Leveraging On The Afrobeat Diplomacy for Africa’s Tomorrow’s Dividends.

By Jude Thaddeus.

May 25th is here again. Africa Day. And the 60th commemoration since the founding of the Organization of Africa Unity - now African Union.

Whereas the commemoration is of independence and freedom, it equally remains a period for the Continent’s internal reflection towards the future. A reflection on governance, on geopolitics, on Africa’s people sustainable growth, on inclusion, relations, and definitely, a reflection on the now long road to end extreme poverty.

Traditionally, this day has been commemorated by the gathering of leaders from the various spheres of influence. From Government, private sector, civil societies, lobby groups and other pressure groups, to other independent thought leaders and influencers. Even while this tradition of leaders gathering is still upheld today, in the recent years - a decade or so ago, the Africa Day and the periods before and after it - has witnessed a surge of African themed concerts and festivals organized by various event establishment - across the globe.

Music and entertainment is definitely loved by all. And I want to believe that that has been true since the creation of the universe. It has been a medium of connecting souls, and people across diverse cultures. Irrespective of the language being used.

Through music, in 1985, artists from the United States of America formed a group ‘United Support of Artists for Africa’ (USA for Africa) and recorded the song ‘We Are The World’ at a time when Africa was being ravaged by severe drought. ‘We Are The World’, written by Michael Jackson and Lionel Richie, was a song meant to appeal to the entire World to extend their charity to Africa. And the song did exactly that.

Artists, using the language they know best, spoke to the World and influenced decisions.

The Afrobeat Music - both contemporary and classic - has today penetrated almost all corners of the World. With various hits even getting renditions from various languages and being shared on social media. Such as Rema’s ‘Calm Down’ song getting a Hindu rendition.

Moreover, we are now seeing contemporary artists gracing big stages, and winning main act categories in the various global awards. This, acknowledging that even the top classical African musicians did grace big stages and rubbed shoulders with the who is who of the World.

These artists, would sometimes get opportunities to be co-opted as goodwill ambassadors of charity projects, and sometimes as ambassadors to other projects by multi-lateral organizations.

And this thus creates the diplomatic nexus to it.

The Continent of Africa, the African Union, and the people of Africa can leverage on the Afrobeat penetration within the Continent, and across the World as a bargaining tool in influencing diplomatic outcomes.

These Afrobeat artists speak into the hearts and souls of not just the youth who form the bulk of the Continent, but even to the leaders themselves - including the older ones. You remember when President Obama shares his Spotify hit songs? Yes.

So in practice, how then can the Afrobeat influence diplomatic decisions?

One of the biggest milestone the African Union and the Continent is seeking to achieve in a few years to come, is the realization of the Africa Continental Free Trade Area (AfCFTA). A borderless Africa where trade can be efficient and beneficial to all.

There still exist bottlenecks in the movement of people, goods and services, in a Continent where Afrobeat moves freely.

That, it is more expensive for an African, and his goods and services, to move within the Continent than to move abroad. Yet, real growth in the Continent is dependent largely on the internal movement.

And that is why it is not surprising again, that Africa Day themed festivals such as the ‘Madaraka Festival’ among others, find their way in USA and Europe easily. Which is not bad. But, that does not prevent other players from equally organizing big Africa Day themed festivals in the Continent.

In this space, the Afrobeat movement can act as a lobby movement. To lobby Governments and other stakeholders to open up the smooth movement of Artists and other event players to equally organize notable Africa Day themed festivals in the Continent. And also, extend the needed support.

Secondly, the Afrobeat can be utilized not just as an entertainment tool, but also, an educational tool.

Youth, who are the biggest consumers of the music, and who form the bulk of the Continent in terms of numbers, must know what is required of them in order to take the Continent forward. And this knowledge can be built around the Afrobeat culture.

Capacity building can be extended to the artists themselves, who must then mirror their own society’s aspirations through their art. And other stakeholders can seize such opportunities to ensure that the African population is enlightened on the aspirations of the people, where the Continent needs to be, what needs to be done, and what is required of them.

After fixing the Continent’s internal agenda - or at least after igniting the strategy - the same can then be extended to the outside World.

Charity must start at home. Internal Diplomacy must first be streamlined before setting up a formidable force that can negotiate at the international stage.

It is also important to note that the current wave of music and art is playing a critical role not just in terms of creating job opportunities for the African youth - but also in terms of growing real wealth.

Akon, the renown music artist from the US, in an interview, acknowledged that, it is very much possible to find P - Square shooting a music video in a luxurious car that they themselves own, as opposed to hiring the same as is being done even in the developed World.

Such dynamics influence perceptions. And counter the stereotypes that Africa is going into the glabal stage with an open palm ready to beg. With a perception shift, the World, especially the developed World, can now view Africa as a formidable partner who can be taken seriously at the negotiating table.

There has to be a synergy of diplomatic tactics deployed at this stage where Africa seems to have held the shorter end of the stick for the longest time. And as the West, mostly, influenced perception through cultural exchanges including media such as film and entertainment, Africa can as well strive to do the same through its steadily growing Afrobeat sound.

The Afrobeat sound, without a doubt, has crossed borders - It is time for Africa’s Diplomacy, both domestic and foreign, to follow suit.

About the author;

Jude Thaddeus is an Entrepreneur, a Sociopolitical Commentator / Strategist, Author, and Team Lead @ Brave Politics.