In the earlier years, new afrobeat artists looked forward to being nominated for and eventually winning an Headies award, and now the older the Headies get, afrobeat artists aim for a Grammy win first. While a Grammy win would be a monumental milestone for any artist, with the Headies nominating new afrobeat artists this year, we believe it is important that these artists aim for an Headies awards first, and here’s why;
The Importance of Aiming For The Headies First
The Headies is an award every new artist in Nigeria should aim for as it serves as a platform and a launch pad for them in the African music industry, and in the diaspora especially now that the Headies have become more internationally recognized. Aiming for The Headies gives a new artist the visibility, credibility, and momentum required to transition from a local favorite to a global sensation.
The Merits of The Headies Awards
There are several merits associated with receiving an Headies nominations or win before your journey into global stardom, and some of them are;
- Local Recognition Sets A Path For Global Success
While a Grammy recognition would impact the career of any artist, credibility in the local music space is equally as important and valuable. The Headies is uniquely Nigerian and it understands the sound, genre and cultural style being represented in Afrobeat music and recognition from an award show like that gives you credibility in the Nigerian industry and sometimes, even in the international space.
- Building A Solid Foundation Is Important
Aiming for and winning a Headies awards, especially the Next Rated puts an emerging act on the fast track to superstardom, and in other cases, it helps you build a solid foundation in the Nigerian music scene that aids you in sustaining a long-term career. Big artists all over the globe are often artists who are equally recognized and respected in their home country before championing for a Grammy nomination.
- The Headies Provides Networking Opportunities
Rather than just moving straight to fighting for a spot at the Grammys, alongside many other African artists who are also aiming for global recognition, aiming for the Headies gives you a chance to network with music labels that you wouldn’t typically have access to. The current international nature of the Headies is a great way for local afrobeat artists to be platformed and exposed to music execs, and a nomination or a win from the Headies is the right way to get the necessary support.
- Media & Industry Spotlight
The Headies award is one of the oldest and most reputable Nigerian music awards and it draws intense media coverage from both the Nigerian media, and the International media with a strong diasporan audience. The media coverage from the Headies places new talent in the same room and conversations with heavyweights, producers, and top-tier executives.
What do we think?
It is important that every afrobeat artist who eventually becomes a global artist builds an audience locally. While Global stardom is incredible, it is often fickle and unpredictable, but with a local audience and local credibility, artists are able to continue to gain traction and keep their relevance locally even in situations where their journey to global reach is not going as smoothly as expected. Recognition from award shows like the Headies help announce an artist to the audience in Nigeria, and contribute in the journey towards a global audience.
