The tears from the local industry players and creatives do reek of a layered brand elitism. It’s fashionable to cry for the Grammys.
Even though we’re technically guests, invited to an American spectacle to diversify their ranks. We’re still fringe players at the Recording Academy, with negligible numbers incapable of swinging the odds in our favour.
We still have a few voting cycles to cry some more. And that privilege of crying depends on Afrobeats maintaining its hold on pop culture. We are still building over there, and todays lesson teaches us that growth isn’t linear. Afrobeats, please hold this one.
Where was this level of support for the Headies, Nigeria’s homegrown, legacy award show with 16 years of honouring the local scene? Nominees are often absent and late. The chatter about the show borders on derisory. We don’t pack our halls in honour of the event, neither are we interested in elevating it. But we can cry for the Grammy. Fashionable tears for what could have been.
What we need is to return home. Tails between our legs as the realisation that all we got is us. And if we don’t take care of home, build, support and elevate it locally, we at risk of delegating our pride to foreigners. Afrobeats have intrinsic value. But the current business model has funneled the entire ecosystem into exportation. And while we can boast of improved finances and investment pathways, we’re now forced to negotiate our cultural impact on parameters that weren’t created for us, in spaces where our existence is still a moot point.
Why are we hurt? Because we are playing a game that wasn’t created for us. And it sucks to lose.
Perhaps, this spurs us as a creative and business class. To look inward and see our worth within us. That our local industry and all its institutions are enough, and exploration is just what it is; exploration. Perhaps across the continent, we can resurrect our reward systems, intentionally imbuing cultural power and credibility in local award shows and bodies that seek to celebrate us. And to see those platforms worthy of our artistry and ego.
The Grammys snubbed Nigeria this year. And rather than mope around and petulantly kick some dust, let’s fight back by getting stronger at home.
It’s the only way out.
Producer and Executive Director at Tamir Music
3moBig congratulations! 🎊 👏