Nigerian singer Joeboy has urged African celebrities to throw their weight behind local award ceremonies, noting that there appears to be an excessive emphasis on international award shows.
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During an interview on the Big Convo podcast, he praised the prestige of the Grammy Awards but stated that it remains an American-centric honour. He expressed concerns that many individuals have positioned the Grammy as the sole aspiration for African artists, a perspective he believes should be challenged.
“I think we should unapologetically be ourselves and also empower our institutions here in Africa…Grammys is a great award but it’s still an American award. It’s just seen as a global award because of its positioning but we make it look like that it’s the biggest award an African artist can ever get.”
Joe Boy also called on celebrities to give the same attention they give to international awards to local ones to grow their chances of being big in the industry.
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