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How Have Podcasts Contributed to the Rise of Afrobeats? 

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By Ncebakazi Manzi Podcast Manager: Spotify Sub-Saharan Africa

The rise of Afrobeats over the past decade or so has been nothing short of remarkable. From the streets of Nigeria and Ghana, it has become a global phenomenon, with some of the world’s biggest artists collaborating with Afrobeats icons and emerging artists alike.

In a sign of how rapid the ascent of Afrobeats has been, Spotify recently held events in Nigeria celebrating 13 billion streams of the genre. The growth of Afrobeats is unlikely to slow down anytime soon either, especially as streaming continues to grow across Africa.

According to research firm Statista, the continent’s streaming market is set to grow from US$362.5 million this year to US$513.2 million in 2027. Combine that expansion with significant diaspora populations and you have the ingredients for further inter-continental pollination and growth.

But there are other forces advancing the growth of Spotify. Podcasts in particular are playing an increasingly important role. That’s true not just on the African continent, but around the world too.

Africa’s podcast growth

Before looking at how podcasts and music streaming services have complemented each other to drive Afrobeats’ growth, it’s worth providing some additional context around the evolution of podcasts in Africa.

Thanks to rising smartphone adoption and increasingly affordable connectivity, the medium has seen significant growth across the continent. In fact, podcast listenership in Nigeria grew by an astonishing 222% between 2021 and 2022.

Unsurprisingly, it’s not just listenership that’s grown but production too. While it’s difficult to get an exact idea of how many African-produced podcasts there actually are, you only need to open your podcasting app and type a few continent and country-specific search terms in to see how much choice there is today. These podcasts cover a growing number of niches too, including Afrobeats.

At the recent Afrobeats celebration events that were held in Lagos, Nigeria, the first day featured Spotify for Podcasters sessions which were focused on empowering creators and showcasing top podcasts. These events included a workshop on the basics of podcasting followed by a panel discussion with Nigerian podcasters. Next were live podcast recordings of a Spotify for Artists Masterclass on “Afrobeats Intelligence” and “I Said what I Said” featuring Afrobeats artists, Pheelz and Nissi. The day ended with a surprise performance by Pheelz bringing Afrobeats lovers and the expanding community of podcasters together.

Spreading the word about Afrobeats 

There are a number of high quality podcasts with an Afrobeats focus that not only highlight tracks from the genre but also delve into meaningful discussions related to the music.

Take Afrobeats Intelligence, for example. Founded by award-winning Nigerian music journalist Joey Akan, the podcast is a spin-off of his newsletter of the same name. And while it may be rooted in Nigeria, the podcast celebrates creative excellence from across the African continent.

Terms and Conditions by Pulse, meanwhile, dissects worthy culture-related conversations with insights and varying perspectives. Hosted by Neo Akpofure, ex BBNaija housemate, Oyindasola Chekwa ESQ, a lifestyle influencer and content creator and Sayo AK an artist, planner, and entrepreneur. The podcast was launched in 2021 and also provides invaluable insights into the music industry from people who’ve been in the thick of it.

An older offering comes in the shape of Loose Talk, hosted by the trio of veteran media and music journalists Osagie Alonge, Steve Dede, and Ayomide Tayo. Founded in 2016, when the African podcasting scene was still in its infancy, the show discusses all things music and culture. After a three year hiatus, Loose Talk started putting out new episodes this year.

Complementary mediums 

That these and other shows have built sustainable offerings not only demonstrates the hunger to learn more about Afrobeats as a genre but also their potential to grow the genre’s popularity both in Africa and around the world. That shouldn’t be too surprising either. Being audio-driven mediums primarily, podcasts and music can be incredibly complementary mediums.

This ability to act as a promotional vehicle is underlined by our own Spotify data. It shows that the country with the highest number of Afrobeats podcast listeners is the UK, beating out Nigeria, with the US in third spot.

