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WHY AFROBEATS? NIGERIA “Afrobeats Is the Most Important African Music “Often Referred to As the African Giant, Nigeria Has Phenomenon of the Past 50 Years

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WHY AFROBEATS? NIGERIA “Afrobeats Is the Most Important African Music “Often Referred to As the African Giant, Nigeria Has Phenomenon of the Past 50 Years INTRO DUCTION TRACE PRESENTS “AFROBEATS, FROM NIGERIA TO THE WORLD” THE DOCUMENTARY IS A FOUR-PART SHOW WHICH EXPLORES THE HISTORICAL GROWTH OF THE BIGGEST AFRICAN PHENOMENON WITH THE PAST 50 YEARS : THE MUSICAL MOVEMENT THAT IS AFROBEATS. Directed and written by Hugo Claveau, From Lagos to Paris by way of New the narrative explores the difference York and Joburg, this music leads the between Afrobeat vs Afrobeats whilst way for today’s urban youth in their gaining an insight from different cele- everyday life. TRACE had to pay tri- brities within the Afrobeats scene as bute to it.” they provide an elaborate explana- tion on the penetration of the musical says Olivier Laouchez, genre from its birth till present. CEO, Chairman & co-founder of TRACE. The documentary will be broadcasted in two to four parts across the UK and the US on TRACE Prime and in Africa on TRACE Naija, TRACE Africa, TRACE Mziki (see scheduling on Page 7). Viewers in the UK and the rest of the world will be able to watch the docu- mentary on our SVOD platform Trace- Play. “Fela Kuti and Tony Allen’s Afrobeat Picture: Tony Allen has opened the doors for today’s “Afro- beats”, a musical style that has evolved with its era and which continues to de- liver a message of emancipation and celebration of African pride. Picture: Fela Kuti Picture: INTRODUCTION 1 SYNOPSIS Afrobeat is a multifaceted style of music with an eclectic range of musical influences from High WHAT EXACTLY IS AFROBEAT? Life to Fuji to Jazz and Funk. The legend Fela Kuti played an integral role in the development of Afrobeats as his timeless recordings continues HOW DID THIS MUSICAL GENRE IMPOSE ITS STYLE SO RAPIDLY? to transcend across borders and generations. WHERE DOES IT COME FROM? WHO ARE ITS FOUNDERS? Today, the modern term Afrobeats, is a sound that has been adopted around the world and AND MOST IMPORTANTLY, WHAT DOES THIS NEW WAVE OF MUSIC gained a ubiquitous presence on the Radio, TV, MEAN FOR THE FUTURE OF THE MUSIC INDUSTRY? Social Media and on the dancefloors of most nightclubs around the world. In order to answers these questions, TRACE travelled for nearly Afrobeats has achieved mainstream success out- 5 years around Europe, Africa and in the United States to collect side of Africa, with big names in the music in- over 40 testimonies from the movement’s key participants such as dustry such as Drake, Chris Brown, Alicia Keys, Davido, J Martins, P-Square, D’banj, Bracket, Skales, Akon, Femi Jidenna, MHD, Booba, Maître Gims, Major Lazer Kuti, Flavour, Jidenna, Yemi Alade, MHD, Niska, Sidiki Diabaté, collaborating with African superstars. Apart from Fuse ODG, Sarkodie, Wizboyy, Eddy Kenzo, Youssou N’Dour, this, new generation key players such as Wizkid, Passi, Mafikizolo, Khuli Chana, Cassper Nyovest, Banky W and D’Banj & Tiwa Savage are signing internatio- many more… nal record deals. It is clear that Afrobeats has reached a pivotal turning point with the interge- nerational body of work changing the landscape WATCH THE TRAILER HERE. of Africa as a global culture. Under one umbrella, we now have Afro-Pop, Afro-Dancehall, Afro-House, Afro-Trap with many more to come. As a result of this, questions arise: Picture: Fuse ODG SYNOPSIS 2 A CINEMATOGRAPHIC APPROACH IN 7 PARTS THROUGH THE PROLOGUE “WHAT IS AFROBEAT?” WE DEFINE THE TERM AND EXPLAIN WHY WE WERE INTERESTED IN CREATING A DOCUMENTARY DEDICATED TO THE MOVEMENT. WE DEFINE AFROBEATS, IN TERMS OF SEMANTICS, MUSICAL PERCUSSION, CULTURE AND ECONOMICS. Picture: Lagos (Nigeria) CHAPTER 1 CHAPTER 2 CHAPTER 3 CHAPTER 4 CHAPTER 5 EPILOGUE THE ORIGIN A NEW ERA GENERATION AFRICA BEYOND THE OCEAN INSPIRING THE WORLD THE FUTURE The first chapter ana- Who are the creators In this section we get Although Fela Kuti was a With collaborations Afrobeats is on the rise lyses the origins of Afro- of modern Afrobeats? to grips with some of worldwide success reco- between Afrobeats mu- and here to stay. What beat and its musical What influence did Afro- the new generation of gnised beyond the bor- sicians and mainstream does this mean for the evolution. We dig into beat have on the sound artists (Davido, Wizkid, ders of Africa, Afrobeats artists becoming increa- future of Afrobeats but the history of its creation we’ve grown to love to- Skales, Yemi Alade) who continues to grow at a singly frequent, it is un- more importantly the fu- with Fela Kuti but also day? What has inspired took over from the first rapid speed whilst ha- deniable that Afrobeats ture of music as a whole? with the other kinds of the sudden mainstream generation of pioneers ving huge influences on is about to take over the Afrobeats is changing music genres related to success of Afrobeats? to help the movement pop culture as a result of world