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Gen Zs shaping musical preferences and growing artists’ fandom across Sub Saharan Africa

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This past year has seen many artists drop countless brilliant songs which have been streamed numerous times on Spotify, particularly by Gen Zs, who are the most tech savvy generation currently alive. While a lot can be said about this generation, aged between 11 and 26 years, what we can all agree on is their influence on popular culture, music being no exception.

And while listening behaviours differ from one person to another, an exercise in which artists and tracks unite Gen Z across Sub Saharan Africa is perhaps one step closer to understanding what makes the Africasn Gen Zs move and groove, as seen in this year’s Spotify Wrapped.

Which artists came out on top?

Canadian rapper Drake takes up the number one spot in 2023, in part thanks to his collaborative album with 21 Savage on Her Loss which dropped late 2022, as well as the release of his highly anticipated album For All the Dogs in October.

Afrobeats continues to be a very popular genre amongst Gen Z’s as Nigerian Afrobeats artists such as Burna Boy, Asake, Davido, Rema and Omah Lay find themselves on the top ten list thanks to their consistent contributions throughout the year. Burna Boy, Asake and Davido all dropped new albums this year while Rema and Omah Lay released deluxe versions of their previous albums.

However, it was not only Afrobeats musicians who Gen Z gravitated towards this year, Drake’s Canadian counterpart The Weeknd was also streamed numerous times by Gen Z’s this past year which can be credited to the release of the deluxe version of his 2016 album Starboy. American Hip hop artist Travis Scott dropped his highly anticipated album Utopia which fans had been anticipating for 5 years, so naturally he too is in the top ten most streamed artists by Gen Zs in SSA.

Despite not releasing solo projects throughout the year, 21 Savage and Future are also on the list of most streamed artists by Gen Z’s across Sub-Saharan Africa, showing the generation’s affinity for international rap music.

Which were the grooviest songs of the year?

If the top songs streamed by Gen Z tell us anything, it is that they were in the mood to dance the whole year. Nine out of the top 10 songs are African and are either rooted in Afrobeats or Amapiano, with a couple of songs fusing both genres.

Despite being the only Hip hop song in the top 10, Sprinter by British artists Dave and Central Cee is in second place in a dance-genre-dominated list, which is no surprise as the song received global love from Gen Z, who enjoyed the banger made by two of England’s most popular stars.

Nigeria dominates this list too, with Ruger’s Asiwaju coming at the top, and also making an appearance is Asake’s Lonely At The Top, the artist’s testimonial on the life of fame. Off his highly anticipated album Timeless, Davido has two songs that the Gen Z’s cannot get enough of, FEEL and UNAVAILABLE featuring Musa Keys, both in the top ten.

Mnike, the Amapiano song that took social media by storm is the only South African song in the top ten, showing that there is something to be said on the power of virality. Meanwhile, Ayra Starr’s Rush is the only track by a female artist that’s in the top ten.

What does this tell us about Gen Z’s?

Gen Z’s are known for being hip and full of “vibes”, so it is no surprise that most of the artists and songs that they are streaming are mostly rooted in dance genres such as Afrobeats and Amapiano. Mnike, one of the biggest Amapiano songs to come out of South Africa this year, birthed several dance challenges on social media which had a huge role to play in the success of the song.

What makes these songs unite Gen Z’s is their ability to not only bring out the urge to dance, but also their spiritual and love undertones. Songs like Asiwaju and Sprinter are two completely different songs, but their subtle and less subtle braggadocious nature help represent a whole generation which has often been thought of as being too expressive, while Rush by Ayra Starr taps into Gen Z’s desire to grind and pursue success without the negative energy.

Gen Z’s value authenticity and self-expression, and all these ten songs capture these values either through the use of African music to tell authentic stories of love, success, and pain, or through Sprinter’s employment of UK rap which Gen Z’s have grown to love and appreciate over the past few years.

