At NECLive 2025, Mike Dada, President of AFRIMA and Lead Consultant at PRM Africa Marketing & Communications Ltd., offered a candid perspective on the challenges African creatives face in gaining global recognition.
“I always say that in Africa you can have masquerades performing but not the Grammys,” Dada said, highlighting the gap between Africa’s rich cultural expressions and the international platforms that acknowledge them. He stressed the need for stronger infrastructure, strategic partnerships, and global engagement to ensure African talent receives the recognition it deserves on the world stage.
