SEXISM IS NURTURED IN THE AFROBEAT CONSUMPTION SPACE | by Jessica Onyemauche

#AMAKAxNewAfricanWoman

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<i>Source: Pinterest</i> — *Source: Pinterest*

49th Street, a media house, posted a quiz on Thursday, nudging fans to pick the concert they would attend if they had a hundred-dollar bill. We cannot help but notice that in a four-row template, all the women on the template (Tems, Ayra Star, Fave, Tyla, and Amaree) are kept in the third row- women who have proven themselves to be talented and more commercially successful than every male artiste on the second row. It may seem innocuous, but sexism is an internalized trait that we must learn to point out at all times.

<i>Source: 49th media</i> — *Source: 49th media*

Furthermore, comparing the popularity of Bnxn (Buju) to Ayra star on the same day Ayra was announced as the Nigerian artiste with the most Spotify listeners is another highlight of the sexism suffocating the Afrobeat consumption space. What most people used to dispute Arya’s talent is weak lyricism, however, they forget that Ayra has vocals, Ayra is an amazing performer, and Ayra has versatility. Let us also be reminded that Ayra’s pen game can only be faulted in her mainstream music. That is to say, most people querying her writing talent do not listen to her enough

<i>A cover of Ayra’s recent album- The Year I Turned 21</i> — *A cover of Ayra’s recent album- The Year I Turned 21*

Sexism is also found when fans of Afrobeat light the torch on Tems’ achievement and attribute it to her body structure. Making heinous claims about how that has carried her career. Mind you, Tems kicked off her career by wearing really baggy clothes. These accusations are bewildering because we all saw how Essence skyrocketed both her and Wizkid’s careers, with it having the most effect on her as the new artiste. And we’ve watched her work on countless projects after that

<i>The Cover of Tems’ recent album- Born In The Wild </i> — *The Cover of Tems’ recent album- Born In The Wild*

The story of Fela is echoed throughout Afrobeat history, that, I, who belongs to Generation Z, despite never consciously listening to any of his songs is well aware of his successful career. Satisfactory proof that his story has been told and retained within history. Now, who tells the stories of The Lijadu Sisters? Famous women who were working in the Nigerian pop music scene. And also like Fela, the Lijadu Sister strongly opposed bad government. Why have their names been swept under the rug? The Afrobeat consumption scene, of course, did not deem them worthy enough to reverberate their story.

<i>A photo of the Lijadu sisters by Pade Aladi</i> — *A photo of the Lijadu sisters by Pade Aladi*

Now, ask yourself, despite Tiwa Savage’s popularity in the Afrobeat space and her numerous achievements, is this not the same fate she’s about to encounter? While her peers like Wizkid and Davido are being championed, her name will most likely be vacuumed away

When the greatest of all-time discussion comes up in. The tussle on who has run the game long enough to be crowned a G.O.A.T. It’s so shocking that this conversation is had with the exclusion of Tiwa Savage. Tiwa Savage has the longest-running career, having entered the Afrobeats scene in 2010. She has held down from this year with numerous hits and international awards to her name. If someone with such a prosperous career can be shunned, how then can we say that sufficient accolades are being given to emerging female artistes?

<i>Tiwa on the way to her movie premiere “Water and Garri”</i> — *Tiwa on the way to her movie premiere “Water and Garri”*

Simi has been told to switch up her sound. Complaints that come from people who do not listen to her. Simi’s last album “To Be Honest” is adequate evidence that her sound is never redundant. Simi once tweeted about how her talent is only praised when there is a man attached to it. I cannot help but concur with the veracity of her tweet. The era with Falz is all the example we need. Everybody was all ears to Chemistry, their joint EP, shipping them and awed about Simi’s unique voice, where have they all gone?

<i>The cover of Simi’s latest single- All I want </i> — *The cover of Simi’s latest single- All I want*

The number of women popular in the Afrobeat scene is another great indication poking at this sexism. Record Labels are afraid to invest in Female artistes. Not only because there are limited listeners but, also, unlike their male counterparts, they are expected to have the aesthetics. Their beauty is constantly put on a pedestal even before their voice is considered worthy.

Speaking to Chi, a London-based Nigerian artiste. She has this to say regarding the sexism that plagues not only the consumption space in Afrobeat but the industry at large

Why do you think Female artistes struggle in the industry?

Chi: That’s because they don’t get as much support, especially black women. Personally, I believe men get further doing way less, especially in the underground scene, you’ll see a lineup with like ten men and only two women. Women, also, get penalized so much more- for being too opinionated or too quiet or too sexy or not sexy enough, it’s endless.

About sexism in the consumption space , firstly, do you believe that exists? (instances like consumers refusing to listen to women or claiming they are mediocre, just because they are women)

Chi: A hundred percent, we literally have to do the most. There is a lot of “she’s alright for a girl” particularly in rap music. To make it worse pretty privilege is thrown on top. Women have to look a certain way or dress a certain way to get noticed. You see a lot of people make it and then get heaps of surgery to fit in. It’s wild that that’s the norm.

Have you had any personal experiences?

Chi: When I first started I felt like I had some men working with me because they had hopes of getting with me. I remember a time I had a meeting with a guy at a very big label, I was so excited, it was during my first year making music. He was an A&R and after the meeting, he started sending messages to me, something also the lines of “When can I take you on a date”, completely unprovoked and we all know this just doesn’t happen to men.

Thank you so much for your time , Chi.

<i>The tracklist of Chi’s EP titled “I’ve Seen The Lizard People”</i> — *The tracklist of Chi’s EP titled “I’ve Seen The Lizard People”*

have witnessed that when a space is seen as male-dominated there is a difficulty for women to pull themselves into that space. I want you to compare Afrobeat to the International female rap arena. And when one does successfully get in, it seems like there is only room for one person to be entertained. Men do not have this problem breaking into women-dominated industries. Look at fashion. Look at catering. etc. In fact, they flourish as more capable hands

I know those who have squeezed their face throughout this article. Saying, women just don’t listen to women, women lack accountability, what is sexism if you just don’t find female artists entertaining, and so many questions that can be answered if rationality were gifted to all. If you are not going to listen, the least you can do is to pause your irrelevant questions about their credibility

Simi, Ayra Star, Lifesize Teddy, Tems, Bloody Civilian, SGawd, Niniola, Teni, Yemi Alade, Tiwa Savage, Chi, Deto Black, Fave, Brazy, Qing Madi, Mowalola, Kold af, Aramide, Lady Donli, Solis, Candy Bleakz, Winny, Waje, Asa, Niyola, Bell Alubo, Omawunmi, BLNDE, Mahdéy, Stormrex, Celeste, and many more I am yet to discover, I hope you never give up.

The industry will have to bend to contain all of you and, at the same time too