African Folder

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  • Here Are 3 Proven Strategies Afrobeats Music Executives Should Try In 2025

    Here Are 3 Proven Strategies Afrobeats Music Executives Should Try In 2025

    The Afrobeats ecosystem has never been as stiff and competitive as it is today. The pressure to break new artists, build the fanbase of emerging talent, maintain the trajectory of established artists, and consistently generate revenue from catalogues remains the reality for the creative and daring souls working behind the scenes in our multi-billion-dollar industry. Now more than ever, an artist’s or label’s success is not measured solely by the sonic prowess displayed in their records but by the hit songs they produce. Often, this success is gauged by likely inflated streaming numbers, politically and fundamentally flawed awards, and highly exaggerated ticket sales in a bid to join the “sold-out” gang.

    Yet, at the centre of this are artists who do not resist the urge to hastily denounce Afrobeats at any given opportunity on the global stage, as well as ongoing conflicts between artists, labels, music executives, artist beefs, and fan wars. While it is true that the good, the bad, and the ugly have all contributed positively—at least from the perspective of Afrobeats PR, growth, and global dominance—it has not been without challenges.

    As we continue to push for global dominance in 2025, here are a few strategies Afrobeats music executives should try:

    1. Creative Samples

    Before Tems’ Love Me Jeje won the Best African Music Performance category at the 67th Grammy Awards in Los Angeles, Afrobeats artists had been sampling records. While most of these attempts fail to achieve success, quite a few have thrived. Burna Boy—without downplaying his creativity—has been the king of samples, having drawn inspiration from African legends like Fela Kuti and The Afrika 70 on Ye, as well as non-African artists like Toni Braxton on Last Last and Jeremih on City Boys, among others. Other artists like Darkoo, Wizkid, and Davido have also sampled legendary African musicians in their songs.

    READ MORE: 15 African Artists To Watch Out For In 2025

    Nostalgia will always remain a marketing currency in pop culture. This is why remixes, prefixes, and covers continue to excel in today’s world. It also explains why a sample snippet from Rema is currently the most anticipated song of 2025, with over 8.4 million views on Instagram—surpassing his 3.5 million average on other reels—and over 86,000 user-generated reels from the snippet. One of the 32,000 comments on the Is It a Crime? snippet, originally performed by Sade in 1985, from @purple_pastry reads, “It is actually a crime that you have not still dropped this jam!!!!! Ah ah, what is it??! Must we beg you like this?” This not only validates the commercial viability of creative samples in 2025 but also highlights the cultural impact of sampling classic Afrobeats records.

    While sampling foreign records is essential for growth—especially for artists looking to break into new categories—sampling classic Afrobeats records not only provides a ready-made hit song but also introduces a growing fanbase to the roots of the genre the world can’t seem to get enough of.

    2. Joint Projects and Tours

    We know the power of collaboration. It’s like crossbreeding two genetically different animals to create a unique and new breed. This strategy has fuelled the success of many stars today. Whether it involves artists of different levels or those on the same level, the result in most cases is the same—success. But what if we go beyond collaborating on just a song? What if we extend it to full projects and tours?

    Last year, Ruger and BNXN, under Empire, delivered one of the best joint projects in recent years with RnB. Beyond its commercial success, its sonic dexterity is something we’ll always be proud of. These are evergreen records that could easily be sampled and/or interpolated in years to come due to their musical depth.

    3. Popularizing Traditional/Folk Music

    Artists can either sample traditional music—such as Fuji, Highlife, Juju, and more—or create pop versions of these genres. The most financially buoyant fans in the industry today are in their early 30s to late 50s. These are the people who can afford to purchase tables, VVIP tickets, and other premium experiences. They are the ones funding the industry in every sense. Many of them were raised on folk music, and as we know, while we often vibe to popular music in our 20s, we tend to switch back to traditional music in our 30s.

    What if there was a bridge—a blend of both eras? We’ve seen this with Shallipopi’s Obapluto and even his recent snippet Laho, which is already gaining traction on social media as a fusion of Afrobeats and traditional music. Recently, Brain Jotter’s social media content revived Mike Ejeagha’s Ka Esi Le Onye Isi Oche, which currently has over 1.2 million streams on Spotify. Additionally, FirstKlaz is off to a great start in his career by collaborating with the Arewa music band Iliya Entertainment Music—further proving that folk music has room to thrive in 2025, especially if it can be popularised.

