Producers Rising: The New Titans of Afrobeats in the 2020s
Every infectious Afrobeats hit that fills dance floors, streams on playlists, or ignites crowds in clubs originates far from the spotlight-in the creative sanctum of the studio. For decades, the masterminds behind these rhythms were the unseen forces, their presence marked only by subtle producer tags like “Sarz on the Beat,” “Rexxie Pon This One”, while the performing artists basked in the acclaim.
However, the landscape has dramatically shifted.
As of 2025, producers in the Afrobeats scene have transcended their traditional roles. They headline concerts, release solo projects, secure lucrative endorsements, and influence the genre’s global trajectory. Visionaries such as Sarz with his genre-defying albums, Pheelz crafting chart-topping crossovers, and Rexxie delivering gritty street anthems have emerged as prominent figures commanding the stage alongside artists.
Moreover, emerging talents like London and P.Priime are pioneering the sound of contemporary Afrobeats-melding sleek, futuristic production with authentic African rhythms. Their work resonates from Lagos’s vibrant streets to international pop charts, embodying the genre’s dynamic evolution: innovative, adaptable, and unstoppable.
The Afrobeats industry is evolving rapidly, and producers are now key players driving this transformation.
From Background Creators to Frontline Stars
Not long ago, Afrobeats producers were akin to ghostwriters-integral yet invisible. Fans would sing along to hits without ever considering the creative minds who crafted the beats. The spotlight belonged solely to the vocalists, while producers remained in the shadows, their contributions relegated to liner notes.
Today, this paradigm has flipped.
Producers now command stages, launch their own albums, and cultivate dedicated fanbases. Take Sarz, once primarily recognized for producing hits for Wizkid, who now headlines his own shows and curates projects that highlight his unique artistry. Similarly, Rexxie, known for pioneering street sounds with Zanku and Amapiano-infused beats, has established a distinct brand identity, becoming a star in his own right.
This shift is fueled by fans who increasingly acknowledge and celebrate producers as creative forces. Producer tags have evolved into cultural anthems, social media platforms have connected producers directly with audiences, and collaborations now often credit producers as featured artists. In Afrobeats, producers have stepped out from behind the mixing boards to share-and sometimes dominate-the limelight.
The Cultural Impact of Producer Tags
Before the first verse drops, a signature sound or phrase signals the producer’s presence-whether it’s a whispered tag, a catchy chant, or a distinctive audio drop. Phrases like “Sarz on the Beat,” “Jiggy,” “Rexxie pon this one,” “London!” have become more than mere credits; they are integral to the music’s identity.
In Afrobeats, these tags function as powerful branding tools. They offer instant recognition, signify quality, and often motivate listeners to hit play. For instance, Pheelz’s tag “It’s Pheelz” marked his breakthrough into mainstream success, proving producers can be as iconic as the artists they collaborate with. London has crafted a minimalist yet memorable tag that complements his futuristic sound, while P.Priime‘s signature drop guarantees a high-energy track that moves audiences.
Then there’s Young Jonn, who rebranded himself with the infectious tag “Jiggy!” This single word encapsulates his playful, vibrant style and has helped him transition from a top producer to a chart-topping artist.
These tags blur the lines between producer and performer, embedding beatmakers into the cultural narrative of each song. Much like a rapper’s signature adlibs-think “It’s lit!” or “Another one!”-Afrobeats producers have carved out their own space in the spotlight, one catchy tag at a time.
Trailblazers Who Shaped the Afrobeats Sound
From the foundational influence of Don Jazzy, who propelled Mo’Hits into a cultural phenomenon, to Sarz‘s innovative fusion of experimental and club-ready sounds, producers have been central to Afrobeats’ growth. Killertunes brought infectious street energy, while Pheelz evolved from behind-the-scenes producer to hitmaker with tracks like Finesse.
Today’s new generation is redefining the producer’s role. London crafts futuristic soundscapes that effortlessly cross continents, working with stars like Rema. At just 22, P.Priime blends street authenticity with polished global appeal, producing for artists such as Fireboy DML and Olamide. Meanwhile, Young Jonn, known as “the Wicked Producer,” has transformed into a solo artist with hits like Xtra Cool and Aquafina, exemplifying how producers are now the face of Afrobeats.
Sound Architects: The Visionaries Behind the Hits
To truly grasp Afrobeats’ current soundscape, one must recognize the producers who craft its core. Sarz stands out as a visionary, continuously reinventing his style from hits like Wizkid‘s Come Closer to Lojay‘s Monalisa, earning his place as a godfather of modern Afrobeats production.
London has become synonymous with a polished, futuristic sound embraced by artists such as Rema, Ayra Starr, and even Wizkid. His productions blend Afrobeats with elements of pop, R&B, and EDM, making the genre accessible to global audiences while preserving its African essence.
Young prodigy P.Priime injects vibrant, unpredictable energy into his beats, evident in collaborations with Olamide and Fireboy DML. His fearless experimentation keeps Afrobeats fresh and street-relevant.
Young Jonn, with his iconic “Jiggy” tag, has crafted memorable hits like Olamide‘s Story for the Gods and Kizz Daniel‘s Mama. His transition into a successful artist underscores the expanding role of producers in the genre.
Together, these producers embody Afrobeats’ rich diversity-seasoned veterans, innovative trailblazers, and rising stars-all propelling the genre forward.
Monetizing the Beat: The Business Side of Afrobeats Production
Behind every Afrobeats smash is a producer who not only crafts the sound but also navigates a complex financial ecosystem. Their income streams extend well beyond initial production fees.
