Afroswing: The Rise, The Decline, The Revival?

In the mid-2010s, the UK music scene witnessed the emergence of a vibrant and eclectic genre known as Afroswing. This unique fusion of Afrobeat, dancehall, R&B, and hip-hop brought together the rich cultural heritage of African and Caribbean music with London's urban sounds. Afroswing quickly gained popularity, captivating UK audiences and the international music industry. However, as with many genre movements, Afroswing experienced a meteoric rise followed by a gradual decline, leaving a lasting impact on the UK music landscape.

The roots of Afroswing can be traced back to London's multicultural neighbourhoods, such as Brixton, Tottenham, and Hackney, where a diverse group of artists began experimenting with combining various musical influences. Here, African and Caribbean sounds blended with UK urban music genres like grime and garage during this time. The result was a fresh and innovative sound that resonated with a growing audience seeking something new and exciting.

Afroswing group NSG

Artists played a crucial role in Afroswing's development and popularisation. Notable figures such as J Hus, Kojo Funds, NSG, and Afro B, among others, pioneered the genre. These artists skillfully fused their African and Caribbean musical heritage with their experiences in growing up in the UK, creating a distinct sound that encapsulates the multicultural essence of the country. Additionally, international acts like WizKid, Davido, and Burna Boy from the African music scene significantly influenced Afroswing, as they brought their Afrobeat flavours into the mix.

Afroswing was characterised by its infectious melodies, rhythmic patterns, and charismatic vocal delivery. The lyrics often touch upon topics such as love, relationships, street life, and cultural identity, resonating with a wide range of listeners. The fusion of African and Caribbean rhythms with the UK's urban soundscape created a unique and captivating sonic experience.

Around 2015, Afroswing gained significant momentum, breaking through into the mainstream music scene. With his debut album "Common Sense," artists like J Hus achieved critical acclaim and commercial success, earning multiple award nominations. The genre's infectious beats and catchy hooks permeated radio airwaves, clubs, and online streaming platforms, garnering a dedicated fan base in the UK and internationally. Afroswing's impact was further amplified by collaborations between UK artists and their African and Caribbean counterparts, creating a global movement.

JHus

However, as Afroswing rose to prominence, it faced several challenges that contributed to its eventual decline. One of the primary factors was its need for more mainstream coverage. Numerous artists emerged as the genre gained popularity, but the genre still seemed stifled in growth. Moreover, the music industry's constant demand for the next big thing meant Afroswing needed help to maintain its initial buzz. In addition, legal issues, personal challenges faced by key artists, and the audience's ever-changing tastes further contributed to the genre's decline.

Despite its decline in the mid-2010s, Afroswing left a lasting impact on the UK music scene. Its blend of African and Caribbean sounds with London's urban landscape paved the way for future genre-bending movements. Many elements of Afroswing can still be heard in contemporary British music, as artists continue to draw inspiration from its infectious rhythms and melodic sensibilities. Afroswing highlights cultural diversity and creativity within the UK, fostering a sense of pride and unity among its listeners. Its impact on the UK music scene cannot be understated, as it opened doors for future genre fusions and showcased the country's rich cultural tapestry. Afroswing will forever hold a special place in UK music history.

Coming on the back of the success of Afrobeats in 2022, with hit song ‘Last Last’ by Burna Boy reaching a peak position of number 1 in South Africa, on the UK Hip Hop/R&B, US Afrobeats as well as a few notable 2nd places, we have seen Afrobeats reach heights we have never imagined it would attain. It is invaluable for Afroswing to ride the same wave that Afrobeats has reckoned. If this is done correctly, Afroswing will be compelled into the mainstream scene where it deserves to be. Now, more than ever, is it time to make Afroswing great again?

Gwamz

To delve into the heart of Afroswing and its impact, I had the pleasure of sitting down for a brief interview with the talented artist Gwamz, a rising star in the genre making waves with his distinct sound and style. Coming off the success of his last single, “Last Night”, I interviewed the 22-year-old self-proclaimed “Afro-fusion” artist to pick his brains on the music scene and his overall journey to date:

Brian: How did your artistic journey into Afroswing start?

Gwamz: I started off as a producer, then I got into rapping. I was around 16/17 when I started playing around with vocals and recording audio on my laptop. I had no mic, so I had to bring the laptop close to my mouth to record. I was always good with melodies, even at my work studio. If they needed a melody, they would come to me. I eventually decided to stop being a rapper and fully commit to going down the melodic avenue, and that's how I ended up doing Afroswing.

Brian: Are there any specific things you aim to achieve through your Afroswing music?

Gwamz: I like to create stories in my music, so I want the people who listen to my songs to feel like they are the main character in the song. I also want them to feel positive emotions when they listen to me.

Brian: What advice would you give aspiring artists interested in pursuing a career in the Afroswing genre?

Gwamz: Be yourself, don’t copy someone else’s blueprint. What works for someone else may not work for you. Being true to who you are attracts people to your sound that like you for you. So, the best thing to do is to find your own lane and hone your sound.

Brian: How do you feel about the representation of Afroswing in mainstream media and its recognition within the music industry?

Gwamz: It’s definitely growing, and I feel like it's gonna be bigger than anything else in the next ⅔ years. In the past year or so, we have seen how much more global Afroswing has become, and that's also due to the rising global popularity of Afrobeats. Next year, summer is going to be amazing for the Afro-swing scene, and there are a few people to look out for, such as Jaybiz and Cxrno.

Brian: What plans do you have for music in the coming months?

Gwamz: The plan is to explore a bit more. Honestly, I want my sound to be heard globally, so it’s a process. I don’t want to be dropping too much, as I take every song release seriously. You’ve got to stand out with your marketing especially.

You can check out Gwamz on his musical journey here @gwamzofficial on Instagram.