For listeners, it’s easy to imagine how this symbiosis between streaming and podcasts comes about. They might have a friend recommend an Afrobeats artist or have their curiosity sparked by a song featured on the soundtrack for a movie or series. Once they’ve listened to those songs, they’ll likely want to find out more about the artist or to discover other, similar artists.

Podcasts offer them a convenient way of doing that (especially if they can access said podcasts from the same app), while also providing insights into the genre and news on the latest artist releases, collaborations, and developments.

Afrobeats and beyond 

While Afrobeats has undoubtedly been one of the biggest beneficiaries of Africa’s podcasting explosion, there is no doubt that other genres are benefitting and will benefit in the future too. As more and more African producers launch their own podcasts and smartphone penetration and connectivity continue to grow across the continent, that symbiotic influence will only keep growing.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Seplat Energy Sponsors 5th Edition of Orodje of Okpe Golf Tournament

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Seplat Energy PLC, a leading indigenous oil and gas company in Nigeria, proudly sponsored the 5th edition of the Orodje of Okpe Golf Tournament. This prestigious annual event, which held over the weekend at the Sapele Athletic Club’s golf section, drew over 100 golfers from across the nation, showcasing not only the sport, but also the vibrant culture of the Okpe Kingdom.

The tournament was graced by His Royal Majesty, the Orodje of Okpe, Major General Felix Mujakperuo Agho (rtd.), who spoke highly of Seplat Energy’s continued support for the community. “I want to appreciate the Sapele Athletics Club and I also want to thank the sponsor, Seplat Energy for a good job. The tournament is attracting a lot of people to Sapele. We are seeing some players from Port Harcourt, Asaba, Warri and more states. It is a competition that is growing from year to year,” he remarked during the closing ceremony.

In his remarks during the tournament, Walter Egemba, Seplat Energy’s General Manager (Engineering) explained that the sponsorship underscores the company’s commitment to community development and promoting healthy lifestyles through sports. “This tournament is an important one for Seplat. The Okpe community hosts some of our infrastructure for oil and gas development, and we pride ourselves on having special relationships with the communities where we operate. We have sponsored this tournament since inception and we are committed to elevating it to an international standard. Sports enable the well-being of people and we believe that with continued support for sports in this kingdom, we will have a healthier community.” he said.

The tournament which featured various categories of competition, with participants ranging from seasoned golfers to beginners, also impacted the economy of the Okpe community, as the influx of golfers into the community led to a surge in patronage for local vendors and businesses. The competitions saw fierce but friendly rivalry among female and male golfers, with winners awarded trophies, adding to the excitement of the event.

While expressing his gratitude, Alexander Verhees Fritz, Captain of the Sapele Athletics Club, said: “This event is one of the biggest at our golf club. We are very proud to have Seplat Energy as the major sponsor. They have supported the tournament from the start, and we are pleased to see their continued support. The rationale behind this tournament is to encourage young people to play golf. The beauty of golf is that there’s no age limit. Our youngest players are 10 and 12 years old, and our veteran pro is 82, still playing 18 holes regularly.”

The Orodje of Okpe Golf Tournament is reputed as the biggest annual golf event in the South-South region of Nigeria, while the Sapele Athletic Club Golf Section is acclaimed as the oldest Golf Club in Nigeria, having been founded in 1897. The tournament, therefore, continues to serve as a platform to celebrate the rich culture of the Okpe Kingdom.


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NBC Grants DSB TV License to Voice of the East

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National Broadcasting Commission (NBC) has officially granted a direct satellite broadcasting (DSB) television licence to Voice of the East Media Limited.

NBC Grants DSB TV License to Voice of the East

This contained a letter published on the official social media pages of Voice of the East.

Gaius Chibueze, chairman of Eastside Ventures and founder of Voice of the East-Ndi Igbo, stated in a statement via his verified Facebook page that, with the licence, Voice of the East can operate a terrestrial television channel, a digital media broadcasting network, and other services.

He further stated that he founded Voice of the East eight years ago to promote Igbo excellence and defend the interests of Ndi Igbo.

