“Ethiopian Music Has Everything It Needs To Reach A Global Audience” | The Reporter Ethiopia

Veronica Adane has quickly established herself as one of Ethiopia’s most dynamic contemporary artists, skillfully blending traditional Ethiopian sounds with modern production to captivate audiences both at home and across the continent. She graduated from Mekelle University with a Bachelor’s degree in journalism and communication, bringing not only creative artistry but also a keen understanding of media and audience engagement to her work.

Her album Meteriyaye has amassed millions of streams and views across digital platforms, marking a milestone in both commercial success and cultural impact within Ethiopia’s music industry. Between 2025 and early 2026, Veronica achieved pan-African recognition, winning Artist of the Year (Continental) and Best Female Artist at the 2025 Zikomo Africa Awards in Dares Salaam. She followed this triumph with a major win at the 9th All Africa Music Awards (AFRIMA) in January 2026, where her song “Kante Lela” was honored as Best African Traditional.

Domestically, Meteriyaye dominated the Ethiopian music scene, earning Album of the Year and solidifying Veronica’s reputation as one of the nation’s leading vocalists. Her achievements have been celebrated with a high-profile homecoming in Addis Ababa, and she continues to build on her success with new nominations and growing continental influence.

In an exclusive conversation with The Reporter’s Surafel Ashebir, Veronica spoke about her journey, her artistic vision, and her plans for the future. EXCERPTS:

The Reporter: You have emerged as one of Ethiopia’s most prominent contemporary artists in a relatively short time. What would you identify as the “turning point” in your journey?

Veronica: The turning point in my journey came when I decided to be completely myself; authentic, real, and unapologetic. That decision truly changed everything for me.

I’ve always believed that being yourself is the easiest thing to do. It doesn’t cost money, it doesn’t require preparation, and it doesn’t drain your energy. When you’re being real, you don’t have to pretend or carry the pressure and anxiety of trying to be someone else. For me, the person I am off camera is the same person people see on camera and that’s what creates a genuine connection.

At the beginning, I had zero followers on Instagram. I remember recording a simple one-minute video in my university dorm with no makeup, no styling, nothing special. It was just me, singing in the most natural way. That video went viral, and I truly believe it’s because people connected with how real it was.

Within a few months, I gained over 100,000 followers, and opportunities started coming my way. Producers, media professionals, and my creativities began reaching out, and my career grew very quickly from that moment.

What made that experience a real turning point is that I never changed after it. The girl people saw in that very first one-minute video is still who I am today. Whether I had zero followers or now have millions across platforms like TikTok and Instagram, I’ve remained the same.

At the same time, I’ve always stayed grounded. I respect my family, my culture, and where I come from, and those values guide me in everything I do. I also try to use my voice to support and uplift others whenever I can.

Most importantly, I put God first in my life. I truly believe that everything I have today comes from Him, and He is the main reason I am who I am today.

Your work blends traditional Ethiopian sounds with modern production. How do you define your artistic identity within this evolving musical landscape?

I define my artistic identity as a bridge between tradition and modern expression. My music is rooted in Ethiopian culture, especially in its unique pentatonic system and qinit modes like Tizita, Bati, and Ambassel, which carry deep emotional and cultural meaning. Those elements are not just influences, they are part of who I am.

At the same time, I blend these traditional sounds with contemporary styles like R&B and modern production, so my music can connect with today’s generation while still staying authentic. I want it to feel both culturally grounded and globally relevant.

I’m very proud of where I come from, and I try to reflect that in everything I create. It’s important for me that young people feel confident in their roots, while also seeing that our sound can travel and resonate beyond borders.

For me, everything comes back to authenticity being real, staying grounded, and growing without losing my foundation. That balance between honoring tradition and embracing evolution is what truly defines me as an artist.

The Ethiopian music industry appears to be undergoing significant changes. How do you assess its current trajectory, and where do you see its biggest opportunities? 

I believe the Ethiopian music industry is undergoing a deep and dynamic transformation, and from my perspective, it is evolving in a very positive and promising direction. What stands out most to me about this generation is that, even as the industry becomes more modern and globally connected, there is a very intentional return to our roots. I see a strong and growing appreciation for traditional Ethiopian sounds especially the music of the 1980s and 1990s and a renewed pride in our cultural identity.

For me, what makes this moment so powerful is that artists are not simply imitating the past; they are reinterpreting it. I see musicians drawing from our traditional pentatonic scales, our unique rhythmic structures, and our storytelling heritage, and then blending those elements with contemporary genres like R&B, Afro-fusion, and modern pop production. That balance between tradition and innovation is very important, because it allows us to preserve our identity while also making our music feel fresh, relevant, and globally competitive.

