Michael ‘Emm’ Acheampong-Boateng, President of Highbridge the Label, has explained the need for African artists to explore ways of breaking into global music markets such as the US.
Speaking about how Afrobeats has managed to break into mainstream American music in recent times, Emm told Ameyaw TV that it didn’t happen by chance. According to him, A Boogie Wit Da Hoodie’s 2018 single, ‘Way Too Fly’ featuring Davido; and other strategic collaborations have helped contribute to the phenomenon.
WATCH full interview below:
“That’s not a mistake, it’s not by chance. I think back in 2018 when Boogie was on fire, he did a song with Davido and prior to that they didn’t really play afrobeats music on the radio. After Boogie did that song with David, we started to hear more Afrobeats on the radio in America, specifically in New York City.”
“The rest of the guys had good music, but they had to be introduced into the marketplace. We helped introduce them to the marketplace. And I think as Africans we should be proud of the music we are making; it is feel-good music and it’s the next breaking sound. I can see Afrobeats Record Labels that are going to come up in United States soon, if they haven ‘t already because that sound is really big. They play the Wizkid and Tem’s song every hour on the hour in New York City. So, it’s been accepted completely and fully,” he adds.
Highbridge the Label is an American record label founded by A Boogie wit da Hoodie, Don Q, Quincy “QD” Acheampong and Sambou “Bubba” Camara in 2016, based in New York City.