Singer, rapper, spoken word artiste, author, and entertainment journalist Tofarati Ige, popularly known as Grand Tycoon, has highlighted the expansive scope of Afrobeats, describing it as more than just a music genre.
Speaking with our correspondent, the Chief Executive Entertainer of Grand Tycoon Entertainment explained that while Afrobeats music has captured global attention, other artistic expressions within the culture remain underappreciated.
“Many people think that Afrobeats is just about music. But that is only a tip of the iceberg. Afrobeats includes spoken word poetry, painting, hyping, dancing, and fashion. Yet, the glamour of music often overshadows these areas, which can also generate substantial opportunities,” he said.
Grand Tycoon emphasized that Afrobeats should be seen as a cultural ecosystem representing African identity in its entirety.
“It’s more than a sound. It’s a lifestyle, an attitude, a way of telling our stories through various mediums. From how we dress to how we speak, dance, write, and perform, it all forms part of the Afrobeats experience,” he added.
The artiste, who has been active in entertainment and literature for over a decade, pointed out that spoken word poetry has emerged as a significant cultural export but lacks the financial and institutional support afforded to musicians.
“If you look at poetry shows in Lagos, Nairobi, or Johannesburg, you’ll see young Africans expressing the same passion, rhythm, and creativity that drives our music. But because the industry isn’t structured for it, poets and other non-musical creatives miss out on opportunities,” he said.
Grand Tycoon further noted that Afrobeats has grown from a local genre to a global cultural brand, yet the benefits are not evenly shared among all contributors.
He encouraged young creatives to explore diverse avenues within the Afrobeats ecosystem.
“If you’re good at dancing, painting, hosting events, writing, or creating content, that’s part of the culture too. The energy that makes a hit song can also power a viral dance video or a captivating performance piece. Afrobeats has space for everyone who brings originality. The next global star from Africa might not be a musician, it could be a poet, dancer, digital artist, or fashion designer. We just need to provide the right platforms.”
Grand Tycoon’s insights underscore the multifaceted nature of Afrobeats, calling for broader recognition and support for the full spectrum of Africa’s creative talents.
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