Capturing the Global Triumph: A Photographer's Journey through the Afrobeats Revolution
Witness the global takeover of Afrobeats through the lens of renowned photographer DrDrummerD Journey with him as he captures the electrifying performances and sold-out shows that showcase the rise of this phenomenal musical genre
Oliver Akinfeleye has vivid memories of Burna Boy's debut performance in New York back in 2017. The venue was Palladium Times Square and Akinfeleye, a renowned American Nigerian photographer professionally known as DrDrummerD or Drummer, was positioned near the stage, ready to capture every moment of the Afrobeats star's intimate show for an audience of approximately 2,000 fans. He had been hired by a local promoter and ended up with a collection of images featuring one of Nigeria's most prominent recording artists. The following day, Akinfeleye shared some of the photos on social media, which were subsequently reposted on Burna Boy's own accounts. While it was clear that someone from Burna Boy's team had taken screenshots of Drummer's work, he was unconcerned. The following week, the two crossed paths once again, and Akinfeleye made it known to Burna Boy that the photos were his own. "Oh, you're bad," the musician responded, as Akinfeleye recalls (explaining that in Nigerian slang, it means "you're super-dope"). "We laughed it off, shook hands, and from that moment on, he trusted my artistic vision," Akinfeleye added. Since then, the two have continued to share stages together.
Akinfeleye, born in Queens, New York to Nigerian parents, has been closely witnessing the rise of Afrobeats in the US and worldwide. He has been documenting gigs and behind-the-scenes moments, capturing the genre's international prominence.
By 2022, Burna Boy achieved a milestone as he headlined at Madison Square Garden, a venue with a capacity of 20,000. Last July, he made history as the first Nigerian artist to sell out a stadium show in the US, performing at Citi Field in New York with a capacity of 41,000. He further exceeded expectations by selling out London Stadium, which can accommodate 60,000 attendees. This summer, Wizkid, another Nigerian artist, headlined at the renowned Glastonbury festival in the UK and sold out Tottenham Hotspur Stadium in London, with a capacity of 45,000. Prior to that, he had three sold-out shows at the O2 Arena in London in 2021.
If there was any doubt about the inclusion of the genre in popular music, the MTV Video Music Awards have now established an Afrobeats category. Additionally, the Grammy Awards in 2024 will introduce a new category called Best African Music Performance, anticipated to showcase Afrobeats artists. Burna Boy has already won a Grammy, and in September, the song "Calm Down" by Nigerian rising star Rema and Selena Gomez became the first track led by an African artist to surpass one billion streams on Spotify. Following the legacy of Togo's earliest photographers, Delali Ayivi has emerged.
Yet only a few years back, there were not many American photographers who invested their time in documenting Afrobeats musicians, as Akinfeleye pointed out. Moreover, there were even fewer photographers who desired to capture an intimate glimpse into their lives. "I believe that's what intrigued many of the artists about my work and my approach," he further explained. "It offered something unique. It presented a fresh perspective; something they had never witnessed before."
Photographer Oliver D. Akinfeleye, aka DrDrummerD, has documented Afrobeats artists in the US and Europe since 2017.
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Akinfeleye, the photographer, mentioned that his parents had instilled in him the importance of highlighting his own people. His portfolio is filled with fashion editorials, album covers, and concert photographs that prominently feature Black faces, particularly those of African descent.
His journey began with early assignments alongside Mr Eazi, Runtown, and Brandon Boyd. However, his breakthrough in the world of Afrobeats came when he had the opportunity to capture Wizkid's performance during a July 4th weekend concert in Washington DC in 2017. This meeting was facilitated by Wizkid's DJ, DJ Tunez. Following that first show, Akinfeleye had the chance to share his work with Wizkid backstage. Since then, their collaboration has become a significant milestone in Akinfeleye's career.
Akinfeleye acknowledges that his connection with Wizkid surpasses all other artists he has collaborated with. He has extensively captured the Nigerian musician's performances at festivals and arena tours, accompanying him on journeys across the United States and Europe.
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Wizkid brought Akinfeleye to London to capture his breakout series at the O2 Arena in 2021, where an all-star lineup supported the main act. Akinfeleye recalls the experience vividly, cherishing every moment.
The collection of photographs from those nights showcases a striking contrast. On one hand, the audience's sea of cell phone lights illuminating Wizkid resembles bioluminescent creatures, while off-stage shots reveal a more intimate glimpse into Wizkid's close-knit inner circle. Akinfeleye possesses both the rapport and the creative eye to capture the different facets of the artist's life, making him the ideal photographer for Akinfeleye's upcoming photobook, "Eagle Eye" (release date to be announced).
Wizkid on tour in Puerto Rico, March 2022.
"Wiz is an extremely private individual, with a small inner circle," he explained. Their connection surpasses that of a typical photographer and subject, he emphasized. "It truly is a unique relationship. This connection greatly influences my work, as it creates a sense of ease. When I bring out my camera, he feels at ease. There is no pressure, just a feeling of normalcy."
It takes time to reach that point, according to Akinfeleye. One advantage he has is his shared heritage with the artists he has documented. "It has been incredible to share personal spaces with these artists, getting to know them, laughing together, and discussing the culture, our visions, and our country," he mentioned.
The Afrobeats star is dedicated to elevating the recognition of African art.
"Nigerian music, or African music, serves the purpose of making people feel good regardless of their situations," he remarked. "This joyful energy is an integral part of our culture - finding happiness in the simplest things. It is this sense of bliss that I aim to showcase through my visual representation."
He asserts that this universal sense of enjoyment is what makes the genre suitable for the present era. "In a world where love and positive emotions are essential, Nigerian music fulfills that need," Akinfeleye asserts confidently, emphasizing that this demand is not expected to diminish anytime soon.
"Seeing where Afrobeats has come to now, its been an amazing journey," he reflected, and "its only going to get bigger."
"Afrobeats to the world is all I can say."
