With its magnetic blend of Afrobeats and hip-hop, ‘I Told Them’ might prove to be Burna Boy’s biggest access to the highly-coveted US music market. According to Luminate’s 2023 mid-year music reports, this is a strategic move. The data illustrates a striking growth in album consumption in the US, soaring by an impressive 13.4 per cent year-on-year, rocketing from 475.4 million in mid-year 2022 to a staggering 538.9 million in mid-year 2023. This upward trajectory indicates an insatiable appetite for new music among American listeners.
The report also shows that on-demand song streams experienced a remarkable 15 percent year-on-year increase during the same period. The numbers jumped from 620.2 billion to an astounding 713.5 billion. As these figures underscore, music is thriving in the US, with listeners voraciously consuming songs at an unprecedented rate. Within this audio feast, it is the R&B/Hip Hop genre that commands the lead, accounting for a substantial 27.3 percent of total on-demand streams. It’s a clear testament to the genre’s dominance in the American music landscape.