Firstbank Nigeria has promised to partner more bodies and organisation promoting the Nigerian creative industry and creatives in the sector.

The bank reiterated the commitment at the 9th All Africa Music Awards (AFRIMA) held at the Eko Hotel and Suite, Victoria Island, Lagos. It partnered the organiser of the award.

Speaking on partnership, Acting Group Head, Marketing and Corporate Communications, FirstBank, Olayinka Ijabiyi, said: “This partnership strongly aligns with our strategic pillars Youth, Lifestyle, First@Arts, SME, and Digital Adoption, while supporting our continental footprint and pan-African brand positioning. Deepen youth engagement and brand affinity, drive deposits, collections, and account openings during event campaigns, increase adoption of our digital channels, and strengthen top-of-mind awareness in key urban markets.”

Speaking on the awards ceremony, Tee Mac Omatsola Iseli said, “I have been part of AFRIMA since the first edition and I am happy about its growth. I don’t think the younger generation has understood yet. Younger generation must rehearse repeatedly and not just sit in front of laptops to produce beats.

“You have to be perfect if you want to do ever green music and become part of music history; we rehearsed weeks before going into the studio. It’s important for African artistes to collaborate.

Speaking with The Guardian, Ethiopian artiste, Weeha, who defeated Ayodeji Ibrahim Balogun, better known as Wizkid to win Best African Dance Choreography, said: “AFRIMA brings. a lot of African culture under the same roof so that we can exchange our culture. I am happy to see big artistes who performed. Nigeria is the leader, the giant of Africa.”

On collaboration, she said: “I will love to collaborate with Nigerian artistes including Yemi Alade, Wizkid, Davido and Burna Boy.”

On his part, Dele Esan said: “I have not seen an award that celebrate African stars. The logistic is top-notch.

I will rate AFRIMA seven out of 10. I have been in the industry for a long time so, I understand what it takes to bring people together.

“We want to talk about the unity, I want to learn from artistes from other countries as they also want to learn from us, unite Africa.”

African music needs more collabo between artistes. Nigerian artistes should bring other African artistes together.”