Diamond Platnumz's Grammy snub sparks debate

Dar es Salaam. As Grammy season kicks off with fans worldwide celebrating their favourite artists in the 2025 nominations, the Bongo Flava industry in Tanzania has been buzzing with mixed reactions.

Despite submitting his hit track ‘Komasava’ for "Best Music Video" and "Best Music Performance," Tanzanian star Diamond Platnumz did not make it to the final nominee list.

The unexpected snub has sparked intense debate online, with fans and industry stakeholders sharing their thoughts on why he wasn’t selected, as they feel that the song meet Grammy standards.

A Bongo Flava artist and music enthusiast, Mozeh James, weighed in, suggesting that Diamond’s absence reflects broader challenges faced by Tanzanian musicians.

“Artists from countries like Nigeria benefit from global networks that boost their visibility internationally,” he told The Citizen.

“Tanzanian artists haven’t quite reached that level of collaboration, particularly in terms of distribution and representation, which limits their exposure to Grammy voters,” he added.

He also touched on genre recognition as a potential barrier, saying; “Grammy categories that fit Tanzanian music, like Global Music, are extremely competitive. They attract top talent from Afrobeat, Reggae, and other popular African genres,” he added, noting that the categories are often dominated by regions with greater visibility on the international stage.

Media personality Catherine, also known as Imcalypsso, joined the discussion, highlighting the complexity of breaking into the American music scene.

“Getting into the US industry and dominating charts and awards takes a whole team effort,” she commented.

“Tanzania has one artist, Diamond, who’s gone above and beyond to represent East Africa. Meanwhile, Nigeria has a supportive industry that invests money and effort into boosting their artists, giving them a strong presence globally,” she said.

She also pointed out that South Africa’s Amapiano genre has gained international popularity, adding; “Amapiano has become so prominent that people even associate it with Afro pop from Nigeria. That’s the kind of brand recognition that makes a real impact.”

Marlon Fuentes, former Global Music manager at the Grammys, shared valuable insight into how the Grammy voting process works, urging more East Africans to join the Recording Academy.

“The more voting members from East Africa, the higher the chances of recognition,” he noted. “Artists need to put their best work out there, music that stands out across global platforms.”

He emphasised the importance of professional presentation. “Artists need to be at the top of their game. Music needs to be heard far and wide across different platforms.”

On the other hand, Godfrey Abel, or “Bob,” who manages hip-hop artist Bando Mc, echoed these sentiments, saying that for Tanzanian music to shine at the Grammys, it needs more international presence.

“We need to increase our presence in global markets, invest in strategic partnerships, and build relationships within the international music industry,” Bob suggested.

Others believe Bongo Flava itself needs more development to compete on such a global scale.

A painter and artist, Anitha George, offered a perspective on industry priorities.

“It’s not that Tanzanian artists are being overlooked. We need to stop idolizing one person and give priority to a broader range of talent,” she said, suggesting that focusing on a single artist limits the industry’s potential for global success.

Latisha Mussa, a music artist, added a crucial point about the Grammy voting base.

“Out of over 500 Recording Academy voters, not a single one is Tanzanian or East African, but there are more than 11 Nigerians. How do we expect Tanzanian music to compete under those circumstances?”

The discussions point to the fact that the Grammy dream for East African artists, especially in Tanzania, will require a collective industry effort, deeper global connections, and a stronger presence in international markets.

For now, Diamond and other Tanzanian artists will keep pushing their craft, hoping that one day they’ll bring a Grammy home.

With the 2025 awards season underway, fans and stakeholders alike are left wondering if, with the right support, East Africa’s music scene might soon see its long-awaited Grammy moment.