Music executive says success goes beyond nominations and award-night appearances
DJ Big N Grammy advice has sparked fresh conversation in the music space after the Mavin Records disk jockey shared his thoughts on why Nigerian artists continue to fall short at the Grammy Awards.
Nonso Temisan Ajufo, popularly known as DJ Big N, reacted after Nigerian stars Davido, Burna Boy, Ayra Starr, Omah Lay, and Wizkid lost the Best African Music Performance category to South African singer Tyla at the 68th Annual Grammy Awards held on Sunday.
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According to DJ Big N, talent alone is not the issue. He suggested that Nigerian artists are missing out because they are not deeply involved in the American music ecosystem, particularly when it comes to industry seminars, networking events, and the inner workings of the Grammy decision-making process.
Sharing his view on X on Monday, the DJ said the disappointment was understandable, but also necessary. “It stings deeply that so many talented Nigerians were nominated but didn’t bring the Grammy home this time,” he wrote. Still, he insisted that there is a bigger lesson to learn from artists who have mastered the system.
He pointed to multiple Grammy-winning Beninese singer Angelique Kidjo as a clear example. According to him, her success is not just about great music, but about showing up consistently behind the scenes. DJ Big N noted that Kidjo regularly attends music seminars and industry events in the United States, making her presence felt beyond award ceremonies.
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He also mentioned Senegalese legend Youssou N’Dour, adding that both artists understand the importance of long-term involvement. “She is at those seminars, those events, making her presence felt,” he said, referring to Kidjo. “If we want to change the game, we’ve got to do the same.”
DJ Big N encouraged Nigerian musicians to take things a step further by joining the Recording Academy’s voting body. In his view, being part of the process throughout the year, rather than only showing up during nomination season, could make a meaningful difference.
While his comments may not sit well with everyone, they highlight an ongoing debate about visibility, influence, and strategy in global music spaces. For DJ Big N, the message was clear: better luck next year, but only if Nigerian artists are willing to be more involved where decisions are actually made.
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