The Headies Returns To Toronto, Bringing African Creativity, Culture And Commerce To The Global Stage

The Headies has officially commenced its journey to Toronto ahead of the 18th edition of the prestigious African music awards, following a pre-awards media briefing and reception hosted by the Deputy High Commission of Canada in Lagos.

The “The Headies: Road to Toronto” event brought together stakeholders across entertainment, media, business, government and the wider creative economy to discuss the growing global influence of African creativity and the opportunities to build stronger business, investment and international partnerships around it.

Ayo Animashaun, Founder and CEO of The Headies, said, “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 conversation also highlighted the growing economic ecosystem behind Africa’s creative success, extending beyond music to sectors including film, fashion, media and technology, and the opportunities to connect businesses within this ecosystem to new markets and investment.

Speaking on these opportunities, Carlos Rojas-Abulu, Deputy High Commissioner of Canada in Nigeria, said, “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 further noted that the opportunity extends beyond music to film, fashion, media, technology and the wider creative economy, emphasising the importance of building stronger businesses, accessing new markets and deepening international partnerships, particularly between Canada and Nigeria.

A key part of The Headies’ Toronto programme will be the introduction of the Trade and Investment Summit, which will create a platform for business, industry and international engagement. The Summit will connect culture, capital and global trade, bringing together investors, business leaders, creatives and public-sector stakeholders to explore cross-border opportunities across sectors including technology, aviation, infrastructure, smart cities and the creative industries.

The international expansion of The Headies also reflects the Nigerian government’s ambition to leverage the country’s creative strengths for broader economic value.

Hannatu Musawa, Honourable Minister of Arts, Culture and the Creative Economy, said, “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.”

The Toronto programme also reflects the growing connections between Nigeria and Canada, including through their creative communities, businesses and diaspora networks. The African diaspora in Canada represents an important part of the cultural exchange between both markets, creating opportunities to strengthen connections around African music, culture and trade.

Through The Headies: Road to Toronto, the organisation aims to spotlight not only the achievements of African music and culture globally, but also the businesses, investment opportunities and partnerships that can support the next phase of growth of Africa’s creative economy.

The 18th Headies will take place in Toronto, Canada, bringing together leading voices from across Africa, Canada and the wider diaspora for a celebration of African music, culture and its growing influence on the global stage.