and leave a mark the perception of Africa recent Afrobeats, such We asked some of the spread throughout Afri- globalisation. African su- in history. The diaspo- as the music continues as the Nigerian Highlife innovators who played ca. Now from Lagos to perstars can now sell out ra are embracing their to illustrate the richness of the 70’s and 80’s. a crucial role in the ear- Joburg via Abidjan and concerts overseas with cultures like never be- of the culture whilst win- ly 2000’s on the deve- Nairobi, Afrobeats is a no hesitation as Afro- fore and even foreigners ning global appeal. lopment of Afrobeats sound that is enjoyed beats receives a huge want a piece of the Afri- (2 Face Idibia, Donjazzy across the continent and acceleration of airplays can flavour. Could this and D’Banj, Psquare and beyond. and streams on plat- be the African Renais- J Martins). forms around the world. sance? SYNOPSIS 3 DIRECTOR’S STATEMENT WHY AFROBEATS? NIGERIA “Afrobeats is the most important African music “Often referred to as the African Giant, Nigeria has phenomenon of the past 50 years. Africa’s fastest-growing economy and a population With such a huge increase in worldwide presence, of nearly 200 million people. Composed of nu- it seemed appropriate to explore in depth, the ori- merous ethnic groups, cultures and religions, the gins of this movement. TRACE’s privileged position country is a cultural hub not to be missed in Africa in the heart of contemporary and African music has and the world. ABOUT HUGO CLAVEAU enabled us to follow the evolution of today’s Afro- Nigerians are generally proud of their identity, beats in a daily and unprecedented way.” country or ancestry and they are the spokespeople Journalist and director, Hugo Claveau defines him- for this rich identity that often shines through their self as a music and people lover. Specialist of Ur- music and beyond.” ban and African music for 5 years at TRACE, he has travelled across Africa in order to meet those who give life to African music today. From Congolese A UNIVERSAL Koffi Olomide to the international star Akon, by way SOUND of the Angolan artist Yuri Da Cunha or the Came- IMAGES roonian Charlotte Di Panda, he has made many do- “Afrobeats has an irresistible rhythm. Calibrated “This movie is mainly visual and musical. Archive cumentaries, music videos and has covered several most often around 120 bpm, it coincides perfectly footage and music videos serve as punctuation for festivals in various parts of the world. with the rhythm of a heartbeat when dancing. Be- words and music and vice versa. The documentary cause of its history, it is the culmination of fusions is the fruit of a meticulous work that is articulated in FILMOGRAPHY (DOCUMENTARIES) of multiple musical genres within the same rhythm. a great conversation with over 40 interviews collec- Afrobeats is open to a multitude of influences and ted on three continents and 8 countries, for nearly 2016 | Jidenna, The African Dream (writer, editor) is at the origin of many musical genres: Afro-Rnb, 5 years by the TRACE team.” 2016 | Charlotte Dipanda, La Grande D’âme Afro-Pop, Afro-Dancehall, Afro-Ragga, Afro-Funk, 2016 | Génération Coupé Décalé Afro-Electro, Afro-House, Afro-Zouk... Originally 2015 | Akon by Akon, An African Dream Come True Nigerian and now African, we have tried to un- 2015 | Yuri Da Cunha, O Interprete derstand how over the years, how Afrobeats has 2015 | Koffi Olomide, Le Treizième Apôtre become the soundtrack of Africa and a worldwide 2013 | Booba, de Boulbi à Miami limitless phenomenon.” (co-directed with Sébastien Lamaison) 2013 | Stromae en 10 leçons (co-directed with Sébastien Lamaison) DIRECTOR’S STATEMENT 4 FEATURED INTERVIEWS ARTISTS FEATURED IN THIS DOCUMENTARY INCLUDE PSquare, J Martins, D Banj, Bracket, Skales, Yemi Alade, Sarkodie, Chidinma, Flavour, Da- JIDENNA BANKY W vido, Eddy Kenzo, Burna Boy, Jidenna, Blitz the Ambassador, Mokobe, Passi, Niska, Danny Synthe, Jovi, Tony Adams, Banky W, Binetou Sylla (Syllart Records), Force One, Maahlox le Vibreur, Mafikizolo, Khuli Chana, Nneka, Fuse ODG and many others. YEMI ALADE FEMI KUTI AKON CHIDINMA MAFIKIZOLO P-SQUARE FLAVOUR J MARTINS FEATURED INTERVIEWS 5 TIMELINE 1970 1990 1999 2004 2011 2015 Fela Kuti’s band Sir Shina Peters Magic System 2face Idibia: the D’Banj is signed on MHD’s ‘Afro-Trap’ was renamed The released his hit released smash song ‘African Kanye West’s Good phenomenon Afrika ‘70 et Africa songs ‘Shinamania’ hit ‘Premier Gaou’ Queen’ became Music label makes France and 70: Afrobeat was and ‘Afrojuju’ thus which sold over internationally Europe bounce born creating a new 300,000 copies acclaimed sound that a fusion in France and re- between traditional mained in the Top 2012 Juju and modern 100 Charts for 28 2005 Azonto dance 2016 1976 Afrobeat weeks spreads around the Drake and Wizkid’s ‘No Long Thing’, The Nigerian world ‘One Dance’ D’Banj’s first album HighLife song became No.1 on was produced by ‘Sweet Mother’ by the US Billboard Don Jazzy on the Prince Nico Mbarga 1994 EARLY Hot 100 Mo Hits Records became an interna- American Jazz 2012 label.
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