Cobhams Asuquo Accuses Grammys of Economic Exploitation of Nigerian Talent
Renowned Nigerian music producer Cobhams Asuquo has sparked a significant conversation within the entertainment industry by reacting to the Nigerian music scene's disappointing performance at the 68th Grammy Awards held in Los Angeles, United States. In a bold statement that has since gone viral on social media platforms, Asuquo pointed out what he perceives as a pattern of exploitation by the prestigious awards ceremony.
The Grammy's Economic Impact on Los Angeles
Cobhams Asuquo, who recently served as music director for Davido's "5ive Alive" world tour, suggested that the Grammys might be strategically using Nigerian artists and their enthusiastic fan base to significantly boost the Gross Domestic Product of Los Angeles. The annual Grammy Awards ceremony takes place at the Crypto.com Arena in Los Angeles and consistently attracts a massive international audience, including numerous high-profile Nigerian celebrities and their supporters.
"I think Grammy is using Nigerians to boost the GDP of Los Angeles," Asuquo stated emphatically. "It's like a carrot dangling in front of us and it goes away. I think we need to build something that is ours. It's only America that will do Super Bowl and be playing it themselves."
Call for Investment in Homegrown Nigerian Awards
The music producer's comments come at a particularly sensitive time for the Nigerian music industry, which experienced a major setback at the 2026 Grammy Awards. South African singer Tyla clinched the Best African Music Performance award, surpassing strong Nigerian contenders including Burna Boy, Davido, and Ayra Starr. Tyla emerged victorious with her hit song Push 2 Start, edging out Burna Boy's Love, Davido's With You featuring Omah Lay, and the collaborative entry from Ayra Starr and Wizkid.
In response to this disappointment, Cobhams Asuquo has passionately advocated for greater investment in Nigeria's own award ceremonies, specifically mentioning the Headies as a prime example. "We have culture. We have the numbers. We are enough. What we need is unity of purpose and strategy," he added in a social media caption that accompanied his viral video statement.
Social Media Reactions and Industry Perspectives
The music producer's observations have generated widespread discussion across Nigerian social media platforms, with many netizens expressing agreement with his assessment of the situation. Numerous comments have accused the Grammys of displaying bias against Nigerian artists despite their global impact and commercial success.
One social media user commented: "Rema's Calm Down conquered the world, yet the Grammys still snubbed it. No surprise, they never miss a chance to downplay Nigeria. Thank God for talent; it speaks louder than their bias."
Another respondent noted: "He's not wrong. Global platforms like the Grammys are great for exposure, but they often benefit the host country more than the artists. Nigeria has the talent, what's missing is infrastructure and events that we own, control, and profit from."
However, some critics pointed out that Nigerian awards ceremonies like the Headies have faced their own challenges with credibility and organization. One comment read: "Funny guy... Headies was right here but most of your people undermined it instead of offering constructive criticism to make it better."
Broader Context and Historical Recognition
This discussion occurs against the backdrop of recent Grammy recognition for Nigerian music legend Fela Anikulapo Kuti, who posthumously received the Grammy Lifetime Achievement Award at the same 68th Annual Grammy Awards ceremony. This historic honor made Fela the first African artist to receive this prestigious recognition, nearly three decades after his passing in 1997.
President Bola Tinubu paid tribute to the late Afrobeat pioneer following this acknowledgment, highlighting the complex relationship between Nigerian music and international recognition. The juxtaposition of Fela's posthumous honor with contemporary Nigerian artists' Grammy disappointments has fueled ongoing conversations about representation, economic benefits, and cultural sovereignty within the global music industry.
Cobhams Asuquo's call to action represents a growing sentiment within Nigeria's creative community that emphasizes the importance of developing and supporting homegrown institutions that can celebrate and reward Nigerian talent on their own terms, while still engaging with international platforms in a more equitable manner.
