Nigerian music superstar D’banj, popularly known as the Koko Master, has shared how American rapper and music executive Kanye West played a significant role in introducing Afrobeats to the Western world.
In a recent episode of the Listen podcast, D’banj credited Kanye West as one of the first international artists to embrace the genre, which has grown to become a global cultural phenomenon.
D’banj described Kanye West’s interest in African music as a game-changer. He explained that Kanye’s genuine curiosity about Afrobeats inspired him to bring the genre to a broader audience, opening doors for African artists to thrive on international stages.
The pivotal moment came when D’banj and Kanye West met in Dubai several years ago. D’banj recalled that Kanye, already a global icon, expressed a profound interest in Afrobeats after researching the genre. “The first time I met Kanye West in Dubai, he told me that he had enquired about Afrobeats from students in the university. So, he actually wanted to pick up the sound,” D’banj revealed during the podcast interview.
Kanye’s passion for Afrobeats led to a groundbreaking collaboration with D’banj and producer Don Jazzy. This collaboration resulted in D’banj and Don Jazzy signing with Kanye’s G.O.O.D. Music record label, marking a historic milestone for Afrobeats.
One of the most notable outcomes of this partnership was D’banj’s 2012 hit single “Oliver Twist.” The song, which featured a cameo by Kanye West in its music video, became a global sensation, charting in multiple countries. It peaked at number nine on the UK Singles Chart, making it one of the first Afrobeats songs to achieve such international acclaim.
D’banj noted that Kanye’s involvement was more than just a collaboration. It was a validation of Afrobeats as a genre capable of captivating global audiences. “Kanye is the first person [international artist] to buy into it [Afrobeats]. Not just buy into it but take it to the next level,” D’banj said.
At the time, Afrobeats was still finding its footing on the global stage. While the genre had gained popularity in Africa and among diaspora communities, it lacked the mainstream recognition it enjoys today. Kanye’s endorsement provided a much-needed boost, helping to elevate the genre and its artists.
The success of “Oliver Twist” not only catapulted D’banj’s career to new heights but also paved the way for other African artists to gain international recognition. It marked the beginning of a new era for Afrobeats, characterized by cross-continental collaborations and widespread appeal.
D’banj explained that Kanye’s involvement sent a powerful message to the global music industry. It highlighted the potential of African music and inspired other international artists to explore collaborations with African talents. Over the years, this has resulted in iconic partnerships such as Wizkid’s collaboration with Beyoncé on “Brown Skin Girl” and Burna Boy’s Grammy-winning album Twice as Tall.
Reflecting on the journey of Afrobeats, D’banj expressed immense pride in being part of a movement that has brought African music to the forefront of global culture. He described it as a testament to the resilience and creativity of African artists, who have worked tirelessly to share their stories with the world.
“Kanye West didn’t just see Afrobeats as another genre; he saw it as a movement,” D’banj said. “His involvement showed the world that African music is not just entertainment but a reflection of our identity and creativity.”
D’banj emphasized the importance of cultural exchange in the growth of Afrobeats. He noted that Kanye’s willingness to embrace the genre was a reminder of the power of collaboration in breaking down barriers and fostering understanding.
The global rise of Afrobeats has been nothing short of remarkable. In addition to chart-topping hits, the genre has become a staple at major music festivals, with artists like Burna Boy, Davido, and Tiwa Savage headlining international events. Streaming platforms have also played a significant role in the genre’s success, creating dedicated playlists that introduce Afrobeats to new audiences daily.
D’banj acknowledged that while international recognition is important, the heart of Afrobeats remains in Africa. He urged young artists to stay true to their roots and use their music to tell authentic African stories. He believes that the future of Afrobeats lies in its ability to evolve while maintaining its cultural essence.
“Afrobeats is more than music; it’s a movement that represents Africa’s voice on the global stage,” D’banj said. “And it’s only the beginning. The world is just starting to see what African artists can do.”
D’banj also reflected on his own journey as an artist, describing it as a mix of challenges and triumphs. He credited his perseverance and belief in the power of African music as the driving forces behind his success.
As Afrobeats continues to dominate global airwaves, its impact extends beyond the music industry. It has become a symbol of Africa’s growing influence in global culture and a source of pride for millions across the continent and beyond.
D’banj’s story is a testament to the transformative power of music. It highlights the importance of vision, collaboration, and resilience in achieving greatness. For D’banj, the rise of Afrobeats is not just a personal achievement but a celebration of Africa’s rich musical heritage.
With artists like Burna Boy, Wizkid, and Tems carrying the torch, the future of Afrobeats looks brighter than ever. D’banj is confident that the genre will continue to break barriers and inspire a new generation of artists to dream big and aim high.