Spotify 2023 Wrapped data show that Afrobeats is not only the biggest genre across Sub-Saharan Africa, it also unites different generations in a region that thrives off authentic, self-expression music that captures their love for dance and a sense of freedom.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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NCC Suspends MovieBox.ng over Alleged Piracy

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Nigerian Copyright Commission (NCC), with the assistance of the Nigeria Internet Registration Association (NiRA), has secured the suspension of MovieBox.ng, an online site known for streaming pirated copyright materials, including movies, music, and live sports from Nigeria and other countries.

NCC Suspends MovieBox.ng over Alleged Piracy

This major breakthrough in the fight against piracy followed a renewed campaign mounted by the Commission against online piracy.

The suspension, which was effective from Saturday, July 20, 2025, has received commendation from rights owners’ associations in the movie, music, and broadcast industries.

Dr John Asein, director general,  NCC, said the development is a practical signal that the Commission is serious about its renewed fight against online piracy.

In its preliminary report, the Commission described the illicit operations as suggesting a coordinated attempt to sustain piracy operations through clone or fallback domains.

It also showed a coordinated effort by the website to evade detection and takedown by using multiple mirror domains to promote and gain access to copyright-protected content and a domain history that aligns with known piracy operations.

The Commission thanked NiRA, the Nigerian Registry for the top-level domain, for being responsive and called on other role players in the online space, especially Internet Service Providers and intermediaries, to always act responsibly and expeditiously to take down notices and blocking directives as required under the Copyright Act 2022.

Meanwhile, the Commission is also taking steps to ensure that other mirror sites for the platforms are deactivated.

The Director General has again advised the public to be wary of pirate sites that promise free streaming and downloads, as they not only infringe on copyright but also target unsuspecting users who are exposed to malware, financial scams, identity theft, and other fraudulent activities.

The Copyright Commission had earlier in the year launched the Stand Together against Online Piracy (STOP) campaign, calling on all stakeholders – government agencies, ISPs, telecom operators, and industry leaders – to stand together as frontline enforcement partners to protect creative content and guarantee the country’s digital future.

 

 

 

 

 


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How AI Agents Will Revolutionise Industries, Boost Productivity, and Cut Costs

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By Linda Saunders Salesforce Country Manager & Snr. Director Solution Engineering for Africa

Today, every company wants to be an AI company, yet only 1% of firms consider themselves fully mature in AI adoption, according to McKinsey. As we move from chatbots to copilots to autonomous AI agents or “agentic systems,” companies that haven’t already implemented AI risk losing significant ground to competitors. This could happen faster than they think.

Autonomous AI agents go beyond pre-defined scripts to handle nuanced interactions. They can not only generate content but make decisions and take action with limited or no human supervision. The move to intelligent, scalable digital labor represents a true revolution. By 2028, Gartner forecasts that 33% of enterprise software applications will include agentic AI, enabling 15% of day-to-day work decisions to be made autonomously.

This shift has significant implications for businesses: the potential for a digital labor force to work alongside humans, reducing costs and driving innovation and scalability. For the first time, workforces can be supplemented by autonomous AI agents working around the clock boosting productivity, efficiency, and competitive advantage.

Deloitte predicts that 25% of companies using generative AI will launch agentic AI pilots this year.

Across every industry, AI agents are making a significant impact. In customer service, they offer 24/7 support, handling a broad range of issues. For inventory management, they automate tasks, optimise stock levels, and provide real-time insights. In recruitment, they streamline the hiring process by screening resumes, scheduling interviews, and conducting initial assessments, reducing the workload on human recruiters.

By taking over repetitive tasks, AI agents allow workers to focus on high-value contributions, driving creativity, strategy, and meaningful impact.

Beyond business, this technology is improving students’ academic performance by providing personalised tutoring. In healthcare, AI agents reduce administrative burdens, allowing professionals to focus on complex cases and monitor patient progress, leading to better health outcomes.

The shift to agentic AI systems brings disruptions and risks, not least around trust and data accuracy. Trusting the technology is key to integrating agents. According to Salesforce research, 93% of global desk workers don’t consider AI outputs completely trustworthy for work-related tasks. Sixty percent of consumers say advances in AI make trust even more important.]

