‘It’s in the Right Place and Growing at a Substantial Rate:’ Sheniece Charway’s Optimistic Outlook on Afrobeats’ Global Growth

For music executive Sheniece Charway, Afrobeats is still, in many ways, off, hitting the much-dreaded plateau in global prominence. Part of that is tied to her close affinity with the loosely-termed genre that represents pop music from Nigeria and West Africa. “I’ve worked in music for the last 9-plus years and Afrobeats has always been a big part of my journey,” she tells OkayAfrica.

Seeing the rise of global superstars and the numerous milestones attached to Afrobeats in that time has played a role in Charway’s conviction that there are more levels of global reverence the genre can reach. It might be a unique stance at a time when conversations about the global appeal of Afrobeats have taken an introspective turn, which is an important perspective. However, a little optimism can balance things out.

Currently, Charway serves as an Afrobeats cultural ambassador for cognac brand Martell, a position she assumed back in June. Earlier this month, Charway moderated two panel discussions in Paris at Afrobeats Live, Martell’s cultural platform that brings together insiders and executives shaping the music and culture in the popular genre. The second edition, tagged ‘Women Shaping the Culture’, discussed the sound and surrounding creative aspects of Afrobeats with women at the center.

Charway believes that women in Afrobeats “are not seen enough, so how do we create a community for women so that everyone in Afrobeats can build something that is long-lasting?” It’s a question she’s passionate about and figuring out the answers to, especially within the context of her optimistic outlook.

This interview has been edited for length and clarity.

OkayAfrica: How did you become a Martell cultural ambassador?

Sheniece Charway: I started this partnership back in June, just to ensure that we have Africans representing Afrobeats in this space. I’m a music executive, and I’ve worked in music for the last nine plus years. Afrobeats has been a big part of my journey, from working at a record label before to my current situation. I’m Ghanaian and grew up listening to Afrobeats and highlife, so being able to work at a time when Afrobeats continues to create global superstars is exciting.

When Martell approached me about this opportunity, it was the easiest yes, just because they are already in the space, with the work they do with Davido, and helping to amplify voices.

What were your key takeaways from Martell’s Afrobeats Live Event?

Community is very key. Education on the music business for Afrobeats artists and executives is something that we need to embed into the culture. Also, having safe spaces for us to have these conversations, and making sure everyone — fans, artists, industry executives — really understands the genre. How do we interact to make sure that this is not music that disappears in a couple of years? How do we champion women better? How do we make the community global, so that wherever anyone is, they feel like they’re part of it? I think the key takeaway is us being transparent enough to build something long-lasting and impactful on a global scale.

There’s a lot of global conversations happening with Afrobeats and the global appeal of the music, but what do you think about it from your own perspective?

Afrobeats is growing day by day. A lot of the time, when a genre becomes so big or attains global status, it might feel like it’s been fatigued because it’s become mainstream. What happens with mainstream music is that it doesn’t feel as niche as it did before, which isn’t necessarily a bad thing. It just shows that Afrobeats is on a global scale and playing on the same level with everything else, whether it’s rap or, say, Latin music. It's become popular culture, which means it’s in the right place and growing at a substantial rate. It’s hit a high peak, but that doesn’t mean it’s gonna plateau.

These conversations usually take place with stakeholders and industry insiders, but how can they filter down to the audience?

Conversations are beginning, and people are eager to make changes. As a Martell ambassador, I'm focused on creating authentic spaces where the audience can actively participate in these discussions and the broader movement. The event in Paris highlighted the importance of these conversations and the public's interest, leading to ongoing discussions about fostering a stronger community where everyone, from aspiring music industry professionals to cultural enthusiasts, can be involved. 

Obviously, the tastemakers and executives that are key in informing changes, but it also starts with the fans and community. We have to ensure that the community is always part of our decisions on who and what we champion. For instance, women are not seen enough, so how do we create a community for women so that everyone in Afrobeats can build something that is long-lasting? Maybe it could be niche first and then it’ll continue to grow, but I think that’s something worth pursuing and is a big passion of mine, because none of this is possible without an audience fully embedded in the culture.

What are the trends that you feel like are starting and could be key in defining things going forward?

I think collaborations are key, firstly for growing the music, but also just showing the scale of the culture and the diversity of the genre as well. There are new African artists that are emerging who want to claim the genre, but they also have other interests. So we’re seeing the music going into different spaces but still rooted in Afrobeats, which I think is amazing. We’re witnessing artists do different things, try collaborations, and just ensure that they’re also authentic to what they’re doing.