A music executive, Jc T Why, has dismissed claims that Afrobeats is dying, insisting that the genre is evolving into a more mature global industry that now requires stronger structures to sustain its growth.
His reaction follows recent concerns raised by entertainment promoter PaulO over the state of the music industry, including rising performance fees by artistes, fewer major concerts, limited opportunities for emerging talents and a system where only a few top acts continue to earn consistently.
While acknowledging the challenges facing the industry, Jc T Why said they should not be interpreted as signs that Afrobeats has lost its relevance.
“PaulO raised important concerns about rising artiste fees, fewer major shows, limited opportunities for emerging artistes and a system where only a handful of artistes are earning consistently. These are valid challenges, but they should not be mistaken for the death of Afrobeats,” he said.
According to him, Afrobeats has transformed African music by producing global stars, opening new international markets and creating opportunities that were previously unavailable to African artistes.
He added that the genre has also contributed to tourism and influenced global music, making it one of Africa’s biggest cultural exports.
“Afrobeats has created global stars, opened international markets, boosted tourism, influenced global music and given African artistes opportunities that were once unimaginable. A temporary slowdown in shows or changes in the business model do not erase that impact,” he said.
Rather than debating whether Afrobeats is dead, Jc T Why said stakeholders should focus on building a stronger and more sustainable music ecosystem.
He called for greater collaboration among artistes, managers, promoters, event organisers, brands and investors to ensure the industry’s continued growth.
“The real question is not whether Afrobeats is dead. The question is: How do we build a more sustainable ecosystem where artistes, promoters, managers, brands, event organisers and emerging talents can all thrive?” he asked.
He stressed the need for fairer pricing, stronger touring structures, increased investment in live performances and more platforms for upcoming artistes to showcase their talents.
“As a music executive and someone who works closely with emerging talent, I believe this is the time to build stronger structures, not declare the end of Afrobeats,” he said.
Jc T Why maintained that the conversation started by PaulO is important because it draws attention to the need for reforms that will keep the industry competitive and profitable.
“Afrobeats is not dead. We are simply at a point where the industry must evolve beyond hype and build systems that can sustain its global growth.
“The conversation PaulO has started is necessary not because Afrobeats is dying, but because we want it to remain strong, relevant and profitable for many years to come. Afrobeats is not dead. The ecosystem needs to evolve,” he added
