Alté Culture Festival to spotlights talents amid genre criticisms

The Alté Culture Festival in its fourth edition is set to spotlight emerging talents despite criticisms surrounding alté music’s perceived commercial limitations in recent years. This year’s event, set for August 2 2025 at Muri Okunola Park builds on its legacy of propelling artists to global recognition with one past performer securing an international record deal.

The festival unfolds against a critical perspective on the alté music culture, notably from music journalist Joey Akan, who earlier this year argued that the genre’s failure to scale stems from its lack of commercial appeal.
In a tweet, Akan critiqued alté, stating it “did not scale because they made music that had no utility for the wider market.” He praised the genre’s fashion and approach for their influence but slammed its music as “tuneless art” lacking pop sensibility.

Akan argued that alté artists isolated themselves, projecting “snobbery” and dismissing criticism with remarks like “Our music is not for you,” while others blended alté’s style with commercially viable sounds and outpaced them.

Despite this, the Alté Culture Festival is proving the genre’s potential to grow. Organized by Q21 Solutions, a Nigerian corporate experience design firm, the festival has evolved into a cultural movement since its inception. It offers a platform for alternative youth expression, blending music, art, and community engagement.

This year’s lineup—featuring emerging artists like Amaka, Emly, Boi George, Reespect, Uzi, Cupid, and Baar—reflects a transparent selection process that prioritizes authenticity and self-expression, core tenets of alté, while pushing for broader appeal.

Founder Eunice Adeyemi highlighted the festival’s impact: “It has provided a platform for artists to transition from relative obscurity to gaining international recognition.” The success of an artist landing an international deal underscores this, directly challenging Akan’s stagnation claims. By spotlighting new talent on bigger stages and fostering global opportunities, the festival is making alté more accessible and scalable, she said, countering the genre’s perceived narrow-mindedness.

Beyond performances, the event introduces fresh elements like a culinary journey curated by Pete Masters, enhancing its diversity and draw. Still, challenges linger—sponsorship remains a hurdle, with brands hesitant to fully commit, limiting scale. Adeyemi is seeking strategic partners aligned with the festival’s creative vision to push it further.

The festival’s influence extends year-round through social media and newsletters, keeping the alté community vibrant. “Our community has grown more vibrant and expanded over the past couple of years,” Adeyemi said. With its focus on talent discovery, immersive experiences, and inclusivity, Alté Culture Festival 4.0 is not just upholding history—it’s rewriting it, showing that alté can thrive and scale despite its limitations.