Global Spin: Watch Chike Light Up The Stage With A Technicolor Performance Of “Egwu” | GRAMMY.com (2024)

Nigerian Afrobeats singer Chike recognizes music's ability to release inhibitions freely. Instantly, it'll improve your mood or make you want to dance — and his new track, "Egwu," is a celebration of that movement.

“Music need no permission to enter your spirit,” Chike declares in the chorus of the song. “Anywhere, anyhow, you know say you go feel/ Life is life, life is life.”

In this episode of Global Spin, watch Chike deliver a vibrant live performance of “Egwu,” made complete by his intricately patterned colorful suit and neon stage lighting.

The original version of “Egwu,” released on Dec. 15 via Brothers Records, features the late Nigerian rapper Mohbad: “I made a ton of music with a great guy, and I’m happy I can share the first one with the world,” Chike revealed on Instagram. On March 29, he dropped a remix of “Egwu” with DJ Call Me.

In another social media post, Chike announced that he will offer “an intimate musical experience as well tell stories of love, romance, and life” at his upcoming show, Apple of London’s Eye, in England this July.

Press play on the video above to watch Chike’s technicolor performance of “Egwu,” and don’t forget to keep checking back to GRAMMY.com for more new episodes of Global Spin.

Emoseh Angela Khamofu began crafting beats at age 12 and wrote her first song on a piece of tissue paper. This innocuous interest quickly developed an obsession with music that, later, propelled her to incredible heights.

Within a year, the 25-year-old singer and songwriter now known as Bloody Civilian released two EPs: Anger Management and a remixed version, Anger Management: At Least We Tried, and signed to 0270 Def Jam. Her song "Wake Up" featuring Rema is on the GRAMMY-nominated Black Panther: Wakanda Forever soundtrack.

Bloody understood early on that she'd have to approach her career holistically. Across her body of work, Bloody uses her "unparalleled” storytelling ability and lyrical dexterity to take listeners through personal and societal hardships.

The moniker Bloody Civilian refers to the struggles encapsulated by the often-derogatory term directed at Nigerian citizens by the military, and is also a poignant homage to a challenging chapter in her life. Born into a religious family in northern Nigeria, a young Bloody and her family relocated to the national capital, Abuja, due to unrest; she later moved to Lagos to pursue music.

"Growing up as a female in Nigeria is unnecessarily hard. It's unnecessarily complicated, especially when you do something unconventional," Bloody Civilian tells GRAMMY.com. "I had to fight for a lot of the leniences that I experienced."

Ahead of the 2024 GRAMMYs, Bloody Civilian discusses pursuing music as a girl in a religious home, becoming a serial entrepreneur just to buy recording equipment, and the art of production.

This interview has been edited for length and clarity.

You gravitated toward music started at such a young age. What was it like charting a path that went against the pious, conservative norm you were born into?

It was a difficult process. Stopping making a beat to go wash plates just doesn't bang. As a Nigerian female, my brothers don't have the same home experience as I did. They had enough time to cultivate various skills and for me — if not for the level of obsession that I had for what I was doing — this could have been impossible. The chances of you being distracted at home as a female, is way higher than as a male.

Your dad played as a bassist in a band. Surely, you wanting to be an artist could have been seen as following in his footsteps…

But he's a man, so no one told him what to do. Whereas in my case, having that same creative hunger as the person that gave birth to me wasn't an easy journey. I had to fight for a lot of the leniences that I experienced. I had to rent things out and sell merch, to raise enough funding to buy equipment. I was a serial entrepreneur due to circ*mstance.

I understand that your parents didn't support you financially until further into your career. What was their reaction to you doing all you had to do to pursue what they probably thought was a hobby?

At the beginning, the little wins that I'd get and the little bit of popularity — people in the church saying "We saw her content from my daughter's phone" or one thing or the other — I think that's when my parents had an element of there's something to be proud of rather than be ashamed of me as a daughter. It became easier along the way.

But it definitely was tough. Very tough. Especially production; beat making, they really couldn't fathom or understand. It came to a point where they understood that I wanted to become a singer but this beat making thing, why not go and work with a producer?

And did they take you to a producer?

Yes, the first producer my mother took me to and paid for a session, I did most of the work. And I could tell that it wasn't easy taking instructions from a 12-year-old. I could see how hard it was. But I think in that session, him trying the things I asked for and seeing that it worked out, and he'd kind of give me this look of she knows.

