Afrobeats fans, mark your calendars fora

Afrobeats is making waves worldwide, with hits like Rema’s “Calm Down” featuring Selena Gomez topping charts and blending cultural boundaries. While the genre is well-established in places like London, UK, where Nigerian superstars such as Burna Boy, Davido, and Darkoo thrive, Toronto’s Afrobeats scene has taken a different path. As someone who’s been in the event industry for over a decade, I’ve witnessed this evolution firsthand—both the breakthroughs and the obstacles. Toronto is on its way, but we still have a long journey ahead.

In London, Afrobeats has a level of acceptance and excitement that’s been building for years. With a large West African community, artists can expect packed venues, established fan bases, and a strong network of promoters who understand and celebrate the genre. Toronto, on the other hand, has been slower to embrace Afrobeats as part of its mainstream nightlife. But change is happening, and there are strategies that Afrobeats artists can use to successfully market their music here and in other areas where the genre is still finding its footing.

The Journey: How Toronto Has Evolved with Afrobeats

Around 2014, I’d often find myself literally paying DJs to play Afrobeats at clubs across downtown Toronto. At that time, only a few songs like “IF” by Davido, “Soco” by Wizkid, and “Drogba (Joanna)” by Afro B would make the cut—and even then, they’d be played reluctantly. I’d bring in Afrobeats DJs, only to see people walking out or club owners rushing out of their offices to call for a DJ switch. Back then, there was little understanding of the genre’s energy and potential. Today, while the genre has evolved and Toronto’s appreciation of Afrobeats has grown, it still requires a unique marketing approach for artists who want to make an impact.

Marketing Afrobeats in a Developing Scene: Tips for Toronto Artists

1. Build Strong Local Connections
   Toronto’s Afrobeats scene is still emerging, so community is key. Connect with local event organizers, clubs that welcome Afrobeats, and DJs who love the genre. Building genuine relationships with these stakeholders can help get your music into venues and on playlists. Join forces with other local Afrobeats artists and promote each other to build a loyal fan base.
2. Invest in Social Media and Digital Presence
   Social media is your best friend, especially in cities where Afrobeats isn’t fully mainstream yet. Engage with fans online through live performances, behind-the-scenes content, and interactive posts. Platforms like Instagram, TikTok, and YouTube help you build a community that supports you in real life at shows and events.
3. Blend Afrobeats with Other Genres
   Toronto is a melting pot, and mixing Afrobeats with genres like Hip-Hop, R&B, or Dancehall can draw in listeners who might not usually tune in to Afrobeats. Collaborate with artists from other genres, and be open to experimenting. This crossover appeal can help put Afrobeats in front of new audiences and encourage more mainstream venues to embrace the genre.
4. Leverage Collaborative Events and Crossover Shows
   Host or participate in events that celebrate Afro culture alongside other music styles. Try booking venues where diverse crowds are present or working with organizers of multi-genre events. This strategy helps introduce Afrobeats to broader audiences and may even convert new fans who hadn’t considered the genre before.
5. Use Influencers and Content Creators
   Partner with local influencers who align with your vibe and who have reach within Toronto’s nightlife or cultural circles. They can help amplify your music and promote events where you’re performing. Influencers can bridge the gap between your music and potential fans who trust their recommendations.
6. Engage with Toronto’s Diverse Community
   Toronto is home to a huge diaspora from around the world, including many West African, Caribbean, and Afro-Latinx communities. Hosting meet-and-greet events, listening parties, or even collaborating with businesses in these communities can help you connect with people who may already love or be open to Afrobeats. The stronger your local support, the greater your reach.
7. Quality Visual Content is Essential
   Invest in visually engaging content. Music videos, branded social media posts, and concert footage go a long way in Toronto’s competitive music scene. Highlight the Afrobeat aesthetic with professional-grade visuals that capture your audience’s attention and communicate your identity as an artist.

Final Thoughts: Embrace the Journey

Afrobeats may not yet be mainstream in Toronto, but with hard work, strategic marketing, and collaboration, there’s real potential. The scene is evolving, and artists who stay committed, build connections, and use creative marketing approaches can thrive. We’ve come a long way from those early days, and with the right moves, Afrobeats artists can make a lasting mark on the city.

For more insights, event opportunities, or help promoting your Afrobeats music, feel free to connect with us at Diamond Promo Ent—where we’re all about making your dreams a reality. Visit us at www.diamondpromoent.com.

#AfrobeatsToronto #DiamondPromo #TorontoMusicScene #AfroCultureTO #TorontoEvents #MusicMarketing

November 9th, as Hamilton’s own Afrobeats sensation, Mazii, steps up to headline the MAIN STAGE at Trybe Showcase! Set at 747 Main St, Hamilton, this night promises to be a celebration of vibrant rhythms, inspiring roots, and community connection.

This will be Mazii’s second time headlining his own show, a testament to his rising influence in Canada’s Afrobeat scene. Born and raised in Benin City, Edo State, Nigeria, Mazii’s journey into music began in the church, where he first sang in the choir and performed in drama productions. Music quickly became more than a pastime—it became his purpose. Today, he’s proud to represent his hometown and share roots with notable Nigerian artists like Rema and Shallipopi, inspiring him to carry the Afrobeats torch even further.

Mazii’s music reflects his passion and cultural pride, blending Afrobeat with a fresh sound that’s uniquely his own. Fans can expect a high-energy set showcasing Mazii’s unique Afrobeat style alongside moments of reflection and connection with the crowd. His drive is unstoppable, and this upcoming performance is a testament to the hard work and dedication that he’s put into his craft.

This Trybe Showcase is more than just a concert; it’s a celebration of Mazii’s journey from Benin City to the heart of Hamilton’s music scene. He’s not just performing; he’s creating a space for others to feel seen, heard, and inspired by the beats and sounds that define the Afrobeat genre.

For anyone who loves music that moves the soul and brings people together, Mazii’s show on November 9th is not to be missed. Get ready for an evening that’s bound to leave a lasting impact—because Mazii isn’t just here to perform; he’s here to make history.

Written by Diamond

#MaziiLive #TrybeShowcase #Afrobeats #HamiltonMusic #BeninCityRoots #MainStage #LiveMusic #AfrobeatMovement