Afrobeats Goes Global as CNN’s ‘Africa Inc.’ Explores Africa’s Multibillion-Dollar Music Industry
Afrobeats Goes Global as CNN’s ‘Africa Inc.’ Explores Africa’s Multibillion-Dollar Music Industry
CNN International’s new series, Africa Inc., has spotlighted the global rise of Afrobeats and African music, examining how companies, artists and entertainment executives are turning the continent’s cultural influence into a multibillion-dollar global business.
The first episode of Africa Inc., hosted by CNN journalist Adefemi Akinsanya, focuses on the rapid international growth of African music and the business ecosystem emerging around it, with particular attention to Afro Nation Portugal, one of the world’s biggest festivals dedicated to Afrobeats and African music.
The programme traces the evolution of the African music industry from Lagos to international markets, highlighting how African artists and entertainment companies are increasingly competing for global audiences, investment and commercial opportunities.
Afro Nation co-founder Obi Asika explained that the festival was established to demonstrate the global appetite for African music and prove that audiences would travel to experience it.
“Afro Nation came about to prove a point. We wanted to prove that this audience would buy tickets anywhere, and to show that we could do something special,” Asika said.
The documentary also examines the transformation of Afro Nation from a music festival into a broader entertainment enterprise.
Natasha Manley, CEO of The Malachite Group, the company behind Afro Nation Portugal, described the organisation as “a global entertainment company, very much with live experiences at the heart of everything we do,” with a focus on creating “deep, immersive, culturally led experiences.”
According to Manley, the response to Afro Nation’s inaugural event in Portugal exceeded expectations, with about 20,000 tickets reportedly sold within 48 hours.
“Within something like 48 hours we'd sold like 20,000 tickets or so. It just took off like a rocket,” she said.
For Asika, the festival’s appeal extended beyond its lineup of performers.
“It wasn't just about the artists, it was about the whole movement,” he said.
African music companies seek global partnerships
Africa Inc. also explores the growing role of international partnerships in helping African artists and music companies expand beyond their traditional markets.
At Lagos-based record label Chocolate City, Chief Operating Officer Aibee Abidoye said global partnerships have become increasingly important to the expansion of African music.
“If we needed to go global, we needed the kind of support and the backbone that I think most major companies have,” Abidoye said.
Mobolaji Kareem of music company EMPIRE similarly pointed to economic pressures as a major factor behind the international expansion of African artists.
“There's something called the economic factor,” Kareem said, noting that accessing audiences outside artists’ domestic markets has become increasingly important to their long-term commercial growth.
The programme further examines how major African music festivals are becoming important commercial hubs where artists can connect with brands, promoters, executives and other players in the global entertainment industry.
Kareem described Afro Nation as more than an avenue for musical performances, arguing that it provides an environment “where deals are done off stage.”
He added that emerging artists can gain valuable exposure to international brands, promoters and music executives through such platforms.
Fan communities key to sustainable growth
Beyond performances and international deals, the documentary highlights the importance of building strong and sustainable relationships between artists and their audiences.
Talent manager Kevin Boakye said the long-term commercial opportunity for African artists lies in cultivating loyal fan communities.
“The true opportunity is around the fan. If you're able to command a genuine relationship with a core group of fans who will continue to invest in you over time, you've actually built something that's sustainable,” Boakye said.
The episode suggests that the continued global expansion of African music will depend not only on streaming numbers and international performances, but also on the ability of artists and companies to build lasting businesses around their audiences.
Afro Nation eyes new markets
Looking ahead, Asika said Afro Nation plans to expand into new territories through licensing arrangements and partnerships with local operators.
He said the company's long-term focus would remain centred on Africa and the wider African diaspora, with the goal of developing entertainment platforms and talent for these audiences.
“My only focus will be on Africa and the wider diaspora and building entertainment and talent for it,” Asika said.
He also expressed confidence that African artists and the continent's music industry now have a permanent place within the global entertainment ecosystem.
“We will always be at the table now,” he said.
The CNN programme comes amid the continued international growth of Afrobeats and other African music genres, as artists, record labels, festivals and entertainment companies increasingly build audiences and commercial partnerships across Europe, North America and other global markets.
The first episode of Africa Inc. aired on CNN International on Monday, August 31, 2026, at 3:30 a.m. WAT, putting the spotlight on the companies and entrepreneurs driving Africa's expanding presence in the global creative economy.
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