Toronto’s Afrobeats Boom Fuels a New Era of Nigerian Music Abroad
A wave of Nigerian artists is reshaping Toronto’s music scene as more young people leave the country in search of opportunities abroad. Known locally as the Japa movement—Yoruba slang for escape—this migration has created a cultural bridge between Lagos and Canada. The result is a thriving exchange of sounds, blending Afrobeats with R&B, hip-hop, and pop to reflect lives lived across continents.
At the heart of this shift is Hi-Way 89 Entertainment, a label co-founded by Ikenna Nwagboso and Camillo Doregos in 2025. The company specialises in turning raw talent into sustainable careers, helping African artists navigate North America’s competitive music industry.
Toronto’s growing African diaspora has made the city a magnet for creative energy. Many of these artists arrive through the Japa movement, seeking better prospects while bringing their musical roots with them. Their work often mirrors personal migration stories, resonating with audiences both in Canada and back home.
Nigerian music has already made a significant impact on Canadian charts. Tracks by Davido, Burna Boy, and Pheelz’s Finesse have gone platinum, proving the genre’s mainstream appeal. A 2022 study highlighted the influence of Black music in Canada, accounting for over 65% of streams on Apple Music and Spotify between 2019 and 2022. That same year, the genre generated an estimated 339 million Canadian dollars in revenue. Hi-Way 89 Entertainment plays a key role in this growth. The label offers artist development, strategic releases, and business training, using data and analytics to maximise success. Beyond traditional industry paths, online platforms like TikTok, YouTube, and Instagram have become vital tools. These digital spaces allow artists to build global audiences without relying solely on record labels. The fusion of Afrobeats with Western genres reflects Toronto’s multicultural identity. The city has become a creative hub, not just for Nigerian artists but also for Canadian-born Black musicians exploring their heritage. This cross-pollination of styles is redefining what it means to make music in a diaspora community.
The connection between Lagos and Toronto is more than just a musical trend—it represents a broader shift in how African artists find success abroad. With labels like Hi-Way 89 providing structure and digital platforms offering reach, the Japa generation is turning creative ambition into a global business. The numbers confirm the impact: Nigerian and Afrobeats-inspired tracks now dominate Canadian streaming, securing a lasting place in the country’s music landscape.
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