YouTube, AFRIMA Collaborate To Empower One Million Africans
TECHDIGEST – YouTube has announced a collaboration with the All-Africa Music Awards on an incubator programme to empower one million African creatives.
AFRIMA stated that the collaboration would ensure the streaming platform help provide artist-focused educational sessions and live-streaming support for its awards.
According to AFRIMA, it is set to host the eighth edition of its awards themed ‘Teranga Edition’ in Dakar, Senegal. It said YouTube will be conducting workshop sessions for African creatives at the Africa Music Business Summit to educate on visibility across the global creative ecosystem on a digital platform.
It explained that the streaming platform would also be partnering with the All Africa Music Awards on an incubator programme tagged, AFRIMA Creative Academy, which aims to empower one million Africans in the music and creative industry in the next five years.
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In a statement, the Head, Culture Division at the African Union Commission, 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.
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“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.”
AFRIMA’s President and Executive Producer, Mr Mike Dada, stated, “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, added that the streaming platform has been consistent in its support for African 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 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.”
Source: Punchng.com
