K-Pop and Afrobeats – the summer of 2025 saw a surge of subgenres dominating the global mainstream charts louder than ever. Sony’s KPop Demon Hunters (distributed by Netflix) soundtrack created worldwide frenzy, topping charts worldwide and amassing over 3 billion streams in just two months, while Moliy & Silent Addy’s Shake It To The Max (FLY) – Remix broke out in Afrobeats, hitting Spotify’s Top 50 in 45+ countries and surpassing 500M streams by August.
For brands looking to connect with mega-engaged fans and cut through the noise, these subcultures – now global movements in their own right – hold the key. They’re full of active, passionate, and loyal fans who, when approached authentically, become the ultimate brand advocates.
