Spotify’s “Afrobeats: Culture in Motion” Celebrates the Genre’s Global Surge
Spotify has unveiled “Afrobeats: Culture in Motion”, a dynamic project launched on September 22, 2025, that celebrates the meteoric rise of Afrobeats as a global cultural force. Anchored by a new documentary and an immersive microsite on Spotify’s newsroom, the initiative documents the genre’s evolution over the past five years, spotlighting the artists, producers, and fans propelling its worldwide momentum. Through exclusive interviews, cultural context, and fresh Spotify listening data, the project paints a vivid picture of Afrobeats’ transformation from a West African sound to a global phenomenon, generating over 240 million discoveries on Spotify in the past year alone.
The data underscores Afrobeats’ remarkable growth. The genre is becoming more introspective, with emotionally charged vocals now accounting for 38% of global streams, reflecting a shift toward deeper, more resonant storytelling. Its global reach is accelerating, particularly in Latin America, where listenership has surged by over 180% year-over-year, with Brazil alone witnessing a staggering 500% increase in streams since 2020. This cross-cultural appeal is fueled by shared musical histories, as African rhythms underpin Latin genres like salsa and reggaeton, fostering collaborations like Ayra Starr’s “Woman Commando” with Brazilian artists, which has topped playlists like “Afro Ritmo” with over 3.1 million streams.
Female artists are at the forefront of this global takeover. Nigerian star Tems made history as the first African female artist to surpass one billion Spotify streams for a single track, while Ayra Starr’s streams in Nigeria have skyrocketed by over 3,000% since 2020, cementing their roles as trailblazers.
In Nigeria, the genre’s birthplace, listeners have streamed over 180 million hours of Afrobeats in 2025, with Lagos, Abuja, and Port Harcourt leading as top streaming cities. Gen Z listeners are defining the genre’s vibe, gravitating toward moods like “whiny”, “island vibes”, and “playful,” as seen in playlists like “Hot Hits Naija”, “Gbedu”, and “Street Energy”, which capture the raw pulse of Nigerian youth culture. Hot Hits Naija alone has amassed over 20 million global plays.
Local innovation is thriving with the rise of sub-genres like “Afro-Adura”, which has exploded with over 4,000% growth in streams, and fan-made Afrobeats playlists, which have grown nearly 3,000% worldwide in the past decade. Playlists like ‘Afro Adura’ have seen a 51% jump in average monthly plays, showcasing the genre’s depth and diversity. Beyond Nigeria, Afrobeats is making waves in Asia, with Indonesia seeing a 4,530% surge in streams from 2020 to 2025, followed by India (1,650%), the Philippines (1,492%), and Thailand (1,370%).
For the average music listener, “Afrobeats: Culture in Motion” offers an accessible entry point into the genre’s vibrant world. The documentary highlights next-generation artists like Rema, whose track “Calm Down” with Selena Gomez joined Spotify’s Billions Club, and Tyla, whose “Push 2 Start” remix with Sean Paul topped charts in 2025. The microsite breaks down Afrobeats’ cultural impact through five pillars—music, fashion, dance, visual art, and fan communities—making it easy to grasp how the genre influences global trends. For instance, Afrobeats’ visual language, from colorful music videos to TikTok dance challenges, has driven its popularity, with songs like CKay’s “Love Nwantiti” inspiring over 10 million weekly TikTok videos at its peak.
For those new to Afrobeats, Spotify’s project is a gateway to understanding its cultural and emotional depth. Whether you’re drawn to the playful energy of “Gbedu”, the street-driven beats of “Street Energy”, or the soulful Afro-Adura sound, “Afrobeats: Culture in Motion” invites you to explore a genre that’s not just music but a global movement shaping culture one beat at a time.
