Spotify has launched Afrobeats: Culture in Motion, a Spotify documentary that documents five years of Afrobeats’ evolution and the cultural forces shaping its future. The project arrives at a pivotal moment: in the past 12 months alone, Afrobeats has generated over 240 million discoveries on Spotify worldwide, cementing its position as one of the most influential genres of the decade.
At the heart of the rollout is Culture in Motion, a brand-new documentary spotlighting the next wave of artists and the creative energy driving Afrobeats on the ground. Among the featured names is Ghana’s Lasmid, one of the exciting voices shaping the genre’s next chapter.
Spotify has also introduced an immersive microsite, hosted on its newsroom For the Record, which unpacks Afrobeats across five pillars—sound, expansion, women, visual identity, and community. The platform features exclusive interviews, expert commentary, and never-before-seen Spotify data.
Key Insights From the Microsite
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Sound evolution: Introspective, emotionally charged vocals now account for 38% of Afrobeats streams worldwide.
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Latin expansion: Afrobeats listenership in Latin America has surged 180% year over year, with Brazil recording a remarkable 500% growth since 2020.
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Women of Afrobeats: Tems became the first African female artist to surpass 1 billion streams for a single track, while Ayra Starr’s streams in Nigeria have skyrocketed by more than 3,000% since 2020.
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Visual language: From Rema’s homage to Benin history at London’s O2 Arena to Tems lighting up the Oscars and the Met Gala, Afrobeats’ visual aesthetic is shaping global culture as much as its sound.
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Culture and community: Fan-led communities are redefining discovery, proving themselves the tastemakers of the Afrobeats movement.
The Ghanaian Story
While Afrobeats is a global phenomenon, Ghana stands out as one of its strongest strongholds. Spotify data reveals that Ghanaians are streaming Afrobeats relentlessly, clocking over 38 million plays every month in 2025 alone.
Accra ranks among the top cities globally for Afrobeats streaming, sharing the stage with cultural hubs like London and Paris. Much of this momentum is fueled by Gen Z: listeners between the ages of 18 and 24 now make up 45% of the country’s Afrobeats audience.
A Movement in Motion
With Afrobeats: Culture in Motion, Spotify is not only celebrating the genre’s meteoric rise but also capturing the people and places propelling it forward. The microsite offers fans and industry watchers alike a dynamic entry point into the movement—complete with a documentary trailer, an animated Nigeria-focused Afrobeats timeline, and a full press kit.
For those eager to dive deeper, Spotify has also refreshed its Afrobeats Destination —a dedicated hub for all things Afrobeats.
Source: ameyawdebrah.com/
