Tag: women

It’s the mid-’90s and the song “Allen Avenue” can be heard through speakers on the streets of Lagos. This classic by the London-born Nigerian rapper Weird MC is an ode to one of Lagos’s most famous streets, and it’s a bold statement of a changing Nigerian culture. Her music and fashion defied convention, embodying the words she shared in an interview on Rubbing Minds: “I am someone you cannot put in a box; anything can happen and you never know what to expect.”

No one saw a woman rapping with an alté-style edge coming in the ’90s, long before the term alté was even coined. “Allen Avenue” stood out for its unique mix of traditional African strings with hip-hop kicks and snares on a track that explores fraud, prostitution, and drugs. Years later, alté emerged as a subgenre where women could experiment and resist industry biases. Artists like Lady Donli, with her blend of soul, R&B, and Nigerian pop influences, used alté’s creative freedom to challenge sonic boundaries and claim visibility in a space that was closed off.

These sonic experiments created new possibilities in Nigerian music and sowed the seeds for what we now know as Afrobeats. As Afrobeats emerged in the mid-2000s, female artists already had a strong platform. Fast-forward to the 2020s, and female artists are not coy about the conversations they have in their music; they are in total command of their sound, messages, and images, breaking the boundaries of conservative social standards. 

“Women have always been integral in shaping the sound of African music,” says culture journalist Ify Obi for Billboard.

Artists like Goldie Harvey brought a fresh pop sensibility, while Asa—though not strictly Afrobeats—became a major inspiration through her exploration of social dynamics and cultural challenges. Omawumi followed with her rich blend of soul and folk influences, while Waje captivated audiences with her powerful R&B records. Against this backdrop, figures like Tiwa Savage, Yemi Alade, and their contemporaries, including Simi, Efya, and Seyi Shay, charted their own course.

“Tiwa Savage’s courage to be a game-changer and rebel created a new era for female Nigerian singers,” says Ayomide Tayo, founder of “The Naija Way,” a biweekly newsletter on Nigerian pop culture.

Ayra Starr, the pop star of Afrobeats

Think back to the early 2000s, when voices like Britney Spears, Christina Aguilera, Brandy, and Jennifer Lopez shaped fashion, music, and pop culture with their vocals, statement-piece outfits, and girl-next-door personas. Their influence on how the world saw pop inspired a whole generation in ways that are still playing out today.

In the 2020s, Ayra Starr took up this mantle, channeling pop star energy for a global audience with unique West African flair. Starr’s Afropop sound brings a bold, fearless Gen Z perspective to a genre previously dominated by men imitating American rappers. Her global impact is undeniable. In 2024, she was crowned the most-streamed Nigerian artist in Latin America and the most-streamed Nigerian woman in Europe. Her record-breaking run on Spotify’s global charts and a more than 3,000% increase in Spotify streams in Nigeria since 2020 highlight her massive appeal. Her core fan base of “Mobstarrs” calls back to how fans followed iconic musicians in the Britney era, another symbol of her status as a true pop icon. 

Tems isn’t following the script 

Soulful, authentic, and introspective. Tems’s sound strays from the mainstream template for Nigerian artists. Her six-track EP, For Broken Ears, expressed a raw vulnerability and got her noticed for exploring her self-discovery and healing journey through music. This cathartic vocal experience made a household name of Tems, but this didn’t happen overnight. Her sound wasn’t readily embraced in her early days.

Speaking to the BBC, she recalled those early struggles. “It was difficult for people to take me seriously. It didn’t mean that I stopped; I just kept on going,” she says. “I went to a couple of places that didn’t sign me.” That defiance has become her hallmark. To women in music facing similar pressure to conform, she offers a simple message: “When people tell you to change your sound, your style, you look at them and you say no.”

Tems’s story made way for women who want to follow her tune. For artists like Amaeya, who once sang backup for Tems, the impact is personal. “Seeing Tems do it gave me the reassurance I needed. If she can do it, I can too,” Amaeya says.

Determined to open the industry up for other women, she launched the Leading Vibe initiative to support young women in claiming their place in music. While building her sound and learning to produce, she quietly rewrote the script of the Nigerian female artist’s story. No flashy persona, no gimmicks, just pure talent and unshakable confidence.

That resolve has paid off. Tems is not only the first Nigerian artist to win two Grammys, but she is also the first African female artist to hit 1 billion Spotify streams, for her song “Wait for U.”

Each milestone is proof that talent and tenacity can cut through the noise. And as music streaming continues to open up new avenues for women artists to get out there through programs that level industry playing fields, such as Spotify’s EQUAL, the industry scales are being balanced one release at a time.

The next wave: Self-made, unfiltered, in control

Ayra Starr, Bloody Civilian, Fave, and Morravey are just some women who represent a new layer of personas emerging from the Afrobeats fold. They’re adding shades of emotional depth to the genre in the 2020s—resonating with new audiences as they showcase their authentic selves and push the genre into bolder territory.

Artists like Juno understand this era of Afrobeats as an ongoing conversation about struggles and personal challenges young Nigerians face. In music, “vulnerability will resonate, and there are a lot of people who get help from these songs,” she says.

Rather than wait for a label’s blessing or a male to cosign, these women are building international fan bases through music streaming, crafting visuals, and releasing work on their terms. Kold AF says, “I love to sit down with producers because I know what works best with me. I’m the one that has the flow, I’m the one that has the voice.”

This isn’t a moment. It’s a movement.

Women are no longer asking to be part of the Afrobeats story. They have been writing, producing, and breaking records, allowing fans to see a dynamic but softer side to the genre in the last five years. From Tems’s genre-bending minimalism to Ayra Starr’s maximalist flair, and the studios powered by Kold AF, the soul of Afrobeats is shifting thanks to these women. They’re here and setting the pace as Afrobeats culture spreads across the world.

Visit our full Afrobeats 2.0 experience on For the Record to discover more.