By Bunmi Yekini
Lagos, Nigeria — For the third year running, the U.S. Mission in Nigeria hosted a pre-award reception in honor of the 17th Headies Awards, spotlighting the expanding influence of Nigerian music on the global stage.
The reception, held ahead of Nigeria’s most prestigious music awards show, brought together creative industry leaders, policymakers, nominated artists, alumni of U.S. government exchange programs, American business representatives, and members of the diplomatic corps. The event underscored the continued rise of Nigeria’s music industry and its growing impact across borders.
In his remarks, U.S. Ambassador to Nigeria, Richard M. Mills, Jr., praised the evolution of Nigerian music and its significant reception worldwide. He emphasized the role of American partnerships, streaming platforms, and exchange programs in boosting the visibility of Nigerian artists.
“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,” Ambassador Mills said. “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.”
Reflecting on the Headies’ expansion into the U.S., Ambassador Mills described the move as “a bold step and a recognition of the impact African music has made in the United States and around the world.”
Headies Executive Producer, Ayo Animashaun, highlighted the significance of international partnerships in the continued rise of Afrobeats.
“There has never been a greater time to be a Nigerian artist,” Animashaun said. “The support of global platforms and collaborative efforts have played a pivotal role in elevating our sound and culture.”
American entertainment giants like Paramount, Apple Music, YouTube, and top record labels such as Universal, Empire, and Atlantic have intensified efforts to partner with Nigerian artists, further pushing African music to global audiences.
This year, the U.S. Department of State launched three new exchange programs targeted at Nigeria’s creative sector, including the American Music Mentorship Program, run in collaboration with the Recording Academy (Grammys). The program connects African musicians and professionals with the U.S. music industry, and has already led to career-defining opportunities for Nigerian participants.
“The U.S. Mission remains committed to fostering creativity, expanding market access, and encouraging two-way trade and investment in the creative industries,” Mills added.
As Afrobeats continues to echo on international stages, both Nigerian and American stakeholders appear more aligned than ever in turning rhythm into shared prosperity.