MAMA 2015: Absolut Vodka Sponsors Best New Act Award, Holds July 18

The MTV Africa Music Awards (MAMAs) makes a return this year to shine a global spotlight on African music, creativity and achievement in collaboration with Absolut, the premium Vodka drink.

MAMAs celebrate African musicians and achievers who have made the most impact on youth culture throughout the year, and it will once again take place on Saturday, July 18, at the International Convention Centre, in KwaZulu-Natal province, Durban, South Africa.

For the second consecutive year, Absolut is thrilled to announce its association with the biggest Africa music awards, which usually hold in the KwaZulu-Natal province of Durban, South Africa, as sponsors of the Best New Act Award category.

Speaking at a press conference in Lagos, the Senior Vice President & Managing Director, VIMN Africa, Alex Okosi, stated that the MAMA ‘Evolution Award’ is to honour established artistes, who have made an indelible mark on African and global music culture, taken African music to new territories around the world, pushed the boundaries of creativity, and shaped the soundscape of contemporary Africa.

“This year edition is celebrating the extraordinary evolution of African achievement, and also to recognise contemporary artistes and trail blazers in a range of music and lifestyle categories including Song of the Year, Video of the Year, Best Collaboration and Personality of the Year.

Speaking about the Absolut partnership in the award, Marketing Director, Pernod Ricard Nigeria Sola Oke, said: “We are proud to be part of a Pan-African music celebration such as the MAMAs and our partnership with the music platform will again allow us to connect with young consumers via the ‘Africa is Absolut’ campaign.

He noted that the MAMA platform gives Absolut Vodka the opportunity to further ingrain artistes outside their localities to all of Sub-Saharan Africa, adding that the combination of music legend 2Face and Wizkid (Nigeria), Aka and Black Motion (South Africa), and Toofan (Togo) to perform at the 2015 MAMAs makes it unique.

Senior brand manager, premium, Pernod Ricard Nigeria, Adebola Willams, congratulated all the 2015 MAMA nominees, particularly the nominees of Best New Act Transformed by Absolut.

He said, “We look forward to transforming the Best New Act nominees’ MAMA nomination journey by garnering support for them through our supporter video shout-outs and live in-market performances, and via our ‘Africa is Absolut’ campaign. The campaign celebrates Africa’s unique creativity, recognising artistes who stand by their style, who are creators, innovators and originators. It is a campaign that encourages artistes to be Absolut.”

The Absolut Vodka support Road to MAMA show, which held at the Federal Palace Hotel, Victoria Island, Lagos, paraded several artistes and guests ranging from celebrities to entertainment buffs, business icons, media experts and members of the international community.

Roll call of celebrities at the event included, D’Banj, Phyno, Yemi Alade, Lil Kesh, Diamond, The Mavin Crew, Iyanya, Patoranking, M.I, DJs Jimmy Jatt and Exclusive, among others.

The five nominees selected for the ‘Best New Act Transformed by Absolut’ category are, Anna Joyce (Angola), Cassper Nyovest (South Africa), Duncan (South Africa), Patoranking (Nigeria) and Stonebwoy (Ghana).

The awards ceremony will broadcast live across Africa on MTV Base (DStv Channel 322), MTV (DStv Channel 130) and BET (DStv Channel 129) at 21:00 CAT.