South African singer Tyla’s historic win at the 2025 American Music Awards has sparked a conversation across Africa, particularly among Nigerian music lovers and industry insiders, with on-air personality Do2dtun offering a critical perspective on how Afrobeats is being redefined globally. At the 52nd edition of the AMAs held on Monday, Tyla claimed the Best Afrobeats Artist award, defeating heavyweights like Burna Boy, Wizkid, Rema, and Moliy. She also took home the fan-voted Social Song of the Year for her hit “Chanel,” becoming the sole African artist to win at this year’s ceremony.
Do2dtun, known for his candid views on music and culture, took to social media to express his thoughts, highlighting what he sees as a shift in how the American music industry interprets Afrobeats. He argued that the genre’s global success has prompted some international stakeholders to reshape its identity to suit their own narratives. According to him, this redefinition began when the term “Afrobeats” was altered to include the “S” — a move he believes diluted its original Nigerian and West African roots.
In his post, Do2dtun emphasized that Afrobeats was born from African creativity and should not be compromised for foreign approval. He warned Nigerians and other Africans against altering their cultural output to please external audiences. “Don’t change what you own or created to please your paymasters,” he wrote. He stressed that while the genre’s global acceptance is a victory, it should not come at the cost of authenticity.
The media personality pointed out that the American music industry initially struggled with Afrobeats’ dominance and influence, leading to efforts to redefine it under a new framework. “They didn’t like how it took over every other genre,” he said, adding that the reinterpretation was driven by commercial interests rather than cultural respect. He noted that while Tyla’s win is commendable, it also reflects a broader trend of Western rebranding of African music.
Do2dtun’s comments have resonated with many in Nigeria’s music community, sparking discussions on cultural ownership and artistic integrity. His message underscores the importance of preserving the genre’s true essence as it continues to grow internationally. As Afrobeats expands its reach, the conversation around its identity will remain crucial for artists, producers, and fans alike.
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