By Ghazali Ibrahim 
The Headies Awards 2025 has ignited a firestorm of debate following reports that 19-year-old TikTok influencer, Habeeb Hamzat, popularly known as Peller, secured a ₦10 million deal to stream the upcoming ceremony.
This decision by Headies executive, Ayo Animashaun, has polarized social media, with users expressing a spectrum of opinions.
A significant portion of the backlash centers on the Headies’ choice to collaborate with Peller over established music platforms. Critics argue that this move sidelines dedicated music promotion channels in favor of a social media personality.
An Instagram post from @afrotodayy highlighted this sentiment, stating, “Headies gets called out for letting Peller stream the upcoming award show instead of music platforms.”
Echoing this perspective, Twitter user @DayGenius__ remarked, “Headies leave platforms like WeTalkSound, 49th Street, DayGenius, Pulse, carry money to give Peller. These guys are clout chasers mehn.”
Conversely, Peller’s supporters emphasize his substantial reach among Nigerian youth. With record-breaking live streaming numbers—over 160k concurrent viewers during a session—fans argue that his involvement could significantly boost the Headies’ visibility.
A TikTok video by @hushbobby_media announced, “Peller is going to be streaming the Headies award,” underscoring the excitement among his fanbase.
This partnership comes on the heels of recent controversies surrounding Peller.
However, he faced significant backlash after criticizing the viral 30-day rant challenge on TikTok, leading to a reported loss of hundreds of thousands of followers.
According to Premium Times, “TikTok influencer Habeeb Hamzat, alias Peller, lost hundreds of thousands of followers on TikTok and Instagram after criticising the viral 30-day rant challenge.”
Additionally, Peller allegedly has been receiving death threats following his comments on TikTok usage, further fueling discussions about his role and influence in the digital space.
The Headies’ decision to engage Peller reflects a broader trend of traditional institutions leveraging social media influencers to reach younger audiences.
While this strategy aims to modernize and expand the award show’s appeal, it also raises questions about the balance between honoring established industry platforms and embracing new media personalities.
As the Headies Awards approach, all eyes will be on how this collaboration unfolds and whether it sets a precedent for future partnerships between traditional entertainment entities and digital influencers.
