on the hit single ‘One Dance.’ The song, which topped charts worldwide, was a game-changer for Afrobeats, helping to introduce the genre to mainstream audiences in the West. Since then, African artists have continued to collaborate with international musicians, with artists like Burna Boy, Davido, and Tiwa Savage working with global superstars like Beyoncé, Chris Brown, and Khalid.
These collaborations have not only elevated African music but have also showcased the continent’s artistic diversity. By blending African rhythms with Western pop, hip-hop, and R&B, these collaborations have created a new sound that resonates with audiences worldwide. They have also helped to break down barriers, challenging stereotypes about African music and proving that African artists can compete on the global stage.
The Future of African Music at the VMAs
As Africa continues to cement its place in the global music industry, there is no doubt that the continent’s influence at the VMAs will only grow. African artists have already achieved remarkable success at the awards, but the future holds even more promise. With the rise of new genres like Amapiano, the continued popularity of Afrobeats, and the emergence of talented young artists, Africa is poised to dominate the global music scene for years to come.
The success of artists like Tyla, Burna Boy, and Tems at the VMAs is a testament to the continent’s growing influence in the global music industry. These artists have not only achieved commercial success but have also used their platforms to challenge stereotypes about Africa and its people. Through their music, they are reshaping global perceptions of Africa, showcasing the continent’s creativity, resilience, and diversity.
In conclusion, Africa’s track record at the MTV Video Music Awards is a testament to the continent’s artistic prowess and its ability to transcend borders, languages, and cultures. From the rise of Afrobeats to the global success of Amapiano, African artists have consistently demonstrated their ability to innovate and create music that resonates with audiences worldwide. As Africa’s influence in the global music industry continues to grow, there is no doubt that the continent will continue to dominate the VMAs and other international music awards for years to come.
Written By Chiamaka Adindu