Global Spotlight: African Music’s Grammy Moment

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World Music – As Grammy Week unfolds in Los Angeles, African music is no longer knocking at the door of the global industry; it is firmly inside, shaping the sound and direction of contemporary pop culture.

Leading the charge is Burna Boy, who enters the 2026 Grammy Awards with nominations for Best African Music Performance for “Love” and Best Global Music Album for No Sign of Weakness. The Nigerian superstar, who previously won in the Global Music Album category for Twice as Tall, now boasts a career total of 13 Grammy nominations, underscoring his role as one of Africa’s most influential musical ambassadors.

Pamoja and a Global Celebration

That momentum will be on full display Saturday night at YouTube Music’s annual African music and culture showcase, Pamoja. Held during Grammy Week, the event has become a cornerstone celebration of Africa’s growing global imprint, emphasizing collaboration across borders and generations.

This year’s gathering will honor nominees in the Recording Academy’s Best African Music Performance category and pay tribute to Afrobeat pioneer Fela Kuti, who will receive a posthumous Lifetime Achievement Award. Organizers say the recognition highlights not only Kuti’s enduring influence but also the historical roots underpinning today’s global African sound.

A Worldwide Audience

Industry leaders say the current moment reflects years of steady growth rather than an overnight breakthrough. Digital platforms have played a decisive role. According to YouTube, more than 70% of watch time for the platform’s Top 100 African artists now comes from outside the continent.

“YouTube helped fans discover these artists early on, without borders or gatekeepers,” said Tuma Basa, YouTube’s director of music culture. “The audience found the music organically, and it kept growing.”

That reach is visible on stages worldwide. African artists are selling out arenas across Europe, North America, and Asia, while international stars increasingly perform to massive crowds on the continent itself.

A New Generation Sets the Tone

Artists such as Rema are emblematic of the next wave. His global touring footprint, including a widely cited 2024 performance in India, signaled just how far Afrobeats and its offshoots have traveled.

Streaming data tells a similar story. In 2025, Burna Boy topped Spotify’s list of most-streamed African artists. By January 2026, Wizkid surpassed 10 billion streams, becoming the first African artist to reach that milestone. Meanwhile, CKay’s breakout hit “Love Nwantiti” crossed one billion streams, placing it among the most consumed African songs ever recorded.

On Apple Music, African music streams are growing four times faster than the platform’s overall average, another signal that the genre’s appeal extends well beyond regional boundaries.

The Power of the Diaspora

Executives and artists alike credit the African diaspora as a vital force behind this expansion.

“If African music is the fuel, the diaspora is the transmission,” Basa said. “It carries the sound globally while keeping it culturally grounded.”

That exchange works both ways, with global artists increasingly engaging African audiences directly, further blurring geographic and stylistic lines.

Authenticity Over Packaging

Pamoja’s influence lies partly in its approach. The event is known for its informal, unscripted atmosphere, an intentional rejection of over-curated spectacle.

“Authenticity isn’t an aesthetic for us; it’s the foundation,” said Addy Awofisayo, YouTube’s head of music for sub-Saharan Africa. “People connect when they feel seen, not staged.”

Organizers say the gathering is designed to spark lasting collaborations, not just one-night celebrations, bringing together artists, executives, and cultural leaders with the aim of shaping long-term strategies.

Grammys and What Comes Next

Africa’s presence at the Grammy Awards continues to expand, from the relatively new Best African Music Performance category to Fela Kuti’s Lifetime Achievement honor. South African-born host Trevor Noah remains a visible symbol of that representation on one of music’s largest stages.

Still, industry leaders caution against framing the moment as a fleeting trend.

“This isn’t a beginning,” Basa said. “It’s long-overdue recognition of music that has always existed.”

Looking ahead, they predict the next chapter will be defined by diversity, Amapiano, African hip-hop, R&B, pop, and hybrid forms beyond Afrobeats, rather than a single dominant sound.

“A young artist in Johannesburg can build a fan base in New York or Tokyo,” Awofisayo said. “African culture is music, movement, visuals, and identity, all traveling together.”

For Pamoja and the artists it celebrates, the mission is clear: to affirm African music not as a novelty, but as a permanent and influential pillar of the global mainstream.

“We’re watching African music move from influence to infrastructure,” Basa said. “And that shift is already happening.”

By The Midtown Times Staff
Feb. 03, 2026

MT Editorial Staff
MT Editorial Staff
The Midtown Times delivers precise, timely, and engaging stories from the heart of New York City.

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