Originally published in Mic on July 13th, 2022.
The narrative of Afrobeats has often been at the mercy of its most preeminent target audience: the perceived holy grail of crossing over to the United States mainstream music market, its corresponding consumers, and labels who can offer global infrastructure support. It’s an extractive dynamic between a global power that seeks to be the fulcrum of pop culture, and international artists who feel that their best chance at success lies in seeking Western approval. In service of this pipeline to the American music industry’s colonial plantation model, many stories have gotten smudged, erased, or reduced to urban legend.
In Netflix’s new acquisition, Afrobeats: the Backstory — directed by filmmaker, manager, and lawyer Ayo Shonaiya — the legacy of the booming music industry on the African continent gets a lengthy and industrious reframing through the lens of its pioneers and change agents, who contextualize the recent explosion of Afrobeats as less of a phenomenon and marketing push and more of a decades-long labor of love. The series curates an extensive archive of legends past and present, as well as the harbingers of Afrobeats’ evolution to chart out the intercontinental journey of West African popular music from the turn of the century to present-day. This provides time to clarify commonly held misconceptions and introduce nuanced sonic relationships that have been established, both consciously and subconsciously, throughout the diaspora as West Africa has risen to the forefront of the global market.
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