Hip hop has exerted a profound influence on the evolution of afrobeat, which has contributed to its global prominence. Spotify, a leading global streaming platform, has confirmed the popularity of Nigerian hip hop. Olamide, Odumodublvck, Blaqbonez, Zlatan and Ice Prince are the most-streamed hip hop artists on the platform. As significant contributors to the evolution of African music, Nigerian hip hop artists have secured the second position after South Africa in Africa’s hip hop listenership landscape. Their popularity underscores the impact of Nigerian hip hop on the African music scene.
Spotify’s data revealed that Gen Z Nigerians, aged between 18 and 24 years, are the largest segment of hip hop listeners, accounting for 55% of total streams. Additionally, male listeners overwhelmingly comprise the largest demographic of hip hop enthusiasts in Nigeria, commanding a substantial 75% of recorded streams, while females account for 24%. Meanwhile, the age brackets of 0 to 17 and 30 to 34 both hold a 9% share.
Hip hop’s appeal lies in its ability to evolve and stay relevant over time, making it a form of artistic expression that resonates with listeners worldwide. The Black cultural movement Hip Hop, originating from the Bronx borough of New York City in the 70s also sees its influences in the 90s with Nigerian artists such as Modenine, Naeto C, Bouqui, Ruggedman, Gino, Eedris Abdulkareem, eLDee, Sasha P, Ikechukwu, among others, who popularised the sounds and culture of hip hop. Nigerian hip hop has since gained traction and popularity in and outside the continent, as a new crop of rappers continuously creates music that appeals to Gen Z consumers.
The streaming era has also opened up new opportunities for artists, making their music more accessible to a global audience. Streaming platforms such as Spotify have played a crucial role in enabling Gen Z to explore and embrace music from around the world, including Nigerian hip hop, because of its relatable lyrics and cultural authenticity. Nigerian listeners have contributed significantly to the elevation of the hip hop genre and the sounds that tapped influences from it.
