In the lead up to an historic night for Afrobeats & African music, UnitedMasters, the digital distribution platform promoting independent artists globally is set to hold another edition of their Grammy Weekend Concert on Friday, Feb. 2. The UnitedMasters celebration will take place at the Hollywood Palladium in Los Angeles and feature electrifying performances from some of music’s hottest acts, including Davido, Tokischa, and Uncle Waffles.
For the first time ever, 8 Nigerian acts have been included in the Grammy Awards nominees list for some of the biggest trophies of the night. The Best African Music Performance category has been included in the Grammys roster for the first time as well. This marks a historic landmark for the Afrobeats renaissance that has swept the world in the past decade.
Last year’s showcase featured Brent Faiyaz, Russ and Tobe Nwigwe. It drew some 2,500 fans, including Jay-Z and Beyoncé, Nas, DJ Khaled, Wiz Khalifa, Future, Daniel Kaluuya, Damson Idris, Gayle King, Jermaine Dupri, Grandmaster Flash and more.
A list of top Nigerian music executives will be present for this year’s UnitedMasters second annual celebration of independence concert. Making way for more discussions on collaboration and the way forward for Afrobeats & independent artists in 2024.
As the announcement notes, more than half of this year’s Grammy nominations include independent artists.
“Last year was the first time we brought independence to music’s biggest weekend,” said Steve Stoute, founder and CEO of UnitedMasters. “This year, we’re coming back to celebrate global independence featuring international acts. We’re showing artists that they can be completely independent while sharing the same levels of success as their label-signed counterparts. It’s an experience where artists, brands, and fans can all come together to celebrate independent music.”
UnitedMasters connects brands with culture to create these unforgettable moments. Diageo, Ally, Honda, Delta Air Lines, Visa, and Disney all partner with UnitedMasters in large-scale commitments benefitting the UnitedMasters community of artists.
Diageo and Bulleit Frontier Whiskey continue as the official spirits partner of “A Celebration of Independence.”
“Now more than ever, creator independence is growing in importance. At Bulleit, we are passionate about developing impactful ways to connect the world with Pioneers that are pushing the boundaries of creativity,” said Jesse Damashek, SVP Marketing, Whiskey and Liqueurs at Diageo. “We are beyond excited to return to the Celebration of Independence event as it continues to be a major milestone in kicking off a new year of collaboration with UnitedMasters Artists.”