Headies Awards founder, Ayo Animashaun, has criticized Nigerians’ overwhelming focus on the Grammy Awards while neglecting homegrown music platforms.
In an interview on Channels Television on Wednesday, he expressed concern over the way international recognition is prioritized over local achievements.
“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?” he said, urging Nigerians to rally behind their own entertainment industry.
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He went on to challenge the perception that global music awards hold African artists in high regard, stating:
“We actually think they care about us, but wake up—they don’t. We’re popping now, so they’re giving us one nomination, and the whole country is making noise about it.”
Sharing his experiences attending major global award ceremonies, including the Grammys, BET, and the Oscars, Animashaun noted that while these events receive little buzz in their host countries, Nigerians treat them with unmatched enthusiasm.
“When I talk to people in those cities, some don’t even know the events are happening. But in Nigeria, we know more about their awards than they do. 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? And I’m not just talking about the Headies here.”
While acknowledging the importance of international accolades, he stressed that the local music industry must take pride in its own awards. Defending the value of the Headies, he stated:
“We keep supporting what’s not ours and neglect our own. The Headies plaque is 21-karat gold-plated with copper—bring theirs and put it beside ours and see if it’s less valuable.”
Animashaun also shed light on the difficulties of organizing the Headies, pointing out the lack of corporate and government backing. However, he remained hopeful, noting the growing attention Nigeria’s creative industry is receiving, especially from the newly appointed Minister of Creative Economy.
Since its inception in 2006 as the Hip Hop World Awards, the Headies has evolved into one of Nigeria’s most prestigious music awards. The 2023–2024 edition is set to take place in April, with the 2025 edition planned for December later this year.
Meanwhile, at the 2025 Grammy Awards, Nigerian singer Tems secured a win in the Best African Music Performance category, a category introduced in 2024.
