For the past few years, we have been witnessing a remarkable “transformation” of the African music industry. We hear of Forbes’ list of the top 10 riches African musicians, endorsement deals with multinational corporations, MTV Africa Music Awards, international collaborations and other staggering developments.
Many African artists are on the hunt for universal recognition with special focus on being accepted in the African-American music scene. And yet, even with their tremendous and commendable efforts, it is still not common for anyone to watch or listen to P-Square feat. Rick Ross’s Beautiful Oyinye or D’banj feat. Kanye West’s Scape Goat on mainstream European and North American television or commercial radio.
As much as African artist are aggressively shooting for fame, the millionaires’ club and a global fan base, it is not particularly clear whether they are even ready for such a great leap. Given the accomplishment of many African-American music icons (e.g. they have their own record labels, a number of artists they manage, they sell merchandises & own other ventures ), it is only natural to hear the majority of African musicians talk about their dream of becoming like them.
For instance, during an interview with TOF TV in Toronto, Canada, the award-winning Ghanaian rapper E.L told the TV host that he looks up to Jay-Z and Dr. Dre. “Those [ Jay-Z and Dr. Dre] are the epitome of what that whole music thing is about. They have taken it to that level so of course I strive to be as good as them” , he proclaims. As we learn during the interview, the Azonto Pioneer desires to be recognize as a creative African artist on a global level..