I went to the studio, didn't know much. I was fascinated by the mic — stared at it for, like, a while [laughs]. I still remember looking around. The deafening sound of a studio; I was just taken back by it. Everything was just so fancy. Production started out as equal parts bad belle [Nigerian slang for resentful, jealous or bitter] and equal parts necessity.

**On "Family Meeting” off Anger Management, you sing: "Before you return me back to God, I think I'm going to pack my s— and run” hinting at how you moved to Lagos. Did you really run to Lagos?**

Something like that, yeah. I had to leave Abuja…urgently. And ending up in Lagos was definitely something that was a do or die, but not necessarily die. More like do or nothing.

It's been two years since you moved to Lagos from Abuja. How much of an adjustment was that move for you?

When I came, I was slightly more impressionable and very gullible. Typical JJC ["Johnny just come," a Nigerian term for a newbie/ novice to a place or situation]. And that's something about my psychology that really shocks me. I have a chameleon-like ability to evolve over a short period of time. The last two years of being in Lagos, I'm almost unrecognizable to my old self.

When I came to Lagos, I was the person I needed to be. I connected with different creatives. I went to people with experience and a good heart to get advice. I knew where to go to listen, I knew where to go to record. I knew different things because I explored a lot. And the reason I'm not in a screwed up situation is that I went and got advice from Osagie [Osarenz, Director of A&R and Operations at ONErpm]. It is because of her that I didn't sign a contract that I'll be crying about today. She basically told me "don’t sign anything, make sure you show me."

Honestly, I was just lucky. I didn't have anything that differentiated me from anyone. I'm just lucky I met the people I met and was coincidentally lucky to listen when they spoke.

How did you get signed to 0270 Def Jam?

I got signed off of a demo tape. A bunch of songs I wanted to sell to other artists. I wrote "How To Kill A Man" to sell [and] a lot of the tracks on the EP [like] "Escapism" to sell. I wanted to kind of just write for other people. But because of the way I put the tracks together, people felt, this is an EP and you're an artist.

I just kept getting nudged to take the artist route. And I always wanted to be an artist even prior to coming to Lagos because when I write songs, I write from my perspective; it's my voice, it's my music. Someone else could sing it out, but it's my story. I was pretty ready to become a writer-producer, but the way things panned out, [the EP] kind of sent my name around town.

But two women put me here. Remove those two women, I'm in the trenches.

The second woman was in the creative scene, high up. She was at an event with top executives and sent my music to multiple people, hoping a few would respond. Well, pretty much everyone she sent it to was sending me offers. My life changed [snaps fingers] in that instance. That's when I shut down all conversations with everybody in Lagos. I said, "I'm definitely not signing my deal here" because it was hard to get people to see the value in what I was doing. We're here today because two women decided let me clear some time in my schedule to talk to this girl.

Take us on the journey of how your song "Wake Up," which is featured on the GRAMMY-nominated Black Panther: Wakanda Forever album, came to be.

Since the film is about Africa and had a very women-led cast, they really wanted to portray the strength of women in general. So, even with the way they made the music, they wanted it to involve women creatives. They wanted female songwriters, producers, and when you run a search for female producers in Nigeria, there's very few that come up. I just happened to be one of them.

Got in the studio, met [composer] Ludwig [Göransson], played beats for him. He took the one that you hear and worked on it, added some cool synths and stuff. They had brought instrumentalists, and they spent a year sampling traditional music, so they pretty much had a bunch of sounds that he was playing with. He took it from what the demo beat was to what it is now.

What ranks higher for you, producing or creating your own music?

Producing, then music. You wouldn't even have me if I couldn't produce. Maybe now in Nigeria, you can go 'round and find people that are experimenting outside of the norms [of conventional music]. Now it's a better time. These songs were made years ago. I was there before everyone else.

My first viral video on Instagram was because I carried a Travis Scott-type melody loop, and I put on Afrodrums. It went viral because, one, no one does this combo — and then a girl did it. I had a hunger; I wanted to create a specific sonic, and I was just struggling to piece it together.

I can tell you that production came first. It was when I put that part of my artistry together that my lyrics started to shine.

