Streaming platforms and social media are revolutionizing the African music industry, propelling artists like Rema, Burna Boy, and CKay to global fame. The text highlights the impact of Jerusalema's global dance challenge and the rise of Afrobeats and Amampiano, showcasing the economic and cultural opportunities created for African musicians.
From captivating rhythms to technological innovations, streaming platforms are revolutionizing the African music industry. From Jerusalema, which united the world amid a pandemic, to the global successes of Rema, Burna Boy and CKay, African music is conquering the world stage.
Thanks to digital platforms, and the growing acclaim of the two most trending genres of Afrobeats and Amampiano, African artists are reinventing themselves, opening economic and cultural horizons, despite persistent challenges. From the youth of Luanda, the capital of Angola, to the mountains of Montego Bay, Jamaica, people of all backgrounds joined a global social media dance challenge - to the sound of Jerusalema. The rhythm was captivating, the melody simple; and that simplicity and drive of the hit seemed made for a time of anxiety and uncertainty -amid COVID- when, despite or perhaps because of restrictions on movement and limitations on physical contact, people needed to connect; to feel together. The song lent itself well to this collective entertainment movement - a sort of conga line dance, where dancers follow each other in a circle in a childlike atmosphere,' remarked Laurent Lalanne, once a Kizomba instructor in France in an interview with Africa Renewal.With its billions of users, TikTok played a crucial role in amplifying the hit through dance challenges. Since then, the platform has become a springboard for young African artists such as the upcoming Tyla, as well as the more established like Burna Boy, Wizkid, and Tems. They are using digital technologies to reach global audiences. Digital platforms strengthen the ability of young African artists to self-produce, conquer a global audience and create economic and employment opportunities on the continent. Now, the continent's urban music, with rhythms like Amampiano and Afrobeats, are spreading around the worl
African Music Afrobeats Amampiano Streaming Platforms Social Media
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