#AMAKAxNATIVE

The emergence of contemporary pop culture has given African creatives a voice and a zeal to create. This revolution isn't just captivating audiences worldwide; it's also empowering a generation of African youth, shaping their identities, and fostering a sense of community.

How did we get here?

How did Africa find its way to the international pop culture scene?

How did a country from West Africa become a harboring ground for so many creatives?

Where did it all begin?

The success of African creativity has soared so much since the pandemic in 2020.

But did it all begin in 2020?

The burst of Africans into the Pop Culture scene is as a result of a non-stop zeal to put out the best art from Africa to the world.

THE RISE OF AFRO BEATS AND DIGITAL CONTENT

From Burna boys Ye, Wizkids Essence, and Davidos Fall, to CKays Wantiti, Remas Calm Down, and Tylas Water, the world has heard the beats and tunes from the African continent and they have loved it. They have loved it, they have danced to it, and they sang along to our tunes, they have adored our heartbeat and rhythm.

All this did not just start now or in 2020. This is from a journey, a journey that started long ago.

All this began as far back as the ‘80s when Fela Anikulapokuti decided to blend Nigerian Highlife, jazz, and funk to educate his people and kick against the ruling class.

The rise of digital platforms like YouTube and Spotify in the late 2000s and 2010s further propelled Afrobeats onto the global stage. These platforms presented a way for Afrobeats artists to bypass traditional gatekeepers and connect directly with a worldwide audience.

SOCIAL MEDIA AND THE AFRICAN FASHION AND ART RENAISSANCE

Since the social media burst during COVID-19, sound has not been the only art form to travel outside the continent. With the emergence of fashion designers such as Yinka Ash, Jomi Bello, and Banke Kuku, it’s hard to ignore the impact of Africa on the fashion scene. Also, with the rise of new artists such as Olaolu Slawn and Tunji Adeniyi-Jones, who have transformed and enhanced roads paved by the likes of; Lemi Ghariokwu, and Bruce Onobrapeya.

With the introduction of various social media trends and competitions (AfricanVogueChallenge, Ashluxe5Design, StreetSoukDesignCompetition), social media blogs, and community programs (YAART Incubation program and WAFs skatepark) designers and artists alike have been given a voice and a platform to showcase creativity and artistry.

POP CULTURE, IDENTITY AND EXPRESSION

Pop culture serves as a powerful platform for African youth to explore identity, self-expression, and community in exciting ways. It’s impossible to deny the freedom and extreme excitement it has ushered into our lives. It has given us a voice on the global stage. We have used art, music, and fashion as a tool to fight oppression, and as a platform to teach our history.

Pop culture is shaping the identity, expression, and experiences of a generation of African youth. As this Cultural Revolution unfolds, the world watches with fascination, eager to see the new trends and stories that will emerge from this vibrant continent.

We have answered the question of how we got here, what we need to address now is how we do not derail what has been set up for us by us, but how we can push it further within ourselves and outside our continent.

This is a time for community. This should serve as a time for us to rally together and make sure knowledge is not lost but shared.

Dear creative, this is a message to you, you have found yourself and a sense of identity from the outputs of pop culture, if there is a push in you to help someone else out there find themselves too, take that chance, do not be afraid.