How New Artistes Can Make It in Afrobeats, Puffy Tee, Krizbeatz, Andre Vibez

In the past ten years, Afrobeats has changed from mainly an African sound into a global music trend. It is now catching the attention of audiences worldwide, leading to more collaborations and business opportunities.

Big names like Burna Boy, Wizkid, Davido, Tiwa Savage, Tems, and Ayra Starr have taken the ‘Afrobeats to the world’ message to many parts of the globe.

But as the genre gets more popular, there are new talks about what Afrobeats really is. There are discussions about the various sounds it includes and the challenges that new artistes face as they try to make their mark in a crowded industry.

As the genre grows, questions around originality, money, artistic freedom, and the future of African music are becoming very important.

With this in mind, MTN’s Next Afrobeats Star is a music reality show aimed at finding and developing new Nigerian talents. It gives up-and-coming musicians a chance to show what they can do while also getting advice from experienced industry professionals.

Speaking with PREMIUM TIMES during the auditions for the second season, three judges of the show, Puffy Tee, Krizbeatz, and Andre Vibez, shared their views on the current state of Afrobeats.

Talent Alone Won't Cut It

Music producer Puffy Tee said that for new artistes to succeed in Nigeria’s tough music scene, they need money, not just talent. He believes that talent by itself might not be enough to build a lasting career.

He explained that artistes must be aware of the financial needs involved in making it big, such as production costs, promotion, and distribution. They need to invest to reach a larger audience.

“What I would say to any artiste who wants to stand out with all this competition is: have money and have talent. Talent without money is toluntu. Have talent and have a lot of money, a lot of it. That will help you propel your goals forward,” said the producer of ‘Yahooze.’

When asked what sets a promising artiste apart from one who is ready for the industry’s demands, Tee once again pointed to financial strength. He said that new musicians need to see music as a business.

He added that he was not saying money should overshadow talent, but both are essential. He compared it to a pastor starting a church. A good message is not enough without money for a place of worship, equipment, and staff.

Afrobeats as a Broad Term

The producer of ‘Eleko’ also defended calling Afrobeats an umbrella term for modern African music. He dismissed worries that its rising global popularity might overshadow Africa’s various musical traditions.

He stated that Afrobeats includes different sounds and influences, like reggae, dancehall, and R&B. Artistes can bring in their cultural identities and local music styles.

“Afro means Africa. So when you say African music, it’s also Afrobeats. Now, what we define as Afrobeats can be reggae, can be dancehall, can be R&B, can be all of it. Afrobeats, this genre, is actually a magnet that puts all kinds of genres together,” he explained.

The Changing African Sound

Mr Puffy Tee believes that traditional Nigerian sounds like Fuji and Juju should keep their unique identities and not just be called Afrobeats. Still, artistes can mix these sounds into modern Afrobeats tracks.

He also mentioned that the genre has created space for musicians from all over Africa to express themselves through their languages and cultural experiences. His comments come during a larger discussion about how African music is categorized and recognized worldwide, especially as the genre gains more global attention.

However, he expressed worry about what he calls a decline in lyrical quality in some new Afrobeats songs. He thinks this trend could hurt the artistic value of the genre.

Christian Music and Creative Freedom

Another judge, music producer Krizbeatz, talked about how music connects with culture and Christianity. He believes that Christian music should not be limited to certain sounds or styles.

He noted that people's views and appreciation of music are often shaped by their cultural backgrounds. He argued that African Christians should not assume that traditional or modern African sounds are secular or wrong.

According to him, “music is influenced by geographical and cultural experiences, just as clothing and other forms of expression differ across societies.”

Krizbeatz also commented that the idea that slow, classical songs are better for worship than contemporary African rhythms comes from religious and cultural conditioning.

He argued that “musical arrangements could create spiritual experiences,” emphasizing that melodies, instruments, and lyrics can come together to send a specific message. He believes the right mix of sound can inspire listeners, no matter who is performing it.

Originality Matters

Meanwhile, producer Andre Vibez urged new artistes to focus on being original instead of copying what successful musicians do or jumping on trends.

The ‘Rush’ producer said a common mistake for upcoming artistes is trying to imitate winning formulas without creating their own musical identity.

“Emerging artistes like to copy a formula that has worked for maybe another artiste. When they see something trending, something popping, they jump on it, and they tend not to have their own identity. That doesn’t take you so far. You might have one or two viral moments, but at the end of the day, if you really want to go far, you need to create your own path,” he said.

Vibez also mentioned that talent, consistency, and staying power are key for a lasting music career. He said success might not come right away, but those three things are a winning combination.

“Those three things, if you have all three put together, you are guaranteed to succeed. You have talent, you stay consistent, and you are bound to succeed,” he stated.

Vibez explained that producers should help artistes find and grow their unique sounds instead of pushing them into specific styles. He focuses on creating instrumentals that fit an artiste’s vocal strengths and guiding them towards performances that highlight their best qualities.

Next Afrobeats Star

The second season of MTN Next Afrobeats Star is set up to find and develop new Nigerian music talents through auditions, mentorship, music production, and performance challenges.

The competition brings in established music producers to evaluate contestants and guide them through the different stages of the program. Ayo Benzi won the first season in 2025 and got a ₦150 million recording deal.

The ongoing second season offers a bigger prize package, with the winner expected to take home a ₦225 million recording deal, plus other benefits.