Ayo Animashaun, founder of the prestigious Headies Awards, has voiced strong concerns over Nigeria’s growing fixation with the Grammy Awards, urging Nigerians to support homegrown music initiatives.
In a candid interview on Channels Television on Wednesday, Animashaun expressed frustration over the overwhelming attention given to the Grammys, claiming that the award ceremony has become more popular in Nigeria than in its home country, the United States. He stressed the importance of celebrating Nigerian music platforms like the Headies rather than focusing solely on international recognition.
“Grammy is more popular on the streets of Lagos in Nigeria than it is now in America. We have our own for God’s sake, kilode gan?” Animashaun remarked, challenging Nigerians to prioritize their local music industry.
Animashaun pointed out that while Grammy nominations are exciting, they do not necessarily reflect the level of care or investment in Nigerian artists by international bodies. He argued that Nigerians often make a bigger deal out of one Grammy nomination than the actual organizers in America, illustrating his frustration with the obsession.
Drawing from his own extensive experience attending high-profile events like the American Music Awards, BET, and the Oscars, Animashaun shared that many international music award shows are relatively unknown to the locals in the host countries. In contrast, Nigerians seem more invested in these events than those who actually organize them.
“We keep hyping what’s not ours. They’ll support their own awards and industry, and we’ll keep supporting theirs. So, who will support our own?” Animashaun questioned, urging Nigerians to give the same attention and respect to local initiatives such as the Headies, which has been running since 2006.
He also highlighted the quality and value of the Headies plaque, made from 21-karat gold-plated copper, emphasizing that it is just as prestigious as international awards. “Bring theirs and put it beside ours and see if it’s less valuable,” he added.
While Animashaun acknowledged that international recognition is important, he underscored the need for Nigerian industry stakeholders, including corporate sponsors and the government, to show more support for local initiatives.
Despite the challenges of limited corporate and government backing, Animashaun expressed hope for the future. He noted the increasing interest from the Nigerian government in the creative sector, particularly with the appointment of the new Minister of Creative Economy.
The Headies Awards, which began as the Hip Hop World Awards, have evolved into one of Nigeria’s most influential music award shows, celebrating local talent and achievements. The 2024 edition of the awards is set to take place in April, with the 2025 edition scheduled for December.
In related news, Nigerian singer Tems recently won the Best African Music Performance category at the 2025 Grammy Awards, an honor she received for her contributions to the global music scene.
