Why should an artist have to become an international success before we start paying attention to what they’re creating? There is so much talent across Africa, and I believe we should be looking for it long before the rest of the world does.
One thing I’ve always found interesting about music is how quickly people’s opinions can change once an artist becomes famous.
A song can be around for months, sometimes even years, without getting much attention. Then suddenly, it reaches a bigger audience, starts trending, gets picked up internationally and everyone wants to know who the artist is.
But what about before all that happens?
What about the artist recording music in a small studio, the independent musician trying to find an audience or the young talent creating something genuinely different without having the right people behind them?
I think these are the artists we should be paying more attention to.
The story: Talent doesn’t wait for recognition
Across Africa, there are artists working hard to make their music heard. Some are building their careers independently, others are experimenting with sounds and finding their own identity, while many are simply trying to get their first real opportunity.
And the interesting thing is that you don’t always need to look very far to find something special.
There is music being created in Tanzania, Kenya, Uganda, Nigeria, Ghana, South Africa, Rwanda, Burundi and many other countries that deserves to reach a wider audience.
Different languages, different influences, different approaches to music. Some artists stay close to their musical roots, while others enjoy mixing styles and creating something completely new.
Yet, too often, attention follows popularity rather than talent.
We wait for the millions of streams, the viral videos, the international collaborations or the big industry recognition before we start taking an artist seriously.
Of course, success is something every artist wants, and there’s nothing wrong with celebrating those who make it. But I sometimes wonder how many incredible artists we miss simply because they haven’t reached that point yet.
My perspective: I would rather discover an artist early
This is something I genuinely believe in.
When I listen to music, I’m not necessarily looking at how many followers an artist has or how many times a song has been streamed. What interests me is what I’m actually hearing.
Does the artist have something different? Is there originality? Does the music make me stop for a moment and listen again?
That’s what matters to me.
And it’s one of the reasons behind Afrotonic Vibes Music.
I want to discover artists because I enjoy their music, not because somebody has already decided they’re the next big thing. I want to explore different countries, different genres and different musical scenes, including those that don’t always receive international attention.
I also believe independent artists deserve to be seen and heard without having to spend a fortune promoting themselves. Not everyone has access to the same opportunities, connections or resources. That doesn’t mean everyone starts with the same level of talent.
I’m not saying every undiscovered artist is automatically great. We all have our own musical preferences, and not every song will connect with us.
But I do think we should give ourselves more opportunities to discover something new instead of listening to the same familiar names all the time.
Imagine discovering an artist today, enjoying their music and watching their journey grow over the next few years. There’s something special about knowing you appreciated their talent before the wider audience caught on.
The conclusion: Don’t wait for everyone else to listen
African music has so many stories still waiting to be told. There are artists building something from the ground up, creating music in their own languages and finding ways to express themselves without necessarily having the support of the bigger music industry.
They deserve an audience, too.
I would rather spend time discovering an artist with 500 listeners who genuinely moves me than overlook them simply because their numbers aren’t impressive.
Because sometimes, the next artist everyone will be talking about is already making music somewhere. We just haven’t taken the time to listen yet.
Don’t wait for the world to tell you who’s worth listening to. Discover the music for yourself.
Jack Wilson
Founder, Afrotonic Vibes Music
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