Spotify, the global online streaming platform, has revealed that Nigerian hip-hop is taking the music world by storm, with artists like Olamide, Odumodublvck, Blaqbonez, Zlatan, and Ice Prince emerging as the most streamed within the genre on its platform.
This announcement came from Spotify’s Artiste and Label Partnerships Manager for West Africa, Victor Okpala, who highlighted the global prominence of hip-hop and its profound influence on the evolution of afrobeats, especially in Nigeria.
Nigeria, often referred to as the epicenter of afrobeats, has now secured a significant position in the hip-hop listenership landscape, ranking second only to South Africa. This recognition underscores the genre’s popularity within Nigeria and its far-reaching impact on the African music scene.
Victor Okpala emphasized, “The spotlight falls on Olamide, Odumodublvck, Blaqbonez, Zlatan, and Ice Prince as the most streamed within the realm of Nigerian Hip hop. Nigeria’s patriotism in music is evident as most streamed Hip hop artistes are Nigerians.”
In contrast to regions like Kenya and South Africa, where international sensation Drake leads the charts, Nigeria’s hip-hop scene is predominantly driven by homegrown talent. This revelation highlights the strong connection between Nigerian listeners and their local hip-hop artists.
Hip-hop, known for its global popularity, continues to influence newer music genres and movements in Nigeria and around the world. Its ability to evolve and remain relevant testifies to its power as a form of artistic expression that resonates with listeners of all backgrounds.
Spotify’s data reveals that Nigerian Gen Z individuals, aged between 18 and 24, constitute a significant 55% of the total streams within the hip-hop genre. Following closely are listeners aged 25 to 29, contributing 19% of the streams. Age brackets of 0 to 17 and 30 to 34 both hold a respectable nine percent share.
From a gender perspective, Nigerian hip-hop predominantly resonates with males, commanding a substantial 75% of the recorded streams, while females account for 24%.
The roots of Nigerian hip-hop trace back to the 1990s when artists like Modenine, Naeto C, Bouqui, Ruggedman, Gino, Eedris Abdulkareem, eLDee, Sasha P, and Ikechukwu pioneered the sounds and culture of the genre. Their influence continues to reverberate through Nigerian tracks, gaining substantial traction within the continent.
Victor Okpala observed, “It is interesting to see how Nigerian listeners who are hip-hop enthusiasts are contributing to the elevation of the hip-hop genre and the sounds that tapped influences from it. The Gen Z demographic is playing a significant role in this trend.”
In the streaming era, hip-hop remains a dominant force, with a new generation of rappers creating music that resonates with Gen Z consumers. Streaming platforms like Spotify have made it easier for Gen Z to explore and embrace music from around the world, with Nigerian hip-hop standing out due to its energetic, relatable lyrics, and cultural authenticity.
Nigerian hip-hop is not just a musical genre; it’s a cultural phenomenon that continues to shape the country’s music landscape and captivate audiences both locally and globally. With the rising influence of Gen Z and the accessibility of streaming platforms, the future of Nigerian hip-hop appears brighter than ever.
