Remi Burgz Walks Us Through the Rise of Afrobeats in the UK on Martell’s ‘Swift Conversations’

Sponsored: In partnership with Martell.

Remi Burgz adores Afrobeats. That love extends to other forms of popular African music, but it’s the hybrid, catchall term for pop music from Nigeria and Ghana that she’s best versed in. For years, the British Nigerian broadcaster and radio personality has championed what’s hot, new, and distinct on her Drivetime show on BBC 1Xtra. On the third episode of Martell’s Swift Conversations, Burgz sounds totally enthusiastic about Afrobeats. This upbeat attitude comes across as genuine — she’d be just as excited even if she didn’t work in music.

Burgz traces her love for Afrobeats to 2008, when she came back to Nigeria and listened to a smattering of the stars at the time on dubbed CDs. This was the time the Alaba distribution system reigned supreme, when artists would give their music to middlemen for a fee – a participatory form of piracy, if you will. Around this time, curated playlist CDs were popular, giving listeners a single medium to listen to dozens of hits. Burgz admits the tacit illegality of it, but, honestly, it was perhaps the purest time to get into Nigerian pop music.

For Burgz, the ascent of Afrobeats really clicked when Nigerians in the diaspora could affirm their Nigerianness without fear of being socially frowned upon. She connects the Afroswing era to that period of pride, which took a cue from Afrobeats evolving into something to be proud of. “Afroswing was us biting a bit off what was coming out of Africa, bringing it to the UK, and putting a spin on what it’s like to be British,” Burgz explains.

As a radio presenter, she got a first-row seat to help Afrobeats reach a wider audience in the UK, but she admits it was a collective effort. She namechecks fellow broadcasters of African descent, like Eddie Kadi and DJ Edu, for not just their work in pushing the genre but also expanding to music from across Africa. For a bit, she rhapsodizes about “Summer Yo Mouthi,” the hit song by South African duo Blaq Diamond, sharing her belief that music transcends understanding language.

Burgz also breaks down the importance of uniqueness in her work as an A&R Scout at Def Jam. She explains why an artist sounding like someone else could be an issue and the work required to mold artists into the best, most distinct versions of themselves. She also emphasizes why artists need to be authentic and compelling in their message, as it ensures they start on a path that improves their chances of longevity.

Similar to host and Martell cultural ambassador Sheniece Charway, Burgz’s outlook on Afrobeats is optimistic. It’s the defining element of a warm, exuberant conversation.

Watch episode three of Martell’s Swift Conversations on OkayAfrica’s YouTube channel.