Gen Z weighs in on the future of Nigerian music, challenges, and global dominance

The 2025 Grammy Awards reinforced the undeniable global influence of Nigerian music. With Afrobeat stars like Burna Boy, Tems, and Wizkid commanding international recognition, it is clear that Nigerian music is not just a fleeting trend but a powerful movement shaping the global soundscape.

BusinessDay’s February Gen Z poll delves into critical conversations surrounding the sustainability of this growth and the challenges that must be addressed to cement Nigeria’s place as a dominant force in the music industry.

The poll results overwhelmingly indicate that Burna Boy was perceived as the most influential Nigerian artist on the global scene in 2024, securing a staggering 58.3% of the votes. His ability to blend Afrobeat with global sounds, perform on prestigious international stages, and maintain a strong brand identity has solidified his status as a leader in the industry. Asake followed closely with 33.3%, while Davido garnered 8.3%. Notably, other major artists received no votes in this category, possibly signaling a shift in perception regarding who is driving Nigerian music forward on the world stage.

When asked about their listening preferences, Gen Z respondents provided a fascinating insight into their musical habits. An equal split was observed, with 50% stating they listen mostly to Nigerian music and 50% opting for a mix of both Nigerian and international sounds. Interestingly, no one voted for mostly international music, underscoring the strong attachment Gen Z has to homegrown talent while maintaining a balanced appreciation for global sounds.

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The impact of the Grammys on Nigerian music sparked engaging discussions. A significant 41.7% of respondents believe the Grammy effect will bring more global attention to the Nigerian music industry, while another 41.7% see it as a powerful validation of Afrobeat’s worldwide acceptance. Meanwhile, 16.7% viewed the global recognition as a financial boost for artists, reinforcing their ability to secure lucrative deals and opportunities. Interestingly, no one dismissed the Grammys as just a symbolic trophy, emphasising its significance in shaping perceptions of Nigerian music on the global stage.

When asked about the biggest obstacles preventing Nigerian artists from fully taking over the global music industry, opinions were evenly divided. About 33.3% pointed to the lack of international label support as a major limitation. Another 33.3% highlighted industrial gatekeeping and politics as significant barriers. The remaining 33.3% cited poor infrastructure as a major challenge. Surprisingly, no one viewed limited global airplay as a concern.

Collaboration emerged as a key topic in the discussion on Grammy success. When asked if Nigerian artists need to collaborate more with international stars to win Grammys, 58.3% of Gen Z respondents agreed that strategic collaborations could improve their chances. However, 25% believed Nigerian artists could stand alone without international support, while 16.7% saw partnerships as beneficial only if they were strategic and mutually beneficial.

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The impact of Grammy wins on Nigerian culture was another compelling conversation. Respondents overwhelmingly agreed that Grammy recognition helps put Nigerian culture on the world map. Some expressed that winning such prestigious awards creates global awareness of Nigerian music, while others noted that it introduces international audiences to the richness and diversity of Nigerian traditions.

One respondent stated, “Yes, this will bring more global awareness for Nigerian music.”

Another added, “Yes, internationally, people get to know more about the vast Nigerian culture.”

A third contributor emphasised, “Since it is a world record, a Grammy award will definitely put Nigerian culture in global acceptance.”

Finally, when asked about the one thing that could propel Nigerian music to even greater global dominance, respondents provided insightful perspectives. Some emphasised the power of social media and viral challenges, advocating for a stronger digital presence to captivate global audiences.

One respondent suggested, “Through social media and soundtracks for challenges,” highlighting the role of digital trends in spreading Nigerian music. Another noted, “Good music and nice picture production are important for music promotion,” stressing the need for high-quality visuals and sound.

Branding and innovation were also highlighted as essential strategies, with one Gen Z participant stating, “Investment in better infrastructure and strategic deals with major international music labels.” Others pointed out that collaborating with foreign artists could accelerate Nigeria’s global recognition, ensuring its music remains an unstoppable force.