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YouTube backs 8th AFRIMA, reiterates support for Africa’s creative economy

By Guardian Editor
24 December 2022   |   4:05 am
Ahead of the highly anticipated 8th edition of the All-Africa Music Awards (AFRIMA) tagged ‘Teranga Edition’ scheduled to hold in Dakar, Senegal from January 12-15, 2023, global entertainment service YouTube, has entered into a partnership with AFRIMA, to help provide artiste-focused educational sessions and live streaming support for the awards. AFRIMA, which is the pinnacle…

Ahead of the highly anticipated 8th edition of the All-Africa Music Awards (AFRIMA) tagged ‘Teranga Edition’ scheduled to hold in Dakar, Senegal from January 12-15, 2023, global entertainment service YouTube, has entered into a partnership with AFRIMA, to help provide artiste-focused educational sessions and live streaming support for the awards.

AFRIMA, which is the pinnacle of recognition for African music globally, is poised to ensure that the yearly four-day festival is broadcast to music lovers and stakeholders across the globe.
Importantly, YouTube will be conducting workshop sessions to African creatives at the Africa Music Business Summit (one of the events at 8th AFRIMA) to educate on visibility across the global creative ecosystem on a digital platform.

The global streaming service will also be partnering with the All Africa Music Awards on a special incubator programme dubbed AFRIMA Creative Academy, which aims to empower one million Africans (and in diaspora) in the music and creative industry in the next five years.
The YouTube link for live streaming will be available on AFRIMA’s YouTube page @Youtube.com/AFRIMAAWARDS. Fans can subscribe for free to the channel and catch the African Music Business Summit live on Friday Jan 13, 2023, from 9.00am-4.30pm (WAT); while the AFRIMA Music Village will be live later that day from 6.00pm – Till dawn (WAT). Finally, the 8th AFRIMA main awards ceremony will be streamed live from the Red Carpet- 4.30pm (WAT), while the main awards will start at 7.30pm (WAT).

Speaking on the development, the Head, Culture Division at the African Union Commission (AUC), Angela Martins said: “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. 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.”

On his part, AFRIMA’s President and Executive Producer, Mr. Mike Dada, lauded the streaming service for their support towards the African creative economy.

He said: “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.”

YouTube’s Head of Music Sub-Saharan Africa, Addy Awofisayo, also 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 and 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.”

As the whole world gears towards the 8th edition of the AFRIMA, African music lovers are encouraged to keep voting intensively for their desired winners, using the voting portal live at www.afrima.org and take part in the events on social media platforms (IG/TikTok – @afrima.official ; Facebook – Afrimawards; Twitter – @afrimaofficial; LinkedIn – AFRIMA). The voting process that determines winners at AFRIMA is audited by a globally renowned auditing firm, Pricewaterhousecoopers (PWC).

As announced at the conference, the delegates are expected to arrive on January 11, 2023. The AFRIMA ceremony is scheduled to kick-start fully on Thursday January 12, 2023, with a Host Country Tour, school visit and gift presentation (as part of AFRIMA’s Corporate Social Responsibility), as well as a Welcome Soiree in the evening, in Dakar.

The four-day event continues on Friday January 13, 2023, with the Africa Music Business Summit (AMBS) at the Grand Theatre in Dakar. The AMBS is Africa’s largest gathering of creative professionals in the music industry and it features workshops and panel discussions on issues and opportunities within the African music industry.

The event will continue with high momentum at the AFRIMA Music Village at the Grand Theatre, which will be a free-to-enter concert featuring live performances from the biggest music stars across the continent.
On the eve of the awards ceremony, on Saturday January 14, the events will begin with Main rehearsals, Media engagements and a Courtesy Visit to the President of Senegal. There will also be a live recording booth at the venue for musicians across all five regions of the continent, and in the diaspora, to explore for collaborative recordings. The day’s activities will climax with a Nominees exclusive party.

The 8th AFRIMA will wrap up on Sunday, January 15, at the 15,000 capacity Dakar Arena in Dakar, with the live Awards ceremony broadcast by 104 TV Stations to over 84 countries around the world.

In partnership with the African Union Commission, AFRIMA is the pinnacle of African music globally.

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