You've spent years crafting your sound we hear today. There's a trend of Afrobeats artists trying to break away from the label and form subgenres, like Burna Boy with Afro fusion and Rema with Afro rave. Is "Afro-escapism" your attempt at that break away?

[Laughs.] Why are they attacking me with that Afro-escapism? It's weird, I love the different Afro subgenres: Afro-depression, Afro-escapism, Afro-sapa. There are no bad songs. I hate it that we eat away at each other.

There's so many styles of intelligence. You can't come and say this person's music is more deep or profound than another person's music. Everyone has their perspective, their language, but the content of what they're saying has value. As listeners, we should just never forget that it is important for us to also train ourselves to be good listeners for the music to thrive.

The cover art for Anger Management represented you being sort of alone, but Anger Management: At Least We Tried looks different with bright colors. Is it safe to say that this depiction represents how you feel now?

Yeah, it is. Being the "number one breakout artist of 2023" [laughs] made me see that Nigerian music is in trouble. [My team] worked hard, but it definitely just lets you see how hard it is to break in new acts. The way I see it, if you're not expressing yourself and you're not being authentically yourself, whatever you stand for, it's gonna be harder now than ever.

Looking back at [Anger Management], it wasn't really a happy time. But despite that, on-air-personalities literally reached out to me and were playing the music before we had worked out business and everything. It was very organic.

With a lot of my accomplishments, I usually have to be made to understand the worth of it because it doesn't really dawn on me. I just felt this EP was made with me in a sunken place. I'm no longer in a sunken place, but I want to remix my EP.

I'm feeling happy, excited. And it feels like a point in my life where so much can happen. It was also the first time people would see me interact with other artists, which for some reason fans like to see.

2024 GRAMMY Nominations: See The Full Nominees List

It could be argued that 2023 was African music’ biggest year ever. The stars shined brighter, the hits went further, and the global music industry is taking notice.

To wit, the Recording Academy announced the 2024 GRAMMY nominees for its inaugural Best African Music Performance award. Some of the continent’s biggest talents are getting the spotlight: Rising artists like Ayra Starr, ASAKE, and Tyla will compete against global megastars Burna Boy and Davido in a history-making category.

But there was much more going on than hits and highlights. Afrobeats embraced continent-spanning sounds, from traditional genres to South African club music. Female artists from the continent shined as brightly as their male counterparts. Across the board, bold, experimental new sounds began to creep into the landscape. As an exciting year in Afrobeats and African music comes to a close, take a look at some of the trends that defined this broad soundscape in 2023.

Afrobeats Stars Are Crossing Over in America

Even if the GRAMMYs hadn’t decided to shine a light on Africa’s music industry with the Best African Performance category, Afrobeats artists made major inroads into the American music market in 2023. ASAKE appeared on "Good Morning America" and "The Tonight Show" to promote his album Work of Art, and recently released a collab with H.E.R. And Burna Boy — one of the genre’s biggest forces — sold out Citi Field in New York and played to a massive Coachella crowd.

Afrobeats artists played festivals across the country, none more significant than the first-ever stateside editions of AfroNation. Burna Boy headlined both legs of the genre-specific festival alongside WizKid in Miami and Davido in Detroit, while each one featured an undercard full of incredible artists. Rema, ASAKE, Ckay, and BNXN performed in Miami, while Detroit featured Kizz Daniel, P-Square, Stonebwoy, and others.

But in terms of chart success, one song dominated above all. Driven by a remix featuring Selena Gomez, Rema’s "Calm Down" smashed Billboard records. The song became the longest-running No. 1 in the history of the U.S. Afrobeats chart, spending more than a full year at the top. It eventually crossed over to the Hot 100, also spending a on the chart and becoming the longest-charting African song in its history, although it fell short of the top, peaking at No. 3.

There’s more where that came from. Rema’s success with "Calm Down" shows the potential Afrobeats artists have to connect with audiences across the world, including North America. Some are already looking for ways to integrate American music into their own songs.

Amapiano Is Everywhere

South Africa’s long history of flirting with house music — from kwaito in the post-Apartheid ‘90s, to the Afro-house of Black Coffee and Da Capo — is finally taking the country’s music global thanks to amapiano. The dance genre typified by sweltering grooves, sizzling shaker rhythms, and the bombastic log drum, was all over Afrobeats this year.

