A new award category for music from the continent reflects its exploding cultural and commercial appeal in the United States and beyond.
Last December, the Recording Academy convened a listening session of artists, label executives and stakeholders both in the United States and across Africa to discuss the rising influence of music coming from the continent.
The industry has also taken notice. In the past few years, an explosion of new signings, joint ventures and licensing deals for African artists and labels from U.S.-based companies and distributors has brought a new generation of stars like Rema, Asake and Ayra Starr to join the continent’s established hit-makers.
“It’s a really important moment for the Grammys,” says Temi Adeniji, managing director of Warner Music Africa and senior vp of strategy for Sub-Saharan Africa. “But then the next step is, how do you actually roll this thing out? Even regionally — East Africa, Southern Africa, West Africa — it would be great to see a diversity of nominees, and that would reflect a real understanding from the Grammys of how large the continent is and how diverse the sounds are that are coming out.
France Dernières Nouvelles, France Actualités
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