For the third year in a row, the U.S. Mission hosted a pre-award reception to celebrate the 17th edition of the Headies, widely regarded as Nigeria’s premier and most prestigious music awards ceremony.

The event drew a diverse crowd, including creative industry leaders, policymakers, nominated artists, alumni of U.S. government exchange programs, representatives from American businesses in Nigeria, and members of the diplomatic community—underscoring the expanding global influence of Nigerian music.

In his remarks, U.S. Ambassador Richard M. Mills, Jr. praised the powerful impact of Nigerian music on the international stage. He highlighted the key role that American streaming platforms, record labels, and U.S. government exchange programs have played in amplifying Nigerian sounds worldwide—contributing to economic growth and shared prosperity for both nations.

Ambassador Mills noted that bringing the Headies to the U.S. in 2022 and 2023 was a bold move that acknowledged the growing popularity of African music in America and beyond.

“We’ve witnessed a significant rise in Nigerian artists selling out shows across the U.S. and earning spots at top award shows like the Grammys,” he said. “We’re proud to support the Headies in recognizing excellence and nurturing emerging talent. It’s a driving force behind economic growth and opportunity—on stage and behind the scenes—for both our countries.”

Headies Executive Producer Ayo Animashaun echoed this sentiment, stating that there’s never been a better time to be a Nigerian artist. He emphasized how international collaborations continue to strengthen Afrobeats' position in the global music landscape.

U.S. creative powerhouses like Paramount, Apple Music, YouTube, and top record labels such as Universal, Empire, and Atlantic have played a key role in partnering with Nigerian producers and artists to bring authentic African sounds to global audiences.

The U.S. Mission remains actively engaged with leaders and innovators in Nigeria’s creative industry, focusing on building a sustainable ecosystem, expanding access to international markets, and promoting mutual trade and investment opportunities within the creative sector.

In 2024, the U.S. Department of State launched three new exchange programs tailored for Nigeria’s creative industries. Among them is the American Music Mentorship Program, developed in collaboration with the Recording Academy (Grammys).

This initiative has opened doors for African artists and industry professionals to connect with the U.S. music landscape. In its first year, three Nigerian creatives participated in the program, with one going on to lead a regional office in Nigeria for a U.S.-based media company—further deepening the collaboration between the U.S. and Nigerian music industries.