Ayo Animashaun, founder of The Headies, has criticised Nigerians’ growing preference for international music awards, urging greater support for local platforms celebrating the country’s music industry.

Animashaun made the remarks during an interview with Channels Television in February 2025, expressing concern that Nigerians appeared more invested in foreign award ceremonies than in homegrown initiatives.
“Grammy is more popular on the streets of Lagos in Nigeria than it is now in America. We have our own for God’s sake, kilode gan?” he said.

The music executive argued that while international recognition remains valuable, the enthusiasm surrounding foreign awards often overshadows the institutions working to recognise Nigerian musicians and develop the local entertainment industry.

He also questioned the extent to which international award organisers prioritise Nigerian artistes, suggesting that the country’s growing influence in global music should not come at the expense of its own award platforms.
“We actually think they care about us, but wake up, they don’t. We’re popping now, so they’re giving us one nomination, and the whole country is making noise about it,” Animashaun said.

He noted that he had attended several international ceremonies, including the American Music Awards, BET Awards, World Music Awards, the Oscars and the MTV Awards. However, he observed that people in the countries hosting these events were not always as invested in them as Nigerians appeared to be.
“When I talk to people in those cities, some don’t even know the events are happening. But in Nigeria, we know more about their awards than they do,” he said.

Animashaun maintained that the responsibility for supporting local music institutions should extend beyond The Headies, calling on the public and industry stakeholders to recognise the value of Nigerian creative platforms.
“We keep supporting what’s not ours and neglect our own,” he said, defending the quality of The Headies trophy and challenging the perception that international awards are inherently more valuable.

His comments came amid continuing conversations about the relationship between Nigerian artistes and local award ceremonies, particularly as Afrobeats gains international recognition.

Established in 2006 as the Hip Hop World Awards, The Headies has become one of Nigeria’s prominent music award platforms, recognising achievements across different genres and categories. The awards held their 15th and 16th editions in Atlanta, United States, before returning to Lagos for the 17th edition in April 2025.

The decision to host the ceremonies abroad had previously generated debate about accessibility, international exposure and the place of Nigerian audiences in an awards programme designed to celebrate the country’s music.
While international awards can offer artistes wider visibility, Animashaun’s remarks highlight the importance of building local institutions capable of commanding respect from musicians, sponsors and audiences.

His appeal ultimately centres on a broader question for Nigeria’s entertainment industry: how can the global success of Afrobeats translate into stronger support for the institutions that celebrate its achievements at home?