Rema’s MTV VMA Win: Impact on the Music Industry

Rema is showing no signs of slowing down as he sets another record. The 23-year-old artist clinched the very first Best Afrobeats Award at this year’s MTV VMAs, highlighting the remarkable global rise of Afrobeats in the music world.

Rema’s MTV VMA win carries an essential lesson for aspiring musicians and established artists alike. Let’s delve into the journey of the current sensation, Rema, and the hit track “Calm Down.”

The Award – Rema’s MTV VMA win

MTV VMA introduced a brand-new category this year – the Best Afrobeats Award. Rema, a young talent at just 23, seized the award for his track “Calm Down.” The song faced stiff competition, including Burna Boy’s “It’s Plenty,” Davido’s “Unavailable” featuring Musa Keys, Ayra Starr’s “Rush,” Libianca’s “People,” Wizkid’s “2 Sugar” featuring Ayra Starr, and Fireboy DML’s “Bandana” featuring Asake.

“Calm Down” is an energetic collaboration with the renowned artist Selena Gomez. The song reached a remarkable peak at No. 3 on the Billboard Hot 100 and spent over 50 weeks at the No. 1 spot on Billboard’s U.S. Afrobeats Songs chart. This incredible success underscores the power of collaboration. Furthermore, Rema’s hit single achieved a significant milestone by joining Spotify’s Billions Club, making it the first song by an African artist to surpass a billion streams.

A Brief History

Rema’s path to fame may seem meteoric, especially after the release of the remix version of “Calm Down” with Gomez in August 2022. However, his international breakthrough started with his 2019 hit single “Dumebi.” Since then, Rema has been on an unstoppable trajectory. His debut album, “Raves & Roses,” unveiled in 2022, not only achieved commercial success but also bridged cultural gaps, introducing Afrobeat to a broader, global audience.

It was none other than Barack Obama who introduced Rema to the world. The former U.S. president included Rema in his summer playlist alongside artists like Drake, The Rolling Stones, Stevie Wonder, Camila Cabello, and more. “Calm Down” also made it to Obama’s 2022 playlist.

Rema clearly has a knack for collaboration. While staying true to his sound, he creates waves and reaches a broader audience. The same could be true as “Calm Down” reshapes the landscape of global music in 2023.

Power of Collaboration

The Economist reveals that music collaborations increased by an average of 70% from 1990 to 2018, a trend that continues to grow. In 2020, according to Blokur’s Songwriters Review, 40% of the songs in the top 100 involved a feature or collaboration.

But why are collaborations becoming the preferred route for popular music? Collaborations not only allow fans to see their favourite artists interact but also generate curiosity among those outside the fanbase. Even songs produced by artists from very different genres can succeed. The data backs this up.

Rema initially released “Calm Down” as a solo track, which performed well in Africa. Then, at the perfect moment, he collaborated with Selena on a new version. This partnership highlights the potency of collaboration in the music industry. According to Spotify, in the next six months, Rema witnessed a 230% increase in North American streams, while Selena had a 120% increase in sub-Saharan streams.

This reaffirms that blending diverse musical styles and influences can lead to chart-topping success and shape global music consumption patterns. Importantly, collaborations have put Afrobeats in the international music spotlight like never before, culminating in the creation of a whole new category at the MTV VMAs.

For budding musicians aiming to take their unique sound to a wider audience, this is a valuable lesson. Whether it’s streaming success or social media recognition, collaborating with other artists can give you a significant boost. Do you want to find amazing global artists to collaborate with? Reach out to us, and we’ll help you explore your next incredible collaboration.

Conclusion

In conclusion, Rema’s victory at the MTV Video Music Awards 2023 isn’t just a celebration of his talents; it’s a testament to the power of collaboration in music. It propels the Afrobeats genre to monumental global recognition, highlighting the industry’s openness to diverse musical genres rooted in culture and tradition. As collaborations continue to blur musical and cultural boundaries, we can anticipate a more diversified, inclusive, and dynamic global music scene in the near future. There’s no better time to build your incredible network, and we’re here to assist you in getting started!