He added that the NBC approval marked a new chapter in their mission to inform, educate, and influence people and society.

“From integrity to innovation, we are committed to delivering content that not only informs and educates but also inspires positive change. Our dedication to diversity and inclusivity drives us to represent and empower voices from all walks of life,” Chibueze said.

Chukwudi Iwuchukwu, media consultant and founder of Visage Media, commented on the development and noted that Voice of the East, from its humble beginning, has grown to be the number one social media platform for Ndi Igbo, where they go for everything Ndi Igbo.

He stated that Gaius Chibueze discovered a market and a niche when many people were not paying attention and built a brand around them.

“Voice of the East will begin operations in December and will be available on DSTV near you,” Iwuchukwu added.


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FCCPC Refuses to Challenge Multichoice over Hike of DStv, GOtv Subscriptions @ Tribunal

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Federal Competition and Consumer Protection Commission (FCCPC) has declined to oppose the preliminary objection of Multichoice Nigeria,  Pay-TV operator, which challenged the jurisdiction of a court sitting in Abuja that recently restrained it from increasing the prices of its DStv and GOtv packages.

FCCPC Refuses to Challenge Multichoice over Hike of DStv, GOtv Subscriptions @ Tribunal

Nikiomari Abeke, counsel for the FCCPC, told the Competition and Consumer Protection Tribunal (CCPT) on Thursday that he was not opposing the application of Multichoice Nigeria.

Recall that the he tribunal had restrained MultiChoice from increasing its subscription rates pending the hearing and determination of a motion on notice filed by Festus Onifade through Ejiro Awaritoma, his lawyer,.

Onifade, who sued Multichoice Nigeria Ltd, had accused the former of unjustly increasing subscription fees without one month’s notice to customers, seeking interim orders against the Pay TV.

A three-member tribunal, chaired by Saratu Shafii, had ruled in favor of Onifade by restraining Multichoice in the interim, in the suit marked CCPT/OP/2/2024.

The court  held that “the 1st Defendant(Multichoice) is hereby restrained, whether by themselves, her privies, assigns by whatsoever name called, from going ahead with impending price increase schedule to take effect from 1st May 2024 pending the hearing and determination of the Motion on Notice already filed before this Honourable Tribunal.”

But M.J. Onibanjo (SAN), Multichoice’s lawyer, filed a preliminary objection urging the court to decline jurisdiction on the suit filed by Festus Onifade because such price dispute case had been decided before in favor of his client.

Onifade also asked the tribunal to direct Multichoice Nigeria Limited to pay the sum of N1 billion  or any amount the tribunal deemed fit in this circumstance for “deliberately disobeying, contravening, and failure to comply with the Interim Order of this Honourable Tribunal granted on the 29th April, 2024.”

At the resumed sitting, Onibanjo tendered and adopted the previous judgment of the tribunal in suit no CCPT/OP/1/2022(Exhibit A), alongside his application, saying when a court had determined an issue between the same parties on the same subject matter before, that matter cannot be re-litigated again by any tribunal or court.

“This tribunal cannot sit on appeal on its decision. This tribunal is bound by its own decision in Exhibit A; that it is not the forum where the claimant can come to seek to regulate the prices and services offered by Multichoice,” Onibanjo said, urging the tribunal to strike out the suit.

On his part, Onifade argued that the issue he placed before the court is whether Multichoice Nigeria gave adequate notice in respect of the May 1, 2024 price TV subscription increase, and not price regulation or increase.

“It is our submission that the eight-day notice issued by Multichoice Nigeria is insufficient in law. A monthly subscriber should be given at least a month.

The FCCP counsel, Abeke, said his client “is not in opposition of the first defendant (Multichoice) and to that extent, no process and no counter was filed to the motion of the first defendant.”

After hearing from the parties, the three-man panel chaired by Justice Thomas Okosu adjourned the suit to June  7 for ruling.

Multichoice announced new price adjustments on DStv and GOtv packages on Wednesday, April 24, 2024.


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