Billy Que (Biliamin Olabanji), a prominent Nigerian music promoter, shared how he and other UK-based promoters such as SMADE, Ayo Shonaiya, DJ Abass, and Tim Westwood helped popularize Afrobeats in the United Kingdom.

He explained that before Afrobeats gained traction, the UK music scene was dominated by Garage, Grime, Afroswing (UK rap), and Dancehall. By inviting Nigerian artists for live shows and concerts, they gradually built awareness and acceptance of Afrobeats. Their efforts caught the attention of BBC 1 Xtra DJs and other media outlets, increasing the genre’s visibility.

Billy Que also credited JJC (producer for Big Brovaz) for pioneering African sounds in the UK through the 419 Squad, and highlighted how Ayo Shonaiya and DJ Abass carved out spaces for African and Black diasporic music via live events and media.

Key platforms and events that helped propel Afrobeats included:

• Nigeria’s corner at the Notting Hill Carnival – a major stage for Nigerian artists.
• BEN TV – owned by Alistair Soyode, featuring Nigerian trending stars like Tony Tetuila, Jazzman Olofin, The Trybesmen, Ruggedman, and even Jamaica’s Chaka Demus & Pliers, with DJ Abass as a key presenter.

Billy Que emphasized that their collective work fused West African and British urban sounds, laying the foundation for Afrobeats’ global influence today.