Spotify, the global online streaming platform, has revealed that Olamide, Odumodublvck, Blaqbonez, Zlatan, and Ice Prince are the most streamed Nigerian hip-hop artists on its platform.
Victor Okpala, Spotify’s Artiste and Label Partnerships Manager for West Africa, shared this information in a statement.
He noted that hip-hop has gained global prominence and has significantly influenced the evolution of afrobeats in Nigeria.
Nigeria holds the second position in Africa’s hip-hop listenership landscape, with South Africa in the lead.
Okpala highlighted that this demonstrates the popularity of the genre in Nigeria. As well as its widespread impact on the African music scene.
Unlike regions like Kenya and South Africa, where international artist Drake leads the hip-hop genre, Nigeria’s top artists are all homegrown.
Majority of the listeners are Gen Z
According to Spotify’s data, the majority of hip-hop listeners in Nigeria are Gen Z individuals aged between 18 and 24, accounting for 55% of total streams.
The next largest group is listeners aged 25 to 29, contributing 19% of the streams. Age brackets 0 to 17 and 30 to 34 both have a 9% share.
From a gender perspective, Nigerian hip-hop predominantly resonates with males, making up 75% of the recorded streams, while females account for 24%.
Nigerian hip-hop gained popularity in the 1990s, with artists like Modenine, Naeto C, Bouqui, Ruggedman, Gino, Eedris Abdulkareem, eLDee, Sasha P, Ikechukwu, and many more pioneering the genre.
These artists laid the foundation for the hip-hop culture that has had a significant influence on Nigerian music.
The accessibility of streaming platforms like Spotify has allowed Gen Z listeners to explore and embrace music from around the world, with Nigerian hip-hop resonating strongly due to its energetic lyrics, relatable themes, and cultural authenticity.
The Gen Z demographic is playing a significant role in elevating the hip-hop genre in Nigeria.
