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The Growth and Impact of Naija Music on the Global Stage
Over the last decade, music from Nigeria, commonly known as Naija music, has experienced explosive growth overseas. Crossing genres like afrobeats, pop, R&B, and rap, this new wave of Nigerian artists is achieving mainstream commercial success worldwide and putting African sound on the map.
Pioneers like Wizkid, Davido, and Burna Boy laid the early foundations in the 2010s with infectious hits blending local pop styles with Western influences. Their catchy melodies, versatility switching languages, and vibrant videos captivated listeners globally. By the mid-2010s, the emerging "Afrobeats" label helped garner international recognition.
The pandemic era saw Naija exports truly break out. With travel halted, virtual livestreams and online discovery expanded audiences exponentially. Wizkid's Made in Lagos featured global stars like Tems, H.E.R., and Justin Bieber, earning a Grammy nomination. His Essence remix collaboration with Bieber became a global phenomenon. Meanwhile, Burna Boy won Best Global Music Album at the Grammys, a first for an African act.
Contemporary hitmakers like CKay, Rema, Omah Lay, and Oxlade have followed by continuously blending sounds that appeal across regions. Their transnational collaborations with international stars like Justin Bieber, Chris Brown, and Ed Sheeran further increased global exposure for contemporary Nigerian acts and sounds.
Coming from such a young population, streaming platforms and social media provide a ready platform to connect music with youth worldwide. Contemporary Naija songs seamlessly merge musical traditions with trendy online aesthetics like dance videos and reels. Musicians facilitate direct global engagement, often conducting themselves bilingually to serve international fans.
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