African music continues to command global attention, and nowhere was that more evident than at the just-ended 2025 BET Awards, where Nigerian sensation Ayra Starr clinched a major win, building on the momentum set by Tyla’s historic breakthrough last year.

As African genres like Afrobeats, Amapiano, and Highlife redefine the global soundscape, the conversation around representation, recognition, and reward in international award circuits is becoming increasingly urgent.

Just had a brief chat with @BBCAfrica unpacking African music's global moment after #BETAwards2025. From @AyraStarr’s win this year, to last year’s historic win by Tyla, and the uncomfortable truths about how int'l awards schemes still treat African artistes. @BETAwards… pic.twitter.com/uBmguki5Qa

— Kenneth Awotwe Darko (@TheKennethDarko) June 11, 2025

In an interview with BBC Africa on June 11, Ghanaian culture journalist Kenneth Awotwe Darko unpacked the wins, the challenges, and the business behind Africa’s rising music stars. Reflecting on the state of African artistry in international spaces, he highlighted the dual reality of success and systemic sidelining, and what it means for the future of African music on the world stage.

Speaking to BBC's Focus On Africa in the wake of Ayra Starr’s latest win and last year’s history-making moment by South Africa’s Tyla, who became the first non-American to win “Best New Artist” Kenneth provided critical context on the milestones, challenges, and global business value of African music.

“African artists have made valuable strides in recent years,” he said, “with acts like Tyla winning Best New Artist. But challenges persist, like categories such as Best International Act: Africa being sidelined to pre-recorded segments in the past.

Despite those concerns, Kenneth acknowledged that African genres particularly Afrobeats, have emerged as dominant cultural forces, driven by streaming platforms, social media virality, and high-profile collaborations.

“Afrobeats’ fusion of traditional rhythms with hip-hop, R&B, and dancehall makes it universally appealing,” he noted. “It’s infectious, it's social, and it celebrates African identity while critiquing societal issues, so it resonates both at home and abroad.”

On the tangible impact of nominations and awards, Kenneth pointed to the growing commercial and artistic benefits for African talent.

“Nominations and wins validate artists’ global appeal, open doors to collaborations, and boost streaming numbers, one of the biggest sources of revenue for artists today,” he explained.

"It also leads to better negotiation power for artistes in respect of record labels and even tours. It played out in the lives of Ghana's Black Sherif and Burna Boy for Nigeria as well," he added.

Still, the conversation didn’t shy away from critiques around diversity and inclusion.

He also highlighted that while international awards offer prestige and global reach, African award shows remain essential within the continent.