Grammys showcase Nigeria’s ‘soft power’ on world stage

When artists step onto the stage for the Grammy Awards in Los Angeles on Sunday, all except one of the nominees for the newly created Best African Music category will be Nigerians

When artists step onto the stage for the Grammy Awards in Los Angeles on Sunday, all except one of the nominees for the newly created Best African Music category will be Nigerians.

For the country’s creative industry leaders, the dominance of Afrobeats stars like Burna Boy and Ayra Starr at music’s biggest accolade is recognition of Nigeria’s growing “soft power” influence — and not just in music.

From Paris hotel lobbies to Mexico City nightclubs, the Afrobeats sounds of Nigeria’s hottest stars get played far from the streets of Lagos, as “naija” culture crosses increasingly into the mainstream.

Even before the Grammys, Nigerian stars were already selling out London’s O2 Arena and collaborating with global names like Selena Gomez and Drake.

“Some people think it is a wave, I think it is the beginning of the future. What has happened is the soft power has kind of evolved on its own,” said Obi Asika, a record executive recently named director of the National Council for Arts and Culture. “Music is the driving force, but with the music comes what I call Afrobeats culture, so you get the fashion, you get the dance, you get the attitude.”

With his blend of Nigerian pidgin and Yoruba lyrics, Burna Boy, who already won a Grammy, is nominated for four awards this year. Artists Asake and Olamide are nominated for “Amapiano” — referring to South Africa’s own popular genre.

Davido is nominated three times, including for his African award title “Unavailable”. Female singer Starr is up for her title “Rush”. “African music has been dominant for years, if you are asking me if we should have gotten recognition since? Definitely,” Davido told France24..