Nigeria’s afrobeats now global but access still very local – Young Game
Nigerian Afrobeats singer, Young Game has drawn attention to the often-ignored hurdles confronting African diaspora artists seeking recognition within the Afrobeats industry, despite their growing contributions to the genre’s global success.
Young Game, born Sunday Paul Bassey and a native of Ndi Okpo Ihechiowa, Arochukwu Local Government Area of Abia State, is currently based in Italy. He is part of a rising generation of African creatives abroad who proudly project their culture beyond the continent but struggle to gain equal visibility with artists operating from Nigeria.
According to the singer, physical distance from Nigeria’s music ecosystem remains a major disadvantage. “Afrobeats is global now, but access is still very local,” Young Game said, noting that artists outside the country often lack the industry connections, media exposure, radio support and live performance opportunities needed to break records.
He explained that while many diaspora musicians invest heavily in music production, promotion and distribution, their efforts are frequently sidelined due to industry gatekeeping and location bias. “You can have the sound, the story and the consistency, but without proximity to the industry, it’s easy to be ignored,” he stated.
Young Game also pointed to the identity dilemma faced by many African artists abroad, who are sometimes viewed as “too foreign” for the local market and “not African enough” for international audiences. “We are constantly trying to prove our authenticity, even though our roots are unquestionable,” he said.
Despite the challenges, the singer stressed that diaspora artists remain vital to Afrobeats’ global expansion. Their exposure to diverse cultures and audiences, he noted, enables innovation and helps introduce the genre to new territories. “Many of us are building Afrobeats quietly in Europe, America and beyond performing, promoting and planting seeds that later grow into global movements,” he added.
Calling for greater collaboration and inclusion, Young Game urged industry stakeholders to embrace diaspora creatives as an integral part of the culture. “Afrobeats is strongest when it is unified. Diaspora artists should not be treated as outsiders, but as extensions of the culture,” he said.
