The long-standing and often uncomfortable conversation about how Nigerians view their own cultural products vis-à-vis those of the West is back in the spotlight thanks to pointed comments from popular rapper Erigga.
Speaking on a local platform on October 25, 2025, the Warri-born artist did not hesitate to express his deep frustration with what he saw as a national trend that “prioritizes and values foreign artists and international events… rather than homegrown talent and local achievements.”
Eriga’s core grievance is that ordinary Nigerians are quicker to celebrate global recognition than local excellence.
Exciting relocation: a symptom, not a disease
The most telling example cited by Eriga is the controversy surrounding the move of Nigeria’s most prestigious music awards show, The Headies, to the United States. For many, the move was a bitter pill to swallow – a symbolic moment when Nigeria’s biggest music event had to seek foreign soil to gain the respect and attention it struggled to gain at home.
Erigga sees this as clear evidence of wider cultural suffering:
“The average Nigerian would rather show you 300 people dancing in London than show you 5,000 people attending a concert in Nigeria. We don’t value our own… We value international events more than local achievements.”
In his view, the industry is stuck in a cycle where foreign recognition is seen as a prerequisite for local respectability. Afrobeat stars must first sell out venues in London or receive lavish praise from Western celebrities before many Nigerians fully embrace their success.
The cost of a “colonial mentality”
While a love for global music is natural, the rapper’s comments point to a deeper issue often referred to as the “colonial mentality” in cultural discourse.
-
Destroying local infrastructure: When key industry events like The Headies choose to leave, it drains the Nigerian ecosystem of resources, prestige and visibility. Eriga thinks this just encourages people to keep looking outward.
-
Barometer of success: This preference sets an unfair and often impossible bar for emerging artists. Their success is not measured by the size of their actions at homebut rely on their ability to conquer foreign markets.
-
The Global Afrobeat Paradox: This frustration is especially acute given the explosion of Afrobeat across the globe. Music is conquering the world, but the artists who create it still often feel like they’re struggling for true, unreserved recognition from their own people.
Call for cultural change
Eriga’s appeal is simple: Appreciate your own.
His statement called on Nigerian consumers, media and industry stakeholders to consciously turn their attention inward. The booming talent, huge local audiences and huge enthusiasm are all there. What is missing, he believes, is a collective belief that domestic success itself is the ultimate measure of worth.
As Afrobeat continues its global foray, perhaps Nigerians should take the lead in celebrating their stars here and let the world chase their market instead of constantly chasing world recognition.
