Mavin Records disc jockey DJ Big N has urged Nigerian artists to adopt a more strategic, year-round approach to the Grammy Awards process following a sweep by South African singer Tyla in the African music categories at the 68th Annual ceremony.
Nigerian nominees Davido, Burna Boy, Ayra Starr, Omah Lay, and Wizkid were all defeated by Tyla in the newly created Best African Music Performance category on February 4. In response, DJ Big N, whose real name is Nonso Temisan Ajufo, posted on social media platform X on February 5, attributing the outcome to a lack of deep engagement with the Recording Academy, the organization that votes on the awards.
He contrasted the Nigerian contingent’s campaign with that of multiple Grammy winner Angélique Kidjo of Benin. “Legends like @angeliquekidjo and @YoussouNdourSN have shown us the power of being involved beyond just the award night,” DJ Big N stated. “She is at those seminars, those events, making her presence felt.”
His core recommendation is for Nigerian artists to formally join the Recording Academy as voting members and to participate in its events, educational seminars, and decision-making forums throughout the year, not solely during the submission and nomination periods. He argued that this sustained involvement is necessary to shape perceptions and voting trends among the Academy’s largely U.S.-based membership.
The advice points to a structural challenge for international artists seeking Grammy recognition. While the awards are globally recognized, the voting body is predominantly American, often with less exposure to non-Western music industry contexts. Strategic campaigning, including performances, lobbying, and networking within Academy circles, has long been a part of the awards ecosystem for many contenders.
DJ Big N’s commentary underscores a growing conversation within the African music industry about the need for institutional engagement to complement artistic excellence. For Nigerian artists, who have consistently dominated continental charts and international streaming numbers, translating that popularity into Grammy wins may require navigating the Academy’s internal ecosystem more proactively. His suggestion aligns with a shift from purely releasing music to embedding oneself within the global industry’s key institutions as a long-term strategy for award consideration.
