Ghanaian-American songstress Ama Serwah Genfi, popularly known as Amaarae, has ignited a conversation by declaring that the explosive global ascent of Afrobeats has hit a plateau.
The Sad Girls Love Money crooner shared this bold perspective during a recent candid discussion with British-Nigerian media personality Madame Joyce.
She passionately argued that the Afrobeats genre—and African music at large—urgently requires reinvention. According to Amaarae, many artists have become financially comfortable with a proven formula, leading to creative stagnation due to their reluctance to take risks.
“Afrobeats and African music are overdue for a transformation—one that embraces boldness,” she asserted. “Right now, artists are trapped in a cycle of sticking to what works financially, which has slowed innovation. That safety-first mindset has stalled the genre’s progress.”
Amaarae cited Rema’s groundbreaking HEIS album as a rare exception—a project she believes pushed boundaries and revitalized the movement: “That’s evolution. It shifted the culture, the sound, and his career. But too many hitmakers today play it safe instead of exploring fresh ideas.”
Closing with a call to action, she emphasized: “African artists need to reignite their creativity. Our music must evolve—it’s time to take risks, experiment, and reignite the excitement that once defined this movement.”