To build trust, it’s crucial to ensure that AI systems use accurate and relevant data, maintain privacy, and operate within ethical and legal boundaries. This means implementing robust data governance and oversight.

AI agents must also be transparent and explainable, so users know when they are interacting with an AI and how it operates. Clear accountability is essential to define responsibility for the agent’s performance and trusted outputs.

The solution to increasing productivity and building trust is not as simple as implementing AI agents immediately, according to a new Salesforce white paper. The white paper lays out key design considerations for policymakers to keep in mind outlines key considerations for designing and using AI agents, and how global policymakers can adopt and unlock AI’s full potential.

To achieve a smooth and beneficial integration, businesses, governments, non-profits, and academia must collaborate to create comprehensive guidelines and guardrails.

Continuous training programs are also key. They help AI stay up-to-date and work effectively alongside humans, enhancing productivity, and allowing employees to focus on more strategic tasks.

Without proper oversight, autonomous AI can make decisions that conflict with human values or ethics, leading to loss of trust, legal issues, and damaged reputations. To avoid these risks, a multistakeholder approach is essential.

It’s no longer a question of whether AI agents should be integrated into workforces – but how best to optimise human and digital labor working together to reach desired goals.

Although AI agents are the latest technology breakthrough, the fundamental principles of sound AI public policy that protects people and fosters innovation remain unchanged: risk-based approaches, with clear delineation of the different roles in the ecosystem, supported by robust privacy, transparency, and safety guardrails.

By addressing these concerns, we can envision a future with new levels of productivity and prosperity, driven by a digital workforce that continuously learns and improves.


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$1 Trillion Economy: Why Tinubu Must Listen to Dangote, Ekeh, Others

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By Aliyu Gaya

One exceptionally commendable fact about the Bola Tinubu presidency is that it is not lacking in ambition and audacity. Courage defines the leader and Tinubu has it in good measure. Think about this: Tinubu wants to grow Nigeria’s net worth to a $1 trillion economy by 2030. While this shows ambition, it is much more a demonstration of audacity in leadership.

To achieve this, Tinubu says Nigeria must lean on and encourage local production. He believes that achieving food security is the sine qua non for advancing the nation’s economy through heavy investments in the agriculture value chain. He is pushing a Nigeria First, Buy-Nigeria policy. Some of his ministers and appointees are also singing the same local production hymn.

A quick fact-check shows that this is not new, especially since the commencement of the 4th Republic. President Olusegun Obasanjo, it has to be emphasised, laid a solid foundation to promote indigenous production of goods and services. He did not chime Buy Nigeria, he lived it, implemented it and the results were profound. The results of Obasanjo’s Buy Nigeria policy manifested in diverse ways. Local patronage of indigenous fruit drinks and ban on imported ones; local production of airtime cards for GSM service providers; local patronage of locally assembled computers that gave a huge boost to local production of the same, such that some ministries, departments and agencies (MDAs) standardised their IT operations on indigenous computer hardware and software.

Sadly, despite the traction gained by indigenous products, the succeeding governments did not even sustain the Buy-Nigeria momentum. Tinubu seems determined to do so. However, to achieve the noble ambition of a $1 trillion economy, President Tinubu must listen to key Nigerians who are not only employers of labour but are deeply committed to indigenous production as the key to unlocking the huge potential of the nation’s economy.

One of such Nigerians Tinubu must take heed to his advice is Aliko Dangote, the President of Dangote Group whose refinery is the biggest single infrastructure project in Africa. Dangote, a major indigenous manufacturer, is not happy with the manner local companies are treated in Nigeria.

Dangote recently advocated for policies that protect indigenous industries and nurture them into mega corporations capable of generating jobs and fostering prosperity. Addressing a gathering of manufacturers and investors in Abuja recently while delivering a keynote on ‘Rethinking Manufacturing in Nigeria’ at the Nigeria Manufacturers’ Summit, Dangote advocated a reversal of government policies that expose local players to vulnerabilities including continued importation of goods and services that are also produced in Nigeria. Such a lack of protection of indigenous players, usually in the form of a lack of patronage from the government and Nigerians, stunts the growth of these local players.

