The eighth All African Music Award (AFRIMA), which will take place in Dakar, the capital of Senegal, from January 12 to 15, has partnered with YouTube.
The partnership would, according to the statement, help bring awareness, artist-focused training sessions, and live streaming coverage for the awards.
The streaming service will work with AFRIMA on a unique incubator programme called “AFRIMA Creative Academy,” with the aim of empowering one million Africans (and those in the diaspora) in the music and creative industries over the course of the following five years, it was also stated in the statement.
The relationship is a positive development, said Angela Martins, the African Union Commission’s (AUC) head of culture division.
“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,” Martins said.
“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.”
Mike Dada, AFRIMA’s president and executive producer, said “in the spirit of uplifting the African creative ecosystem, we are excited to work with a driven and innovative team like YouTube”.
Also speaking, Addy Awofisayo, YouTube’s head of music in Sub-Saharan Africa, said: “YouTube has been consistent in its support for Africa creatives 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.”
