Nigerian Canadain Celebrities Entertainment Awards ( NICCEA ) POINT OF ARRIVAL Nigerian Canadain Celebrities Entertainment Awards, ( NICCEA ), is designed to promote the distinct rich African music worldwide, engaging millions of fans by propelling African music to glorious pinnacles beyond the borders of Africa. In Africa, music is always seen as inseparable from human existence. It carries long traditions and values that are associated with the people and represents part of their identities. Music in African societies, as it functions in many different societies in the world, has enormous value. Music, either making it or listening to it,is linked to life experiences and peoples’ culture. As such, sweet, feel good experiences need to be created for the millions of followers of African music all over the world for them to understand and appreciate Africa’s culture. Hence, the birth of NICCEA to inspire generations and celebrate African music. NICCEA is a combined effort to recognize, award, promote and preserve Africa’s rich music culture. In partnership with the African Union, AU, it is expected to be the biggest music event in Africa. Debates, ideas, strategies have taken place over the last three years to identify a gap in the market place and most importantly to close that gap. Also to create a brand that will truly live up to the expectations of its internal and external stakeholders. Deliberations and conferencing included regional directors and strategists from the SADEC, Eastern Africa, Central Africa, North and West Africa. NICCEA has five Regional Directors and 54 Country Directors as part of the decision making organs. VISION : NICCEA is the ultimate recognition of African music globally. MISSION Produce an international platform to celebrate our cultural heritage and values. Rewarding up and coming as well as established talent. Creating sustainable growth of the African music industry as a contributor to national and continental economies. VALUES The acronym of the NICCEA VALUES is (FACE IT) F:airness