Lagos, the megacity that gave birth to Afrobeats and nurtured its brightest stars, is being urged to take the bold step of officially branding itself the Afrobeats Capital of the World.
According to Ayoola Sadare, CEO of Inspiro Productions and Founder of The Planet Afrobeats Project, official recognition from Lagos State, the Federal Government, and global bodies such as the UN Tourism Organisation could unlock massive opportunities for Nigeria in jobs, tourism, investment, and cultural soft power.
“Lagos doesn’t need permission to be Afrobeats’ home because it already is,” Sadare said. “What is needed is an intentional declaration, a masterplan, and the courage to brand it boldly. The time is now. Lagos is ready. The world is waiting.”
Lagos at the Heart of a Global Sound
Afrobeats has crossed oceans and conquered international charts, with superstars like Burna Boy, Davido, Wizkid, Tiwa Savage, Yemi Alade, Tems, Rema, and Ayra Starr carrying the Lagos-born sound to arenas from London to New York. Beyond being in the lyrics and visuals of countless hits, Lagos is the launchpad where this cultural phenomenon was created and continues to thrive.
Yet, Sadare warns, every day without official recognition represents lost potential for sustainable year-round tourism. At present, much of Lagos’ cultural calendar is concentrated around the now-famous “Detty December.” Formal recognition could transform the city into a year-round global creative hub, hosting signature festivals, residencies, heritage trails, and conferences that attract visitors far beyond the holiday season.
Global Examples Show the Way
Cities around the world have successfully branded their music cultures. New Orleans is recognised as the birthplace of Jazz, Kingston is synonymous with Reggae, Nashville is celebrated as the Country Music Capital, and Seoul has turned K-Pop into a multi-billion-dollar global industry.
“Lagos must do the same with Afrobeats,” Sadare stressed. “The cultural capital is already here; what’s missing is intentional branding and investment.”
The potential impact is staggering. Ghana’s Year of Return generated about $2 billion in 2019, while K-Pop contributed more than $4 billion to South Korea’s GDP in 2024. Nashville’s music tourism industry generates over $5 billion annually. With Afrobeats as Nigeria’s strongest cultural export, Lagos, by scale alone, has the capacity to meet or surpass these figures.
The Planet Afrobeats Campaign
The Planet Afrobeats Project, powered by Inspiro Productions, is spearheading the campaign to brand Lagos as the Afrobeats Capital of the World. Its mission is to connect talent with wealth creation, create jobs across fashion, film, food, dance, and allied industries, and strengthen Nigeria’s global brand.
Sadare’s track record in championing the creative industries spans over two decades. His projects include the Lagos International Jazz Festival (LIJF), NAIJAZZ – The Nigerian Jazz Project, LABULE – The Creative Community, and The Tale of Two African Cities (Lagos/Johannesburg). Drawing inspiration from global jazz hubs like Johannesburg, Cape Town, and Stuttgart, he believes Lagos has the cultural firepower to drive inbound tourism beyond December.
Alignment with National Visions
The initiative aligns with the Lagos State Government’s THEMES Agenda, particularly its focus on Tourism, Entertainment, and the Creative Economy. It also supports the Federal Ministry of Arts, Culture and Creative Economy’s Destination 2030: Nigeria Everywhere vision.
For Sadare, the stakes are clear: official recognition would not only institutionalise Lagos as the global home of Afrobeats but also secure billions in creative economy revenues for Nigeria.
“Afrobeats is now our strongest cultural export alongside Nollywood,” he emphasised. “Lagos is its undisputed home. The next step is to brand it as such for the world to see.”
