Osagie Osarenkhoe builds African music support structures
The Unstoppable Rhythm: How Data is Bridging Africa’s Global Music Dream
The African music scene is not just booming; it is evolving into a vibrant, complex, and utterly unstoppable global force. At the heart of this explosion is a unique fusion—a hybrid genre born from the dynamic energy of the continent. It’s a sound forged in the vibrant rave scenes of Nigeria, blending amapiano, Afrobeats, and house into something distinctly Nigerian.
To understand this momentum, you have to look beyond the playlists and into the intricate operational challenges standing in the way of this incredible creativity. This is where the work of global music infrastructure meets local cultural reality. Osagie Osarenkhoe, Director of A&R and African Operations at ONErpm, exemplifies this intersection. She has successfully transformed the company’s African operations from a single Lagos office into a dynamic five-country, 38-person team, proving that global strategy can thrive by deeply understanding local nuances.
Osagie’s approach hinges on a core philosophy: understanding that the opportunities across the continent are only unlocked by connecting the dots between vastly different cultures, languages, and markets, from Lagos to Nairobi, Johannesburg, Accra, or Abidjan.
This connection requires more than just spreadsheets. It demands people on the ground—individuals who understand the local conversations, the cultural pulse, and the audience responses that no data alone can capture. By combining this deep local knowledge with global infrastructure and technology, ONErpm creates true value, allowing artists to build careers that resonate globally.
The power of this data-driven approach is evident in the discoveries made on the platform. For instance, the resurgence of Skales’ “Shake Body” ten years later, amplified by the TikTok trend and celebrity involvement, demonstrated how an older Nigerian record could find a completely new, younger audience globally. Similarly, the traction seen in Zambian tracks like “Beauty Station” by 76 Drums showed that significant musical movements are happening in unexpected markets, proving that the most exciting opportunities often lie outside the obvious boundaries.
This ability to spot these subtle shifts—to see movement before it becomes mainstream conversation—is key. It allows the industry to move beyond simply measuring streams and delve into the cultural moments driving the music. The lesson is clear: African music doesn’t need to follow a single path to achieve global status; the most potent opportunities are found in the unexpected connections between markets.
Beyond the music itself, the conversation must also focus on equity. While progress is being made, systemic challenges remain for women in the arts and music. Access to funding, networks, information, and crucially, decision-making rooms remain hurdles. Osagie Osarenkhoe is proud that at ONErpm, women hold significant leadership positions, making up about 36% of the African team and contributing to the global workforce, yet the larger imperative remains: ensuring that every facet of the music ecosystem—from artists and producers to investors and executives—has equal access and voice.
The future of African music rests on catching up the infrastructure to meet the demand. While artists have global audiences streaming music, the critical next step is developing robust regional touring networks. Bridging the physical distances between African markets requires developing seamless systems for promoters, visas, and logistics. By fostering these regional networks, the incredible audience that already exists can be effectively channeled into live experiences, turning digital engagement into tangible, continent-wide momentum.
The hustle remains central to the narrative, whether it’s the chaotic creativity of Lagos or the focused entrepreneurial spirit required to navigate a global industry. As the rhythm continues to evolve, the focus remains on empowering creators and building the infrastructure necessary for their stories to play out on the world stage.
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