Bridging Cultures: The Rise of African Music in Canada

In 2025, Nigerian-born executives Ikenna Nwagboso and Camillo Doregos founded Hi-Way 89 Entertainment in Toronto, aiming to connect African artists with North America's music industry. This initiative seeks to create a supportive infrastructure for the burgeoning African diaspora in Canada, particularly the Japa generation, which refers to young Nigerians migrating for better opportunities. Doregos emphasizes the need for a bridge to facilitate this exchange, stating, “We have a lot of Africans moving … so much talent, but no opportunity and not enough knowledge for them to connect to.”

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The collaboration between Nigerian and Canadian artists is increasingly facilitated by digital platforms such as TikTok, YouTube, and Instagram. These tools allow artists to build audiences across continents without traditional industry gatekeepers. For instance, tracks by Nigerian artists like Davido, Burna Boy, and Pheelz have achieved significant success in Canada, with Pheelz’s “Finesse” going platinum. This trend reflects a larger cultural exchange, where Afrobeats, R&B, hip-hop, and pop merge to create music that resonates with experiences of migration and identity.

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A study by ADVANCE and Toronto Metropolitan University’s Diversity Institute revealed that Black music accounted for over 65% of Canadian streams on platforms like Apple Music and Spotify from 2019 to 2022, generating an estimated 339 million Canadian dollars in 2022. This data underscores the growing market for African music in Canada, as Nwagboso notes, “Black music is doing a lot here,” while acknowledging the ongoing underrepresentation of African artists.

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Hi-Way 89 focuses on developing a robust creative infrastructure that includes artist training, analytics, and strategic collaborations. The label organizes cross-border writing camps to foster partnerships between emerging and established artists. Nwagboso highlights the importance of community over virality, stating, “Virality doesn’t sustain a career, community does.” This approach aims to build loyal fan bases and ensure long-term success for artists navigating multiple cultural landscapes.

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Despite the positive developments, there are concerns regarding the sustainability of this music movement. Critics argue that while the infrastructure is improving, there remains a significant gap in resources and opportunities for many artists. Doregos acknowledges the challenges, stating, “Behind one album launch, you’ve got sleepless nights, contracts, marketing, PR, radio, distribution, pitching. It’s a lot.”

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• “is that we have a lot of Africans moving … so much talent, but no opportunity and not enough knowledge for them to connect to. So, we built the bridge.” — Camillo Doregos, Co-founder of Hi-Way 89 Entertainment

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• “But there’s still underrepresentation. That’s the gap we want to fill.” — Ikenna Nwagboso, Co-founder of Hi-Way 89 Entertainment

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• “Virality doesn’t sustain a career, community does,” Doregos added.” — Camillo Doregos, Co-founder of Hi-Way 89 Entertainment

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The ongoing collaboration between Nigerian and Canadian artists signifies a cultural movement that not only enriches the music landscape but also redefines the rules of the industry, ensuring that the Japa generation's creative energy is harnessed and celebrated.

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