Why culture matters.
The influence of Afropop extends beyond music. From the dynamic flavours of street cuisine to the adventurous spirit of exploration, and from infectious rhythms and soulful melodies to bold and expressive fashion statements, the essence of Afrobeats resonates throughout our daily experiences.
Insights Hub
Discover everything pop.
Explore our comprehensive resource hub featuring tools, reports, blogs, and case studies. Dive into expert analyses covering Afropop culture, consumer behavior, and emerging trends—from the vibrant music scene to evolving beauty standards and transformative technologies.
Redefining Style
The future of Afro-inspired fashion is driven by a convergence of cultural heritage, innovative design, and global connectivity.
market value by 2025
Soulful Bites
Street food is undergoing a transformation driven by the culinary traditions of Afro-diaspora to reshape the dining experience.
market growth by 2025
Online Retail
Online shopping experiences driven by Afro-descendants and African immigrants are redefining the ecommerce landscape.
Sales volume over 10 years
Digital Commerce
Mobile commerce is transforming Afro-diaspora shopping experiences with seamless and innovative features.
Past 5-year transaction growth
Case study
Unique positioning of Afro descendant and Afro Diaspora in the global market.
Discover untapped global opportunities in diverse sectors leveraging African slum communities such as Makoko.
Culture as a Service (CaaS)sm
Decoding how and why culture is changing. Experience the triple advantage: Trends. Strategy. Innovation. A transformative leap from business as usual to the future of everything.
Blog
Your single source of truth on Afropop culture.
We investigate and decode consumer cultures, their meaning, and implication for strategy, product development and advertising.
The Fandom Economy: How Obsession Became the New Currency
Intro: The Age of Obsession If culture were a stock market, fandoms would be the blue-chip investments. They are the most passionate, engaged, and financially committed consumers on the planet—and in the digital age, they’re more powerful than ever. Think about it. Beyoncé drops a tour, and the Beyhive moves like an army, selling out […]
From Hustle to Empire: The Business of African Street Cred
Intro: The Power of the Hustle Walk into any city in Africa, from Lagos to Johannesburg to Nairobi, and you’ll hear it everywhere—“We dey hustle,” “Soft life,” “Boss up,” “No gree for anybody.” These aren’t just catchphrases; they’re a way of life. Hustling isn’t a side gig—it’s the economy. And the world is watching. From […]
Why African Slang is the New Currency of Global Pop Culture
Make I Give You Gist You ever hear a word so fly, so electric, that it jumps out the mouth, slides into a beat, and before you know it—BOOM—it’s global? That’s what’s happening with African slang right now. These words sound cool; they got rhythm, they got movement, they got power. But here’s the thing—when […]
Unmasking the “House of Ga’a”: A Cultural and Historical Analysis
Set in the heart of the powerful Oyo Empire, Netflix’s House of Ga’a unveils the dramatic rise and eventual tragic fall of Bashorun Ga’a, one of the most powerful political figures in Yorubaland’s history.
Unmasking Masquerade / Pt. 2
As we peel back the layers of the masquerade in modern life, we find that it permeates not just our personal identities but also the very fabric of marketing and branding.
Unmasking Our Reality: Identity in a Curated World
We all wear masks, and the time comes when we cannot remove them without removing some of our own skin.
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