ANITA NKONKI
As the countdown to the highly anticipated 8th edition of the All-Africa Music Awards (Afrima) begins, the global entertainment service YouTube has announced a partnership with Afrima to provide artist-focused educational sessions and live streaming support for the awards, which will take place in Dakar, Senegal, on January 12-15, 2023.
These awards are the pinnacle of recognition for African music globally and are poised to ensure that the annual four-day festival is broadcast to music lovers and stakeholders across the globe.
Speaking on the development, the head of the culture division at the African Union Commission (AUC), Angela Martins, said: “It is important that we spread our efforts to promote inclusivity and ensure that the world can see the impact of Afrima at the global centre stage.
“It is easier for people to now follow up with the award ceremony via their smartphone or other devices. It is also vital that we continue to create more education for creators to help them thrive in their crafts, and we are happy to align with YouTube on achieving this shared vision.”
Afrima president and executive producer, Mike Dada, lauded the streaming service for its support towards the African creative economy.
He said: "We have all seen the rise in circulation of short-form audio-visual content on these services and how they have helped to promote African music and creators on a global scale.
“We believe that sharing knowledge will be a veritable means to expand the revenue funnel for our creators at home and also boost foreign direct investment.
“In the spirit of uplifting the African creative ecosystem, we are excited to work with a driven and innovative team like YouTube.”
YouTube’s head of music Sub-Saharan Africa, Addy Awofisayo, also commented: “YouTube has been consistent in its support for African creatives over the years and has played an essential role in the discovery and development of African music and culture and exporting it to audiences and listeners worldwide, enabling collaborations both locally and globally.
“We are excited for our partnership with Afrima and the African Union to deepen our relationship with the music stakeholders on the continent, provide educational support for African creatives, and to help music fans be a part of some of the most iconic music moments as they unfold live on YouTube, wherever they are around the globe,” said Dada.