New Mavin’s exec says that’s a mistake

As artificial intelligence reshapes the global music industry–powering everything from AI-generated vocals and full albums in the U.S. to virtual idols in South Korea and predictive hit-making in Scandinavia–Nigeria’s music scene remains strikingly slow to adapt. Nigeria, Africa’s largest music market, has only a few artists and producers who are exploring AI tools. They are missing out on an innovation wave that is redefining the way music is created, marketed, and consumed globally. If left unchecked this hesitation could undermine Nigeria’s global culture dominance over the long-term.

Why is Nigeria falling behind?

Nigerian music industry, which Afrobeats, which generates more than $2 billion per year, has played an important role in the global growth of Afrobeats. The industry is still lagging behind in adopting AI into its creative ecosystem. Nigerian music is a global phenomenon with unmatched cultural influence. However, the industry’s slow adoption of AI, due to low investments in data centers, higher compute capacity and internet infrastructure, shows a disconnect between technological integration and creative innovation.

Nkasiobi Chukwu, who in 2023 created Africa’s very first AI-assisted Afrobeats Album, and is now the Head of Marketing and Communications for Mavin Records, which is a subsidiary of Universal Music Group and has A-list artists such as Rema, Ayra starr, and Johnny Drille on its roster, believes that it’s both structural and emotional. He describes a mixture of frustration and optimism, pointing out a local music industry that is still reluctant to embrace the tools that are reshaping global music. In an interview with TechCabal, he said: “One of the things that shocked me was that not many Nigerian musicians were trying to use AI in the music space.” “Even after all the publicity I got and the work I did, you couldn’t find anyone else besides me.”

Chukwu who spearheaded the creation an AI-generated musician named Mya Blue (19459010), sees the immense potential as well as the cultural hesitation. He claims that he has reduced production time from months to just three days using tools such as ChatGPT and co-producer platforms.

However, few have followed this example.

The reluctance to change is a mixture of fear, lack understanding, and deeply rooted ideas about artistic integrity. Chukwu explains that “the real answer is emotionally based.” “It’s fear. We thought that the creative industry would be safe, and that it could not be copied. It was a surprise to learn that it could be replicated.

In Nigeria there is a deep-rooted reverence for music’s soul, which is tied to cultural ownership, to traditional instruments, and to the celebrated “imperfections,” which define genres such as Afrobeats and Highlife. Many Nigerian producers and artists are skeptical of AI, believing that it cannot reproduce the emotional depth of Igbo folk songs or the spiritual resonance a talking drum can provide. This romantic attachment to the industry, while valid, could be hindering its evolution.

Outside Nigeria African creators have already amplified their creativity using AI tools. Black Coffee, South Africa’s Grammy award-winning producer, has experimentedwith AI for rhythm mapping. M.anifest in Ghana has used AI to explore alternative songwriting structure. In 2025, Nigerian film director Ope Banwo will release Africa’s first AI-generated soundtrack for a feature film, where AI handled all aspects from composition to mastering.

Platforms like Spotify and Boomplay are using AI-driven recommendation engine to introduce African music globally. Rema’s “Calm Down,” which has surpassed a billion streams on Spotify, and Asake, who saw a 400% increase in global plays, after being featured on AI curated playlists such as “Discover Weekly,” and “African Heat,” have both seen their music reach a new height.

This is not a gimmick. These are moments of innovation that show AI’s ability democratise the creation process and lower entry barriers.

You no longer need expensive gear or years of training. You can make your ideas come to life if you have an original idea. Chukwu said, “That’s revolutionary.”

Nigeria’s mainstream music industry, outside of isolated cases such as Mavin Records, is largely passive. This creates a serious problem: the danger of falling behind. If African artists don’t shape how AI is used within their context, then they will be subject to the way it is used on them. If the continent is left out, it will face real threats such as cultural homogenisation, copyright disputes and loss of agency.

Mavin Records is integrating AI into its structure. In 2024, Mavin’s Director of A&R Rima Tahini spoke about harnessing AI in music production and distribution at Entertainment Week Lagos. Universal Music Group, the new parent company of Mavin, is a vocal proponent of “responsible AI”partnering with startups, and lobbying for artists protection. Chukwu is now in charge of the label’s communication strategy. This will allow the label to be at the forefront rather than lag behind. Mavin Records cannot change the tide alone.

According to Chukwu the way forward is through collective effort and improved education. “People say, ‘Learn AI’, but if you do not understand it, then you cannot position yourself. We need more people to think together, and not just gimmicky or avoidant projects.

AI will offer more than convenience in the future. Imagine songs being automatically translated into French, Swahili or other languages to reach more African markets. Imagine AI tools that help young artists remix and rediscover cultural heritage by pulling from archives of African legends. AI could bring about a renaissance in Nigerian music, from vocal dubbing to market analysis.

God: “We’re in a pivotal time.” “It is not just about the music. It’s all about innovation, ownership, and identity. We can either shape the future or be shaped in it.”

The choice should be obvious for a country that already influences global charts. But time is running short.