Headies founder criticizes Nigeria’s Grammy obsession, urges support

Ayo Animashaun, the founder of The Headies Awards, has expressed disappointment over Nigeria’s intense focus on the Grammy Awards.

In a recent interview with Channels TV, he questioned why Nigerians value international recognition more than their own music industry.

He pointed out that the Grammys seem to have a bigger following in Lagos than in America. According to him, Nigerians should shift their attention to local award platforms and industry growth instead of chasing validation from foreign organizations.

Nigerians overvalue international recognition

Animashaun criticized the widespread belief that winning a Grammy is the ultimate achievement for Nigerian artists. He argued that Americans do not think about Nigerian music as much as Nigerians assume. Instead, he urged the industry to prioritize its own progress.

“We actually think they care about us,” he said. “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.”

The media mogul also noted that Nigerians celebrate international awards more than the countries that host them. He recalled his experience attending major global events, including the Grammys, American Music Awards, BET Awards, World Music Awards, and the Oscars.

“I’ve been there many times,” he said. “But when I talk to people in those cities, some don’t even know the events are happening. Meanwhile, in Nigeria, we know more about their awards than they do.”

Local awards deserve more support

Animashaun believes this obsession with foreign validation has harmed Nigeria’s music industry. Instead of celebrating homegrown talent and awards, Nigerians invest their energy in foreign platforms that do not reciprocate the same level of interest.

He emphasized that other countries focus on their own industries first. “They’ll support their own awards and industry, and we’ll keep supporting theirs. So, who will support our own?” he asked.

The Headies founder made it clear that his concerns go beyond just his own award show. He wants Nigerians to recognize the value of their own platforms and cultural contributions. He compared The Headies plaque to the Grammy trophy, stating that The Headies award is 21-karat gold-plated with copper. “Bring theirs and put it beside ours and see if it’s less valuable,” he said.

A call to action for the music industry

Animashaun’s remarks highlight a long-standing debate in Nigeria’s entertainment sector. While international recognition can boost an artist’s career, he believes it should not come at the expense of local support.

His comments serve as a wake-up call for industry stakeholders, fans, and media outlets. If Nigerians do not prioritize their own awards and artists, he warned, the country’s music industry may continue to rely on external validation rather than building a self-sustaining ecosystem.

Animashaun’s message is clear: Nigeria’s music industry must focus on itself, celebrate its own achievements, and stop seeking approval from the West.

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