Singer, rapper, spoken word artist, author, and entertainment journalist Tofarati Ige, popularly known as Grand Tycoon, has emphasized that the Afrobeats movement is a rich cultural ecosystem that extends far beyond music.

In a recent interview, Grand Tycoon noted that while Afrobeats has successfully captured global attention for its music, other creative expressions within the culture—such as spoken word poetry, dance, fashion, painting, and event hosting—remain underappreciated and under-supported.

“Many people think Afrobeats is just about music. But that is only a tip of the iceberg,” he explained. “It’s a lifestyle, an attitude, a way of telling our stories through different mediums. From the way we dress to how we speak, dance, write, and perform; it is all part of the Afrobeats experience.”

Grand Tycoon, who also serves as Chief Executive Entertainer of Grand Tycoon Entertainment, described Afrobeats as a global cultural brand that reflects the entirety of African creative identity. He particularly highlighted spoken word poetry as a powerful export that mirrors the passion and rhythm of music but often lacks institutional and financial support.

He encouraged young creatives to explore non-musical avenues within the Afrobeats ecosystem, asserting that the next global star could emerge not only as a musician but also as a poet, dancer, digital artist, or fashion designer. “Afrobeats has space for everyone who can bring something original to the table,” he said.

Grand Tycoon’s insights underscore the need to recognize Afrobeats not just as a sound, but as a holistic cultural movement capable of generating opportunities across multiple artistic disciplines.