“It’s critical to develop the next generation of talent — and there is so much talent exploding out of Nigeria and the African continent right now. Africa is setting the tempo all around the globe,” said Lyor Cohen, Global Head of Music, YouTube. “We’re incredibly proud that YouTube has been a mainline for African artists to connect all over the world — and by supporting one of the leading African trailblazers like Mr Eazi and his emPawa initiative, we’re excited to see how these artists supercharge their careers and grow their fanbase on YouTube.”

“Music from the continent has been rising on the global stage, says Nigerian music analyst, Dennis Peter. Recently, some of the continent's top stars, including Ghana's Shatta Wale, Cameroon's Salatiel and Nigeria's Yemi Alade featured on Beyonce's Lion King: The Gift Album.”

emPawa initially sprang from Mr. Eazi’s desire to replicate a key moment in his career. “He always told us the story of the $1,000 investment someone made in his career and how that made a huge difference,” says E-Kelly, a producer and close collaborator who serves as one of emPawa’s mentors. “If he can give other artists a good kickstart, they can find their feet from then on.” “When artists start empowering other artists, the message they give out is they’re setting up the next generation,” Basa says. “By doing this, he becomes a leader. He becomes responsible for the motivation of the next generation. And they benefit from his experiences, his wins, his losses.”

“EmPawa is an initiative I created with one simple mission: Helping new artists reach their full potential musically by equipping them with the knowledge and funding to do so,” Mr Eazi said in a statement. “It’s something I wish someone had created when I first started making music. Sometimes, all it takes is that one person to believe in you,” he added.

Everyone says Mr Eazi is the smartest African musician alive. It's not hard to see why. Barely three years ago, he was in Computer Village, a tech market hub in Lagos, selling phones, and pushing a start-up. Today, he's swapped his products for music which he sells worldwide.

“All of that is who I am,” Mr Eazi tells me. “The influences from both places that seep into my music and help define the crust of my sound, which I call Banku music, blends influences majorly from two of the strongest and most beautiful cultures in the world: Ghanian and Nigerian culture.”

“Mr. Eazi’s personality, the way he uses the internet...that’s the pivotal part of marketing,” Diplo said. “Maybe after Coachella people will see his show ... and that might be the way that it can cross over a little bit.”

It’s a blessing to play on the stage. ... I didn’t think it was going to happen this quick. MR. EAZI

Before entering #emPawa100, Joeboy, who studied human resources at the University of Lagos, had only sung in social media clips, despi growing up in a musical family. In March, Joeboy released the easy-listening love song “Baby,” which reached the top 10 of Apple Music’s charts in Nigeria, Uganda and Kenya. Follow-up track “Beginning,” which Beats 1 host Ebro featured in his Discovered segment, hit No. 1 on Apple Music in Nigeria and Uganda. Both tracks are still in the top 10 in Uganda, Ghana, Kenya and Nigeria.

“I feel this is the first time there is pure Afrobeats from Nigeria in the pop scene,” Mr. Eazi says of Oasis cut