At the same time, technology and digital platforms have completely reshaped the industry. Social media, especially platforms like TikTok, has opened doors for new and emerging artists in ways we have never seen before. Today, an artist does not have to rely only on traditional media or industry gatekeepers to be discovered. A single authentic moment, a short video, or a unique sound can reach millions of people instantly. Because of this, artists are now more visible, more informed, and more intentional about their careers. They are not only creating music, but also building personal brands and understanding how to communicate their identity to a wider audience.

I also see that today’s artists have a deeper awareness of their cultural responsibility. They are proud of their heritage, and at the same time, they are learning how to present it in a way that connects with international audiences without losing its authenticity. This is why I believe Ethiopian music has strong potential to expand globally. We are already seeing more collaboration with international artists, more cross-cultural projects, and more global recognition of our unique sound. And I truly believe this is just the beginning.

Another important factor, in my opinion, is the role of the audience. Ethiopian listeners are incredibly supportive, engaged, and united. They celebrate their artists, they promote their music, and they stand behind their culture with pride. That unity creates a powerful ecosystem where artists can grow and thrive. For me, this collective support is one of the biggest strengths we have as an industry.

Overall, I am very optimistic about the future. I believe that if we continue to embrace our roots while also innovating and adapting to the global music landscape, Ethiopian music will not only grow, it will stand out. I truly see a future where our sound is not just recognized internationally, but respected as a unique and influential voice in the global music scene.

Artificial intelligence is edging its way into global music production. How do you evaluate AI-generated music compared to human creativity, particularly in terms of authenticity and emotional depth?

For me, music is something deeply human. It is more than just sound it is emotion, memory, and lived experience. Behind every song, there are real people, songwriters, producers, and artists who invest not only their time and effort, but also their personal stories, their struggles, their joy, and their truth. That human experience is what gives music its authenticity and emotional depth. It is what allows listeners to connect, to feel understood, and to find meaning in a song.

AI, on the other hand, can generate music in minutes, but it cannot feel. It does not experience life, it does not understand pain or happiness, and it cannot translate real emotion in the way a human being can. Even when it produces something that sounds technically impressive, there is still a difference because it lacks the soul that comes from genuine human expression.

What concerns me even more is the growing impact of AI on opportunities for real artists. We are already seeing a shift where companies that once invested in musicians and creators are now choosing faster, cheaper alternatives through AI-generated content. This not only reduces opportunities, but it also risks devaluing the hard work, talent, and dedication that artists bring to their craft. For many creators, this is not just a profession it is a calling and seeing that replaced can be very discouraging.

Another issue I find troubling is the rise of AI-generated versions of songs gaining popularity, sometimes even surpassing the original works. To me, that raises serious questions about fairness and respect for artistic ownership. When an artist pours their heart and identity into a piece of music, it deserves recognition and protection. Seeing that work overshadowed by artificial replication can be deeply disheartening.

At the same time, I am not completely against AI. I believe it can be a powerful tool when used responsibly. It can support creativity, enhance production, and open new creative possibilities for artists. But for me, there has to be a clear boundary AI should assist, not replace. It should empower human creativity, not compete with it.

In the end, I strongly believe that real music will always come from real people. It comes from emotion, from experience, from culture, and from truth. And no matter how advanced technology becomes, I don’t believe it can ever truly replicate the depth, the soul, and the authenticity of human artistry.”

Some criticize the Ethiopian music industry for what they see as failing to live up to the golden age of icons like Tilahun Gesesse. Others argue the industry is diversifying, evolving and is creating several talented young musicians. What do you think?

I believe the older generation of Ethiopian artists was truly remarkable, and at the same time, I see the new generation growing and evolving in its own unique way. Personally, I don’t fully agree with the idea that the industry has lost its greatness. I think this generation is simply different. We are more connected to our culture, more intentional about representing it, and deeply respectful of the traditions that shaped our music.

There is a strong appreciation for the foundations laid by the legends of the past, and many of us are incorporating that respect for tradition into our music, while also experimenting and evolving to reflect our own experiences and perspectives. We are creating music that feels authentic to our roots, yet resonates with contemporary audiences both in Ethiopia and beyond.

I also see the new generation thinking bigger. We are not only creating music for local audiences, we are striving to take Ethiopian music to the international stage and represent our country with pride and excellence. It’s not about comparing the past to the present; rather, it’s about building on the foundation the legends gave us and expanding it, reaching new heights, and opening new possibilities for Ethiopian music globally.

If you want, I can combine this with her other interview answers and turn it into a fully polished feature article ready for print, with pull quotes and narrative flow.

You recently achieved major continental recognition, winning Artist of the Year at the Zikomo Africa Awards and Best African Traditional at AFRIMA. Given that Ethiopian musicians have historically had limited visibility on global stages, how do you reflect on this milestone, and what insights or advice would you share for bringing Ethiopian music to international audiences?

