Afrobeats popstar Ayra Starr made history over the weekend, becoming the first African artist to headline an NFL halftime show. Her performance has received praise and attention all over the globe, and in light of the excitement around her tour announcement, we believe this historic performance has opened up a new conversation on Afrobeats; here’s how:
Afrobeat’s Globalisation
Afrobeats went from a localised West African sound and phenomenon to a dominant sound, driven by high-profile collaborations, digital streaming, and viral marketing on social media platforms. The genre has steadily become a global phenomenon, yet even with the globalisation of Afrobeat, there are still untapped markets and potential the Afrobeat wave has not reached.
Ayra’s performance at the NFL halftime show in London not only exposes her to a new audience, many of whom may have never heard an Afrobeats song before, but also opens her, and inadvertently the Afrobeats community, to one of the largest markets in the world: the sports market.
How Ayra Starr’s NFL Performance Affects Afrobeats
Ayra Starr’s NFL halftime performance affects Afrobeats in many ways, one of the most significant being its continued globalisation. However, that is not the only effect it’ll have on Afrobeats, and these are the other ways it affects the industry;
- Cultural Representation
Bad Bunny’s performance at the NFL not only marked a monumental milestone for him but also served as representation for Latin people. Likewise, Ayra Starr’s NFL performance reinforces that African artists are cultural ambassadors capable of commanding high-profile Western stages on their own terms.
- Globalisation
A sports audience, especially a Western sports audience, is a huge audience and would be a significant contributor to the globalisation of Afrobeats. Performing at Tottenham Hotspur Stadium during the Philadelphia Eagles-Jacksonville Jaguars game puts Afrobeats directly in front of an audience that might not typically seek out African music.
- Untapped Opportunities
Ayra Starr’s performance at the NFL opens up a conversation on how potential Afrobeat artists can do so. It signals to major organisations, sports or otherwise, that an Afrobeat artist can easily carry these events on their own, while also opening doors to untapped opportunities for Afrobeat artists.
- Audience Build Up & Catalogue Momentum
Artists like Bad Bunny, BTS and Beyoncé saw a huge surge in their audience after performing at major sporting events, and for Ayra Starr, this gives her access to new listeners for her album. It also creates a wave of new listeners who will transition from listeners to fans, and, with the timing of her tour announcement, it’ll translate into ticket sales for her “StarrGirl” tour.
The performance directly spotlights tracks from her third studio album, “StarrGirl”, alongside global hits like “Rush” and “Heaven Baby”, driving international streaming and chart visibility.
What do we think?
Ayra Starr has had an amazing year marketing-wise, and the NFL halftime performance is another perfect example of how her marketing strategies have elevated her. Her performance also accelerates Afrobeats’ integration into mainstream Western sports and entertainment culture.
