Our vision
Our vision
Nyota is the brainchild of three passionates,
ardent followers of African sounds, who embarked
on a quest to decode the future of music.
The trigger
A concerning pattern in French urban music over the past 2-3 years – a repetition of similar sounds and charts – topping hits across streaming platforms and radio airwaves.
This musical déjà vu left an increasing number of listeners craving something fresh and innovative.
The revelation
Their quest led them to long-term stays in Casablanca and Abidjan, a pivotal chapter that exposed them to local artists and enhanced their fascination with Africa’s ever-evolving music landscape.
Here, they witnessed a crazy wave of creativity with Afrobeats, Amapiano, Rap, and other genres, driven by a rising generation made for global success.
Africa, with its burgeoning population, expanding internet access, and the exponential growth of music streaming, unequivocally stands as the future of global music.
Barriers to
artist’s visibility…
Despite a vibrant music scene, african artists face significant challenges that limit their growth.
The lack of record labels and structures across Africa make it difficult to spot these artists and support them.
YouTube, the main music platform in Africa, still provides no remuneration to artists in many countries, which opens revenue opportunities from international audiences. And with highly expensive internet data, DSP stats often fail to reflect artists’ true influence and success.
… in a high-potential talent pool
Africa, with the world’s youngest population, is full of energy, creativity, and passion for music. This new generation is ready to bring African music globally.
In 2024, sub-Saharan Africa’s music market is the fastest-growing in the world, with a remarkable 24.7% increase. Emerging genres like amapiano are an example of Africa’s global influence.
African diaspora also plays a key role , bringing revenue for artists and amplifying their voices globally.
Barriers to artist's visibility...
Despite a vibrant music scene, african artists face significant challenges that limit their growth.
The lack of record labels and structures across Africa make it difficult to spot these artists and support them.
YouTube, the main music platform in Africa, still provides no remuneration to artists in many countries, which opens revenue opportunities from international audiences.
And with highly expensive internet data, DSP stats often fail to reflect artists’ true influence and success.
... in a high-potential talent pool
Africa, with the world’s youngest population, is full of energy, creativity, and passion for music. This new generation is ready to bring African music globally.
In 2024, sub-Saharan Africa’s music market is the fastest-growing in the world, with a remarkable 24.7% increase. Emerging genres like amapiano are an example of Africa’s global influence.
African diaspora also plays a key role , bringing revenue for artists and amplifying their voices globally.
To help spot these talents,
we created Nyota.
Conceived as an A&R platform with a unique focus on Africa, Nyota is committed to introducing music industry professionals to gifted artists destined for international stardom. Today, we value passion and exploration, and we believe music has no borders.
