Nigeria’s Afrobeat finds rhythm and reward in western markets
It is a cold evening in Antwerp, Belgium’s second largest city, famous for diamonds, beer, art and high-end fashion. Inside a small restaurant, a mix of the latest American pop and rap — clearly enjoyed by diners — is playing on a radio. Nigerians Olalekan Adetiran and Adaobi Okereke, enjoying a kebab dinner, are startled when the radio begins playing the unmistakable Ma Lo, a catchy, midtempo and bass-laden song by popular Nigerian artists Tiwa Savage and Wizkid. The song, a hit across Africa, awakens thoughts of home in the two men; they cannot stop smiling at the pleasant surprise. They are visiting Belgium as part of a tour of European countries and their cultural landmarks. A week earlier, two months after its release, the eye-popping video of the song had been viewed on YouTube more than 10-million times and counting. For Adetiran, hearing Ma Lo on a Belgian radio station not known to cater to African communities confirms that music from Naija (as Nigerians fondly refer to the...
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