The Afrobeats ‘lovescript’: lyrical narratives and gendered expectations in Nigerian digital dating

There is a knowledge gap regarding how Afrobeats serves as ‘lovescript’ in contemporary Nigerian dating space. Anchored in Gagnon and Simon’s (1973) Social Scripting Theory and van Zoonen’s (1994) Feminist Media Studies, the study employs a qualitative design to analyse the lyrical narratives that shape gendered expectations in the Nigerian digital dating space. This design combines a thematic lyrical analysis of five purposively selected Afrobeats songs with content analysis of public interpretations of the ‘lovescripts’ on YouTube and X. The findings reveal two competing narratives. The first is the dominant script, largely authored by male artists. It links masculinity to financial provision, framing romance as the provision of a luxurious ‘soft life’. Driven by female artists like Ayra Starr and Tems, the second script counters the male authored provider script. It prioritizes emotional intimacy, reciprocity, and female agency as feminine values. While these two scripts differ ideologically, they remain active in the Nigerian digital dating culture, with the female-driven counter-narrative gaining traction. Young Nigerians are contesting the strains of the provider model, particularly due to their economic conditions. Afrobeats acts as an echo-chamber for existing socio-cultural dynamics, reinforcing or contesting them through temporary hit songs.