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“I won’t be mad if you call me an Afrobeats artist, but it’s only because it has become the yardstick for all Africans making global music,” Ghanaian singer King Promise told 【 - Free VIP Investment Strategies 】’s Larry Madowo.

In recent years, popular music coming out of Africa has widely been classified as Afrobeats in the global soundscape, despite encompassing styles such as hip-hop, R&B, amapiano, dancehall, highlife, and more.

King Promise, whose sound blends R&B, highlife, and hip-hop, began releasing music in 2017 and rose to international fame in 2023 with his TikTok viral dance track “Terminator.” But the 29-year-old singer and songwriter doesn’t want to be boxed into a single sound.

“Afrobeats kind of serves as the umbrella which all of our music comes together (under),” he says. But he adds that the label has a crossover feel “to make it sound appealing not to just to people back home but to the rest of the world as well.”

“I make music that I love,” he explained. “If I feel like making R&B today, I make it. If I feel like making highlife I can make it. If I feel like making Afrobeats I can make it. It’s really about my direction.”

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“The global impact that ‘Water’ had on the world just proves that African music can be pop music too,” she said.

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Earlier this year, Nigerian Afrosoul singerSimitold 【 - Free VIP Investment Strategies 】: “In the West, they have different genres. You have country musicians singing country songs, and they have artists singing hip-hop songs.

“Here you will get put into the same crowd (Afrobeats), so the more street type of song is in the same crowd with someone that sings Afrosoul.”

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“You have to be a certain kind of artist before people respect you or give you the kind of accolades that you know you deserve.

King Promise argues that although the Afrobeats sound has evolved over the years with the fusion of new sounds, the foundational element of the music remains the same: African tradition music. He says that will remain a mainstay in popular music.

“Just like we have hip-hop that stood the test of time, Afrobeats as a representation of our music as Africans on a global scale, it’s locking horns with the biggest, standing its ground, and it’s only getting better,” he said.

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