Nigerian UK-based Media personality, Adesope Olajide has accused the Recording Academy of using African artists for promotion and asserts Grammy Awards‘ disconnect with African music culture.
In a scathing critique, the UK-based Nigerian took to Instagram Live on February 4, 2024, to express his strong disapproval of the Grammy Awards, claiming the prestigious event has no positive intentions for Africans and their vibrant music culture.
Olajide, a prominent figure in promoting Afrobeats, pointed fingers at the Harvey Mason Jr-led Recording Academy, accusing them of exploiting Africa’s population, culture, and artists for promotional purposes.
His discontent heightened with the recent Grammy win of South Africa’s Tyla for the new Best African Music Performance award, a decision he perceives as evidence of the Grammys’ lack of understanding of African pop music and, more alarmingly, their questionable motives.
The Afrobeats promoter argued that the Grammys missed a golden opportunity to bridge the gap between the African diaspora in the United States and those on the African continent.
He passionately urged a boycott of the Grammys, emphasising the need to redirect energy towards building cultural bridges with African American communities.
Expressing his frustration, Olajide, also known as “Energy Gawd,” criticised the Grammys’ choice to award Tyla while playing Fela Aníkúlápó Kuti’s Water in the background, highlighting what he sees as a glaring lack of understanding and respect for African culture.
In a fiery statement, he declared, “The Grammys have no clue. None. They have no clue, they know nothing about our culture, and we shouldn’t be wasting our energy there.”
Olajide went on to condemn the Grammys for allegedly using African artists like Burna Boy and Davido for promotion, only to snub them when it came to the awards ceremony.
Despite the artists’ multiple nominations, the 66th Grammy Awards ceremony concluded without any honours for either Burna Boy or Davido.
The controversy revolves around the perceived exploitation of African talent by the Grammys, with Olajide calling for a collective refusal to support an organisation he believes disregards and misrepresents African music culture.