Since “Ojuelegba,” Wizkid’s tender 2014 ode to his hometown became a global hit, West African music has been on a tremendous incline that has resulted in unprecedented benefit for the wider culture across industries and formats. Music, arts, film, and sports from the sub-region have surged in popularity and elicited increased focus by global power players for on-the-ground happenings in West Africa. It was an urge to further provide a platform for connecting what was happening in West Africa with the rest of the world that birthed HOMECOMING™️, the annual festival founded by creative entrepreneur, Grace Ladoja, in 2018.

From the very start, HOMECOMING™️’s mission was to ignite important cultural conversations and help facilitate creative development in Nigeria and Africa at large by unlocking the potential of a new generation of aspiring talent across creative industries. It has aimed to achieve this by bringing together a global community of musicians, artists, designers and creatives, through collaborations and partnerships between these trailblazers and international brands, institutions and thought leaders. Consistently, that mission has helped transform the perception of West Africa, its creative landscape, and cultural practitioners.

Beyond the series of events and activities that make up HOMECOMING™️, the ripple effect of the festival has had an impact on several sectors like music, serving as a launchpad for some of the most innovative acts operating at the cutting edge of Afropop. In April 2019, a newly signed Rema had his first experience on stage at HOMECOMING™️, foreshadowing a breakneck global rise that has seen him perform at London’s O2 Arena and Coachella. “At the office, people talk about Rema’s performance at HOMECOMING™️ and how it instantly elevated his career,” says Tope Agbeyo, the communication manager at Mavin Records. Rema is not the only act to have had a defining moment on the HOMECOMING™️ stage with the world watching: In 2022, Ghanaian rapper, Black Sherif gave a timeless performance with the world watching and has, similarly, become an avatar of West African authenticity since that time.

HOMECOMING™️’s support of local industries has been particularly felt in the tourism industry, with Lagos being positioned as a city worth exploring beyond its famous nightlife and arcades. In an interview with Arts and Culture Google, Ms.Ladoja said that education was a fundamental objective for the festival. “Education is crucial to sustaining creative development in Nigeria,” she opined. “Homecoming’s goal is to eventually make this open-source, creating a free, online resource for aspirational young people looking to achieve their goals, or find inspiration from those who have done so already.”

That education has been two-fold, with young Africans learning from experienced professionals and experts across industries. However, returnees have also been encouraged to explore Lagos beyond the usual hotspots. Typically, the HOMECOMING™️ tour encourages visits to local art galleries, studios, and cultural centres, helping to shape a multifaceted view of Lagos that has not always been visible.

It’s an effort that creative multi-hyphenate Tochi Louis is grateful for. “The festival is helping people who are not familiar with Nigerian culture see a different perspective of the city,” he says. “It’s not just a music festival; they are doubling down on other creative industries, and there are not that many festivals in West Africa that project our culture like that.”

Perhaps, the biggest success story of the festival has come in how it has platformed fashion from the sub-region, working tirelessly to connect talented local players with global heavyweights. “Events like HOMECOMING™️ are very important to the evolution of Africa’s fashion industries,” says writer and curator Chinonso Ihekire. “Culture exchanges like HOMECOMING™️ that amplify what’s happening in Africa, how they do it is very rare, and they have helped to give confidence to afro-centric brands.”

The next evolution of HOMECOMING™️’s relationship with its home is the creation of a retail store in Lagos that signals the festival’s commitment to the future of African creativity and innovation. Now in its seventh year, the potential for West Africa’s landscape feels limitless, thanks in part to HOMECOMING™️’s effort and the promise it holds for talented creatives on the continent. “Because of its wide reach, creatives are encouraged to show up and show out, as it’s a festival that has strong ties internationally,” Nasir Achile, the managing editor of Lagos-based culture publication, More Branches, says. “Key moments and standout figures have the opportunity to move upward with eyes fixed on West Africa seeking the new and the next.”