Heartthrob Ckay tapped the sound on "Hallelujah" with Blaqbonez. Davido collaborated with Musa Keys on his GRAMMY-nominated track "Unavailable" [fellow nominees in the Best African Music Performance category are "Amapiano" by ASAKE & Olamide, Burna Boy's "City Boys," "Rush" by Ayra Starr, and Tyla's "Water."] And Mr. Eazi recruited Focalistic, Major League DJz, and others for the debut record of his ChopLife Soundsystem side project. Artists as far away as China are also putting their own spin on the sound, such as Vinida Weng with "WAIYA."

But no one in Afrobeats has embraced amapiano quite as much as ASAKE. His inventive take on the genre incorporates Indigenous sounds from Nigeria to create a totally new and personal style. Songs like "Basquiat" and "Amapiano" reverberate with amapiano log drums and cymbal samples as well as choral background vocals.

America has caught amapiano fever as well. South African starlet Tyla’s R&B-inflected "Water" became a crossover hit, unseating Rema from No. 1 on the Billboard Afrobeats chart and reaching (as of this writing) a record-setting No. 1 10 on the Hot 100 — the highest-ever for a South African artist. Both U.S. legs of AfroNation also featured a Piano Power stage, with sets by Maphorisa, Musa Keys, Major League DJz, DBN Gogo, Focalistic, TXC, and Uncle Waffles, who also performed at Coachella.

Female Artists Are On The Rise

Although Afrobeats has largely been dominated by male artists — especially the big three of Burna Boy, WizKid, and Davido — the genre’s female stars are also proving their might. Tems gained fame thanks to features on songs like WizKid’s "Essence," but stepped further into the spotlight following the release of 2022’s For Broken Ears. Her latest song, "Me & U," is a soul-searching track that doubles as a love song and a paean to the almighty.

Tems' continues to receive industry recognition as well. At the 2023 GRAMMYs, she took home a golden gramophone for Best Melodic Rap Performance "Wait for U," a collab with Future and Drake. Her work co-writing Rihanna’s "Lift Me Up" from the Black Panther: Wakanda Forever soundtrack earned an Oscar nomination, and the song is nominated for Best Song Written For Visual Media at the 2024 GRAMMYs, alongside Barbie The Album's "Dance The Night," "I'm Just Ken," "What Was I Made For?" and "Barbie World.

Ayra Starr, meanwhile, is universally seen as Afrobeats’ next big thing. The Benin-born starlet’s triumphant song "Rush" notched a GRAMMY nod, and she’s continued her dominant streak with singles such as "Sability" and "Stamina" with Tiwa Savage and Young Jonn. She’s also featured on tracks by WizKid, Ninho, David Guetta, and Tyla.

And speaking of the South African, Tyla’s success with "Water" also highlights the power of female Amapiano artists, none are as mighty as Uncle Waffles. The eSwatini native gained a huge hit with "Tanzania," and played it out to feverish crowds at Coachella and AfroNation Miami.

Ghana’s Scene Is Buzzing

Two countries away from Nigeria, Ghana’s music scene is bursting with creativity. For proof, look no further than Atlanta-raised AMAARAE’s Fountain Baby, one of the most buzzed-about pop releases on either side of the Atlantic. The record fuses Accra-attitude with 2000s R&B futurism for a bold, dangerously sexy sound that’s totally unique.

Black Sherif, meanwhile, reps the streets. As a major representative of asakaa, the country’s take on drill music, the rapper has taken the gritty sound of Ghana’s ghettos to new places this year, touring his 2022 record The Villain I Never Was and its hit single "Kwaku the Traveler" at the MOBO Awards in London, Wireless Festival in Abu Dhabi, and events across the U.S. His latest track "OH NO" goes into ambitious new territory with influences added from highlife and soul.

Finally, Mr. Eazi may be Nigerian by birth, but Ghana is where he made his name and developed his signature "banku" sound, mixing Afrobeats with highlife and other local influences. After 10 years in the business, he finally released his debut album The Evil Genius with a uniquely artful twist: Every track is accompanied by a painting executed by an African artist. Eazi has called the album his most personal work yet.

