Amapiano and Afrobeats videos saw nearly 4 billion global views on Vevo in 2023

Music from Africa continues to have a significant impact globally in 2023.

Based on IFPImost recent Global Music Report, Sub-Saharan Africa is the fastest growing recorded music region globally for the second year in a row in 2023.

This is also the only region globally to pass 20% growth, increased revenue 24.7% YoY, Primarily driven by growth in paid streaming revenue 24.5% YoY.

South Africa, the largest market in the region and home to the world Amapiano phenomenoncontribute 77% regional revenue after seeing the domestic recorded music market grow 19.9% ​​YoY.

The continued rise of African music was also evidenced last year by milestones from some of the continent's biggest global stars.

For example, Nigerian superstar Rema joined the 'Billionaires Club' on the day Spotify with his shot Calm down Remix (Mavin / Jonzing World / Virgin Music) cooperation Selena Gomez (Interscope).

This achievement marks the first time a track led by an African artist has achieved one billion streams on the service. Calm down Remix was streamed through 1.3 billion times so far on Spotify.

Meanwhile, Water, Viral TikTok was hacked by won a Grammy Award South African star Tyla debut in 67th position above Billboard Hot 100 in October and eventually reached number 7 in January.

Like BBC reported last year, it was the first time in 55 years that a song by a solo artist from South Africa debuted on the Hot 100. The last SA solo artist to achieve that was the late jazz legend Hugh Masekela with Grazing on grass.

Global interest in Afrobeats and Ampiano can also be seen in increased engagement with the music videos of the genre's biggest stars.

For example, music video network Vevo recorded one 56% Global viewership of Afrobeats and Amapiano videos increases annually by 2023, with sixty one% views of Afrobeats & Amapiano in 2023 generated outside of Africa.

“The sheer impact we have seen on the European and US music scene is unprecedented.”

Jodeci Rampasard, Vevo

Vevo reports that the number of Afrobeats and Amapiano music videos on its network has increased sixty one% since 2022 while the entire music video catalog for these genres has almost 4 billion global views last year alone.

Artists like Rema, Kizz Daniel and Davido are driving this growth along with Rema's Calm along with Selena Gomez are accumulating 564 million views in 2023.

Vevo also points to cross-genre collaborations with Afrobeats and Amapiano artists as a key growth trend, with songs like those from Chris Brown splash featuring Davido and Lojay reached 38 million global views last year.

Jodeci Rampasard, Vevo Senior Director, Music & Talent, UK, noted that these collaborations “are helping to attract new audiences globally, whether it's two global superstars like Rema and Selena”. [Gomez] or Fireboy DML collaborating with Ed Sheeran”.

“We see more and more artists thinking beyond being stereotypical, single-genre musicians and instead choosing to expand both their fan base and sonic repertoire,” Rampasard adds. music by exploring new musical styles – and sometimes even new languages.” for them.

“Artists working outside of their normal sound exposes them to countless new eyes and ears that may not have been exposed to their art before, while also allowing audiences globally get cross-pollination.”

Elsewhere on Vevo, Rampasard said that “the most influential song that comes to mind” is by Tyla. Water.

Tyla was named a 2023 Vevo DSCVR artist and according to Rampasard, with more than 5.6 million views, her performance of the song DSCVR was the highest viewed piece of content for Vevo's DSCVR franchise last year. (Songs official video ABOVE YouTube has been reviewed 157 million time).

Vevo has also filmed original content with artists such as Libianca, Asake, Ayra StarrAnd Davido.

Rampasard also told us that 21% of Vevo's Afrobeats and Amapiano views will come from Europe in 2023 while 24% will come from the Americas.

“The sheer impact we have seen on the European and US music scene is unprecedented,” Rampasard added.

“Over the past five years, we have seen 223% increased views of Afrobeats and Amapiano in the United States and 113% increased in the UK. This resurgence could be aided by the success of events such as Dankie Sounds and Girls Love Amapiano which are dominating the UK club scene.”

Commenting on her predictions for the place of Afrobeats and Amapiano artists in the global music industry and mainstream culture sphere over the next few years, Rampasard said that both genres are “opening up.” road”. [their] in its own way and continuously creating new artists.”

“But as a global industry and mainstream culture, there is still room to grow,” adds Vevo's Rampasard.

“[This year] marks the first year Best African Music Performance Award at the Grammy Awards. It's a great step forward to witness advances like this and outstanding performances from incredible artists like Burna Boy.

“Or Rema, who just performed at the Brit Awards. I look forward to seeing the industry's evolving approach as Afrobeats and Amapiano continue to break new heights.”

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