Afrobeats has rapidly become one of the fastest-growing music genres in the world, captivating audiences far beyond the shores of Africa. With its infectious rhythms, uplifting beats, and global collaborations, the sound has carved a solid space in the international music scene. Among those amplifying its reach is Vivz, a UK-based YouTuber and content creator whose reviews and reactions have attracted hundreds of thousands of followers.
What started as a casual lockdown project in 2020 has evolved into a powerful platform dedicated to highlighting fresh sounds, rising talents, and the global influence of Afrobeats. In a recent conversation, Vivz opened up about the spark that first drew her into the genre, her growth as a reviewer, and her vision for where Afrobeats is heading.
Discovering Afrobeats Beyond Borders
Although Vivz is not African, her passion for Afrobeats was immediate and deeply personal.
“To me, music is a universal language,” she explained. “Not understanding all of the lyrics never stopped me from enjoying the true beauty of the sound. I was mostly attracted to the beats and how Afrobeats made me feel when I heard it.”
Her journey began with Duncan Mighty’s “Obianuju”, a track that introduced her to the rich melodies and rhythms of Nigerian music. Falling in love with the song prompted her to dig deeper into the genre, sparking a connection that would later define her career.
From Lockdown Project to Career
During the global COVID-19 lockdown in 2020, Vivz and a friend decided to start making YouTube videos. At the time, Wizkid was teasing his “Made in Lagos” album, and the anticipation around its release inspired them to share their excitement through reaction videos.
“Several years later, I continued the journey of reviewing all the new Afrobeats songs and became known for it,” she said.
That decision not only kept her creatively active during lockdown but also set the foundation for a growing platform that now boasts over 300,000 followers across YouTube and TikTok, generating millions of views for Afrobeats music.
Staying Authentic in Reviews
Unlike traditional critics, Vivz chooses authenticity as her guiding principle. She focuses on music she genuinely enjoys rather than chasing trends.
“I mainly just review the songs I’m excited to listen to,” she explained. “Whether it’s the producer’s work or the artist’s lyrics, if the song moves me emotionally or spiritually, it leaves a lasting impression.”
Her philosophy is simple: stay a fan first, and everything else follows.
The Rise and Future of Afrobeats
Reflecting on her years of reviewing the genre, Vivz believes Afrobeats is only at the beginning of its global takeover.
“Afrobeats has grown massively over the last five years. To see it being celebrated globally on the scale it is now is incredible. However, this is just the beginning,” she said.
She foresees more Afrobeats artists gracing global main stages, more international collaborations, and even greater experimentation with the sound.
“Collaboration is powerful. We’ve already seen amazing partnerships between African artists and others around the world. Producers and artists are blending and experimenting with the sound in exciting ways.”
The Power of Social Media
Vivz also credited social media and streaming platforms for the genre’s meteoric rise. Platforms like YouTube, TikTok, and Spotify have made Afrobeats accessible to audiences who otherwise might never have discovered it.
“Exposure and accessibility is everything. Traditionally, we relied on DJs and radio to introduce us to new music. But today, social media can push it straight to you. TikTok especially has been huge in creating trending sounds and amplifying the genre.”
Artists to Watch
When asked which artists excite her most, Vivz pointed to Omah Lay, an artist she connects with deeply.
“I’m currently anticipating his album. He experiments with sound in a beautiful way, while also expressing deep messages in his lyrics. His collaboration with producer Tempoe has me very excited.”
Messages Within Afrobeats
For Vivz, Afrobeats is more than danceable music — it carries powerful messages.
“Motivation, perseverance, and strength are common themes. Sometimes these themes are hidden in a club banger, and that’s the beauty of it.”
However, she also acknowledged the challenges within the industry, particularly contract and label issues, stressing the need for clearer communication and better education for artists.
Spreading Afrobeats Globally
Vivz’s platform has become a beacon for Afrobeats appreciation outside Africa. Her reviews not only entertain but also educate new listeners about the depth of the genre.
“My sole purpose from the beginning of my journey was to amplify and celebrate the genre — which I believe I have done,” she said.
While she has interviewed many artists, producers, and music executives, she finds the most inspiring moments in conversations where people share their struggles and triumphs in music.
“Music is not an easy business, and being successful is even harder. I respect and admire anyone who has made something of themselves.”
Conclusion
What started as a casual lockdown activity has turned into a global platform with real cultural impact. Vivz’s passion and dedication to Afrobeats prove that music knows no borders, and its ability to connect people across cultures remains unmatched.
As Afrobeats continues to dominate charts and stages worldwide, voices like Vivz ensure that the genre’s journey is documented, celebrated, and shared with the world.