Digital Platforms, Branding Strategies, and Cultural Identity in the Global Commercialization of Afrobeats

Afrobeats has been repositioned from a localized African musical expression into a globally recognized cultural and commercial phenomenon. The increasing visibility of Afrobeats has been driven by digital streaming platforms, social media engagement, branding strategies, cultural identity, and international collaborations. This study examines the factors contributing to the globalization and commercialization of Afrobeats and evaluates how digital media, branding practices, and cultural identity shape its global expansion. The study adopts a qualitative research approach based on secondary data obtained from scholarly publications, industry reports, streaming statistics, and digital media sources. Findings reveal that strategic artist branding, digital platform accessibility, international collaborations, and the global African diaspora have significantly contributed to the commercial success of Afrobeats. However, concerns relating to platform dependency, unequal revenue distribution, cultural commodification, and ownership remain significant challenges. The study concludes that the long-term sustainability of Afrobeats depends on stronger industry infrastructure, equitable monetization systems, and the preservation of its cultural authenticity.