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Youth-Powered Music Movements: Tracking Afrobeats & Amapiano
Film & TV: Homegrown African Entertainment Powers Up
Africa’s New Creative Vanguard: XR, Art, Photography & Fashion
Africa’s Content Creators: TikTok & Instagram Influencers Defining Internet Culture
African music has become a globally influential export in the past five years, as the sounds of the continent’s subcultures reach eager American and European ears. Two key genres – West Africa’s afrobeats (combining funk, pop, reggae and R&B) and South Africa’s amapiano (laid-back, jazz-infused house) – are hitting major streaming numbers, creating bankable crossover stars (including a strong contingent of women) and fuelling club culture.
African music has become a globally influential export in the past five years, as the sounds of the continent’s subcultures reach eager American and European ears. Two key genres – West Africa’s afrobeats (combining funk, pop, reggae and R&B) and South Africa’s amapiano (laid-back, jazz-infused house) – are hitting major streaming numbers, creating bankable crossover stars (including a strong contingent of women) and fuelling club culture.
Summary
Youth-Powered Music Movements: Tracking Afrobeats & Amapiano | African music has become a globally influential export in the past five years, as the sounds of the continent’s subcultures reach eager American and European ears. Two key genres – West Africa’s afrobeats (combining funk, pop, reggae and R&B) and South Africa’s amapiano (laid-back, jazz-infused house) – are hitting major streaming numbers, creating bankable crossover stars (including a strong contingent of women) and fuelling club culture. |
Film & TV: Homegrown African Entertainment Powers Up | Powered by thriving local creative industries, Africa’s entertainment sector is establishing its influence and financial might (see Key Stats). As Netflix strengthens its African presence, homegrown film and TV productions – from South African streaming platform Showmax’s original content to Nigeria’s film industry and Africa-made animation series – are holding their own and unlocking new opportunities for global partnerships. |
Africa’s New Creative Vanguard: XR, Art, Photography & Fashion | Global attention is also being paid to Africa’s rich contemporary arts scene, powered by a new vanguard building artistic and commercial impact, from explorations in extended reality (XR) to Lagos’s prospering art fair and a flourishing crop of photographers working with global fashion brands. |
Africa’s Content Creators: TikTok & Instagram Influencers Defining Internet Culture | Social media usage in Africa is rising, reaching 384 million people in 2022. While Facebook remains the most popular platform, TikTok and Instagram are growing, spurring a crop of increasingly influential comedy-, style- and beauty-based content creators redefining African youth culture (including attitudes towards womanhood and masculinity) and taking their values global. |
African Pop Culture Goes Global: Trends & Opportunities
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
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