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Nigerian music producer and songwriter Cobhams Asuquo has raised concerns about the relevance of the Grammy Awards for Nigerian artistes, following the 68th edition of the prestigious ceremony, where no Nigerian musician walked away with a trophy.
In a candid video shared online, Asuquo expressed his frustration with what he sees as the Grammys’ use of Nigerian talent to serve the interests of the United States rather than genuinely celebrating African artistry. According to him, the recognition often promised to African artistes remains elusive, almost like a “carrot” constantly dangled out of reach.
“I think Grammy is using Nigerians to boost the GDP of Los Angeles. It’s like a carrot dangling in front of us, and it goes away,” he said, highlighting a perception that African musicians contribute significantly to the global music industry but rarely receive the accolades that match their impact.
Asuquo’s remarks resonate in the broader conversation about the global music industry’s treatment of African talent. In recent years, Nigerian artistes have dominated streaming platforms and international charts, yet recognition at award shows like the Grammys often seems limited. This has fueled discussions about the need for more platforms that are genuinely African-led and capable of celebrating local talent on a global scale.
“I think we need to build something that is ours. Let’s grow something that can make other people converge in our space,” Asuquo added. He emphasized that African artistes should not rely solely on international institutions for validation, but instead focus on creating sustainable and respected entertainment platforms rooted in the continent.
The producer also drew a comparison with American sports culture, using the Super Bowl as an example of how homegrown events can achieve global prominence. “It’s only America that will do the Super Bowl and be playing it themselves,” he noted, underscoring the importance of cultivating cultural products that originate within Africa but are attractive to a worldwide audience.
By invoking the Super Bowl, Asuquo highlighted the value of autonomy in creating events and platforms that not only celebrate local talent but also generate economic opportunities and international interest. He believes that with strategic investment and commitment, African-led entertainment initiatives could rival international events, giving artistes the recognition and platform they deserve without depending on institutions like the Grammys.
Asuquo’s perspective has sparked discussions among musicians, producers, and fans about the challenges Nigerian artistes face in gaining recognition on global stages. While the Grammy Awards remain a coveted accolade, the conversation now increasingly focuses on creating alternative systems that can showcase African creativity on the world stage in ways that are authentic and self-sustaining.
Several entertainment stakeholders have echoed his sentiments, noting that while international accolades are desirable, African talent can thrive and be celebrated without needing constant external validation. This approach, they argue, not only strengthens the continent’s creative industry but also establishes a model where Africa dictates its own narrative in music, film, and other cultural sectors.
As Nigerian and African music continues to gain global influence, voices like Asuquo’s highlight the need for platforms that fairly reward the talent driving the industry. His candid remarks call for a shift in focus: from seeking validation abroad to investing in homegrown initiatives capable of honoring the immense creative output coming from the continent.
With the global spotlight increasingly turning to Africa, the conversation sparked by Cobhams Asuquo could mark a turning point—where Nigerian artistes, producers, and creatives start building structures that ensure recognition, economic benefits, and international visibility remain firmly rooted in Africa itself.
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