By Abdi Ali
Published December 24, 2022
YouTube has partnered with 8th All-Africa Music Awards (AFRIMA) festival that is scheduled for January 12 – 15, 2023 in the Senegalese capital, Dakar.
The partnership is aimed at providing artist-focused educational sessions and live streaming support for the 4-day event that is presented in partnership with African Union Commission.
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YouTube is expected to conduct workshops at the Africa Music Business Summit besides collaborating with AFRIMA on AFRIMA Creative Academy, a special incubator programme to empower one million Africans in the music and creative industry over the next five years.
“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,” says Angela Martins who heads the Culture Division at the African Union Commission. “It is easier for people to now follow up with the award ceremony via their smartphone or other devices. It is also vital 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.”
towards the African creative economy, Mike Dada, President and Executive Producer of AFRIMA, says, “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.”
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Addy Awofisayo, YouTube’s Head of Music in charge of Sub-Saharan Africa, says, “YouTube has been consistent in its support for African artists over the years and has played an essential role in the discovery and development of African music & 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.”
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