Lagos—The U.S. Mission hosted its third pre-award reception for the Headies on the eve of Nigeria's renowned music awards show. The event marks the significance of the country's music industry on the global platform.
Attendees of the event included influential figures from the creative industry, policymakers, artists nominated for the Headies, alumni of U.S. government exchange programs, representatives of American businesses in Nigeria, and diplomats, all underscoring the international reach of Nigerian music.
U.S. Ambassador Richard M. Mills, Jr., in his speech, emphasized Nigerian music's influence worldwide. He highlighted the role of American streaming services, record labels, and exchange programs in boosting Nigerian music's global presence, facilitating economic benefits for Nigeria and the U.S.
Ambassador Mills referred to the decision of holding the Headies in the U.S. in 2022 and 2023 as a testament to African music's impact globally.
“We’ve seen a remarkable rise in the number of Nigerian artists performing at sold-out shows in arenas across the United States and earning recognition at major award shows like the Grammys,” said Ambassador Mills. “We are proud to support the Headies as it recognizes those at the top of their game and provides a platform for emerging talent, playing a vital role in growing the economy for both our countries and creating opportunities for millions of people, at the microphone and behind the scenes.”
The continued rise of Nigerian Afrobeats artists globally was noted by Headies Executive Producer Ayo Animashaun, who emphasized the significance of international collaborations for Afrobeats in the global music scene.
American creative corporations including Paramount, Apple Music, YouTube, and noteworthy record labels such as Universal, Empire, and Atlantic are actively collaborating with Nigerian artists to promote African sounds globally.
The U.S. Mission remains committed to engaging with Nigeria's creative sector to foster a lasting creative ecosystem, access new global markets, and enhance trade and investment opportunities in these sectors.
In 2024, the U.S. Department of State launched new exchange programs for Nigerian creativity, such as the American Music Mentorship Program in collaboration with the Recording Academy (Grammys).
This program has afforded African musicians and industry professionals chances to interact with the U.S. music industry. In its first year, it included three Nigerian participants, one of whom is now helming a regional office in Nigeria for a U.S. media company, strengthening ties between the music industries of both nations.