By Charles Chijioke
A new generation of Nigerian migrants is transforming Canada’s music landscape, turning the “Japa” movement from a migration trend into a cultural and commercial force reshaping the future of African music globally.
According to a CNN report, Nigerian creatives based in Toronto are building a fast-growing ecosystem linking Nigeria’s entertainment industry with North America through talent development, digital platforms and cross-border collaborations.
At the center of that effort are music executives Ikenna Nwagboso and Camillo Doregos, founders of Hi-Way 89 Entertainment, a label established in 2025 with ambitions of creating a direct pathway between African artists and international audiences.
The movement reflects an evolution of the popular Nigerian expression “Japa” — a Yoruba term widely used to describe leaving the country in search of opportunities abroad. While the phrase initially carried economic and social meanings linked to migration pressures, it is increasingly becoming associated with cultural export and global influence.
Toronto has emerged as one of the strongest destinations for this shift due to its large African diaspora and multicultural music market. But Doregos argued that talent alone was never enough.
“What we noticed in Canada,” he said, “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.”
He added: “We shuttle between Nigeria and Canada. I just got back from Lagos three days ago. The business happens on both sides.”
The growing Lagos-Toronto relationship appears driven not only by physical migration but by technology. Streaming services, social media platforms and digital communities have become alternative infrastructure for musicians seeking audiences beyond geographical borders.
Artists can now produce music in Toronto and reach listeners in Lagos almost instantly, while online communities sustain visibility and fan engagement. The model weakens traditional industry gatekeepers and creates opportunities for independent growth.
The surge of African music in Canada has also been backed by strong market indicators. CNN cited industry data showing that Black music generated more than 65 percent of Canadian streams across major platforms between 2019 and 2022, with an estimated value of 339 million Canadian dollars.
The momentum has been visible in the success of Nigerian stars whose songs continue gaining traction internationally. Tracks from artists including Davido, Burna Boy and producer-singer Pheelz have performed strongly in Canada, reinforcing beliefs that African music now has an established audience abroad.
For Nwagboso, however, the market still remains underserved.
“Black music is doing a lot here,” he said. “But there’s still underrepresentation. That’s the gap we want to fill.”
Industry observers see global collaborations as another key factor behind expansion. Nwagboso referenced Nigerian singer Rema’s international breakout with “Calm Down,” which experienced wider success following a remix featuring Selena Gomez.
“‘Calm Down’ was already a huge success, but when Selena Gomez jumped on it? That’s when it became massive in places like Canada,” he explained.
The comments suggest a growing strategy among African labels to use international partnerships not simply for visibility, but for entry into entirely new markets.
Beyond commercial goals, analysts say the emotional realities behind Japa continue shaping the music itself. Migration often comes with mixed experiences — hope and opportunity on one side, separation and uncertainty on the other.
These realities increasingly appear in lyrical themes blending nostalgia, ambition and resilience. Musically, Afrobeats is also evolving, absorbing influences from R&B, hip-hop and pop to reflect identities split across continents.
Doregos argued that long-term sustainability depends less on temporary online trends and more on audience loyalty.
“It’s not about going viral anymore. It’s about community. Virality doesn’t sustain a career, community does.”
The emerging ecosystem could have wider consequences beyond entertainment. Analysts believe stronger music connections between Nigeria and Canada may create new revenue streams, expand employment opportunities within the creative economy and increase Africa’s influence in global popular culture.
It may also alter perceptions surrounding migration itself. Rather than representing only an escape from local challenges, Japa could increasingly be viewed as an avenue for exporting Nigerian culture, creativity and economic power.
One recent studio collaboration involving Grammy-winning Nigerian producer Pheelz and Canadian artist Chrissy Spratt was presented as a preview of that future, a future where Nigerian talent does not leave culture behind when relocating, but instead exports and reshapes it on a global scale.
Source: CNN report by Lauren Lee
