How Kizito Ahams Is Helping Shape the Future of Afrobeats Behind the Scenes
When Kizito Ahams joined our conversation from Geneva, Switzerland, he had just wrapped up a packed day of discussions at a conference focused on the growing influence of artificial intelligence across industries including music, education, agriculture and the creative economy.
Although visibly exhausted, his passion for the work remained evident. That mix of fatigue and enthusiasm offered the perfect backdrop for a conversation about the vision, planning and determination that brought Afrocroiser to life.
As Mavin Records’ Senior Manager of Licensing and Publishing, Kizito is one of the key figures behind the project. While audiences may not see him at the centre of the documentary, he was instrumental in creating the concept nearly two years before it eventually came to fruition.
The Birth of Afrocroiser
Kizito explained that the idea originated after meeting executives from SACEM, the world’s oldest performing rights organisation, almost three years ago.
Following a speaking engagement where both parties were present, they began discussing possible collaborations. Their conversations soon revealed a shared interest in promoting African music on a global stage.
Recognising SACEM’s enthusiasm for Africa’s growing music industry and Mavin Records’ expanding influence, Kizito believed there was an opportunity to build something meaningful together. However, bringing the project to life required the right timing, financial support and strategic partnerships.
Rather than organising a traditional music camp, the team envisioned something much broader—a cultural exchange that celebrated creativity, collaboration and shared experiences. Creative director Jimmy was brought on board, while months of planning and coordination followed with SACEM and the French Embassy before the initiative finally became a reality.
Protecting Creativity Through Business
While viewers of the documentary may focus on the creative process, Kizito’s responsibility centred on protecting the rights of everyone involved.
He explained that because the camp brought together artists, producers and songwriters from different countries and cultures, it was essential to establish ownership agreements before any recording began.
Split sheets outlining songwriting and production percentages were signed early by both the French producers and Nigerian creatives to prevent future disputes.
According to him, waiting until a song becomes successful before discussing ownership often leads to conflicts over credits and royalties.
For Kizito, creativity and business should never be viewed as opposing forces. Instead, he believes proper legal structures empower artists by safeguarding their intellectual property and ensuring everyone receives fair recognition and compensation.
Giving Songwriters the Recognition They Deserve
One of Kizito’s strongest motivations is advocating for the people who work behind the scenes.
He stressed that every successful song begins with a songwriter, whether through lyrics, melodies or production ideas. Yet despite their importance, songwriters often receive little public recognition.
He hopes Afrocroiser helps change that perception by highlighting the role these creatives play in shaping Afrobeats.
Kizito also challenged common misconceptions about songwriting, explaining that it extends far beyond simply writing lyrics. In many cases, songwriters develop complete demo recordings that artists later interpret and personalise before release.
Looking Beyond Borders
For Kizito, Afrocroiser represents more than a documentary—it reflects the limitless potential of African music.
He believes Afrobeats has outgrown geographical boundaries and that Nigeria has become a hub for international collaboration.
Beyond artists, he highlighted the contributions of producers, videographers, lawyers, business managers, cinematographers and countless other professionals whose work drives the industry’s global success.
Using Burna Boy as an example, he noted that international achievements are rarely the result of one individual alone but of an entire ecosystem working together.
Afrocroiser, he said, aims to shine a light on those often-overlooked contributors whose efforts make these milestones possible.
The Power of the People Behind the Music
As the conversation came to a close, Kizito reflected on how African music often reaches new audiences through films, advertisements and other forms of media before listeners even realise where the sound originated.
These placements, he noted, have helped propel Nigerian music onto some of the world’s biggest stages, creating opportunities that extend far beyond streaming platforms.
His point was simple but profound: behind every global success is a network of professionals ensuring music is properly licensed, credited and fairly compensated.
Most of those people remain invisible to the public.
Kizito Ahams is one of them.
Afrocroiser seeks to make sure their stories are finally told.
