AFROBEATS GENRE AND ITS ROLE IN REBRANDING NIGERIAN NATION

Abstract

Global popularity of Afrobeats and its inextricable link to Nigerian roots has recently brought Nigerian nation into a new limelight of discourse. Afroabeats is a genre of music that deals with fusion of African traditional music, jazz, funk and rock music. It is the most accepted African musical culture in the global music scene and it is very popular in Nigeria. Afrobeats has begun to revive a sense of nationalism and Pan-Africanism within Nigeria and African continent. This trend has redefined Nigerians both at home and in the diaspora. Afrobeats musicians have succeeded in re-presenting Nigeria to the world in the past three decades. This study explores Nigerian Afrobeats musical genre and its role in rebranding Nigeria’s national image. Focus is on the ‘ambassadors’ of Afrobeats who are non-state actors in the constructivist framework of international relations yet, they have achieved considerable success in promoting Nigeria’s national image where state actors have failed to achieve success. Method used for data collection includes observation, media reports, internet sources, interview and review of related archival literature. Findings from the study indicate that through Afrobeats, Nigeria has regained her alliances, treaties and partnership with other nations of the world. Afrobeat musicians have made remarkable shift in boosting national image, perception and self esteem of Nigerians around the globe.