“It Wasn’t Cool To Be African Back then” – King Smade

For over 21 years, he has built one of the world’s leading cultural platforms, taking Afrobeats from Africa to the global stage. His name is Dr King Smade.

Speaking on the Big Convo, Dr King Smade, reflected on the origins of Afro Nation, its journey to Ghana and the broader cultural mission behind the globally recognised festival.

According to him, Afro Nation’s arrival in Ghana was deeply connected to the country’s Year of Return initiative. “Ghana wanted it,” he explained, noting that government policies such as visa-on-arrival and tourism support created the right environment for a festival of that scale. “It went beyond just a festival. It was about showing the world how beautiful Ghana is.”

Smade revealed that Afro Nation was first launched in 2019, with its inaugural edition held in Portugal in August of that year, before moving to Ghana later in December. The choice of Portugal, he explained, was intentional and symbolic.

“There’s a deep historical connection between Ghana and Portugal,” he said. “The same beach where Afro Nation was held in Portugal was where our ancestors were taken from the Gold Coast centuries ago. To now return to that same place to celebrate, dance and reclaim joy, that was a full-circle moment.”

He described Afro Nation as more than entertainment, calling it a cultural movement that has reshaped how African creativity is perceived globally. Since its inception, he said, African music, fashion, food and identity have gained unprecedented global attention.

“Our artistes have never been the same,” Smade stated. “Our creative industry has never been the same. Afro Nation created a space where people from over 150 countries come together through investing, collaborating, learning and experiencing African culture firsthand.”

Reflecting on his personal journey, Smade shared that his path began long before Afro Nation. From hosting house parties in the UK in the mid-2000s to organising club events, he said his goal was always to create spaces where African music and identity could thrive, at a time when they were not widely accepted.

“It wasn’t cool to be African back then,” he recalled. “So I brought the club to my house.”

He emphasised the importance of relationships, unity and collaboration across Africa and the diaspora, stressing that progress can only happen when Africans work together. “We are one people,” he said. “Growth comes when there’s unity within.”

Smade also highlighted the growing influence of creatives beyond musicians, pointing to content creators, DJs, fashion designers and even barbers as key players in Africa’s cultural economy. “Everyone has a time to shine,” he said. “The creative industry is bigger than music.”

On his current visit to Ghana, Smade said his focus is on cultural celebration and collaboration. He announced his involvement in Taste of the Culture, a cultural festival set for December 26 at Black Star Square, describing it as an indigenous celebration of Ghanaian food, fashion and music.