Nigerian-Canadian JJ Okonkwo brings Afrobeats to Canadian airwaves in a four-part audio series exploring the genre’s global rise and cultural roots.
Exploring a Cultural Beat from Lagos to Canada
JJ Okonkwo, a Nigerian-born media creator now based in St. John’s, Newfoundland, has launched a four-part audio series titled Inside Afrobeats, aiming to spotlight the rich history and global influence of Afrobeats music. The series went live in mid-2025, reflecting a growing appetite for multicultural content across Canada.
Bridging a Cultural Gap in Canadian Media
After moving to St. John’s in 2023, Okonkwo quickly noticed the absence of African music—particularly Afrobeats—on local radio. While tuning in to get a sense of the Canadian soundscape, he found stations dominated by Western pop, hip-hop, and country music. “I felt disconnected,” he recalls. “It didn’t reflect the multicultural reality of Canadian society.”
That gap sparked the idea for Inside Afrobeats—a series he hopes will introduce Canadian listeners to a genre that has captivated global audiences while highlighting its deep cultural roots.
From Lagos Roots to a Passion Project
Okonkwo grew up in Lagos in a family immersed in music. With a father’s vinyl collection and a brother’s stash of cassette tapes, his exposure ranged from Fela Kuti to American soul. That early connection shaped his love for Afrobeats, a genre he describes as “versatile, joyful, and unmistakably African.”
“It’s the storytelling, the proverbs, the punchy lyrics. You can never mistake Afrobeats for anything else,” he says.
A Four-Part Series with a Mission
Inside Afrobeats explores the genre’s evolution—from its West African origins to its explosive presence in global music charts. Okonkwo acts as both host and curator, weaving music clips, interviews, and cultural commentary throughout the episodes.
His aim is twofold: to educate and to celebrate. “The goal is to amplify the sound, the stories, and the culture behind the genre,” he explains. “I want African voices and rhythms to be part of the national conversation in Canadian music and media.”
Available Now for Canadian Listeners
The full series is now streaming on major audio platforms, offering Canadians a gateway into one of the fastest-growing genres in the world. While its beats are universal, its heartbeat remains deeply African—a message Okonkwo hopes will resonate across cultures and communities in Canada.
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