Afrobeats Artists Are Defying Genres

Burna Boy took on hip-hop and pretty much everyone else hopped onto amapiano, but in 2023 artists in Afrobeats and beyond took turns trying to expand the genre. Fresh off the success of "Calm Down," Rema delivered a scorching new EP. Ravage flung the singer into dangerous new territory, with dramatic lyrics and dark, hyperpop-leaning production on tracks like "Don’t Leave."

Up-and-coming artists are also trying to break away from the pack with experimental new sounds. Blaqbonez, featured on Ckay’s "Hallelujah," spits over bouncy Igbo drumming on "NYEM EGO." Brazy, meanwhile, blended Afrobeats with Jersey Club on "omg."

Last but not least, one of the most interesting Afrobeats-adjacent songs of the year was made in London. Nigerian-British Jim Legxacy’s "dj" boldly fuses hyperactive Afrobeats drums with Midwest emo guitars and a warbling, R&B-esque vocal performance. "You used to promise me you’d teach me how to DJ" may be one of the most instantly devastating opening lines of the year.

2023 In Review: 10 Trends That Defined Rock Music

Ayra Starr has a message for the haters: "Dem no fit kill my vibe." It's the empowering statement at the center of her 2021 single "Bloody Samaritan."

The song was released as the lead single off the West African songstress' debut album, 2021's 19 & Dangerous, and even earned a guest feature from Kelly Rowland on its official remix.

In this episode of Global Spin, Starr hits the stage in Los Angeles to perform the confidently defiant Afropop track. She's backed by a full band with a hype man, who got the enthralled crowd amped for the performance by shouting, "Alright L.A., let's turn this place into an Ayra Starr party, alright?"

"Vibe killer, bloody Samaritan/ Protect my energy from your bad aura/ Na my pastor say I be my healer/ Everythin' I desire, I go receive," the Benin native sings in a sparkling pink minidress and diamond choker as a wind machine gives her long locks the Beyoncé effect.

Adding to her rising profile as one of West Africa's most promising young talents, Starr most recently collaborated with Tori Kelly on the two-time GRAMMY winner's new self-titled EP, adding her distinct Afropop flair to album cut "unbelievable."

Press play on the video above to watch Ayra Starr's performance of "Bloody Samaritan," and check GRAMMY.com for more new episodes of Global Spin.

Harvey Mason jr. didn't just visit Africa — he was transformed by it.

In 2022, the Recording Academy CEO visited a number of African countries, where he met with leaders in the local music communities and intently listened to what each had to say.

"Mind-bending. Game-changing. Eye-opening," Mason jr. said of his trips to Africa. "There's so much music, so much creativity over there. Africa is the birthplace of, well, everything, but definitely music."

Accordingly, the universe of sounds coming out of the African continent can't be boiled down to just those having an international impact today, like Afrobeats or Amapiano. No, every corner of Africa is a fount of brilliant musical offerings. So it's incumbent on the Recording Academy, the world's leading community of music professionals, to reflect the momentum happening across Africa.

With this as the engine, the Recording Academy has revealed a thrilling new GRAMMY category in time for the 2024 GRAMMYs: Best African Music Performance.

Announced in tandem with two other exciting, new GRAMMY categories, including Best Alternative Jazz Album and Best Pop Dance Recording, the category elevates all flavors of African music — from Afrobeats to kizomba to Ghanaian drill to South African hip-hop — without regard to borders. Musical excellence from anywhere and everywhere in Africa will be carefully considered in this progressive category.

While this development is a forward-thinking expansion for the Recording Academy, the GRAMMYs, and the international music industry as a whole, the new Best African Music Performance category is the "first step toward a much bigger, more fruitful journey ahead," Mason jr. tells GRAMMY.com. "And we're not done as an Academy: We're making sure that we represent music from that region fairly and accurately."

Read More:

To celebrate the new category, GRAMMY.com sat down with industry leaders — including Mason jr. — to discuss the story behind the brand-new Best African Music Performance GRAMMY category, its impact on the global music industry, and the future of African music.

These interviews were edited and condensed for clarity and brevity.

*Harvey Mason jr. Photo: Emma McIntyre by Getty Images*

Harvey Mason jr.
CEO, The Recording Academy

Harvey, you've spoken extensively about your recent travels to a number of African countries. I've got to imagine those trips informed the new Best African Music Performance category.

