The global rise of Afrobeats, one of Africa's most prominent cultural exports, has continued to captivate audiences worldwide.
A recent report by music streaming service, Spotify showed that the Afrobeat genre was streamed over 13 billion streams in 2022 alone, compared to just 2 billion in 2017. The genre's success extends into 2023, with more than 7.1 billion streams and over 223 million hours of playtime on only Spotify.
To further amplify the trending sounds of Afrobeat songs, Africa-facing music streaming platform Boomplay has partnered with global short-form video platform, TikTok.
The collaboration aims to promote trending content on both platforms by creating mutual playlists and facilitating content discovery. Boomplay users will now have access to a playlist of TikTok's trending sounds, tagged as TikTokPicks on the Boomplay platform.
Similarly, TikTok will incorporate Boomplay's top songs into its discovery and sound pages, labelled as BoomplayPicks on TikTok. These playlists will feature popular songs that have garnered significant engagement, as well as user-created content, fostering a dynamic music community on both platforms.
The deal between Boomplay and TikTok holds immense potential for success, given the impressive user bases of both platforms. With Boomplay boasting over 75 million active users, according to the company's website, and TikTok's robust user base of 1.6 billion users, according to Business of Apps, the stage is set for significant impact and engagement.
The vision behind this partnership is to merge the realms of music and creativity, bringing together artists, creators, and fans from across both platforms. By sharing and amplifying custom-curated playlists, Boomplay and TikTok aim to introduce infectious rhythms, captivating dance moves, and the rich storytelling of African music to a wider global audience.