All of these awards truly belong to God. He is the reason I am who I am today, and I genuinely believe that every recognition and opportunity I have received comes from Him. My journey has not been without challenges, but I stayed true to myself, held onto my faith, and trusted God through every moment. To be recognized on an international level is something I could never have imagined.

When I reflect on who I was six or seven years ago, it almost feels like a dream, and I am deeply grateful for how far I have come. What makes this achievement even more special is the opportunity to represent Ethiopia. That, for me, is the greatest honor. I love my country deeply, and being able to showcase our culture, our people, and our identity on such prestigious international platforms fills me with immense pride.

I firmly believe that Ethiopian music has everything it needs to reach a global audience. Our sound is unique, our culture is rich, and we must stay true to ourselves; original and confident in who we are instead of trying to imitate others. At the same time, we should make smart use of social media and international platforms, remain open to collaborations, and continue building bridges that allow Ethiopian music to shine worldwide.

You’re known for your powerful stage presence. How do you connect with audiences during live performances, and what can you tell us about your upcoming Ethiopia tour and the artistic vision behind it?

For me, live performance is everything. I often call it my heaven. That’s the space where I feel safest, most free, and most like myself. I think that authenticity is why people connect with my performances. What they see on stage is real.

When I perform, I always remind myself to be present, to be genuine, and to give my full energy. For me, it’s never just about singing; it’s about creating a connection. I feel the audience’s energy, and they feel mine. It becomes a shared moment. I always strive to give my best not only vocally but emotionally. I want people to feel something when they watch me whether it’s joy, love, or even a sense of healing. That is what music is truly about for me.

This upcoming tour is incredibly special. While we are still finalizing details step by step, I’m very excited about what’s to come. I can’t share exact dates yet, but I can say that this tour is designed to be more than just a series of performances; it’s about creating an experience. I want every show to feel emotional, energetic, and authentic. My goal is for the audience to feel connected not just to me, but to the music and to each other.

I also want this tour to be remembered, to become part of Ethiopian music history. So far, the tour will include cities such as Addis Ababa, Gondar, Bahir Dar, Asosa, Mizan Teferi, Arba Minch, and Hawassa, with more cities to be announced. And of course, this is just the beginning. I’ll continue updating my audience with more information very soon. For me, this tour is about celebration, connection, and creating moments that people will carry with them long after the music stops.

Many young Ethiopian musicians look up to you. How do you see your role in mentoring emerging artists, and what advice would you give them about building a sustainable music career?

I see my role as a responsibility. If people look up to me, I want to lead by example not just through my music, but through my values, my work ethic, and the way I carry myself. I believe that the way I live and create can inspire others, and that’s something I take very seriously.

I always encourage young artists to be themselves, because authenticity is what truly allows people to connect with you. In today’s world, social media has made it easier than ever to share your talent and be recognized. But even with these tools, success doesn’t happen overnight. It might come in one night or it might take years. The most important thing is to believe in yourself, stay consistent, and remain patient.

At the same time, I always emphasize staying grounded. Respect your family, honor your culture, and never lose sight of where you come from. And above all, put God first. That balance between ambition, authenticity, humility, and faith is what I believe helps an artist not only grow, but also make a meaningful and lasting impact.

How do you evaluate government support for the music industry, in terms of facilitating music lessons at schools or in enforcing copyright rules to protect creativity?

To be completely honest, I don’t think the support for Ethiopian artists is enough, and I speak from my own experience. Over the past months, I’ve had the privilege of representing Ethiopia internationally traveling to countries like Tanzania, Nigeria, and Rwanda, and even receiving several awards. But throughout this journey, the level of support I expected simply wasn’t there. I reached out to various offices and organizations that I believed had a role to play in supporting artists, and while there was initial interest, there was little follow-through. Even when I shared my experiences and concerns on social media, there was no meaningful response.

Seeing how other countries invest in their music industry was eye-opening. In Nigeria, for example, there are regular panels, discussions, and structured initiatives designed to take their music to global audiences. That level of strategic support is something we urgently need for Ethiopian artists. We are working tirelessly to represent our country, not just culturally but also economically, through international platforms, yet without a strong support system, these efforts are much harder and the impact is limited.

I believe it’s crucial to recognize that the talent, dedication, and vision are already here in Ethiopia. Artists are ready and willing to put in the work to elevate our music and culture globally. What we need now is a system that stands with us, one that actively supports, nurtures, and amplifies our efforts. With the right support, Ethiopian music doesn’t just have the potential to succeed internationally, it can thrive and become a source of national pride for generations to come. We are ready to carry our country’s flag with our art; we just need the structures around us to be as committed as the artists themselves.