Singer Flavour calls for global recognition of Africa’s cultural heritage

Highlife musician Flavour, also known as Ijele, has advocated for a wider promotion of African culture, highlighting the importance of showcasing the continent’s rich heritage on a global scale.

Flavour emphasized that Africa offers more than just its vibrant music scene, pointing to the continent’s culture, fashion, and unique way of life as valuable exports.

He cautioned against focusing solely on Afrobeats, calling for a more holistic approach to promoting Africa’s diverse offerings to the world.

“Africa is popping, the culture, the fashion, everything about Africa is popping. We have to push all of it, and we have to push Africa. If we focus only on Afrobeats, we are limiting ourselves, and time is running out,” Flavour said.

He warned that failure to embrace Africa’s diverse offerings would result in missed opportunities.

“There’s no other way to do it than to accept that we are Africans, and there’s so much more to Africa than just Afrobeats. Afrobeats is just the tip of the iceberg; there are many sounds yet to be discovered, and the world is listening. It’s time for African music, so we need to unite and start pushing African music in general,” he added.