Ernest Osogbue.
It is once again another Grammy Award season, and the usual craze by Nigerian musicians to get noticed by Americans is upon us once more. While I do not blame the youths for this foreign craze, it is pertinent to call out the improper presentation and the lack of proper packaging of African traditions by generations past, as the major reason why foreign cultures have taken root in our country, and the essence of why our youths mostly clamor for foreign validation.
Having said that, it is pertinent to report, that the media has gone wild with excitement, as entertainment journalists are having a field day reporting the submission of entries for the 69th Grammy Awards, to the National Association of Recording Arts and Sciences, NARAS, by many Nigerians.
As most people are aware, the Grammy Awards have taken on new significance in Nigeria, ever since Davido, Burna Boy, and Wizkid, started seeing it as the pinnacle of achievements, in their long running rivalry. While other singers may have joined the quest for a Grammy Award, the onus has remained largely on Davido to win one, since after his eternal rivals, threw down the gauntlet, by laying their hands on the coveted prize.
There is no doubt that young Nigerian singers now see European and American validation as the ultimate achievement in their careers, and one must commend their efforts in that regards. There is some pride in seeing young Nigerian performers on the world’s biggest stages, rubbing shoulders with the crème de la crème of world entertainers. By that same token however, a reminder must be sounded, that Africa has a different history and culture from that of the Americas and other continents. After watching a snippet of the recent London NFL halftime show performance by Nigerian singer Ayra Starr, I was left unimpressed. Her performance of meaningless songs, filled with offensive street lingo and lacking in African expression, left much to be desired. Our singers must understand that they are usually invited to these performances, not to showcase their Beyonce or Rihanna imitations, but rather to exhibit something unique; their Africanness . One would have expected that a young singer from Nigeria, would perform songs laced with African cultural nuances, and carrying messages of Africa. Unfortunately, however, Commercialisation has taken over modern music, and anything that sells records is what matters.
It is equally disappointing, somehow, to see Nigerian musicians living larger than life, as if they were Americans or Europeans. As much as one would not wish to begrudge them the enjoyment of the success they have achieved, it is pertinent to point out that there is less poverty in Europe and America, than in Nigeria. It becomes important therefore, that successful Nigerian musicians should remember their roots, and understand the background from which come. Most of the good things about Europe and America that young Africans admire, were not created by the American or European governments. They are mostly the products of young enterprising and successful citizens. It behooves our young successful musicians therefore, to think of how to elevate our country, by making investments, creating jobs, and generally creating hope for tomorrow. It becomes disheartening therefore, to read stories of Nigerian musicians buying private jets and driving automobiles worth billions of Naira, when millions of our compatriots mostly live in lack.
This is not to guilt trip anyone, but only to serve as a reminder that solving the problems of our society is not the job of governments alone, citizens have a duty to their society as well. Having said that, it is equally important to remind our prospective Grammy Award winners, that the Grammy Award is not a Nigerian or an African award. As much as the award is prestigious, it has absolutely nothing to do with how a singers music performed on the African continent. Statistics of how a song performed on African music charts, African radio stations, and social gatherings at home, have little bearing on the Grammy votes.
American votes are the most important votes for anyone who wishes to win a Grammy Award. It follows, therefore, that our singers who have made entries for the 69th Grammy Awards, must make efforts to popularize their entries in the American market, if they wish to stand a chance of winning. They must not depend on the sentiment of how well their songs did in Nigeria or in Africa. Americans have a completely different approach to the rating of songs. While we rate songs by sentiments and our emotions in Nigeria, Americans largely depend on sales figures and streaming statistics to determine whether a song is a hit or not. That is why Nigerian singers, need to do more promotional work in America, if they hope to land the coveted award.
Promotional work, means that they must necessarily do an American campaign, by finding a way to promote their songs on American soil. This could be by having an American producer do a remix of the songs. An African song must as well post good numbers on international music streaming platforms, with stats of digital and physical sales being openly available. Added to the above, is having good mentions by American celebrities and other recognizable figures in the arts and sciences. Burna Boy famously had P. Diddy, in his corner when he won in 2021, which was very significant. The same scenario still holds true today. Despite being an artistic award, there is some politics in getting to win a Grammy Award, and as an African you must get involved in the politics if you desire the prize.
Nigerian singers must realize that it takes more than street credibility to win a Grammy Award. Your song could be banging on the airwaves, splitting night clubs apart, and holding sway at social gatherings in Nigeria, but if you don’t do what is needful in the American context, your chances of winning a Grammy Award would be greatly limited.
As we await the official nominations, and then the awards itself, it becomes relevant to remind our people that there is still time for a last minute promotional blitz, for those who are eager about winning. For now, we say Good luck to everyone, and may all our dreams come to fruition.