Absolutely. I've done three trips to Africa in the last year. I spent a lot of time listening to and hearing from the music community there. There's such a massive amount of talent and creativity in that region, and we're starting to see that penetrating the U.S. market and global market — with Afrobeats and Amapiano and other African genres becoming so popular, driving the sound, and dictating the creativity of artists that are not from that region. You're seeing collaborations and features happening around those genres, which are becoming so popular and are moving the music landscape.

During my time there, I heard from the African music industry, and they all felt like they weren't being represented in our GRAMMY Awards process. It was an eye-opening experience to see the love and respect for the GRAMMYs and the Recording Academy from the continent of Africa. But it was also disheartening to think that they weren't being heard in our process.

That's why I'm really excited about this new GRAMMY category. And I'm really looking forward to seeing what kind of submissions we get and what impact that has on the genres coming from Africa.

It's great to see the Recording Academy's purview spanning the entire African continent — not just popular sounds like Afrobeats or Afro Pop.

It was important for us to make sure we tried to include as many genres as possible, knowing that we were not going to be able to put all the genres being created across the continent.

We can't cover every genre as much as we'd like to and as much as they deserve to be recognized, so this is the first step toward a much bigger, more fruitful journey ahead. And we're not done as an Academy: We're making sure that we represent music from that region fairly and accurately.

Read More:

Can you tell me about the deliberations behind the scenes at the Recording Academy that led to the creation of the Best African Music Performance GRAMMY category?

Deliberations were pretty brief and succinct. Everybody acknowledged the importance of the music coming from that region, and everyone was supportive of the idea. The conversation really centered mostly around the nomenclature — what we were going to call the category — and how we were going to ensure that we represented all the different music that's coming from the region fairly, accurately and inclusively.

Once we realized we couldn't cover everything, we tried to find the sweet spot for making sure that the category was named properly and fairly and in a way that would invite participation from as many people as possible.

Where would you like to see the Recording Academy go from here, as per its embrace of African music from across the continent?

I'd love to see the Academy continue to make sure that we're respecting all music, not just Western music. And I'd like to see us continue to evolve as we have been these past three years: remaining fluid and accommodating, quickly and swiftly, as new genres and new markets emerge.

We need to go deeper and in more detail within different genres of music. We know there are multiple different types of music — hundreds of genres, in fact — coming from Africa and from all 54 countries on the continent. I'd love to see us be able to honor even more music from Africa and other areas of the world.

The future of the Recording Academy is going to build on equity. We're not just honoring music breaking in our country — we're celebrating music from around the world.

Read More: 7 Incredible Sets From AfroNation Miami: WizKid, Uncle Waffles, Black Sherif & More

*Ghazi. Photo: Jessica Chou*

Ghazi
CEO/Founder, EMPIRE

Tell me about the deliberations behind the scenes at the Recording Academy that led to the creation of the Best African Music Performance category.

When we first had Shawn Thwaites, [the Recording Academy's] genre manager for Global Music & African Music, at our EMPIRE headquarters in San Francisco, we discussed the potential for this category to come to life. Not only has African music exploded on a commercial level, which warrants recognition, but on a cultural level, its impact has been immeasurable. Behind the scenes, we focused on sharing information with the Recording Academy that would be valuable to their committee deciding on this category, the consumption and the growth, specifically in North America.

One could spend several lifetimes exploring the diversity of African music. How do you begin to boil all those sounds down to a small list of nominees?

I think we'll see expanded categories in African music in the years to come, but this is a great start toward recognizing the merits and impact of African music. In the meantime, we look forward to working with the Recording Academy in putting together programming to help educate the current membership on the nuances and history of African music.

This new GRAMMY category shows how the Recording Academy is truly a global entity with a global mission to support all music creators and professionals. Where would you like to see the Recording Academy go from here in its global mission to support the international music community?

This is an exciting time in music. Fans are able to access any genre of music from any region of the world at any time. With that, it's inevitable that we'll see large-scale growth in international music in the coming years. It'll be imperative for the Recording Academy to establish a footprint, large or small, on every continent to work side by side with growing music communities around the world and support these artists and creators.

*Tunde Ajaba-Ogundipe. Photo: Harvard Business School*

Tunde Ajaba-Ogundipe
GM, African strategy at Sony Music
Co-founder, No Wahala

Tell me about the deliberations behind the scenes at the Recording Academy that led to the creation of the Best African Music Performance category.