He cited countries where governments had to take drastic measures to protect their respective local markets. These include the blocked sale of US steel to Nippon Steel of Japan, the blocked sale of six US port management companies to Dubai Ports World, restrictions on Chinese cranes at US ports, and the US imposition of tariffs such as 100% on Chinese EVs (electric vehicles), 50% on semiconductors, medical products, and solar panels.

There are other instances, including the restriction of Russia gas supply to Europe, which led European countries to increase coal usage despite opposition to fossil fuels; and the US government’s distribution of $39 billion in subsidies to incentivise local microchip production. The above cases clearly show how respective governments deliberately protect their local players, not only to give them a head-start over competition but also to help them scale up on the path to profitability. Nigerian governments have been short on this.

Leo Stan Ekeh, Chairman of Zinox Group, an African ICT unicorn, is yet another voice Tinubu should give ears to. Ekeh, much like Dangote and others, has been a victim of serial blackmail and corporate bullying despite his undeniable sacrifice to create a digital culture in the Nigerian marketplace including education, media, banking, oil and gas, agriculture and other aspects of the economy. His Computerise Nigeria project became the cornerstone for the establishment of digital hubs in the nation’s tertiary institutions.

Ekeh believes that achieving a $1 trillion economy is possible but stressed that the current state of power delivery nationwide (an average of 4 hours per day according to the latest NBS data) cannot support the type of bullish industrialisation and local production that will bolster the nation’s economic trajectory to the trillion-dollar mark. He warned that a situation where genuine players in local production and service delivery are bullied and blackmailed by unscrupulous private sector fringe players and public sector operators does not bode well for economic growth. He urges more protection from government for the progressive and proven indigenous companies. He says the concept of Buy-Nigeria should be enforced, especially among MDAs.

While expressing confidence in President Tinubu’s ability to address the issue of blackmail, he suggested that Tinubu should aggressively pursue a policy that promotes patronage of indigenous manufacturers and service providers as a way of reflating the economy.

He said: “It is evident that the core of the myriad challenges afflicting the nation today is our failure to develop local capacities. We must embrace self-sufficiency by consuming what we produce and supporting indigenous players across various sectors.”

He regretted that in spite of several local content policies established by the Federal Government, such policies are consistently disregarded by government employees and appointees, wondering why “we send our children to the world’s best institutions, where they excel, yet we overlook the products they create.”

He gave the example of the government of India, which effective November 1, 2023, placed restrictions on the importation of laptops, tablets, all-in-one personal computers and ultra-small computers and servers with immediate effect. This, according to him, was to boost local productivity both by multinationals operating in India and indigenous Indian companies to create more jobs, encourage proficiency, and discourage capital flight.

“Mr. President, I humbly appeal to you to be deliberate and decisive in encouraging indigenous producers and service providers across all sectors. This way, we create a market for indigenous products, build confidence in our economy and easily attract international investors. The way we treat our local investors will determine how many foreign investors we can attract,” he stated in an open letter to the President earlier this year. The voices of Dangote and Ekeh echo the voices of other indigenous players who have continued to deliver value amid vicious headwinds.

Speaking at the inaugural Domestic Investors Summit in Abuja recently, the Minister of Industry, Trade and Investment, Dr. Jumoke Oduwole, reaffirmed Tinubu’s determination to achieve the trillion-dollar economy. She outlined targets for 2025, including $6 billion in foreign direct and portfolio investment, $6.5 billion in non-oil exports, a 20 per cent increase in trade value, and the creation of 200,000 export-led jobs. This is grand. But the major pulley that will drive this growth is the recommendation of Dangote, Ekeh, and other indigenous players, which is that the government should, as a priority, protect local investors and entrepreneurs through patronage, a policy shift that encourages growth, and categorising such investors’ assets as national assets deserving of preservation.

Gaya, a public policy analyst, writes from Kano.


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