Spotify has launched a new project called “Culture in Motion”, aiming to capture and celebrate the global journey of Afrobeats, one of the world’s fastest-growing music genres.
The project highlights how Afrobeats has evolved beyond just sound—it has become a vibrant cultural movement that blends music, fashion, film, and storytelling to showcase Africa’s creativity to the world.
Over the past five years, Afrobeats has grown from a regional sound from West Africa into a global phenomenon.
Spotify reports that the genre has inspired over 240 million discoveries worldwide in the past year alone, proving its universal appeal.
One unforgettable moment in this rise came on November 14, 2023, when Nigerian star Rema performed at London’s O2 Arena. Riding onto the stage on a black horse prop, wearing a mask symbolizing Queen Idia of Benin, and wrapped in a flowing cape, Rema turned his concert into a work of cultural art.
It wasn’t just entertainment—it was a proud display of African history and identity, performed before a global audience.
Today’s Afrobeats artists don’t just create songs—they craft visual stories.
Cruel Santino uses cinematic videos inspired by folklore and Nollywood action films to tell the story of Nigerian youth culture.
Yemi Alade brings African spirituality and drama to life through her vibrant visuals in songs like “Deceive” and “Shekere,” featuring legend Angélique Kidjo.
Emerging voices like Kold AF use simplicity to express authenticity. Her video “Manyana” features scenes of communal hair-braiding and minimalist design that reflect her Delta roots and personal style.
As Kold AF says, “My aesthetic isn’t curated—it’s who I am, from my dark colours to my dreadlocks, which I see as my crown.”
Afrobeats is not just changing the sound of global music—it’s reshaping fashion too. African artists are now trendsetters on the world’s biggest stages.
Tems stunned the world with her viral gown at the Oscars.
Burna Boy turned heads with his Burberry look at the Met Gala.
Asake made waves at Paris Fashion Week, merging traditional Nigerian style with bold modern flair.
Artists are using fashion to express identity and pride.
For instance, Odumodublvck’s red Igbo hat (okpu agu) represents bravery and culture, while Asake’s colorful agbadas and streetwear-inspired outfits celebrate freedom and originality.
Behind the scenes, stylists and designers play a huge role in shaping this movement. Fashion stylist Swazzi says, “Music can’t exist without fashion.” He believes supporting made-in-Africa designs is essential for telling authentic African stories.
This collaboration between artists and designers has opened doors for homegrown brands—like Tokyo James creating costumes for Burna Boy’s world tour and Davido branching into fashion collections.
Afrobeats has grown far beyond its early image of glitz and glamour. Today, it stands as a powerful cultural movement, uniting music, fashion, film, and art to redefine how the world sees Africa.
Through projects like Spotify’s “Culture in Motion”, this creative revolution is being documented and celebrated, ensuring that the voices, styles, and stories of Africa continue to inspire the world.
