Afrobeats Doesn’t Need More Streams — It Needs Better Systems

Author: Kemxy

The Nigerian music industry—especially the Afrobeats scene is evolving at lightning speed. Our sound is global now, gracing international charts and festival stages. But behind the flashy numbers and viral hits lies a fragile foundation. If we don’t build better systems, we’ll keep recycling the same story: breakout stars, burnout, and broken careers.

Let’s call it what it is—the current system is broken.

Hype Over Substance: The Numbers Game

Record labels are leaning into streaming farms and engagement pods while branding it as “community building.” But what they’re really doing is inflating numbers to meet unrealistic performance expectations. Success is measured by monthly listeners, likes, and shares—not by genuine fan engagement or cultural impact. It’s short-term thinking masked as innovation, and it’s harming the ecosystem.

The Real Problem? Poor Distribution

Despite the buzz around Afrobeats, Nigeria lacks a real music distribution infrastructure. Most artists rely heavily on digital streaming platforms (DSPs) like Apple Music, Audiomack, and Spotify. These platforms cater to a narrow segment of the population—those with smartphones, data plans, and a streaming mindset.

But what about the everyday Nigerian who still loves music but isn’t part of this digital bubble?

We’re leaving out a huge chunk of the audience. And that’s a missed opportunity.

Rethinking Distribution: What If Malls Could Distribute Music?

Now here’s a thought—what’s one place that still sees consistent foot traffic across Nigeria? Malls.

From Lagos to Abuja to Port Harcourt, malls remain social hubs where people shop, eat, relax, and vibe. What if we turned these physical spaces into music discovery channels?

Imagine this:

  • Malls and large retail stores curate playlists and play them via their in-house speakers.
  • Playlists feature both emerging and mainstream Afrobeats artists.
  • Artists and labels submit songs for playlist placement.
  • Malls receive a share of revenue from song placements, follow-up streams, or downloads.
  • Sponsored placements are allowed—but only if the music connects with listeners (based on real data).

And Not Just Malls—Think Gyms Too

Gyms are another overlooked opportunity. People spend 1–2 hours working out, usually with music playing in the background.

But what if the music wasn’t just random?

What if those workout playlists became intentional distribution channels—curated, targeted, and monetized?

 

Why It Matters

This model removes the middleman algorithms and connects artists directly with everyday listeners in real-world environments. Think of it as radio, but updated for 2025.

Artists benefit by reaching new fans organically, without relying on streaming platform algorithms or paid placements. At the same time, stores, gyms, and other public spaces can monetize their sound environments, transforming background music into a purposeful tool for discovery and revenue.

Listeners gain by effortlessly encountering fresh, quality music during their daily routines, whether they’re shopping, working out, or grabbing a drink. Ultimately, the culture wins — shifting away from inflated digital metrics and returning to authentic, real-life musical experiences.

Afrobeats doesn’t need more playlists—it needs better pipelines.

Let’s stop chasing artificial metrics and start building real systems—ones that make music accessible, sustainable, and community-rooted.

Let's Work