With the Latin community as a reference, we knew that if we could assemble a group of like-minded folks to push the inclusion of diverse African music categories using a long-game strategy, we would be able to try, learn from the misses, optimize, and try again until we found ourselves reaching our goal. We successfully saw that change greenlighted, with the [Best World Music Album] category officially being renamed to [Best Global Music Album] [in 2020].

Throughout the process of appealing to the Recording Academy to have this category added, a key factor was finding like-minded individuals within the organization to form cultural bonds, exchange knowledge, and champion the goal as a unit. We formed think tanks with key allies across the African, American and U.K. music industries, like Angelique Kidjo, Don Jazzy, John Legend, Juls, Riggs Morales, Sevi Spanoudi, Joy Wayodi, and Falu.

After the inclusion of the [Best Global Music Album] category in 2020, we were able to gauge how to collectively push for more inclusion via African music categories. I am grateful that everyone really rallied together to reach the end goal.

In general, what does the international music industry need to do to elevate and honor the African music community and industry?

I always remain an optimist [regarding] African music continuing to influence the global pop scene. With recent waves of music dominance from the current generation of African stars, like Burna Boy, CKay, Oxlade, Black Coffee, etc., I've witnessed many in the industry [mistakenly believe] that similar waves of global recognition of African Music haven't occurred in the past across genres.

I think it means more because of the way music is consumed today and how the African music business — and the business overall — has evolved. It's a lot more challenging to break acts with the attention spans of listeners being more finite now than ever before. Yet, African labels are finding their way into the current landscape.

That said, we should recognize the African icons of the past generations, like Babatunde Olatunji, Sade Adu, Ali Farka Touré, Angélique Kidjo, Ladysmith Black Mambazo, Seal, Sikiru Adepoju, Youssou N'Dour, RedOne, and more, for their wins across GRAMMY categories in the past. It's hard to imagine African music having this moment across the industry without those pioneers opening the doors in an era where it was harder than ever to gain a global audience. They still laid the groundwork, which inspired this generation — directly and indirectly.

[The Recording Academy has] always recognized the opportunities for amplification of African artists, songwriters and producers. I'm a direct witness to their advocacy, championing, and, in some cases, direct education in the past few years to ensure that gaps are bridged between African and diaspora communities and the organization. I'm excited to see the evolution that lies ahead for African music within the Recording Academy and beyond.

*Shawn Thwaites. Photo: Reid Fowler*

**Shawn Thwaites**
Project Manager, Awards, The Recording Academy

Why is it important that the Recording Academy created the Best African Music Performance category?

African music has been a direct influence on America [and other countries]. The unique musical styles and traditions of Africa are too undiluted not to have its own category. Giving African music its own category would highlight and celebrate the diversity and richness of Africa. This is a great step forward!

Can you tell me about the deliberations behind the scenes at the Recording Academy that led to the creation of the Best African Music Performance GRAMMY category?

We met with African music leaders, including artists and executives, and had in-depth conversations on ideas like the name of the category. This collaboration and discussion was a valuable way to ensure that the category for African music was created and remains healthy.

Our product eligibility period for the 2024 GRAMMYs is Oct. 1, 2022, through Sept. 15, 2023. Eligible tracks/singles include vocal and instrumental performances, with strong elements of African cultural significance that blend a stylistic intention, song structure, lyrical content and/or musical representation found in Africa and the African diaspora.

Where would you like to see the Recording Academy go from here in its global mission to support the international music community?

By recognizing the talent and creativity of musicians from diverse backgrounds, the Recording Academy can promote greater understanding and create a more inclusive and diverse global music community.

*Rikki Stein. Photo: Chantal Azari*

Rikki Stein
CEO, Kalakuta Sunrise LTD, a holding company for Knitting Factory Records and Partisan Records

Why is it important that the Recording Academy created the Best African Music Performance category?

Stein: I have long considered Africa as having a tremendous contribution to make in the world, which has yet to be seen and fully appreciated. One day, one day!

Meanwhile, the simplest and most easily accessible aspect of Africa's attributes is its cultural treasure, within which music takes pride of place. In clubs and venues throughout the world today, music from Africa is being enjoyed. Good reason, indeed, for including Best African Music Performance as a GRAMMY category!

