As the anticipation builds for the Grammy Awards in Los Angeles, Nigeria’s cultural influence, often referred to as “soft power,” is poised for a dazzling display on the world stage. In an interview, Ayra Starr confidently remarked, “I have my speech. I have everything done already. I already know my walk and my outfit.”
The Grammys’ newly created Best African Music category features predominantly Nigerian nominees, including iconic figures like Burna Boy and Ayra Starr. This dominance signifies not just musical success but underscores Nigeria’s expanding influence beyond the realm of music.
From the opulent lobbies of Parisian hotels to the vibrant nightlife of Mexico City, the pulsating beats of Nigeria’s Afrobeats stars, such as Burna Boy and Ayra Starr, resonate far beyond the streets of Lagos. The infusion of “Naija” culture, a colloquial term for Nigeria, is progressively permeating the mainstream global scene.
Even before the Grammys, Nigerian artists were achieving remarkable milestones, selling out venues like London’s O2 Arena and collaborating with international luminaries such as Selena Gomez and Drake.
Obi Asika, a renowned record executive and newly appointed director of the National Council for Arts and Culture, perceives this cultural phenomenon as more than just a passing trend. He notes, “Some people think it is a wave; I think it is the beginning of the future. What has happened is the soft power has kind of evolved on its own. Music is the driving force, but with the music comes what I call Afrobeats culture, so you get the fashion, you get the dance, you get the attitude.”
The Grammy nominations reflect this cultural resurgence, with Burna Boy, who has already secured a Grammy, earning four nominations this year. Other nominees like Asake and Olamide bring diversity to the table, nominated for “Amapiano,” a reference to South Africa’s popular genre. Davido, with three nominations, including the African award title “Unavailable,” and Ayra Starr, nominated for her title “Rush,” further underscore the depth and richness of Nigerian musical talent.
Acknowledging the long journey to this point, Davido emphasizes, “African music has been dominant for years. If you are asking me if we should have gotten recognition since? Definitely. Things take time.” The spotlight on Nigerian music extends beyond just the auditory experience, encompassing elements like food, fashion, and more.
While Afrobeats is not a recent phenomenon, its global interest has skyrocketed in recent years. The genre’s roots trace back to Fela Kuti in the 1970s, with Nigeria’s substantial diaspora in Britain and the United States playing a pivotal role in its widespread popularity.
As Siya Metane from SlikourOnLife notes, Nigeria’s proximity to London, a large diaspora, and strategic collaborations with global stars are instrumental in Afrobeats’ global spread. Abuchi Ugwu, CEO of Chocolate City, stresses the Grammy category’s significance as “acknowledgment” but also emphasizes the diversity of African music beyond Afrobeats.
Beyond music, Nigeria’s creative prowess extends to its prolific movie industry, Nollywood. Movies like Editi Effiong’s crime thriller “The Black Book” have gained global traction, even topping Netflix lists in South Korea. The Oscars Academy’s invitation to Nollywood directors and creators further signals a broader acknowledgment of Nigeria’s cinematic excellence.
Looking ahead, there is optimism for continued growth and recognition across various creative industries, including gaming and film beyond streaming. With an abundant pipeline of talent, Nigeria envisions establishing more mainstream connections in the coming years.
As Afrobeats nominee Ayra Starr confidently prepares for the Grammys, her sentiments echo the prevailing spirit: “I have my speech. I have everything done already. I already know my walk and my outfit.” Nigeria’s cultural impact is poised to leave an indelible mark on the global stage.
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