In its inaugural year, the African music performance category for the 66th Grammy Awards is stacked with some of the continent’s biggest stars of the moment: Asake and Olamide (for “Amapiano”), Burna Boy (“City Boys”), Davido and Musa Keys (“Unavailable”), Ayra Starr (“Rush”) and Tyla (“Water”) are leading lights from the wide landscape of Afrobeats, the catch-all term for styles ranging from Afro-fusion, amapiano, bongo flava, high life, Fuji and Afro-house, among many other musical genres.
“Music comes in moments, and I’m forever excited that now it is Africa’s time,” says Linda Ayoola, head of expansion and African music for Starr’s label, Platoon. “Afrobeats is a genre that represents the people. It’s always been here. We’re just on the next chapter. The timing of this award, paired with its first nominees, aligns with a cultural shift towards embracing new and diverse voices in the music industry.”
In partnership with Mavin Records, the Nigeria-based company (founded by Don Jazzy) that has launched the global careers of local stars like Starr, Tiwa Savage, Rema and others, Platoon has become one of the many boutique labels that have invested in young and rising artists representing the combination of sounds coming from West Africa, especially Nigeria and Ghana. Afrobeats, now combined with Western styles ranging from pop to hip-hop, got a big look on Beyoncé’s 2019 soundtrack for “The Lion King,” and the genre has continued to grow in popularity, creativity and influence.
In previous years, influential African acts including pioneers Burna Boy, Wizkid and Tems have each garnered Grammy nominations in the global music field (which spans everything from K-pop to bossa nova) but their impact on Western music demanded a reassessment – especially considering its growing real estate in the music market.
The amapiano genre “has done so much for South Africa, to the point where the vibe of the country has changed,” says Tyla, whose Top 10-charting “Water” combines South African house music and sultry pop. “There’s more events, and new music scenes are popping up everywhere because it’s the first South African-born genre that has crossed borders. It’s given us jobs; it’s given us the opportunity to travel. In my case, it’s already given me more than I could’ve imagined.”
Tyla, who signed her first major deal with Epic Records just last year, and Starr are the only women nominated in the category — and both are just 21 years old. Starr, whose voice is distinctly deep with a range just as silky as it is powerful, is nominated for “Rush,” a single off her debut studio album “19 & Dangerous.”
“It’s very exciting to be sharing this moment with my peers,” says Tyla, remembering an emotional phone call she gave Starr when the nominations were first announced. “Whenever African artists are winning, we are all winning.”
Adds Starr, “The addition of the category means there is a growing global appreciation for the richness and influence of African music. [There is] immense talent emerging from the continent and this is an acknowledgment of the history of Afrobeat.”
Starr and Tyla are both breakout stars (although the latter has only released singles to date), while nominees Asake, Davido and Burna Boy are veterans of the movement. All three men have individually sold out London’s O2 Arena and broke numerous records performing in stadiums across the United States. Meanwhile, U.S.-based labels have signed new African talent like Rema (signed to Mavin Records, with a distribution deal from Virgin Records), who shared one of the biggest hits of the year, “Calm Down,” with Selena Gomez, and launched label subsidiaries in Africa.
“People are listening, they’re paying attention, and they appreciate the music,” says Tyla. “I’m just so happy to be one of the artists to show them what we’ve been rocking with back in Africa.”
