Jaywon: Attending the 67th Grammys Was an Invaluable Experience, Exceeded my Expectations

• Nigerian Music is at Its Peak, Getting Recognized in Spaces we Never Imagined Before

Professionally known as Jaywon, Oluwajuwonlo Iledare, is a multiple-award winning Nigerian artist and the force behind a number of hit songs including Mandantin, Facebook Love, This Year, Aje and the remix. The CEO of Next World Entertainment, and co-founder of AfroTunes Fest, recently partnered with CTDA Media to uncover fresh new talents and promote these artists to the world. Jaywon who was live at the 67th Grammys as the Academy member, speaks to Ferdinand Ekechukwu on his experience of the prestigious awards, and offers a sneak peek into his upcoming projects and more. Excerpts…

What was the experience like at the 67th Grammys this year?

Attending the Grammy event was an invaluable experience that exceeded my expectations. The strategic visit allowed me to achieve my objectives, and I was thrilled to connect with likeminded individuals who share my passion for music. The networking opportunities were particularly fruitful, as I had the chance to meet influential people and exchange contacts, setting the stage for potential future collaborations.

What does your job as a Grammy Academy member entails?

What’s interesting is that many people aren’t aware that music enthusiasts, specifically Grammy members like us, get to cast the final votes in the Grammy Awards. This is a crucial part of the process, as we help determine the winners in each category.

What do you make of the Best African Music Performance category which many feel is just for afrobeats?

Honestly, I think the body needs to expand their scope in that category. It’s starting to seem like it’s exclusively tailored for Nigerian artists. I believe we deserve more representation, perhaps in a dedicated hip hop category. As Africans, we bring more to the table than just music performances.

Can you speak to us about the recent partnership between your Next World Entertainment and CTDA Media?

This partnership is a game-changer the industry has been eagerly anticipating. We’re excited to uncover talented artists and leverage our robust social media presence to catapult them into the spotlight. While Next World Entertainment focuses on scouting and signing new talent, CTDA Media will be the driving force behind promoting these artists to the world.

What project are you working on at the moment?

There’s a lot in the works, but I’ll give you a sneak peek. For instance, our state of art recording studio is almost complete, with 75% of the production setup ready to go. This will provide our artists with a seamless recording experience. Additionally, we’re gearing up for a tour, with Uganda being our first destination. This will be an incredible opportunity for us to capture exclusive content, both for myself and for CTDA Media as a whole.

“Our artists” you said. Does it mean you have got some artists signed to Next World Entertainment? And where is this studio being set up?

Yes, Next World Entertainment has always been about supporting and nurturing talent. We’ve got some artists we’re working with, both emerging and established, who fit the vision of pushing African music forward. As for the studio, we’re setting it up in Houston Texas. It’s going to be a creative hub, not just for recording music but for collaborations and storytelling that go beyond just sound.

What’s your take on the ongoing rivalry among leading Afrobeats artistes in Nigeria? Is it more of the culture or just needless and unhealthy?

Competition has always been part of the music industry—it drives artists to be better. But when it turns into unnecessary rivalry, it takes away from the bigger picture. Afrobeats is at a global level now, and unity will only make the movement stronger. A little healthy competition is fine, but when it gets toxic, it doesn’t help anyone.

What’s your perspective about Nigerian music on the global stage at the moment?

Nigerian music is at its peak right now, and we’re still going higher. Afrobeats is influencing sounds worldwide, and our artists are headlining major international festivals, collaborating with global stars, and getting recognized in spaces we never imagined before. The only thing now is to make sure we keep ownership of our sound and also starts telling our stories and culture while expanding.

Does it favor you to do music and shows in the US, considering that the reverse has been the case for some artists coming back home to do the same from Nigeria where it is seen to be viable?

Every artist’s journey is different. For me, I’ve been blessed to have fans both at home and abroad, so it’s about balancing both worlds. The Nigerian market is still strong, and Afrobeats is thriving locally, but the US and other international markets provide new opportunities to reach different audiences. It’s all about finding where your music connects and making the most of it.