In the ever-evolving world of Afrobeats, a genre that has risen to global prominence in recent years, a new force is quietly but steadily making its presence felt. Arewa, a term commonly used to refer to Northern Nigeria, traditionally seen as the cultural and musical hub for Hausa-speaking communities, is now being touted as the next frontier for the Afrobeats movement.
Afrobeats, with its fusion of West African rhythms, highlife, hip-hop, and Caribbean influences, has long been dominated by artists from Southern Nigeria, particularly Lagos, where the genre’s global appeal began to take shape. However, as the music industry continues to diversify and evolve, Arewa is beginning to assert itself as a major player, offering a fresh perspective and sound.
The Rise of Northern Nigerian Artists
Over the last few years, a new wave of talent from the north has started to gain traction both domestically and internationally. Artists such as B O C Madaki, Classiq, Kheengz, and JAYBEE have been blending traditional northern Nigerian sounds with modern Afrobeats rhythms, creating a hybrid that is quickly captivating audiences. These artists incorporate elements of Hausa, Fulani, and other regional musical traditions, infusing Afrobeats with influences from the north’s rich heritage.
In particular, the Hausa rap scene has been gaining attention, with artists rapping in Hausa and mixing it seamlessly with contemporary Afrobeats. This hybrid sound resonates with a growing, diverse audience and offers something unique in a genre that has often been centered around the Yoruba and Igbo cultural narratives.
A New Sound and Sensibility
What sets Arewa’s emerging Afrobeats scene apart is the infusion of local storytelling traditions, which gives the music an authentic and relatable feel. Artists are often addressing social issues, cultural identity, and the everyday realities of life in Northern Nigeria, while still maintaining a strong connection to the broader pan-African identity that defines Afrobeats.
The rise of Arewa artists is also emblematic of a larger cultural shift in the region. As Northern Nigeria’s music scene becomes more intertwined with the global soundscape, traditional attitudes toward the arts are slowly changing. Increased access to digital platforms like Instagram, TikTok, and YouTube has allowed Northern Nigerian artists to reach a wider audience, further pushing the boundaries of what Afrobeats can sound like.
“Afrobeats has always been about the rhythm, the vibe, and the storytelling,” says Kheengz, a leading Arewa artist. “But now, we are bringing our own stories and sounds to the table. It’s about connecting with our roots while pushing the genre to new heights.”
A Bridging of Cultures
One of the most exciting aspects of Arewa’s influence on Afrobeats is how it bridges the cultural divide between Nigeria’s north and south. For years, the north’s music scene, influenced heavily by indigenous languages and Islamic traditions, has been somewhat isolated from the mainstream Nigerian music industry, which has been heavily influenced by Christian southern Nigeria. Arewa’s increasing prominence within the Afrobeats sphere may signal a move toward greater unity within Nigeria’s music industry, highlighting how music can transcend regional and cultural differences.
Arewa’s growing influence is also reflective of broader cultural shifts within Nigerian society, as the country becomes more interconnected both regionally and globally. Nigerian youth, regardless of where they live, are increasingly finding common ground in their shared musical and cultural experiences, with Afrobeats serving as the unifying force.
Global Appeal and International Collaboration
International collaboration is another area where Arewa’s contribution to Afrobeats is being felt. Artists from the north have begun partnering with top-tier southern Nigerian stars, as well as global artists, to push the sound even further. Collaborations between artists like Classiq and Olamide, or B O C Madaki and Santi, are beginning to make waves across African music charts and beyond.
This cross-pollination of styles — blending traditional northern sounds with southern Afrobeats and international genres like trap, dancehall, and R&B — has led to a fresh, genre-blurring sound that is resonating not only within Nigeria but also in African diaspora communities across Europe, the United States, and beyond.
The Future of Arewa in Afrobeats
The question on many minds in the industry is whether Arewa will continue to build on this momentum and become a central pillar of Afrobeats’ future. With growing support from both local and international audiences, the north is poised to carve out its space in the genre’s global evolution.
As more Arewa artists gain recognition, there is potential for the region to create a distinct identity within the broader Afrobeats movement. The future of the genre may not just be shaped by Lagos or Accra but by the beats and voices coming out of the northern Nigerian states, offering a more diverse, inclusive, and expansive definition of what Afrobeats can be.
In the years to come, Arewa may just prove to be the new direction that takes Afrobeats to even greater heights. The question is no longer if, but when.
source: thenet.ng