Rising Nigerian music star, Joeboy, recently expressed a powerful point of view during his appearance on “The Big Convo” podcast in Ghana. He called on African superstars to support award ceremonies on the continent rather than focusing solely on the Grammy Awards.
Joeboy emphasized that the Grammy Awards are an American competition, despite its global reach. In his own words: “I think we should be unapologetically ourselves, and also strengthen our institutions in Africa… The Grammy Awards are certainly a prestigious award, but it remains American. It is seen as global because of his fame, but we have the idea that it is the highest distinction that an African artist can obtain.”
The “Don’t Call Me Back” singer called on Afrobeats stars to give as much importance to African award shows as they do to the Grammy Awards. He underlined the importance of the presence and involvement of artists for the influence of these local events. “Why not come to our awards ceremonies and plan them appropriately? If artists don’t show up for their own awards, it won’t be as prestigious as it is now.”
Joeboy echoed calls for investment in the local Afrobeats system, instead of focusing solely on international success without strengthening local foundations. He stressed the importance of going back to basics and investing in musical infrastructure and institutions in Africa to ensure sustainable growth.
Joeboy’s views on the need to support local institutions were recently shared by another rising figure in Nigerian music, Bella Shmurda. The latter affirmed that Afrobeats should not be denigrated by artists who refuse to identify with this musical genre which is booming on the international scene.
It is undeniable that the words of Joeboy and Bella Shmurda resonate deeply in the African music industry. These innovative artists highlight the importance of promoting local awards and supporting the development of Afrobeats by strengthening the continent’s musical structures.
Ultimately, the key to lasting success in the African music industry lies in commitment to local institutions, the promotion of African talent and recognition of the continent’s musical wealth. It is by supporting and celebrating our own awards that we can truly consolidate our music industry and allow African artists to shine on the global stage while remaining true to their roots.
The voice of Joeboy and Bella Shmurda resonates as a call for unity and the valorization of African Afrobeats, inviting artists from the continent to work together for the prosperity and recognition of African music throughout the world.