One could spend several lifetimes exploring the diversity of African music. How do you begin to boil all those sounds down to a small list of nominees?

Stein: There are certainly a plethora of young [artists] vying for well-earned attention, but let's not forget the previous generation of artists whose music continues to delight fans across the globe.

As Fela Kuti's friend, manager and defender of his legacy, I derive great satisfaction, 25 years after his passing, from seeing the millions of monthly streams of his music. And when I look more deeply into where people are listening to his 50-album catalog, I discover it's everywhere! Khazakstan, Jakarta, Reykjavik, Osaka, as well as the more predictable U.S. and European destinations. So let's not forget the golden oldies!

In general, what does the international music industry need to do to elevate and honor the African music community and industry?

Stein: As a promoter of African music for over 50 years and having spent many of those years banging my head against a glass ceiling, I'm able to give a sigh of relief at seeing serious cracks appearing in that ludicrous structure which — who knows — may well even burst asunder and be no more!

So, let's big up the GRAMMYs and the Recording Academy for making this major contribution to its demise.

*Julian "Juls" Nicco-Annan. Photo: Dbcaptures*

Julian "Juls" Nicco-Annan
Record producer, DJ and songwriter

Why is it important that the Recording Academy created the Best African Music Performance category?

I think it is an amazing addition to the category, given the fact that Africa has a massive impact on music and culture worldwide. It's important for the roots of African culture and sounds to be showcased on a higher stage such as the GRAMMYs to show the world how powerful and influential our sound is. African pop music and culture have been on the steady rise for the last 15 years. It's great to see the GRAMMYs finally take the step to make this happen for us and the continent.

One could spend several lifetimes exploring the diversity of African music. How do you begin to boil all those sounds down to a small list of nominees?

This is where it gets tough. People love to look at West Africa and South Africa predominantly because currently, those sides of the continent are at the forefront.

But East Africa has given birth to some incredible talent. It's important for Africans to push forward to become Recording Academy members, so they can have a voice to push their talent. Experts from different sides of the continent have to advocate. Representation is so important.

In general, what does the international music industry need to do to elevate and honor the African music community and industry?

I think a bit more research into who has been shaping the sound over the last few years is important. Engaging with many who have been documenting the journey of the genre [is important] as well. An African GRAMMYs show would be incredible. Latin America has one, and it has been incredibly successful over the years.

This new GRAMMY category shows how the Recording Academy is truly a global entity with a global mission to support all music creators and professionals. Where would you like to see the Recording Academy go from here in its global mission to support the international music community?

We need more members and more seminars to educate the artists and management back home about the [GRAMMY Awards] process and actually explain things properly. There's a massive disconnect — that gap should be bridged.

What are some African music albums, songs or artists you're personally enjoying right now and would like to shout out?

At the moment, Davido dropped an incredible body of work, Timeless, with the hit record "Unavailable." Worlasi from Ghana dropped a very in-depth and incredible album called The.rap.y, which touches on social issues men and women face; very deep album. I released a single with South African sensation Ami Faku called "Terrified" and J Hus' new record, "Who Told You."

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*Mobolaji Kareem. Photo courtesy of EMPIRE*

**Mobolaji Kareem**
Regional Head West Africa, EMPIRE

Why is it important that the Recording Academy created the Best African Music Performance category?

Africa has a rich and vibrant history with 54 diverse countries. There are just as many, if not more, genres of music across the continent, so it's viable to have this category as a starting point that can help define the music coming from here. With this category, a lot more artists/songs … can now have their own stage to compete and be celebrated globally.

In general, what does the international music industry need to do to elevate and honor the African music community and industry?

The African music landscape has exploded globally and needs to continue to be exposed to the masses to help promote inclusivity and appreciation for the art.

Every mainstream music or sporting event, radio station, and beyond should have African music as part of the program to allow for maximum impact. African voices also need to be represented and involved in the decision-making, so this is a crucial step taken by the Recording Academy to give the music coming out of this continent the exposure and reach it deserves.

What are some African music albums, songs or artists you're personally enjoying right now and would like to shout out?

Burna Boy - Love Damini
Asake - Work of Art
Black Sherif - The Villain I Never Was
Bad Boy Timz - No Bad Boy, No Party