The Power of Traditional African Music
As of the time of writing this, Afrobeats music star Asake has just released his third studio album “Lungu Boy”. In “Fuji Vibe” one of the bonus tracks in the album, Asake drops his Afrobeats artistry and goes into full on Fuji mode. One of the main tracks in Seyi Vibes’s 2023 “ NAHAMciaga”, is “Apala Interlude” which Seyi delivers a full track worth of Apala music, a traditional Yoruba music genre popularized by the likes of Ayinla Omowura, and Haruna Ishola in the 1970s. Recently Wizkid, who has in the past talked about how the Fuji genre heavily influenced his music, jumped on DJ Tunez’s Apala Disco remix alongside Seyi Vibez and Terry Apala.
These are only a few of the most recent examples of the influence of Traditional African music on modern Afrobeats and other contemporary music genres. The influence of the likes of Fuji, Juju, Sakara (another genre of Yoruba folk music popularized by the likes of Yusuf Olatunji, Sanusi Aka, and Abibu Oluwa in the 1950s and 1960s) and Apala as the bedrock of contemporary Afrobeats is visible in lyrics, rhythm and language.
In Nigeria in particular, and Africa in general, traditional musical genres serve as vital expression of community, history, and identity. Each region, tribe, and community boasts of unique musical styles, instruments, and rhythms that have been passed down through generations. These musical traditions encapsulate stories, values, and rituals, playing an integral role in community cohesion and cultural continuity.
Traditional music genres in Africa are no doubt unique and melodious, but the reason the likes of Wizkid and Asake are returning to their Fuji roots, and Terry “Terry Apala” Ejeh An Isoko musician from Delta State is now the face of contemporary Apala is not just because of the melodies, it is also because they know that there is commercial value to be derived from fusing those sounds with their regular hip-hop and Afrobeats fare. Afterall the likes of I.K Dairo, KSA and Ebenezer Obey (Juju) Sikiru Ayinde Barrister, Kolawole Ayinla (Fuji) Haruna Ishola and Ayinla Omowura (Apala) have been going on world tours even before the current generation of Afrobeats artistes were born. Even in contemporary times the likes of KWAM1, Alhaji Wasiu Alabi Pasuma and “King (Dr.)” Saheed Osupa are still performing shows for their teaming fanbase around the globe. All these points to the fact that African traditional genres have always been sellable. In other words, while a Fuji artist might not be able to the O2 Arena in London like say a Burna Boy (because of the genre’s language barrier and niche audience), he can shut down a venue half as big with the right professionals around him.
On the surface, it looks as if everything is all good with the Nigerian traditional music genres. Afterall if “Fuji Vibes” can become the track generating the biggest buzz in the Lungu Boy album, and the likes of Seyi Vibes and Wizkid are lining up traditional genres in sold out concerts in North America and Europe, it means more publicity for the genre. But the question from a value perspective is: beyond the fact that Asake adding Fuji to his afrobeats album makes his discography more unique and appealing, how much does it contribute to the development of Fuji as a unique genre rather than one that needs a co-sign from of Afrobeats (or whatever “Afro-“ is in demand these days)? More importantly, how does it ensure that Fuji (and by extension other traditional genres) can be professionalized and professionals within the industry can a value chain that will benefit not just the artist, but even the owners of the culture that inspires the genre
The Arts Connect Africa/CKrowd/PMAN Rhythms of Africa Project
Our Nigerian secretariat is partnering with Ckrowd Africa and Performing Musicians and Employers Association of Nigeria (PMAN) in launching a social impact project known as Rhythms of Africa. Rhythms of Africa is a social impact project is structured around two core pillars: exposure and empowerment for music industry professionals in traditional music genres. The project is starting in collaboration with PMAN Oyo State, chapter and it is the first step of a wider ACA network initiative that will put the spotlight on traditional music genres across the continent. We believe that this project will take us further in achieving our goal of making social and economic impact within the African music space.
1.Exposure:
The project will deep dive into different traditional music genres, interact with PMAN members within the space, identify the issues and the opportunities and use our digital assets to create including recordings, interviews, and documentaries, to reach global audiences and raise awareness about the opportunities available within the Nigerian traditional African music space.
2.Empowerment
We hope that through our efforts in highlighting the issues and leveraging our networks will help link the professionals in the Nigerian local music space up with global opportunities that can help them earn from their skills and experience and further help create a value chain around the traditional music industry that will ensure that the creators of the culture behind these sounds can benefit from it.
Impact and Future Aspirations of the “Rhythms of Africa” Project
The impact of our project extends beyond individual musicians; it contributes to the broader cultural and economic landscape. By professionalizing traditional African music, we aim to create sustainable career paths for music professionals in these genres, foster cultural pride, and ensure the continuity of these musical traditions for future generations.
Looking ahead, we aspire to expand our reach across more African countries, build partnerships with cultural institutions, and explore innovative ways to integrate traditional music into mainstream media and education systems. We believe that by investing in the next generation of traditional African music professionals, we are not only preserving a precious cultural heritage but also enriching the global music tapestry.
Join Us in Our Journey
We invite you to join us in this transformative journey. Whether you are a creative, technical or business professional in the music industry, a cultural enthusiast, or someone who believes in the power of music to drive social change, there are many ways to get involved. Together, we can amplify the voices of traditional African music, celebrate its diversity, and ensure its vibrant future.
