Ayo Animashaun, founder of the Headies Awards, has opened up on the decision to take future editions of the prestigious music awards beyond Nigeria, while also revealing the role the platform played in helping some Nigerian artistes gain international exposure.
Speaking during an interview on Arise TV, Animashaun defended the organisers’ plans to host future editions of the Headies in Canada, stressing that Afrobeats has grown into a global movement and should be celebrated on an international stage.
According to him, the Nigerian music industry has evolved significantly over the years, and the Headies must evolve with it.
He noted that the awards are no longer solely a Nigerian event but a platform designed to showcase Afrobeats to the rest of the world.
He said:”Okay, there are a number of reasons, and as expected, people will talk no matter what you do. But once you know where you’re going, it becomes easy. The Headies is a global awards for Afrobeats. Our music is not where it used to be, and we need that ecosystem on the global stage.”
Animashaun explained that taking the awards abroad has created opportunities for artistes to connect with record labels, business executives and influential figures in the global music industry.
He said: “Some of those artistes that you see performing around the world today, it was the first time they travelled to the United States through the Headies. We collaborated with the U.S. Consulate and took them there. They met record labels, signed deals and created opportunities for themselves.”
The media entrepreneur went on to reveal that Afrobeats star Asake benefited directly from such opportunities.
He said: “The first time Asake travelled abroad, I did his visa, and he was able to finish his deal with Empire Music. I can count about 20 artistes like that whose careers have been positively impacted simply because the Headies was held outside Nigeria. That global exposure is where the money and opportunities are for them.”
Addressing concerns about visa challenges for fans and industry stakeholders, Animashaun insisted that the organisers work closely with foreign consulates to make attendance easier.
He said: “People are still going to watch on television anyway. We have economic support, infrastructure support and exposure support. The artistes are happy to be there because it gives them a different experience. Record companies from around the world come looking for talent, and that’s important for their careers.”
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He also dismissed comparisons between the Headies and the Grammy Awards, noting that both institutions have different histories and structures.
He continued:”People keep asking if the Grammys would come to Nigeria. We are not the Grammys. The Grammys are over 60 years old, while we are only in our twentieth year. The DNA is completely different, so our approach has to be different as well.”
Animashaun further highlighted the value of international media exposure, revealing that major global media organisations regularly cover the event when it is staged abroad.
He added: “We had major media organisations from around the world on the red carpet, CNN, NBC, MSNBC and many others. They interviewed our artistes and helped project Afrobeats to a global audience. Everything we’re trying to achieve cannot happen entirely in our backyard. We’re in a bubble here.”
Despite the criticism, Animashaun maintained that the Headies remains committed to expanding opportunities for African artistes and ensuring that Afrobeats continues to gain recognition on the global stage.
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