Is Afrobeats Pushing Creative Boundaries In 2025?

Cruel Santino has been active on X lately, and his recent tweets have drawn some attention. The Alté frontman’s resurgent social media activity seems to be partly triggered by the brutal criticism of the Alté movement by Nigerian journalist Joey Akan.  

In one of his latest tweets, Santino raises concerns about the creative progression of Nigerian music (read: Afrobeats) since its meteoric rise to international acclaim and the accompanying influx of Western investment.

While some may have been quick to dismiss Santino’s comments, a closer look reveals a perspective that should be considered. His concerns about the genre’s lack of creative progression and its connection to commercial success deserve attention.

Afrobeats has taken the world by storm, with chart-topping hits and collaborations with internationally acclaimed superstars. The genre’s popularity can be attributed to the large Nigerian diaspora, a seemingly insatiable demand for Nigerian music, and the diversification of the global music landscape. 

However, beneath Afrobeats’ widespread international acclaim lies a concern about its creative progression and evolution. There is a severe lack of innovation, which threatens to stifle the genre’s international acclaim.

The prolonged reliance on Amapiano is an indicator that most artists would rather adopt what is working than create something new. While Amapiano added a fresh dimension to Afrobeats, the sound eventually became stale, with many artists repeating the same formulas to score hit songs. What’s even more alarming is that many artists failed to recognise the audience’s growing fatigue with Amapiano’s familiar sound and their craving for something new.

The rise of emerging artists adopting the styles of established acts like Rema, Victony, and Omah Lay is another worrying trend. There is an unfortunate abundance of clones and copycats, especially among new artists. This suggests that many emerging artists are prioritising commercial success over authenticity and originality. While the music is commercially viable, it lacks the creative spark needed to push Afrobeats forward. 

Fortunately, there are exceptions. Rema’s 2024 album HEIS is a bold example of Afrobeats’ creative potential, combining Afropop with hyperpop and rock. Ayra Starr’s sophomore album also incorporates a range of sounds, including reggae, pop, R&B, folk, and ballads. These artists are driving the genre forward, but they remain in the minority.

A significant number of artists continue to rely on familiar styles and formulas, which threatens the long-term sustainability of Afrobeats. If the genre does not continue to evolve, the West will eventually move on to the next big thing. 

READ MORE: Burna Boy: Why Stage Crashing Needs To Stop In The Afrobeats Ecosystem

So, how can Afrobeats progress creatively? The key lies in experimentation. Artists must be willing to take risks and explore new sounds. The genre has proven to be malleable, and incorporating elements from other styles is a way forward. Fans must also be open to experimentation from their favourite artists. This means embracing new sounds and styles even if they don’t resonate immediately. A prime example is the initial reception of HEIS.

The album was met with scepticism and harsh criticism on X upon its release. However, as time passed, its innovative nature and Rema’s bold artistic vision won people over. This highlights the importance of giving artists the freedom to experiment rather than judging their work solely based on previous releases or first impressions.

Revisiting traditional music styles and exploring Nigeria’s rich cultural heritage can also contribute to Afrobeats’ growth. While there has been a notable increase in artists exploring their indigenous influences, there’s a range of unconventional and traditional Nigerian instruments, sounds and styles yet to be explored and a wealth of sonic inspiration waiting to be tapped. By diving deeper into this cultural treasure trove, artists can not only uncover new sounds but also showcase the incredible diversity and creativity of Nigerian music.

We must also explore the rich musical heritage of Africa. The success of Amapiano, a genre from South Africa, demonstrates the potential for cross-cultural exchange and innovation. Yet, we’ve barely scratched the surface of the musical wealth that exists from Central to Northern Africa. By exploring these untapped sounds, we can also add depth and complexity to our music and also mine the musical gold we have at our disposal.

For Afrobeats to maintain its global success, prioritising experimentation and innovation is crucial. The future of the genre depends on its ability to keep evolving, and it is up to artists and producers to drive this creative progression. The future of Afrobeats isn’t just in its commercial success—it’s in its ability to remain fresh, bold and daring.