… to promote Africa’s broader creative and economic potential.
The Headies has officially started preparations for its 18th edition in Toronto, Canada, launching its “Road to Toronto” campaign during a pre-awards media briefing and reception hosted by the Deputy High Commission of Canada in Lagos.
The event brought together stakeholders from the entertainment, media, business, government and creative sectors to discuss the growing global influence of African creativity and opportunities to strengthen business, investment and international partnerships around the continent’s creative economy.
Speaking at the event, Founder and Chief Executive Officer of The Headies, Ayo Animashaun, said the awards ceremony is evolving beyond music to promote Africa’s broader creative and economic 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,” Animashaun said.
Discussions at the event also focused on the expanding economic ecosystem surrounding Africa’s creative industries, including music, film, fashion, media and technology, as well as the potential to connect businesses in these sectors with new markets and investment opportunities.
Deputy High Commissioner of Canada in Nigeria, Carlos Rojas-Abulu, said African creativity is increasingly becoming a major driver of business growth.
“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,” he said.
Rojas-Abulu added that the opportunities extend beyond music into film, fashion, media, technology and the wider creative economy, stressing the need to strengthen businesses, access new markets and deepen partnerships between Canada and Nigeria.
As part of this year’s programme, The Headies will introduce a Trade and Investment Summit in Toronto aimed at connecting culture with commerce. The summit will bring together investors, business leaders, creatives and government stakeholders to explore cross-border opportunities in sectors such as technology, aviation, infrastructure, smart cities and the creative industries.
Nigeria’s Minister of Arts, Culture and the Creative Economy, Hannatu Musawa, described the decision to host the awards in Canada as a strategic step toward promoting Nigeria’s creative industry on the global stage.
“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,” Musawa said.
Organisers said the Toronto programme also reflects the growing relationship between Nigeria and Canada through their creative industries, businesses and diaspora communities. They noted that the African diaspora in Canada continues to play a vital role in strengthening cultural exchange and expanding opportunities for trade and investment.
According to the organisers, the “Road to Toronto” initiative is designed not only to celebrate African music and culture but also to showcase the businesses, investments and partnerships needed to drive the next phase of growth for Africa’s creative economy.
The 18th edition of The Headies will be held in Toronto, Canada, bringing together leading figures from Africa, Canada and the global African diaspora to celebrate African music, culture and its growing impact on the world stage.
