Spotify celebrates Tems as first African female artiste to hit 1 billion streams

Tems is rewriting the rulebook for African artists on the global stage, and Spotify is celebrating her historic achievement. The music streaming giant has launched its new initiative, Afrobeats: Culture in Motion, which not only explores the five-year history of the genre but also spotlights how female artistes are at the forefront of its global takeover. 

Tems is not only the first Nigerian artist to win two Grammys, but she is also the first African female artist to hit 1 billion Spotify streams for her song “Wait for U.”

Interestingly, the new initiative by Spotify grants users free access to the genre’s history and, highlights how Afrobeats has generated over 240 million discoveries on Spotify in just 12 months.

At the heart of the initiative is a new documentary, Culture in Motion, which follows the next generation of Afrobeats artists.  This is accompanied by an immersive microsite on Spotify’s newsroom, For the Record, which explores the movement’s key pillars through exclusive interviews, expert context, and fresh data.

According to Spotify, the microsite’s data offers a deep dive into the genre’s remarkable transformation. The sound of Afrobeats is becoming more emotionally resonant, with introspective and emotionally charged vocals now accounting for 38% of global streams. 

Its reach is expanding rapidly, with listenership in Latin America growing by more than 180% year-over-year, and streams in Brazil alone are up 500% since 2020.

The Cultural Heartbeat of Afrobeats

Beyond streaming, the visual language of Afrobeats is shaping global culture, while communities play a vital role in discovery, acting as the new tastemakers and driving the genre’s growth.

Over 180 million hours of Afrobeats have been streamed in Nigeria this year alone, with the genre’s passion most evident in the top three streaming cities: Lagos, Abuja, and Port Harcourt. Nigerian Gen Z listeners connect with Afrobeats on a deeper level, with their top three listening moods for the genre being “whiny,” “island vibes,” and “playful.” 

Also, this passion has fueled a powerful, community-driven movement that started in Nigeria, with fan-made Afrobeats playlists growing by nearly 3000% in the last decade worldwide. Notably, a new sub-genre, Afro-Adura, has seen incredible growth with streams increasing over 4000%.

The Unconventional Path of an Afrobeats Pioneer: Tems

Tems’ journey is a powerful testament to the triumph of authenticity. Her sound, a soulful and introspective departure from the mainstream Afrobeats formula, wasn’t always easily accepted.

In her early days, she faced resistance from an industry that struggled to embrace her raw vulnerability, but her resolve never wavered. Her EP, For Broken Ears, became a cathartic expression of self-discovery and healing that resonated deeply with listeners and ultimately launched her career.

This defiance of convention has become her hallmark, and she often encourages other women in music to reject pressure to conform, urging them to stay true to their own style.

Paving the Way for a New Generation of Women

Tems’ success has had a ripple effect, creating a new blueprint for female artists. Her story has personally inspired musicians like Amaeya, a former backup singer, who found the confidence to pursue her own path by watching Tems succeed. 

Driven to create more opportunities for women, Tems launched the Leading Vibe initiative to help young women secure their place in the music industry. By quietly honing her skills as a producer and artist, she has rewritten the narrative for Nigerian female artists, relying on pure talent and unshakable confidence rather than a flashy persona.

This unwavering resolve has led to a string of historic firsts. Tems is not only the first Nigerian artist to win two Grammy Awards, but she’s also the first African female artist to reach 1 billion Spotify streams with her song, “Wait for U.” 

These milestones prove that talent and tenacity can cut through the noise, with streaming platforms like Spotify’s EQUAL helping to level the playing field. 

Women are no longer just participating in the Afrobeats story; they are writing, producing, and breaking records, bringing a dynamic and softer side to the genre. From Tems’ minimalism to Ayra Starr’s maximalist flair and the creative force of studios like Kold AF, these women are setting the pace for Afrobeats’ global expansion.