Music executive, Oluwatayo Akinyemi, has urged Afrobeats stars to show stronger support for African music award platforms, insisting that homegrown institutions such as the All Africa Music Awards (AFRIMA) deserve the same recognition given to foreign award bodies.
Akinyemi, popularly known as Jc T Why and also a Talent Executive with AFRIMA, said Nigerian artistes must begin to celebrate African awards with the same enthusiasm Nollywood stars show towards the Africa Magic Viewers’ Choice Awards.
According to him, while Nigerian music continues to dominate the global stage, many artists still place greater value on international recognition than continental accolades.
“Our Nigerian artistes need to start embracing African and Nigerian music awards like AFRIMA with the same pride and passion our actors show for the AMVCA,” he said.
“Look at how the film industry rallies around the AMVCA, how seriously it is taken, how every nomination is celebrated and how every win becomes a moment of national pride.
“That same energy must exist for our music awards too.”
The music executive lamented that many artistes often prioritise award platforms in Europe and America while paying less attention to African institutions built to celebrate the continent’s talent and cultural influence.
“Too often, we place more value on foreign awards in Europe and America while overlooking platforms like AFRIMA and other African music awards built to celebrate our own stories, sounds and cultural impact here at home,” he said.
