African music entering a ‘correction phase’, not decline – Tiwa Savage
Afrobeats star Tiwa Savage has said African music is not in decline but is instead entering a “correction” or “maturation” phase following several years of explosive global growth. Speaking as a keynote voice at a recent creative conference, she noted that after the initial Afrobeats boom, the industry is now naturally adjusting, filtering out hype and rewarding more structured, long‑term work. Savage explained that some people misread the current slowdown in viral hits or international chart dominance as a slump, when it is actually a normal cycle in which markets stabilise and audiences become more selective. In her view, this phase is healthy because it pushes African artists, labels and managers to focus on quality, professionalism and building sustainable brands rather than chasing quick trends. She pointed out that African music has already proven its global appeal, with Afrobeats and […]
