Art is life and Nigerian Artists and entertainers have fully mastered this art and spread this contagious vibe across the world and the world was so ready and caught this good vibes. It’s the grammy weekend and no one is looking forward to this Grammys like Nigerians,Â
As artists take the stage at the Grammy Awards in Los Angeles this Sunday, all but one of the nominees in the newly introduced Best African Music category will hail from Nigeria.
For leaders in the country’s creative industry, the prominence of Afrobeats icons like Burna Boy and Ayra Starr at music’s grandest event signifies Nigeria’s expanding “soft power” influence, extending beyond just music.
From the lobbies of Parisian hotels to the nightclubs of Mexico City, the infectious sounds of Afrobeats from Nigeria’s top talents resonate far beyond the streets of Lagos, as “naija” culture permeates increasingly into the mainstream.
Even before the Grammys, Nigerian stars had been selling out London’s O2 Arena and collaborating with global icons like Selena Gomez and Drake.
“Some may see it as a passing trend, but I view it as the dawn of a new era. What we’re witnessing is the organic evolution of soft power,” remarked Obi Asika, a record executive recently appointed as director of the National Council for Arts and Culture.
“Music acts as the catalyst, but alongside it emerges what I refer to as Afrobeats culture—embracing fashion, dance, and attitude.”
A Long-Awaited Recognition –
With his fusion of Nigerian pidgin and Yoruba lyrics, Burna Boy, a Grammy winner already, garners four nominations this year.
Artists Asake and Olamide secure nods for “Amapiano,” a nod to South Africa’s popular genre.
Davido, with three nominations, including the African award titled “Unavailable,” expresses, “African music has been dominant for years. Should we have received recognition earlier? Certainly. But good things take time.”
“I always believed that given the chance to be heard, people would embrace it. The culture as a whole—not just the music but also the cuisine, fashion, and more,” he added.
Motolani Alake, a Nigerian music executive, views the Grammy category as a “long overdue” acknowledgment, not only for Nigeria but for Africa as a whole.
“It’s Nigeria’s moment now, but soon it could be another African country. Nigerian music won’t fade away, but the spotlight may shift,” he opined.
Influence Beyond Borders –
While Afrobeats isn’t new—its growth as a genre spans over a decade—interest from international audiences has surged in recent years.
Much of the global fascination with Nigerian music traces back to Fela Kuti, the Afrobeat pioneer of the 1970s.
Nigeria’s sizable diaspora in the UK and the US, which played a pivotal role in shaping the music scene in the 1960s, has also contributed to its broader appeal, noted music historian Ed Keazor.
With a population of approximately 200 million, a significant portion under 30, and a vast diaspora, Nigeria’s proximity to London and collaborations with global stars have been crucial, explained Siya Metane of SlikourOnLife.
Abuchi Ugwu, CEO of Chocolate City, emphasized that while the Grammy category is a form of recognition, African musicians should aim to compete on par with other global stars, asserting that “Africa is more than just Afrobeats.”
Flourishing Creativity in Film –
Nigerian creativity isn’t limited to music; Nollywood, the country’s prolific film industry, is making strides in the global market.
Editi Effiong’s crime thriller “The Black Book” soared to the top of Netflix’s global charts last year, including a No. 1 spot in South Korea.
“This still feels surreal. More South Koreans watched The Black Book than Nigerians. Wow!” Effiong exclaimed.
The Oscars Academy recently extended invitations to a group of Nollywood directors, writers, and an actor, recognizing their contributions, including CJ Obasi, whose film “Mami Wata” received accolades at Sundance.
National arts director Asika anticipates this recognition to extend to other creative sectors beyond streaming, such as gaming and traditional cinema.
“One thing we’re assured of is a continuous stream of talent. In the next five years, I hope to see stronger connections with the mainstream,” Asika remarked.
Afrobeats nominee Arya Starr is already gearing up for success.
“I have my speech. I have everything prepared already,” she shared with Cool FM Lagos radio. “I even know my walk and outfit.”
The excitement is over the roof because we know something is coming home; I mean we are Nigerans and we make everything happen!
