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Who gains most as Beyoncé champions African stars?

Some of Africa’s biggest music stars look set for success on a global scale having been handpicked by US singer Beyoncé to appear on her Lion King-inspired album.

While Nigerian stars like Wizkid and Burna Boy have already broken through to the mainstream in the UK and US, their collaboration with the superstar in The Lion King: The Gift is bound to give their careers a bigger boost.

The 14-track companion piece to the Disney film is filled with sounds akin to music currently rocking the continent. Beyoncé, who curated and produced the project, has called it a “love letter to Africa”.

“I wanted to make sure we found the best talent from Africa, and not just use some of the sound or my own interpretation of it,” she told ABC News.

“I wanted it to be authentic to what is beautiful about the music in Africa.”

Dilution or a new direction?

From lyrics in English, Swahili, Pidgin English, Zulu, Xhosa and Yoruba, the project incorporates several genres from Afrobeats, pop, R&B, hip-hop, and the South African version of house music known as Gqom.

“A lot of the drums, chants, all of these incredible new sounds mixed with some of the producers from America, we’ve kind of created our own genre”, Beyoncé told ABC.

African acts featured include Nigeria’s Tekno, Yemi Alade, Mr Eazi and Tiwa Savage, as well as Cameroon’s Salatiel, and South Africa’s Busiswa and Moonchild Sanelly. Several African producers also have credits on the album.

Alade said some artists claim to want to pay homage to their roots but are “all talk and no action”. This is not true of Beyoncé, she told the BBC.

“For someone of that calibre to dedicate time and effort to Africa, it goes to show our worth,” she added.

Afrobeats is perhaps the dominant genre thriving outside the continent – and in particular the UK. Along with Afropop and Afrofusion, these sounds are taking over playlists and dance floors across the world.

Beyoncé’s new project is a savvy attempt to blend “pure Afrobeats, mainstream pop and R&B sounds” for a non-African audience, said Nigerian broadcaster Adesope Olajide, popularly known as Shopsydoo.

He said this is more accessible and “soothing” to such listeners.

“It eventually becomes a sound that is not Afrobeats in its purest form but the best of sounds that a Beyoncé audience will be able to digest,” Shopsydoo told the BBC.

“I know a lot of people are thinking: ‘Maybe she’ll steal the sound and create her own’ but I don’t believe that. [She’s] involving these guys and girls, sharing her fan base with them.”

But not everybody is onboard.

When the album was revealed, many East Africans shared their disappointment at being left out. Many of the film’s characters, after all, have Swahili names and animators for the original 1994 film reportedly based the setting on Kenya’s Great Rift Valley.

“We were not represented in her love letter to us. It hurts,” Kenyan singer Victoria Kimani said on Twitter.

Source: bbc.com

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