Hollywood is turning to African music ecosystems to shape the cultural identity, marketing strategy, and global reach of major film franchises. A new African-inspired fantasy film, 'Children of Blood and Bone', is one of the most ambitious Black-led productions in years, featuring a star-studded cast including South African actress Thuso Mbedu, Viola Davis, and Nigerian singer Ayra Starr. The film's story follows Zélie Adebola, who embarks on a quest to restore magic to her people in the mythical kingdom of Orïsha.
The film's soundtrack is set to feature some of Africa's biggest contemporary artists, including Grammy winner Burna Boy, Grammy-nominated singer Ayra Starr, Fireboy DML, and BNXN. Grammy-winning Nigerian singer-songwriter Tems has been appointed as executive music producer and curator of the soundtrack, giving her oversight of its creative direction and artist selection. This move highlights the growing influence of African artists in shaping the musical architecture of Hollywood productions.
The use of African music in film franchises is not new, but it has become increasingly important in recent years. Marvel's 'Black Panther: Wakanda Forever' demonstrated how African music could drive franchise world-building and deepen the cultural identity of a global entertainment property. The 2022 film grossed around $859 million worldwide, with its soundtrack featuring Tems, Burna Boy, Fireboy DML, and CKay.
Disney also used African music to build the cultural identity of 'Mufasa: The Lion King' in 2024, which earned over $720 million worldwide. The film relied heavily on South African musical leadership through composer and producer Lebo M, whose vocal arrangements and multilingual African musical contributions have become central to 'The Lion King' franchise. African artists have expanded from soundtrack collaborations into soundtrack leadership, creative direction, and franchise world-building.
The growth of African music globally has been significant, with recorded music revenues in Africa growing 15.2% in 2025 to reach $120 million, more than double the global industry growth rate of 6.4%. Streaming has become the main engine of this expansion, with global streaming revenues exceeding $22 billion in 2025. African artists have been expanding across international streaming platforms, major label partnerships, and global soundtrack collaborations.
The appointment of Tems as executive music producer and curator of the soundtrack for 'Children of Blood and Bone' is significant, as it places an African artist at the center of a Hollywood production's soundtrack strategy. This move reflects a broader shift in the global entertainment industry, with African music becoming a key driver of franchise world-building and cultural identity.
The film's cast, including Damson Idris and Thuso Mbedu, has suggested that audiences will experience a similar sense of cultural scale to 'Black Panther'. Director Gina Prince-Bythewood has also emphasized the scale of the production, which was filmed across South Africa and the Canary Islands in 2025. The soundtrack is expected to be a parallel marketing engine, capable of building audience engagement before the film reaches cinemas and sustaining attention long after release.
Key points
- African music is becoming a key driver of franchise world-building and cultural identity in Hollywood productions.
- African artists are taking on key roles in soundtrack production and creative direction, with growing influence over how films sound, feel, and travel internationally.
- The growth of African music globally has been significant, with recorded music revenues in Africa growing 15.2% in 2025 to reach $120 million.
