What he sees, he says, is African music moving past the need for Western permission. “You have to connect with Nigerians in Nigeria, Africans in Africa,” he says, before thinking about the diaspora. Addy Awofisayo, YouTube’s Head of Music for sub-Saharan Africa, agrees with Alejo. “Nigerians love their own music. Once they have accepted it then they can amplify it globally because those same artistes are gaining audiences across the world.”

Source: Forbes December 26, 2025 17:15 UTC