CNN
—
In September, Ayo Animashaun discovered himself midway all over the world going through a pivotal second in his profession. The Nigerian entrepreneur and music government was bringing his nation’s largest music awards present, The Headies, to the USA for the primary time — and failure wasn’t an choice.
The present celebrates one of the best of Afrobeats and African music, and after 14 profitable years within the west African nation, Animashaun believed it was time to go international: “(It’s) as massive because it will get the place we’re from,” he mentioned, explaining audiences abroad need to see main artists carry out. “I’m scared that a number of the most proficient guys we have now will most likely by no means hit (the) limelight. It’s only a tip of the iceberg.”
To drag off this feat, he introduced in US-based leisure government Ava Corridor to be his co-executive producer. “This for me is historical past,” Animashaun mentioned, “at each alternative we have now, we need to present a few of (the artists) to the world.”
Meet the Nigerian entrepreneur bringing ‘The Headies’ to America
03:24
– Supply:
CNN
Born in Kwara State, Animashaun first found his ardour for leisure when he was 10 years previous. Now 52, he’s spent many years working to raise Nigeria’s music business and empower African artists throughout the continent, and has turn into one of the vital influential leisure executives within the nation.
As a teen, Animashaun remembers spending his days on the native document retailer. Rising up within the Nineteen Seventies, his style in music was influenced by the budding US rap scene.
“I had this massive music tape recorder that I blasted. I simply stopped your complete neighborhood, they usually knew me as ‘that music boy,’” he mentioned.
Animashaun soaked up the whole lot he may study artists, their music, and the business at massive. What he lacked in funding he made up for in ambition and creativity: For instance, he used his allowance to create a lyric e book which he handed out to associates.
By the point he was 25, Animashaun turned that booklet into Hip Hop World Magazine — a weekly publication that included artist profiles, tune data, and the most recent music developments. “We turned it to one thing else that everyone needed to see,” he mentioned.
In 2007, the journal expanded to tv with the launch of HipTV. The cable channel grew to turn into a 24-hour leisure hub broadcast in additional than 40 African international locations.
By this time, Afrobeats music was quickly gaining popularity and Animashaun says he felt he needed to do extra to assist rising artists. Whereas there have been different music award reveals in Nigeria, Animashaun believes “they didn’t even perceive the best way to categorize these songs.” So, he launched his personal.
“We will borrow technicalities, like lights, digital camera angles and all, however (we) can’t borrow our tradition. We will’t borrow who we actually are… It has to signify our personal music, our personal classes and the best way we need to categorical ourselves to the world,” he mentioned.
In 2006, Hip Hop World Journal debuted the Hip Hop World Awards, which had been later rebranded as The Headies.
A “Headie” is a 21-karat gold plated, face-shaped statuette. Animashaun conceptualized the award to be “the face of somebody who desires to succeed.”
Over time, the present expanded to incorporate greater than 35 award classes. “As music modifications and evolves The Headies evolve with it,” Animashaun mentioned.
Sure classes — together with rookie of the yr, greatest rap single and greatest music video — are voted on by the general public, whereas others are picked by The Headies Academy, a jury made up of DJs, music veterans, leisure journalists and different music executives.
“Integrity is the whole lot,” Animashaun mentioned. “When you ask individuals to vote, you higher hold your integrity intact and you need to respect the vote.”
This yr, he confronted a brand new set of challenges bringing the present to the US for the primary time. From further funding, to permits and dealing with totally different on-site crews, Animashaun mentioned it felt like he was “relearning a number of the issues I believed I knew.”
Reflecting on the night, the music government says he was pleased with the present.
“You may come from nowhere and be a world famous person together with your music, and we wish individuals to see that extra,” Animashaun mentioned. With out lacking a beat, he says he’s already beginning to plan subsequent yr’s present, which he hopes shall be within the US once more.
Watch the complete African Voices episode that includes Animashaun here.
