So why did celebrities boycott the Headies? Why did Nigeria's most prestigious awards get a low celebrity turn out?
The Headies was boycotted by Nigerian
musicians. That fact was evident as the award show started. A huge
number of fans were quick to point out the long rows of reserved seats
for nominees and stars who failed to turn up.
The show which held on December 23, 2016, at
the Eko Convention Centre, Eko Hotels & Suites, had a very low
turnout of celebrities. Their absence was glaring with numerous nominees
and awardees absent at the award.
The show which was hosted by Falz and Adesua
Etomi and celebrated the best of Nigerian music had many awardees fail
to turn up. Numerous awards were left unclaimed by the winners as some
presenters had to take the awards with them backstage.
Notable absentees were the entire members of
Mavin Records and YBNL Records, two music companies whose bosses had a
bitter spat at the previous edition.
Simi failed to claim her award for “Best
Vocal Performance”, Kiss Daniel failed to claim an award, Illblisss who
was a big winner in two categories, Patoranking who won the Best
Reggae/Dancehall single was absent, and Olamide won two awards, but was a
no show.
So why did celebrities boycott the Headies?
The first reason is that celebrities didn’t
really boycott the Headies. A lot of them came too late to be given a
seat at the head of the table, or step forward to accept their awards.
Over the past two years, the Headies had started the show late in a bid
to accommodate the lateness of stars. But this year was different. The
organisers decided to kick off the award without the artistes. And the
results was poor for TV.
Also, the Headies date for this year is in
December, a holiday season when the stars are booked for numerous paid
events. With clients to satisfy across the world, many artistes, being
businessmen, would rather make the right choice of making money, than
showing up at the Headies.
The Headies provides recognition and
promotion, but performance fees are the reason why many stars do this,
and they will rather be making money than making good waves on TV. This
tweet below sums it all up. The Mavins are on their way to Cote D'Ivoire
for a concert in Abidjan, while the entire YBNL crew have a paid
appearance date at a club in Osogbo.
Finally, many celebrities just don’t care.
It’s the truth. After 11 years of attending the Headies, many have
become jaded, especially those without nominations or a chance to win
anything at the trophy. Why dress up, and drive down to the Headies,
when I have no important role to play? Why? Why come out to watch other
artistes win prizes that I also qualify for?
Also, others just want to avoid the
limelight of live TV. Unlike what they are familiar with in their
careers, the Headies is streamed live to millions of homes across the
continent and beyond. As a star, you always have the cameras on you.
This means you have to be of your best behavior and stay guarded all
through. One wrong facial expression, a misplaced move, and ill-timed
gesticulation, and you will forever become the butt of social media
jokes, and endless memes. Ask Dija how she felt after last year’s
enthusiastic jumping earn her the bashing of her life.
Also, ask Eva Alordiah’s fiancé – Caesar – who got snubbed by Wizkid, “ How Market”?
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