• Friday, March 01, 2024
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BusinessDay

Spotify sees 284% surge in local music consumption in 2023

Spotify

Spotify has unveiled its annual ‘Wrapped’ music data, providing insights into each user’s personal music journey throughout the year. Additionally, the report sheds light on the music landscape at a country level, showcasing notable changes in Nigeria’s music scene for the year.

According to Spotify Wrapped, Nigerian Local music demand soared, with consumption marking an impressive 284 percent surge. This shows that 2023 has been a good year for local music acts. The year witnessed the release of albums from big names like Asake, Davido, Burna Boy, Omah Lay, Olamide, Seyi Vybez, Bnxn, Rema, Mr Eazi and ODUMODUBLVCK all of whom have large followings and strong fan bases.

It also revealed that for the third year in a row, Nigerian artists and songs make up Nigeria’s top ten most streamed artists, in true showcase of Nigeria’s pride in their own music.

“Nigeria is a hotbed of musical talent, and we’re incredibly proud to showcase the diversity and passion of Nigerian music lovers through Wrapped,” said Phiona Okumu, Spotify’s Head of Music, Sub-Saharan Africa. “This year’s Wrapped is a testament to the power of music to connect people and bring them closer to the culture and traditions of Nigeria.”

Rema, a standout figure in the genre, ascended to fame with his collaboration alongside American pop star Selena Gomez on the single “Calm Down,” making history as the first African-led single to hit a billion streams on Spotify. This achievement positioned the song as the initial Nigerian Afrobeats track to secure a spot on Spotify’s top 10 global streaming chart, also claiming the lead on the Nigerian song export chart.

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Both Rema and Asake solidified their roles as global Afrobeats ambassadors. Rema earned the distinction of the most globally exported artist, while Asake captivated audiences in Nigeria, Ghana, and Togo, garnering the title of the most streamed artist in each respective country. This international success emphasized Afrobeats’ enduring popularity as the most exported genre of the year.

Asake’s influence extended to the Top 10 most streamed tracks, with three of his hits – “Lonely At The Top,” “2:30,” and “Amapiano” making the cut. His dominance further reached the Gen Z demographic, where Asake emerged as the most streamed artist among Nigerian and Ghanaian Gen Z listeners. The track “Lonely At The Top” solidified its popularity among Nigerian Gen Zs, claiming the top spot on their age group charts.

Notably, Mohbad secured a place in the top 20 list of the most streamed artists in Nigeria, reflecting increased interest in his music following his untimely death. His track “Ask About Me” held the position of the top streamed track every day between September 13th and 25th.

Female artists experienced a notable 150 percent increase in average streams year-on-year. On the top most streamed female artists, Spotify RADAR alumnus and 1st time Grammy Nominee, Ayra Starr clinched the title of the most streamed female artist in Nigeria, Ghana, Kenya, Rwanda, Tanzania and Uganda.

Tiwa Savage, Tems and Mercy Chinwo, a gospel artist, secured a spot among the top 10 most streamed female artists in Nigeria, underscoring the enduring popularity of local female artists among Nigeria’s top music acts.

The throwback charts for 2023 were dominated by the legendary 2Pac, with his song Hit ‘Em Up – Single Version and album Greatest Hits securing the top spots. This resurgence of interest in 2Pac’s music is likely due to the 50th anniversary of hip-hop, the numerous headlines surrounding his death this year, and his enduring status as one of the most influential and successful rappers of all time.