“I Make Afrobeats" Is Not an Identity

Open ten artist bios, and you will read "Afrobeats artist, good vibes only" ten times. Then a new sound blows up, and half the scene from Lagos to Dar es Salaam switches to it by the weekend. If a listener can swap you for ten other artists, they will.

A genre is not an identity. Get clear on your sound, your story, your values and what makes you different, and stop hiding where you come from to seem "global". Your language, culture and story are your edge, and the artists travelling furthest right now are the ones leaning into home, not away from it.

This week, write your artist identity in five sentences: your sound, your story, your values, your difference and the one thing you want people to remember. The Artist 101 walks you through it step by step, then helps you turn it into a brand and an audience. Take the course on Crux Global Academy: cruxmusic.global/academycrux.