British-Nigerian artist Darkoo has sparked discussion by asserting that women play a pivotal role in shaping global music trends, arguing that their preferences often dictate which songs or genres rise to prominence. The singer, best known for her 2021 hit Favourite Girl, made the remarks during a recent appearance on the Comfortably Speaking podcast, where she highlighted how cultural shifts in music consumption are frequently driven by female audiences.
Citing the explosive popularity of South Africa’s Amapiano genre as a prime example, Darkoo noted that women initially propelled the sound into mainstream consciousness through viral dance challenges and social media content. “Women got into Amapiano first when they were doing dance trends online,” she explained. “At the time, people thought they were being weird, but now men are fully embracing Amapiano.” The genre, characterized by its rhythmic log drums and soulful melodies, has since gained international traction, with artists like Uncle Waffles and Kabza De Small collaborating with global stars.
The singer extended her analysis to broader listening habits, suggesting that men often adopt musical preferences to appeal to women. Referencing rapper Sexyy Red’s rise, she posed a rhetorical question: “Why do you play her music in your car? Because if you pick up a girl, you want her to vibe with what’s playing.” Darkoo emphasized that this dynamic isn’t limited to specific artists, asserting that “a lot of music you like is because women like it first.” Her comments touch on longstanding debates about gender dynamics in cultural consumption, particularly how trends transition from niche audiences to mainstream acceptance.
While the music industry has historically been male-dominated in terms of executive roles and chart-topping artists, Darkoo’s perspective aligns with recent studies suggesting women drive up to 70% of consumer purchasing decisions in entertainment. Social media platforms like TikTok have amplified this influence, with female users disproportionately creating and sharing content that transforms regional sounds into global phenomena. Amapiano’s journey mirrors the trajectory of dance genres like Kizomba and Afrobeats, which similarly gained momentum through grassroots, female-led engagement before crossing over to wider audiences.
The artist’s observations arrive amid growing recognition of women’s contributions to music ecosystems, from fan cultures to artistic innovation. While some critics argue that algorithm-driven platforms—not gender—are the primary arbiters of modern trends, Darkoo’s commentary underscores the often-underappreciated role of women in setting the cultural agenda. As genres continue to evolve through digital communities, her insights invite reflection on who truly holds the power to define what the world listens to—and why.