  • 15 African Artists To Watch Out For In 2025

    15 African Artists To Watch Out For In 2025

    Last year, the African music scene witnessed several rookies take a leap forward and ascend to stardom. We saw the rapid rise of Ayo Maff, Qing Madi, and Uncle Waffles, who collectively delivered memorable projects and hit singles that resonated across the continent.

    While 2024 did not produce an obvious breakout artist across all the top genres—such as Afrobeats, alté, highlife, amapiano, fuji, and more—several rising artists had a strong year, positioning themselves for a prosperous 2025.

    As we step into 2025, African Folder is showcasing 15 of the brightest African artists we believe have the potential to shine even brighter this year. Here are the African artists we’re rooting for in 2025.

    1.  Llona (Nigeria)

    2024 was the year of Llona. The Kano State native, armed with confidence in his craft, took a bold leap of faith by releasing his debut album, Homeless, while still a relative newcomer. Five months later, Llona is no longer a rookie. He has become one of the brightest gems in Nigerian music. Homeless was a resounding success, enjoying permanent residency on the Nigerian charts across all platforms. It catapulted Llona from a niche favourite to a mainstream sensation and expanded his fanbase exponentially.

    In 2025, Llona’s stock is expected to continue rising as he aims to blossom into a household name.

    2. ZerryDL (Nigeria)

    One of the biggest beneficiaries of Shallipopi’s meteoric rise in 2023 was his brother, ZerryDL. Riding the wave of Shalli’s success, ZerryDL scored his breakout hit with Puff Puff Pass. However, in 2024, ZerryDL proved two critical points: first, that he isn’t a one-hit wonder, and second, that he possesses the talent and artistry to establish himself as a hitmaker in his own right—independent of his brother.

    Despite starting the year with the poorly received Wara Wara Szn, ZerryDL bounced back emphatically in the final quarter of the year, scoring two major hit records—Back to Back and the Hausapiano remix—while lending swaggering verses to Bayanni and Ayo Maff. With his debut album in the works, Zerry is poised to leave his mark on Nigerian music in 2025.

    READ MORE: AratheJay: The Highlife Spiritual Artist

    3. FirstKlaz (Nigeria)

    As music consumers craved something different from the Amapiano fusion that dominated the better part of the last five years, FirstKlaz emerged as a refreshing force, offering a distinctly unique sound. His innovative blend of Afropop with Fuji—coined as Gen Z Fuji and Gen Z Faaji—and Arewa Pop, also known as Gen Z Arewa, injected much-needed vibrancy into the music scene.

    Aiming to leave his mark on the Nigerian music industry, FirstKlaz is brimming with potential, especially following the success of his nationwide tour.

    4. Arathejay (Ghana)

    Arathejay is the latest Ghanaian talent making waves in Nigeria and across Africa. The multifaceted artist first found success in 2021 when his song Sankofa disrupted Ghanaian airwaves and charts, even earning the attention of King Promise, one of Ghana’s biggest stars. Since then, the artist—who describes his sound as spiritual—has come into his own, delivering music imbued with profound emotional depth.

    Now, after releasing the Black Sherif-assisted Jesus Christ 2, Arathejay is determined to leave his mark on the world.

    5. Tar1q (Nigeria)

    Since its inception, Chocolate City has consistently introduced and nurtured emerging talents, with Tar1q leading the charge as a standout among the latest additions to the label’s roster. While his penchant for love and sex is reminiscent of his label mates Blaqbonez and Young Jonn, Tar1q masterfully engineers diverse sounds and topics, presenting them in ways that feel both refreshing and different. With three critically acclaimed EPs to his name, it’s evident that his incubation period has run its course. Now, it’s time for the Son of the Moon to become a superstar.

