Over the past two years, Recording Academy CEO Harvey Mason jr. and President Panos A. Panay have journeyed across the world in service of the organization and the global music community. What came of those trips has been personally moving and profoundly monumental for both Mason jr. and Panay. It's also further expanded the vision of the Academy's global mission.
"For us as an Academy, we always want to be aware of the trends — what's happening now and what's coming next — so we can stay plugged into today's music scene and global music community and continue to honor the music that's being made around the world," Mason jr. reflected about his recent travels to Africa in an interview with the Recording Academy last year.
Now, that global mission has finally come to fruition: The Recording Academy recently announced plans for its global expansion into Africa and the Middle East, a development that perfectly aligns with the music industry's ongoing globalization. With new music communities and industries developing around the world, including the thriving music industry growing across the Middle East and North Africa, a region commonly known as MENA, the Academy's expansion into this region was a natural development.
"The world is becoming a lot more globalized. Our job as an Academy is to expand our mission to include all creators irrespective of where they live or what passport they have or what language they speak," Panay explained in a recent interview. "The Middle East and Africa are two of the fastest-growing regions, demographically, when it comes to younger populations, when it comes to creative output, and when it comes to industry growth. This expansion into the MENA region is a natural fit simply for the fact that music is now a truly globalized art form that is not limited by language or culture."
"Music knows no borders. It's global and transcends cultural, political and language barriers," 12-time GRAMMY winner John Legend said in a statement about the Recording Academy's expansion. "I'm so glad that the Recording Academy, the leading organization serving music creators, is evolving to be a more global organization."
"As an African musician, I'm excited about the Recording Academy's expansion into Africa and the Middle East," Afrobeats pioneer Davido echoed the sentiment in a statement. "It acknowledges our vibrant talent and the global influence of African music. This initiative offers a platform for creators, elevating our cultural expressions and uniting us through music."
The Recording Academy's global expansion builds on several of the organization's recent international initiatives and rich history with the music of both the Middle East and Africa. At the 2024 GRAMMYs in February, the Recording Academy introduced the inaugural Best African Music Performance GRAMMY category, which recognizes recordings that utilize unique local expressions from across the African continent. One year prior, at the 2023 GRAMMYs, the Recording Academy awarded the inaugural Best Song For Social Change Special Merit Award to Iranian singer/songwriter Shervin Hajipour for "Baraye," a widespread protest anthem in Iran.
Last year, the Latin Recording Academy hosted the 2023 Latin GRAMMYs in Seville, Spain, marking the first-ever international GRAMMY Awards show. "It is our responsibility as an Academy to really support our artists and our creators in their quest to go global," Latin Recording Academy CEO Manuel Abud said, in an interview in 2023, about the global expansion of the Latin GRAMMYs.
Similarly, the Recording Academy is now establishing local roots in Africa and the Middle East to help develop regional music industries and support music creators on a global scale.
"We are spending the next few years working directly with our local partners and stakeholders to better understand the needs of each of these creative scenes and establish the Recording Academy's role in serving these regions in a long-term strategy," Panay said. "Our plan is to use these collaborations as a platform to create connectivity and community. We strongly believe the Academy's mission and membership can ultimately have an impactful role in the development of these global industries."
The global expansion will benefit current and future Recording Academy members, too, Panay said.
"As the creative community, including our Recording Academy membership, is seeing its income streams come under pressure, expanding opportunities for our existing membership is imperative for the organization," he said. "The expansion is informed by both the Academy's mission to go global, but also by the commitment to serving our existing membership at the highest possible level. That's what's informing every step that we've taken over the last two years in these explorations as well as the last 50 years as we've built the organization to think and act more globally."
Both Panay and Recording Academy CEO Mason jr. took a direct, hands-on approach to establish the Academy's footprint across the Middle East and Africa. They met with governmental ministries, cultural leaders and music creators across both regions, participating in listening sessions and high-level briefings.
For Panay, it is essential for the Recording Academy to learn about the local cultures on an intimate level and cater the Academy's strategy to the regions' specific needs.
"I was once told a great expression: 'If you don't go, you don't know,'" Panay reflected. "Ultimately, for us to better serve those creative communities, the Academy's strategy has to involve us spending time in these regions, which is what we are committed to keep doing over the next few years as we develop our specific plans and implementations for each market."
To accomplish this, the Recording Academy is working closely with Ministries of Cultures and key stakeholders to build a framework that will bolster the Academy's presence and services in these rapidly growing music regions. The strategy also posits music at the nexus of art, commerce and diplomacy: These partnerships are aimed at driving economic growth, cultural exchange and sociopolitical ties between the partner nations.
"Creatives offer a formidable platform for building cultural, social, economic, and political ties across the East African Community, the African Continent and indeed the entire African Diaspora globally," Kenya's Hon. Ababu Namwamba, EGH said in a statement about the partnership with the Recording Academy. "This is a historic opportunity to hoist high and celebrate Africanacity through artistic and cultural expression, while fostering innovation, creativity, fraternity, and solidarity for African peoples in Africa and beyond."
As part of its multifaceted global expansion, the Recording Academy is exploring several key initiatives focused on supporting and protecting music creators around the world, with an emphasis on advocacy, cross-cultural learnings, and economic growth, among many other measures. These initial priorities — informed by the local creative communities, music industry leaders and government officials — are the direct result of the Academy's on-the-ground learnings and exchanges over the past two years.
"We took what we learned from our meetings with the local creatives and industry players and envisioned how and where the Recording Academy could be the most helpful in developing a sustainable ecosystem," Panay explained. "Sometimes, people don't recognize or understand how policies that are shared between states or countries accelerate the growth of an industry and help creators generate income. We think the Academy can play a role in all this with the help of our partners in these local governments and industries."
Education remains one of the key pillars of the Recording Academy's global expansion. Already, the Academy has made immense progress in this area via the recently launched GRAMMY GO, the Recording Academy's first-ever creator-to-creator platform and online learning experience. With GRAMMY GO, the Academy uses the collective knowledge base of its membership to spread industry expertise and help music creators enhance their careers. GRAMMY GO now serves as a bridge connecting the Academy and its members with local scenes around the globe.
"The programs we're already developing with GRAMMY GO are meant to begin introducing the Academy's prospects, abilities, and collective knowledge of its membership to these new regions," Panay said. "We see GRAMMY GO as the tip of our mission expansion into these areas because you got to lead first and foremost with education and skill development. These are critical to the development of creators and the growth of industries, and we think we can help accelerate that."
In the future, the Academy plans to offer enhanced training opportunities and educational programs specifically tailored to the needs of music creators in these regions and users worldwide.
As the Recording Academy sets its plans for global expansion into motion, the organization is keeping creators from all over at the forefront — exactly as it's done over the decades.
With additional reporting by Morgan Enos.
