The music industry has in recent years experienced a huge rise of popularity among young generations thereby introducing talents that appeal mostly to the Gen Zs and a fair percentage of the millennials.
Recognisably, the industry has produced two undeniable talents who can be described as the vanguard of the industry’s future: Rema and Ayra Starr. Both signed under the auspices of Jonzing World and Mavin Records respectively, these artists have not only captivated audiences worldwide but have also set new benchmarks in the music industry.
Rema: The prince who became king of his generation
Divine Ikubor, popularly known as Rema, rise to fame began on March 22, 2019 when he released his debut self-titled Rema, introducing a fresh sound that resonated with a global audience. His breakout single, “Dumebi,” became an anthem, showcasing his uniqueness and talent.
Rema’s meteoric rise is underscored by his impressive streaming numbers and accolades. His song ‘Calm Down’ remix featuring American star Selena Gomez has attracted over 2 billion streams on Spotify alone making it the most streamed song by an African on the streaming platform.
Additionally, Rema’s “Rave & Roses,” album amassed over a billion streams across platforms, solidifying his position as a streaming powerhouse. In 2025, he clinched multiple awards at the Trace Awards, including ‘Best Global African Artiste’ and ‘Song of the Year’ for his hit single “Calm Down.”
Notably, the song holds the Guinness World Record for being the first No. 1 song on the MENA chart.
It achieved the highest peak for a song by a Nigerian artist on the Billboard Hot 100, reaching number 3.
It is also the longest-charting song by a Nigerian artist on the Billboard Hot 100, charting for over 52 weeks.
His live performances have further cemented his status. Notably, Rema’s “Ravage Uprising: Rema Live from the O2, London” was lauded for its electrifying energy, earning him the ‘Best Performer (Live)’ award at the 2025 Headies Awards.
Ayra Starr: The celestial voice ascending
Oyinkansola Sarah Aderibigbe, known professionally as Ayra Starr, made her debut in 2021 with her self-titled EP, immediately capturing attention with soulful voice and compelling lyrics. Her single “Away” signaled the arrival of a new star in the Afrobeats constellation.
Ayra’s trajectory has been nothing short of stellar. Her debut album, “19 & Dangerous,” featured the hit track “Rush,” which not only dominated charts but also earned her a nomination for ‘Best African Music Performance’ at the 2024 Grammy Awards. This milestone made her the youngest African female artist to achieve such a nomination.
In 2025, Ayra made history at the MOBO Awards by becoming the first African woman to win ‘Best International Act’ and the first woman in 16 years to secure the ‘Best African Music Act’ award. Her collaboration with renowned artists, including the 2023 single “Big FU” with David Guetta and Lil Durk, showcased her versatility and global appeal.
Mavin Records: The launchpad of legends
Both Rema and Ayra Starr’s ascents have been significantly bolstered by the strategic support of Mavin Records, helmed by industry maestro Don Jazzy. The label’s commitment to nurturing talent and providing a robust platform has been instrumental in their global breakthroughs. Ayra Starr, in particular, has credited Rema as a source of inspiration, highlighting the collaborative and supportive environment fostered within the Mavin family.
The reign continues
As Rema and Ayra Starr continue to ascend, their influence on the Afrobeats genre and the global music landscape becomes increasingly profound. Their innovative sounds, combined with a deep respect for their roots, position them not as enduring icons poised to shape the future of music.
