The Visual Rhythm: How Afrobeats Is Shaping Global Style

On November 14, 2023, at London's O2 Arena, Rema made an unforgettable entrance. Stadiumgoers held their collective breath as he rode onto the stage on a black horse prop cloaked in a billowing cape, his face obscured by a striking mask representing Queen Idia. This imagery paid homage to Rema's Benin roots, carving out a moment for his culture on a global platform and captivating his audience in the process.

The impact of his performance rippled far beyond the stage. It sparked a global conversation about the power of Afrobeats as a medium for cultural expression, ushering the genre into a new era where visual art and historical storytelling are as crucial as the music. Rema's bold display is part of a larger trend that has seen Afrobeats evolve from a musical genre into a full-fledged global visual movement over the last five years.

The rise of cinematic storytelling Artists are now harnessing every visual they can to tell the stories of where they're from. We see this in the cinematic approach of Cruel Santino and Yemi Alade, who tap into the rich Nollywood aesthetic, fusing its unique style with modern storytelling. Santino's music videos, for example, often resemble short films and draw inspiration from Nigerian folklore. Videos for tracks like Raw Dinner or 4Ever borrow shots from the style of horror and action films, offering a captivating glimpse into the experience of being a young Nigerian today.

In contrast, Yemi Alade embodies a more dramatic and colorful approach. Her video for Deceive begins with a Nollywood-style scene complete with a full cast of actors spelling out a relationship drama. In Shekere, featuring the legendary Angelique Kidjo, her imagery is a vibrant celebration of African spirituality. Both artists are adorned in intricate traditional hairstyles, body paint, and rich fabrics, creating a visual tribute to ancestral wisdom and feminine strength. Videos like these add a new layer of depth to the genre's stories by celebrating Nigeria's visual legacy.

Emerging artists like Kold AF forge personal connections with their audiences by highlighting specific cultural elements. Kold AF's visual aesthetic is an extension of her persona: She states, My aesthetic isn't curated, it's what I love, from my dark colors to my dreadlocks, which I see as my crown. In her Manyana music video, she dons simple, elegant black and white pieces that show her as she is. And hair-braiding scenes with friends both match the song's relaxed energy and reflect ordinary communal traditions of life in the Delta. This shows how her style and music are deeply connected, telling a cohesive, authentic story that is a direct reflection of her identity.

Fashion as a cultural statement Afrobeats' influence goes beyond music, making it a global force shaping style and fashion. It was once rare to see Afrobeats artists on the red carpet, but in the 2020s, they've created memorable moments. From Tems's viral Oscars dress to her wax print look by Ozwald Boateng at the 2025 Met Gala and Burna Boy s appearance at the Met Gala in Burberry, the style exuded by Afrobeats artists is changing how the world sees West African fashion: less about textiles and more about cultural exchange and growing influence.

Asake embodies this shift as his style becomes more luxurious, with collaborations that have seen him show at the Jacquemus show during Paris Fashion Week. With high-profile artists' representing African and diasporic fashion on the global stage, Afrobeats shows its power as a cultural force where style is as celebrated as the music.

Clothing has also become a powerful statement of identity in the 2020s. Odumodublvck's signature red hat, the traditional Igbo okpu agu, serves as a powerful symbol of bravery and leadership and encourages his young fans to connect with their cultural roots. Similarly, Asake's visual identity is driven by his bold, nonconformist style. His fashion, from the iconic pink Agbada-style suit in the Joha video to his looks in Sungba (Remix), is a form of visual storytelling that blends indigenous Nigerian culture with a modern, cutting-edge aesthetic.

A platform for African creatives Music can't exist without fashion, says leading West African stylist Swazzi. He adds that fashion plays a big role in interpreting good stories in Afrobeats music videos and highlights the importance of style to the genre's visual narratives. I always try to include made-in-Africa designs, he says, explaining why he champions local talent. African designers are the future; the global audience needs to see a lot more.

The genre is a vital route for African designers to reach a global audience, with musicians and fashion houses forming powerful partnerships that elevate both industries. West African textiles and distinctive designs are brought into the global spotlight, with artists' being the driving force behind how African creativity influences the international stage. For example, Burna Boy's Twice As Tall tour featured stunning costumes by Nigerian fashion house Tokyo James. Artists including Davido and Zlatan are moving beyond simple tour merchandise to create full-on, well-designed clothing collections that are taken seriously as fashion.

Throughout this decade, Afrobeats has moved far beyond the flossy, bling-heavy aesthetic of the past. Using meticulously crafted visuals, intentional fashion choices, and strategic collaborations, this new generation of artists has become a potent cultural force. They are actively showcasing the richness, diversity, and dynamism of African identity to the world. As the genre continues its global ascent, its influence on African culture is set to grow even further, promising an even richer fabric of visual storytelling for years to come.

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