Nigeria’s music industry has become one of the world’s most dynamic creative exports, with Afrobeats now a central force in global pop culture.
The Afrobeats ecosystem is not only culturally influential but economically significant.
PwC estimates it contributes roughly $2 billion annually to the $26 billion global music economy.
Within Nigeria, the industry is valued at $1.8 billion and projected to reach $14.8 billion by 2025.
While superstar artists drive global attention, a new generation of music video directors has been critical to the industry’s growth. Their cinematic, narrative-driven videos have propelled Nigerian music to international audiences, with some of their works individually surpassing 100 million views on YouTube, a key measure of performance and revenue.
By raising production standards, these directors have positioned Nigerian music as a polished global product, opening doors to brand partnerships, international collaborations, and expanding cross-market demand.