    6. Winny (Nigeria)

    Winny enjoyed a cool Detty December moment as Grammy award-winning superstar Wizkid showed off his newly acquired MClaren 750s with her song playing in the background. The song is the sultry reggae fusion Suh Good featuring Projexx off her 2024 album Commercial Break. A project described by Rolling Stone as a must-listen. With the awareness of the fact that Big Wiz is a fan of Winny’s music, one would hope the seminal superstar would not mind lending a career-propelling verse to the talented upstart. Regardless, Winny’s career trajectory is steadily climbing in the right direction; there will be no surprises if it all comes to a head in 2025. 

    7. Yarden (Nigeria)

    While Yarden has enjoyed a well-deserved moment with the success of his viral single Wetin, he remains an artist worth keeping in the spotlight. The Port Harcourt native has yet to solidify his status as a bona fide star, despite his expansive talents. His debut project, The One Who Descends, left a mark on the music industry, while his vibrant performance on Ole—alongside DMW signee Logos Olori and Crayon—further underscores his exceptional talent and undeniable star quality.

    After a relatively quiet 2024, Yarden is expected to shine brightly in 2025.

    8. Taves (Nigeria)

    For Taves, the question has never been if but when. His incredible talent is obvious to all, which is why it was no surprise when it was announced that he had signed with Atlantic Records UK early in the year. His debut EP, Are You Listening, houses memorable songs that enforce the fact that Taves is one for the present and the future.

    9. Muyeez (Nigeria)

    Street Pop’s teenage sensation, Muyeez, had a whirlwind year in 2024. He signed to a label, delivered a smash hit in the first quarter, released three EPs in rapid succession with chart-topping singles, and ultimately parted ways with the label. With the raw talent and unshakeable confidence of Seyi Vibez’s young protégé, it’s safe to say the journey is only just beginning—and it’s bound to get even wilder.

    10. TML Vibez (Nigeria)

    The streets remain a hotbed for emerging Nigerian talents, and TML Vibez is at the forefront of a new generation advancing street pop through a vibrant fusion of sounds. His debut year in the mainstream was filled with EPs, features, and electrifying live performances, as the 24-year-old wasted no time acclimating to the atmosphere of the Nigerian music industry.

    With his feet firmly planted, the Vibez Inc. frontman is expected to deliver an album that cements his place in street folklore and propels him to superstardom.

    READ MORE: Why Victony Is The MVP Of 2024

    11. Kold AF (Nigeria)

    Among the vanguard of female Afropop singers, Kold AF shines as a trailblazer, infusing the genre with fresh energy and innovation. Her boundless range, remarkable versatility, and commanding vocals, paired with a sharp lyrical prowess, have positioned her as a disruptive force in the industry. With a touch of feminine angst woven into her artistry, Kold AF is redefining the narrative and making her mark as a standout talent. Her versatility, anchored by her powerful voice, will have her taking over stages around the world. 

    12. Serøtonin

    Serøtonin began to make waves in 2024 with his viral single May 10th, a fresh, groovy, playful Afrobeats record that is distinctly different. The record has racked up over 4 million streams on Spotify alone and earned the attention of Muyiwa Awoniyi, who manages Tems and Omah Lay. With proper backing, it is expected that his output will be significantly better in 2025 as he looks to leave his imprint on the Nigerian music scene. He sounds like he has a lot to offer.

    13. Muthaka (Kenya)

    The Kenyan singer-songwriter, Muthaka, has made a name for herself in the last four years with her luxury brand of R&B. She is a sucker for romance, and she wields her enchanting voice to captivate her listeners. The Afrimma award-winning superstar is one to keep an eye on as she continues to grow into one of the continent’s finest musicians.

    14. Usimamane (South Africa)

    South Africa remains a hotbed for some of Africa’s finest rap talents, and Usimamane is the newest star on the rise. At just 21 years old, this young upstart is quickly becoming a household name, racking up impressive streaming numbers across multiple DSPs. His penchant for a bouncy and youthful brand of American trap music, delivered in Zulu, is reminiscent of South African rap titan Nasty C in some ways.

    Usimamane’s 2024 album, 20th: Days Before Maud, is a must-listen.

