By Esosa Omorogbe
For the third consecutive year, the U.S. Mission hosted a pre-award reception honoring the 17th Headies, Nigeria’s biggest and most prestigious music awards show. The event drew creative industry leaders, policymakers, nominated artists, and representatives of U.S. businesses in Nigeria, showcasing the global reach of Nigerian music.
U.S. Ambassador Richard M. Mills, Jr. celebrated Nigerian music's profound influence globally, highlighting American streaming platforms, record labels, and U.S. government exchange programs' vital role in amplifying Nigerian music and driving economic growth.
"We’ve seen a remarkable rise in Nigerian artists performing at sold-out shows in the U.S. and earning recognition at major award shows like the Grammys," Ambassador Mills said. The Headies provides a platform for emerging talent, contributing to economic growth and opportunities for millions.
Executive Producer Ayo Animashaun noted that international collaborations have cemented Afrobeats' place in the global music industry. U.S. companies like Paramount, Apple Music, and leading record labels partner with Nigerian artists to share authentic African sounds worldwide.
The U.S. Mission engages with Nigeria's creative industry leaders to build a sustainable ecosystem, unlock new markets, and advance two-way trade and investment. The U.S. Department of State introduced exchange programs, including the American Music Mentorship Program with the Recording Academy (Grammys), creating opportunities for African musicians to engage with the U.S. music scene.
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