Asa Asika on Afrobeats: “We Missed a Bigger Moment by Going Solo”
Music executive Asa Asika has opened up about one of the biggest regrets in Afrobeats’ journey so far — and it has nothing to do with beats or lyrics. It’s about what didn’t happen.
Speaking from over a decade of experience, Asika believes the genre missed out on a massive global moment because top artists didn’t come together when it mattered most. Instead of building a united front, he says, everyone took off in their own direction.
“Look at Latin music,” he said on the Afropolitan podcast. “You’ve got Bad Bunny, J Balvin, Nicky Jam—always linking up, always collaborating. That’s what we didn’t do. If Wizkid, Davido, and the rest had teamed up back then, we might have been twice as big now. Bigger shows, higher demand, stronger impact.”
Afrobeats, which spun off from the Afrobeat legacy of Fela Kuti, has grown into a cultural export in its own right. From early icons like D’banj and Tiwa Savage to today’s global names like Burna Boy, Tems, Rema, and Asake, the genre has climbed charts and filled arenas. But some feel it’s still not quite playing on the same field as global pop or Latin music—and Asika thinks he knows why.
Missed Connections, Missed Opportunities
In his view, the lack of collaboration among major artists hurt the movement. For example, Davido and Wizkid—two of Afrobeats’ biggest names—have never done a joint project. Rivalries still linger, and while friendly competition has its place, Asika believes it cost the genre valuable momentum.
Beyond the studio, he also raised concerns about the widening gap between Nigerian stars and their homegrown fans.
Losing Touch at Home
Asika didn’t mince words. “An artist gets big in Nigeria, and the next thing is a show in New York. I’m like… what about Lagos?”
He pointed out that some artists now price themselves out of the local scene by charging rates that reflect foreign currency, not the reality of local promoters. It’s a move he says risks losing the very base that built them.
“You shouldn’t be asking a Nigerian promoter to match what a brand in another country pays you,” he said. “It’s just not right. No matter how far you go, you should never be too big to perform at home.”
The Fame Fade Is Real
Asika also offered a candid reflection on how fame evolves. He says many artists struggle to accept the natural shift that happens with time—and it can backfire.
“You can’t keep acting like it’s 2018 when it’s clearly not. Dropping 20 songs hoping one hits? That can actually do more harm than good,” he said.
He urged musicians to face the truth with their teams and shift direction when needed, using both data and instinct—not just streaming numbers.
“Numbers help, but they don’t tell the full story,” he explained. “A track could be blowing up on YouTube, but if I haven’t heard about it from the DJs and promoters I know? Then maybe something’s off.”
Gatekeeping and the Next Generation
Asika also addressed a growing complaint among emerging artists—gatekeeping. While many up-and-comers feel blocked by the system, he believes ego and fake hype often play just as big a role in derailing young talent.
“Don’t let likes and follows fool you,” he said. “You have to stay grounded. Support each other. This gatekeeping culture doesn’t help anyone.”
Looking Ahead
At the heart of Asika’s message is a call for unity—something he says the industry needs more than ever.
“If we keep chasing individual wins, we’ll end up looking back five years from now saying, ‘Remember when Afrobeats used to be global?’ The time to build lasting structures is now. Let’s stop hoarding success and start multiplying it.”
