Afrobeats, the vibrant sound that has moved from Lagos to London, Accra to Atlanta, and now deep into Latin America, is getting its most comprehensive showcase yet. This September, Spotify unveiled Afrobeats: Culture in Motion, a multi-layered global project that captures not only the music but also the culture, community, and influence that have made the genre one of the world’s most dynamic exports.
The initiative, launched in September 2025, brings together a documentary film, an interactive microsite, and fresh streaming data to map how Afrobeats has evolved and where it is headed next. More than a celebration of rhythm and melodCulture in Motion positions Afrobeats as both a cultural force and a global movement.
At the heart of the rollout is a new documentary produced by Spotify. While the company has not confirmed where the full feature will air outside its own platforms, trailers and clips are already circulating on Spotify’s newsroom and YouTube channels. The film follows artists and tastemakers shaping Afrobeats today, giving fans an intimate look at how the genre has developed from underground Lagos parties into an international phenomenon.
Spotify also created an immersive microsite that presents Afrobeats in five thematic pillars:
Sound Evolution — chronicling how the genre has expanded into substyles like Afro-R&B, Alte, and Afro-fusion.
Latin Expansion — examining how Afrobeats is resonating in countries like Brazil and Mexico.
Women of Afrobeats — spotlighting the female artists now leading the charts.
Visual Language — tracing how Afrobeats shapes fashion, dance, and online aesthetics.
Culture & Community — highlighting the role of fans and diaspora communities in spreading the music.
This mix of storytelling, video content, and streaming data creates a layered experience: part cultural archive, part statistical deep dive, and part celebration.
Spotify’s global reach gives it a unique vantage point on how music travels, and the platform’s data offers striking evidence of Afrobeats’ rise. In the past year alone, Afrobeats songs generated more than 240 million new discoveries worldwide, meaning first-time listens by users.
The numbers reveal not only the genre’s growth but also its shifting textures. Roughly 38% of Afrobeats streams now come from tracks with introspective, emotional vocals — proof that the sound is broadening beyond its party roots.
The project also looks at how fans use comments, livestreams, and social media trends to build momentum around new tracks. Viral dance challenges, fashion looks, and meme culture have become just as crucial as radio spins in shaping what becomes a hit.
Afrobeats is more than soundwaves; it is also an aesthetic and lifestyle. Through its Visual Language pillar, Culture in Motion explores how the genre is influencing fashion, dance, and design around the world. From the bold streetwear seen in Lagos to the choreography that dominates TikTok, Afrobeats continues to set cultural trends far beyond the studio.
While Spotify has not disclosed when or where the full documentary will be released beyond its own platforms, the rollout is already underway. Trailers are live, the microsite is active, and fan discussions are building across social media.
