MTV Base takes African music to new heights with insightful discussions at ACM 2024

MTV Base recently hosted the highly anticipated Music Day at the 2024 Africa Creative Market (ACM) at the Landmark Event Centre, Victoria Island, Lagos.

Held on Friday, September 20, 2024, the event brought together over 500 music enthusiasts, creatives and influential figures in African music; and featured insightful discussions, networking and celebrations centred on the future of African music on the global stage.

The day kicked off with two impactful panel discussions, starting with “Beyond Borders: Building Global Audiences for African Music”, moderated by MTV Base Culture Squad member, Oluchi Harrison.

The panelists included Bada Akintunde-Johnson, Country Manager at Paramount Africa; Osi Suave, Programme Director at The Beat 99.9 FM and Head of Label Services & Operations at Gamma; Dolapo Amusat, Founder of WeTalkSound; and Feyisola Ogunbanjo, Project Manager and Marketing Operations Lead at Native Records.

The panelists explored practical strategies for African artistes breaking into the international music scene — leveraging social media, forming strategic partnerships, and utilising digital platforms.

Country Manager at Paramount Africa, Bada Akintunde-Johnson, captured the spirit of the discussion, stating: “The global musical landscape is evolving, and African music is at its forefront. African music is no longer waiting to be discovered — it’s being heard. We just need to be deliberate about how we continue to position ourselves globally.”

The second panel, ‘The Art of Sampling: How It Works and When Does It Become Theft?’, moderated by MTV Base Culture Squad member, Ilooise ‘Iliwitdflo’ Omonhinmin, explored the creative and legal aspects of music sampling.

The panel session featured Bada Akintunde-Johnson; Olukorede ‘Kay’ Ikazoboh, Managing Director, SSA at Virgin Music Group; entertainment lawyer, Foza Fawehinmi; and DJ Woske, producer and entrepreneur. They discussed the fine line between inspiration and infringement, the importance of sampling in modern music, and the need for legal and ethical boundaries.

After the insightful discussions, the event transitioned into an electrifying after-party that highlighted the vibrancy of the African music scene. Performances from top Nigerian artistes and underground artistes, including Oxlade, Tar1q, Nasboi, Kaffydance, DaveTheOracle, TeeFamous, and Ridah Talatu, kept the energy high, with attendees dancing into the night.

Music Day at ACM 2024, curated by MTV Base, was a resounding success. It sparked meaningful dialogue on the future of African music, fostered connections and showcased the undeniable talent driving the continent’s music industry forward. By fostering crucial dialogues and showcasing raw talent, MTV Base has set the stage for the next chapter in African music’s global conquest.