YouTube Celebrates 20 Years in Africa, Spotlighting Nigeria’s Music Evolution

At the end of 2025, YouTube celebrated its 20 years of existence by bringing the energy to Africa, courtesy of Addy Awofisayo, Head of YouTube Music for Sub-Saharan Africa. The event featured a number of global music executives and artists including DJ Spinall, DJ Obi, Axarra, Qing Madi, Seyi Shay, Fola, and many others who were present to grace the occasion.

The purpose of the event was to celebrate the Top 10 most-viewed music performances of the year according to YouTube Music. Leading the list was the gospel song “No Turning Back” by Gaise Baba and Lawrence Oyor, which stood out as the only gospel record on the chart. It was followed by “Laho” by Shallipopi, “Fun” by Rema, and several other records that completed the Top 10 list.

The event spotlighted how YouTube continues to reflect cultural moments through music consumption in Nigeria. According to YouTube Music, the Top 10 list for 2024 highlights the diversity of genres and how different sounds continue to push the culture forward. “No Turning Back” took the number one spot after taking over the internet with a participatory dance moment that resonated widely with audiences.

There has been a noticeable shift in how music is consumed, particularly with the rise of short-form content. While music videos are not going anywhere and will always exist in full song format, the way audiences engage with music has changed.

Sometimes it begins with a 30-second snippet that allows fans to create their own interpretations before the full music video is released. In the case of “No Turning Back,” a snippet was shared before the official video dropped, which led people to create their own videos and dances, helping them visualize and connect with the song ahead of time.

Short-form content has become another way for audiences to interpret an artist’s creativity rather than a replacement for traditional music videos.

The conversation also touched on the growing discussion around AI in the music industry. AI is still new technology, and with any new innovation comes excitement and a learning curve. Similar to the early days of social media, artists and creatives are still figuring out how best to use it. There is already a visible positive impact, such as helping artists translate their music into different languages, allowing them to reach global audiences. While it’s still early, many are taking the time to observe how AI can be responsibly adopted into creative processes.

Another key point raised was the balance between global success and local support. While Nigerian artists like Burna Boy and Rema continue to sell out major venues internationally, local audiences remain the foundation of their growth. This year, artists like Llona touring across 23 states in Nigeria showed how impactful local reach can be.

While international markets may offer higher ticket prices and more developed digital advertising systems, local audiences popularise the music through radio play, streaming, and community support. That grassroots backing is what eventually translates to global success. Platforms like YouTube help bridge that gap by livestreaming global shows so fans at home can watch and stay connected. A recent example was Olamide’s show at the OVO Arena, which was streamed live, allowing fans in Nigeria to experience the moment in real time.

Beyond artistry, the importance of structure and financial literacy within the creative industry was emphasised. Creativity alone isn’t enough; artists need strong support systems around them. Managers, lawyers, brand experts, and business professionals all play a role in sustaining long-term success. Initiatives like the Music Business Academy (MBA) by Godwin Tom were highlighted as vital in educating people that not everyone in the creative space has to be the talent,

some are meant to be the pillars supporting the talent.