Nigerian Afrobeats singer Young Game, born Sunday Paul Bassey, has highlighted the challenges faced by African diaspora artists in gaining recognition within the Afrobeats industry. Despite their significant contributions to the genre’s global success, these artists often struggle to achieve equal visibility with their counterparts based in Nigeria. Young Game, who is currently based in Italy, is part of a growing generation of African creatives abroad who are proudly promoting their culture globally.
The singer notes that physical distance from Nigeria’s music ecosystem is a major disadvantage, as it limits access to industry connections, media exposure, radio support, and live performance opportunities. Many diaspora musicians invest heavily in music production, promotion, and distribution, but their efforts are often overshadowed due to industry gatekeeping and location bias. According to Young Game, “Afrobeats is global now, but access is still very local,” and proximity to the industry is essential for success.
Diaspora artists also face an identity dilemma, as they are sometimes perceived as “too foreign” for the local market and “not African enough” for international audiences. Young Game emphasizes that despite these challenges, diaspora artists play a vital role in Afrobeats’ global expansion, bringing innovation and introducing the genre to new territories through their exposure to diverse cultures and audiences.
The Afrobeats genre has experienced significant growth in recent years, with its global popularity increasing rapidly. However, the lack of inclusion and collaboration with diaspora artists may hinder the genre’s further development. Young Game urges industry stakeholders to embrace diaspora creatives as an integral part of the culture, stating that “Afrobeats is strongest when it is unified.” By promoting greater collaboration and inclusion, the industry can tap into the unique perspectives and talents of diaspora artists, ultimately contributing to the genre’s continued success and global recognition.
As the Afrobeats industry continues to evolve, it is essential to address the challenges faced by diaspora artists and promote a more inclusive and collaborative environment. By doing so, the industry can ensure that all artists, regardless of their location, have equal opportunities to contribute to and benefit from the genre’s global success.
