The founder of The Headies, Ayo Animashaun, has sparked a fresh debate in Nigerian music by criticising artistes who publicise their submissions to foreign awards but skip the Nigerian ones. Here is what he said, the context behind it, and why it matters.
What he said. In a pair of Instagram Stories posted on Thursday, 15 October, Animashaun took aim at artistes who announce entries to foreign award bodies and then complain when they are not nominated for The Headies.
He said any random person will submit to foreign award bodies that do not even care about them and proudly post about it, yet these same people will not submit to The Headies. In a follow-up post, he defended the choices made by The Headies, saying the organisers could stand by their decisions if artistes and sponsors understood and appreciated the vision behind the awards. He did not name any artiste or any specific foreign award.
His comments come as Nigerian acts publicise their entries for the 69th Grammy Awards, which are scheduled for 7 February 2027. Reports say Davido, Tems, Asake and Ayra Starr are among the Nigerian artistes who have submitted work for consideration. It is worth remembering that a submission to the Recording Academy is only an entry for consideration. It does not guarantee a nomination, and nominations are announced later.
A quick history of The Headies. The Headies were established in 2006 by Hip Hop World Magazine and were originally called the Hip Hop World Awards. They were created to recognise outstanding achievement in the Nigerian music industry and have honoured many of the country's biggest names over the years. Animashaun, a media entrepreneur and the founder of HipTV, has long been one of the faces behind the awards.
The Headies under scrutiny. The Headies have faced criticism of their own in recent times, and reports say the awards' future and relevance are part of the conversation. Animashaun's remarks have therefore been read by some as a defence of the awards at a sensitive moment. Others see them as a challenge to artistes about how much support they give to local institutions.
Two sides of the argument. Supporters of Animashaun's view say artistes who chase international recognition should also invest in the platforms that helped build their careers at home. They argue that when top acts ignore the process, it weakens the awards and makes the nominations less representative. On the other side, many artistes and fans argue that global awards offer bigger exposure, bigger audiences and bigger business opportunities, and that award bodies in Nigeria must earn trust through transparent processes, open communication and strong credibility. Both points are fair, and the truth is probably somewhere in the middle.
What it means for the industry. For Nigerian music, which now has a global footprint, the question is not whether local or foreign awards matter more. It is how to make both work. Local awards keep the culture and the community at the centre, while international recognition opens doors abroad. When artistes engage with both, the industry benefits.
What to watch. Keep an eye out for responses from artistes and for any announcements about submissions and nominations for the next Headies.
Where do you stand? Should Nigerian artistes prioritise local awards, or go all in on global recognition? Tell us in the comments!
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