Afrobeats and More: Data Shows Us How Culture Moves with Christine Osazuwa

Music Tectonics

In this week’s episode, we look at the explosion of Afrobeats through the lens of data. Christine Osazuwa, music data expert and Chief Strategy Officer at Shoobs, discusses how data can show us hidden stories behind the globalization of all sorts of genres: K-Pop, Reggaeton, Bollywood, and more.

“Music drives culture, culture drives music, etc,” Christine says. “I find it really funny how people were shocked by the rise of Latin music while the Spanish speaking population in the U. S. grew exponentially. It was very obvious that this rise was going to become a thing ... when it comes to looking at U. S. census data.”

Christine highlights significant Afrobeats contributions from Nigerian and Ghanaian artists. She also delves into the unique ways small artists can leverage digital tools to examine data about their own listenership, particularly in regions where YouTube reigns supreme. Christine shares her excitement for new tools that help artists to genuinely connect with fans and tailor their marketing and distribution to their personal beat. Dmitri and Christine delve into the new possibilities for immersive fan experiences and hyper-localized artist promotion.

Fun things that Dmitri and Christine talked about:

Amapiano in the New Yorker

Amapiano Spotify playlist to get you started

SoundCloud Support with AI

Musiio

Fan Engagement!

Faveforfans

Openstage

Routenote

buildingstans

Sell Merch easily!

Hawkr

Christine’s Conference

Measure of Music Conference

The Music Tectonics podcast goes beneath the surface of the music industry to explore how technology is changing the way business gets done. Visit musictectonics.com to find shownotes and a transcript for this episode, and find us on LinkedIn, Twitter, and Instagram. Let us know what you think!