Lagos — For the third year in a row, the U.S. Mission in Nigeria hosted a pre-award reception in honor of the 17th edition of The Headies, Nigeria’s biggest and most prestigious music awards. The event brought together creative industry leaders, policymakers, nominated artists, alumni of U.S. government exchange programs, representatives of American businesses in Nigeria, and members of the diplomatic corps — all highlighting the expanding global influence of Nigerian music.
U.S. Ambassador to Nigeria, Richard M. Mills, Jr., praised the far-reaching impact of Nigerian music, emphasizing how it continues to shape the global soundscape. He acknowledged the vital support provided by American streaming platforms, record labels, and U.S. government cultural exchange programs in helping to amplify Nigerian music internationally.
Ambassador Mills reflected on the significance of hosting The Headies in the United States in both 2022 and 2023, describing the move as “a bold step and a recognition of African music’s growing influence around the world.”
“We’ve seen a remarkable rise in the number of Nigerian artists performing at sold-out venues across the United States and gaining recognition at global award shows like the Grammys,” said Ambassador Mills. “We are proud to support The Headies as it not only honors top talents but also empowers emerging artists — contributing to economic growth and creating opportunities for millions, both onstage and behind the scenes.”
Executive Producer of The Headies, Ayo Animashaun, echoed the ambassador’s sentiments, noting that now is a pivotal time for Nigerian artists. He emphasized the importance of international collaborations in cementing Afrobeats’ status on the global stage.
American entertainment companies — including Paramount, Apple Music, YouTube, and top record labels such as Universal, Empire, and Atlantic — have been instrumental in promoting Nigerian artists and producers, helping to bring authentic African sounds to global audiences.
In its ongoing commitment to Nigeria’s creative sector, the U.S. Mission has continued to engage with industry leaders to foster a sustainable ecosystem, expand access to international markets, and boost two-way trade and investment in the creative economy.
In 2024, the U.S. Department of State launched three new exchange programs specifically designed for Nigeria’s creative industries. Among them is the American Music Mentorship Program, developed in partnership with the Recording Academy (Grammys). In its inaugural year, the program welcomed three Nigerian creatives, one of whom now leads a regional office for a U.S.-based media company in Nigeria — a testament to the growing U.S.-Nigeria partnership in the music industry.