    15. J Kree (Cameroon)

    J Kree is the latest Cameroonian talent making waves across Africa. The versatile artist first gained recognition in 2021 when his debut track, Salivating, struck a chord with fans and marked the beginning of his journey as one of Cameroon’s brightest stars. Since then, the artist—who effortlessly blends New Wave, Alte, and Afro Fusion—has continued to carve out his own lane in the African music scene.

    J Kree’s viral cover of Libianca’s People amassed over 700,000 streams, including 250,000 on Spotify, cementing his ability to connect with audiences on a deeper level. Now, his 2024 single Believe is inspiring a new wave of creativity.

  • Burna Boy: Why Stage Crashing Needs To Stop In The Afrobeats Ecosystem

    Burna Boy: Why Stage Crashing Needs To Stop In The Afrobeats Ecosystem

    Burna Boy is atop the trend table again after a dramatic end to his performance at the Greater Lagos Countdown Fiesta 2025. A fan crashed the stage, and Burna Boy, visibly shaken and upset, reacted by cutting his set short. While the incident has sparked outrage online with fans criticising his handling of the situation, it is important to note that this is not the first time something like this has happened. It is becoming an unfortunate recurrence.

    Burna Boy faced widespread criticism on social media following his January 3, 2023, concert. Fans expressed frustration over his late arrival and condescending attitude towards the audience. The evening took a further dramatic turn when he stomped on a fan who attempted to crash the stage.

    Burna Boy has consistently expressed his disdain for fans crashing the stage during performances and has previously reacted strongly to such incidents. Nevertheless, despite his clear warnings and past reactions, some fans continue to disregard his boundaries.

    Social media reactions have been divided. Many are criticising Burna for his ‘unprofessionalism.’ Others, this writer included, believe this situation showcases a bigger problem. Fans need to respect artists’ boundaries. Jumping on stage might seem like an innocent act of excitement, but it’s disruptive, dangerous, and disrespectful.

    But why do fans continue to crash the stage despite repeated warnings from artists? For some, it’s simply excitement and euphoria as well as a desire for connection with the artist through selfies or even performing with the artist. Some others are driven by their quest for social media clout and fame. Regardless of the motivation, crashing the stage can have serious consequences, putting the artist, backup performers, stage personnel, and even the stage invader at risk.

    Performing on stage is an intense process. Artists pour their energy into delivering a great experience for their audience. When someone crashes the stage, it disrupts the performance, throwing the artist off rhythm and concentration. Stage invasions are not just distractions; they pose a safety threat to everyone present, particularly the performers. Such incidents can escalate rapidly, resulting in severe injuries or, as seen in tragic cases, fatalities.

    READ MORE: Fireboy DML Celebrates Life In Vibrant ‘Iseoluwa’ Video

    Dimebag Darrell Abbott, lead guitarist and founder of the heavy metal band Pantera, lost his life on December 8, 2004. While performing with his band, a fan stormed the stage and shot Abbott multiple times. Abbott was pronounced dead at the scene.

    Comedian Dave Chappelle was attacked onstage by an armed man as he performed at the Hollywood Bowl arena. The man was armed with a weapon, later determined to be a replica handgun that contained a knife blade. Luckily, Chappelle was unharmed.

    Ava Max was assaulted on stage during her Los Angeles concert in 2023. A fan video shows an unidentified man slapping the pop star across the face while being heckled down by her security.

    This piece isn’t about justifying Burna Boy’s actions; it’s about addressing the root cause of the issue. Fans need to understand that concerts are shared spaces. Enjoy the music, have fun, be excited, but stay where you’re supposed to. It’s as simple as that. 

    Concert organisers are also responsible for ensuring the safety of fans and the security of artists. To prevent stage crashing, organisers must enforce and communicate the consequences of such actions to fans before the event. This can include warnings on tickets, social media announcements, and on-site signage. Effective stage barriers and crowd monitoring and control, as well as law enforcement agencies, will help prevent such incidents.

    READ MORE: Whiskey Documentary: Why We Need More Artists Like Burna Boy In Africa

    Affordable meet-and-greets should also be organised to allow fans to connect with their favourite artists and prevent ridiculous attempts to do so by invading the stage.

    If we want artists to keep delivering incredible performances, we must be responsible as fans and respect their boundaries. The stage is for the artist, and invading it crosses a line.