The spending power of the African diaspora in Europe is expected to grow significantly over the next decade due to factors such as population growth, increasing education and income levels, and growing representation in the workforce and business ownership.

While the diaspora community still faces significant challenges in terms of discrimination, inequality, and limited access to resources and opportunities, there is significant progress being made accounted for by the recent acquired attention from the music business.

The rise of streaming platforms like Spotify and Apple Music has helped to promote Afrobeat and African culture to a global audience. In fact two years ago, according to Spotify's 2020 Wrapped report, Afrobeat was the most-streamed music genre in the world, with Burna Boy being the most-streamed artist globally. This has led to fashion, dance, and other cultural aspects of the African continent being celebrated on a global scale, putting African Europeans in focus. 

Afrobeat music is helping the transcending of

cultural boundaries and bringing people together

with its infectious rhythms and vibrant energy, in

turn opening up new avenues of commerce for

the people of its origins. The African diaspora in

Europe has an opportunity to capitalize and open

businesses that cater to branches of tourism, food,

fashion, beauty, and cultural entertainment among

other ventures.

The African diaspora in Europe is growing and

increasingly becoming an important economic

factor. Businesses are tapping into this market and

benefitting from the diverse consumer preferences

and needs of this community. There is a growing

recognition of the importance of diversity and

inclusion in marketing and advertising  leading to an

increased effort to target us as a consumer group.

Let us Afro Nordics be the first to capitalize off this

renaissance of Afro culture.