Fans enjoy a live concert performance.
Nigerian music has become a familiar part of Kenya’s entertainment scene, from playlists in matatus and clubs to TikTok videos, radio shows and live performances.
Artists such as Burna Boy, Davido, Wizkid and Rema have attracted listeners across Africa, including Kenya, where Afrobeats has found an audience among people of different ages.
As of 2022, Nigerian music has become a must-have world staple, with many fumbling in the dark, unable to explain the source of this irresistible Afrobeat charm.
In an article for Quartz Magazine, senior reporter Sarah Todd opened: “Artists like Olivia Rodrigo, Taylor Swift, and Jon Batiste are up for trophies at the 2022 Grammy Awards on Sunday. But one winner is already clear: the genre of Afrobeats.”
In an interview posted on the official Grammy Awards website, Angelique Kidjo, a frequent Burna Boy collaborator, explained:
“I think the Academy (Grammys) has, for the first time, a grip on the complexity of the music that’s out there. Today, we have a vehicle, and it’s Afrobeats. Because if you take any music from any part of Africa and put it in Afrobeats, it gives you a different flavor of Afrobeats,” she said.
1. Catchy beats that work across different settings
One reason Nigerian music appeals to Kenyan listeners is its sound. Afrobeats blends African rhythms with elements of pop, hip-hop, dancehall and other genres, creating music that works in different settings.
A song can play in a matatu during the morning commute, at a party in the evening or through a phone speaker at home. Its rhythm can also make it suitable for dance challenges and short social media videos.
For Kenyan DJs and entertainers, popular Nigerian tracks provide music that can appeal to audiences looking for both local and international sounds.
2. Social media helps songs travel quickly
Platforms such as TikTok, Instagram and YouTube have made it easier for Nigerian songs to reach Kenyan audiences without relying entirely on traditional radio promotion.
A dance challenge, viral clip or celebrity video can introduce a track to people who may not have been following the artist. Users then share the song, recreate the dance or use it as background music for their own videos.
Streaming platforms also allow Kenyan listeners to discover new releases and explore older songs from Nigerian artists.
This means a song can gain popularity through online communities before some listeners even learn the artist’s name.
3. The artists have built strong African audiences
Nigerian musicians have increasingly reached audiences beyond their home country through international tours, award nominations, major music releases and collaborations with artists from other markets.
Burna Boy, for example, has performed at major international music events, while Davido and Wizkid have also built audiences across several countries.
Their international visibility helps draw attention to Nigerian music more broadly. Kenyan fans can follow their favourite artists online, stream new releases and attend concerts when they perform in the region.
4. The music connects through familiar African experiences
Although Nigeria and Kenya have different languages and cultural traditions, listeners can connect with themes that appear in popular music across the continent.
Love, heartbreak, ambition, celebration, money and relationships feature prominently in many Nigerian songs. These subjects are widely understood, even when listeners do not understand every word.
Nigerian Pidgin, local expressions and distinctive vocal styles can also become part of a song’s appeal. Some listeners learn the lyrics over time, while others enjoy the sound and mood without needing to understand every line.
5. Collaborations are bringing African music closer
Collaborations between African artists can introduce musicians to audiences in countries where they may not have had a large following before.
When Kenyan and Nigerian musicians work together, they create opportunities for fans to discover sounds from both markets. Performances at festivals and concerts can also help build connections between artists and listeners.
Such exchanges give Kenyan musicians opportunities to reach new audiences while allowing Nigerian artists to connect with fans in East Africa.