Speaking at the Oxford Africa Conference, where she delivered a keynote address, Savage said African music is currently experiencing what she described as a “healthy cycle” following years of rapid international expansion.
According to her, the slowdown in explosive growth should not be misinterpreted as collapse, but rather as an opportunity to strengthen the foundations of the industry.
“I had the absolute pleasure of being a keynote speaker at the Oxford Africa Conference,” she said. “It was important to highlight that while some may think African music is suffering a decline, we are actually in a healthy cycle where now that the noise from the rapid growth seems to have reduced, we now need to focus on building the infrastructure to sustain this industry.”
She added that similar phases of adjustment have occurred in other major global genres, pointing to historical shifts in hip-hop, R&B, and pop music as examples of industries that evolved through periods of correction before achieving long-term stability.
“Many genres have experienced this, from HipHop, to RnB to Pop. Our industry is no different,” she said.
Savage stressed that the current moment should be used to address structural weaknesses in the African music ecosystem, including long-term industry planning, infrastructure development, and systems that support sustainable growth for artists and stakeholders.
“We now see that we have a lot to correct, but let’s not confuse correction with collapse,” she noted.
Her remarks come amid ongoing conversations about the global trajectory of Afrobeats, which has enjoyed massive international visibility in recent years through streaming platforms, global collaborations, and sold-out tours, but now faces growing calls for deeper institutional support to sustain its momentum.
Industry analysts say the genre’s continued growth will depend not only on global popularity but also on stronger local structures, including distribution systems, rights management, and investment in talent development.
Savage’s comments position her among leading voices advocating for a more structured and long-term approach to African music’s global expansion.