The journey to the prestigious African music awards began with a pre-awards media briefing and reception hosted by the Deputy High Commission of Canada in Lagos.
Tagged “The Headies: Road to Toronto,” the event brought together key stakeholders from the entertainment industry, media, business, government and the broader creative sector to examine the growing global influence of African creativity and explore ways of converting that influence into sustainable economic opportunities.
Speaking at the event, Ayo Animashaun, Founder and Chief Executive Officer of The Headies, said the awards had evolved beyond simply recognising musical achievements to creating platforms for deeper conversations around Africa’s creative potential.
“The Headies has always been about celebrating the people and sounds shaping African music.
“With our return to Toronto under Africa to the World, we are expanding that conversation to explore the wider economic opportunities around African creativity and create stronger connections between creatives, businesses, investors and international markets.”
The event highlighted the expanding ecosystem supporting Africa’s creative industries, stressing that the continent’s cultural influence extends beyond music into film, fashion, media, technology and other interconnected sectors.
Participants noted that the rapid international growth of African music has created opportunities for a wide range of professionals and businesses, including managers, producers, technology firms, designers, lawyers, investors and media companies.
Carlos Rojas-Abulu, Deputy High Commissioner of Canada in Nigeria, said the commercial opportunities generated by Africa’s creative success deserved as much attention as the music itself.
“From where I sit, at the Deputy High Commissioner for Canada here, there’s another part of that story that is equally interesting, and that is the economic opportunity growing around that success.
“Behind the music is an entire ecosystem, and some of you know it very well. There are artists, producers, but also managers, technology companies, media platforms, designers, lawyers, investors, and the list goes on. And they are building businesses around African creativity.”
Rojas-Abulu further stressed the importance of expanding the conversation beyond entertainment to include business development, market access and international partnerships, particularly between Nigeria and Canada.
According to him, the opportunities presented by Africa’s creative economy cut across sectors such as film, fashion, technology and media, creating room for businesses in both countries to establish stronger commercial relationships.
Headies to Introduce Trade and Investment Summit
A major feature of the Toronto programme will be the introduction of a Trade and Investment Summit, designed to provide a platform for deeper engagement among creatives, investors, businesses and government representatives.
The summit is expected to connect culture with capital and international trade, while exploring cross-border opportunities in areas ranging from technology and aviation to infrastructure, smart cities and the creative industries.
The initiative represents an attempt to broaden the economic conversation around African creativity, shifting attention from the global consumption of African culture to the businesses, investments and partnerships capable of sustaining the sector's growth.
The organisers also hope the Toronto programme will create opportunities for African creatives and businesses to establish relationships with international investors and markets while positioning Nigeria as a major hub within the global creative economy.
Government Backs Global Expansion
The international expansion of The Headies also aligns with the Nigerian government's efforts to use the country's cultural and creative strengths as tools for economic development.
Hannatu Musawa, Honourable Minister of Arts, Culture and the Creative Economy, described the decision to stage the awards in Canada under the “Africa to the World” theme as significant for Nigeria's global cultural projection.
“The decision to bring the Headies to Canada under the theme Africa to the World is particularly significant. It represents Nigeria to the world, our music, our culture, our stories, our talents and our gifts to have entrepreneurs.
“But for us in the Federal Government, this is about more than cultural celebration. It has got to be about economic expansion.”
Her remarks underscore the government's broader ambition to position the creative industries as contributors to Nigeria's economic growth rather than treating cultural events solely as entertainment platforms.
Building Nigeria-Canada Creative Ties
The Toronto edition is also expected to strengthen the existing cultural and economic links between Nigeria and Canada, particularly through their creative communities and diaspora networks.
Canada's African diaspora provides an important bridge between the two markets, creating opportunities for cultural exchange and collaboration in music, film, fashion, media, technology and trade.
Through The Headies: Road to Toronto, the organisers aim to showcase the achievements of African music while drawing attention to the businesses and investment opportunities developing around the continent's creative success.
The initiative is expected to bring creatives and industry stakeholders into closer contact with international markets, investors and business leaders as African entertainment continues to gain visibility worldwide.
The 18th edition of The Headies will take place in Toronto, bringing together leading figures from Africa, Canada and the wider diaspora for a celebration of African music and culture, while placing the continent's growing global creative and economic influence firmly at the centre of the conversation.