1. Production Fees
Producers charge upfront fees for creating beats, ranging from modest sums for emerging artists to tens of thousands of dollars for elite names like Sarz, P.Priime, and London. These fees reflect not only the beat’s quality but also the producer’s brand value and signature sound.
2. Royalties
After release, producers earn royalties-a share of revenue from streams, downloads, and sales. For global hits, royalties often surpass initial fees, becoming a vital income source.
3. Publishing Rights
Producers frequently hold publishing rights due to their contributions to songwriting elements like melodies and arrangements. This entitles them to earnings from live performances, sync placements in films, commercials, and more. Partnerships with major publishers such as Sony or Universal can also provide advances.
4. Brand Partnerships
Producers are evolving into influential brands themselves. Young Jonn has leveraged his “Wicked Producer, Jiggy!” persona into endorsement deals and campaigns. Sarz collaborates with tech companies, while P.Priime engages in fashion and lifestyle ventures, blending music with broader cultural influence.
Modern Afrobeats producers are not just creators; they are entrepreneurs turning their craft into cultural and financial empires.
Emerging Innovators: The Young Producers Shaping Afrobeats’ Future
A fresh cohort of producers is redefining Afrobeats for a global audience by fusing traditional African rhythms with cutting-edge sounds, crafting the genre’s next chapter.
- London – Renowned for his minimalist yet impactful beats, London has produced for heavyweights like Wizkid, Rema, and Ayra Starr. His ability to blend soft melodies with driving rhythms makes his sound universally appealing.
- P.Priime – A prodigious talent, P.Priime crafts beats that fuse log drums, synth layers, and vibrant percussion, creating tracks that resonate both on the streets and international charts.
- Tempoe – Known for his “Mad!” tag, Tempoe excels in crafting melodic, atmospheric instrumentals that balance club energy with vocal prominence, as heard in global hits like Love Nwantiti and Soweto.
- Semzi – With a penchant for experimental sounds and unconventional rhythms, Semzi pushes Afrobeats into new territories, appealing to artists seeking a distinctive edge.
- Andre Vibez – Blending Afrobeat rhythms with Western pop influences, Andre Vibez showcases versatility on projects like Rema’s Soundgasm, balancing soulful grooves with futuristic sounds.
Collectively, these producers are forging a new Afrobeats identity-one that is globally resonant, genre-fluid, and deeply rooted in African musical traditions. They are the architects ensuring Afrobeats remains a powerful, enduring movement.
Global Reach with Deep Local Roots
One of Afrobeats’ most compelling qualities today is its dual nature: intensely local yet globally accessible. Producers are the linchpins maintaining this balance, ensuring the pulse of cities like Lagos, Accra, and Port Harcourt resonates even as the music reaches audiences in London, New York, and Los Angeles.
Consider London, a frequent collaborator with Wizkid, whose timeless tracks like Gyrate have become international staples. His productions marry smooth global appeal with authentic Lagos street rhythms, particularly through subtle log drum patterns.
P.Priime exemplifies this global-local fusion, producing beats that have crossed into U.S. hip-hop and R&B markets while retaining the raw energy of Nigerian street-hop. His work underscores how Afrobeats can evolve without losing its core identity.
Tempoe‘s minimalist yet melodic approach, showcased in hits like Love Nwantiti and Soweto, demonstrates how Afrobeats can be both stripped-down and universally engaging. Similarly, Andre Vibez modernizes his father’s highlife legacy, blending tradition with innovation.
Another key figure is Telz, known as “Fun Killer,” whose productions for Burna Boy and others capture the vibrant nightlife of Lagos. His use of heavy log drums and Afro-fusion layers proves that authentic African sounds can thrive on the global stage.
These contemporary producers build upon the foundations laid by pioneers like Sarz and Young Jonn. Sarz’s fusion of Nigerian and electronic elements has inspired a generation, while Young Jonn’s street anthems with Olamide and Lil Kesh continue to influence today’s sound.
Together, this blend of new and established talent ensures Afrobeats maintains its cultural heartbeat-Yoruba percussion, Fuji influences, and street slang-while achieving worldwide acclaim, from Wizkid‘s London chart-toppers to Burna Boy‘s Grammy-winning anthems and viral TikTok sensations.
Afrobeats producers serve as cultural translators, seamlessly merging local authenticity with global adaptability, a balance that keeps the genre vibrant, forward-looking, and deeply connected to its roots.
Producers as Industry Leaders: The Future of Afrobeats
Historically, Afrobeats producers were the unsung heroes, crafting the beats that propelled artists to fame from behind the scenes. Today, they are emerging as industry moguls-leading labels, mentoring upcoming talent, and shaping the business landscape.
Sarz exemplifies this evolution with initiatives like the Sarz Academy, nurturing the next generation of producers and ensuring Afrobeats’ continued innovation and global competitiveness. Young Jonn, once known solely as “The Wicked Producer,” has successfully transitioned into a front-stage artist, demonstrating the expanding possibilities for producers.
Don Jazzy remains a blueprint for success, having transformed from a beatmaker into the powerhouse CEO of Mavin Records. His empire spans music production, branding, technology, and investment, influencing Africa’s entertainment industry at large.
Emerging producers like P.Priime are following this path, positioning themselves as cultural ambassadors who understand both local street culture and international markets. London and Telz are also leveraging their influence to build businesses, mentor talent, and create lasting legacies beyond their music.
The future of Afrobeats hinges not only on creative innovation but also on strategic leadership. Producers are becoming visionaries-negotiating publishing rights, establishing labels, and cultivating ecosystems that cement Afrobeats as a global powerhouse.
From crafting beats to steering business, these producers prove that the rhythm driving Afrobeats also fuels its industry success.
Explore More: Afrobeats in 2025: Why West African Music is Dominating the World
0 Comments