YouTube has established a partnership with the All-Africa Music Awards in order to support one million African creatives.
According to AFRIMA, the partnership would ensure that the streaming service would provide instructional sessions geared toward artists and support for live-streaming for its awards.
The eighth iteration of its awards, with the theme “Teranga Edition,” will take place in Dakar, Senegal, according to AFRIMA. A workshop session on digital platform visibility will be held by YouTube for African creatives during the Africa Music Business Summit, according to the statement.
It stated that the streaming service would also collaborate with the All Africa Music Awards on the AFRIMA Creative Academy incubator initiative, which aims to empower one million Africans in the music and creative industries over the course of the following five years.
The head of the African Union Commission’s culture division, Angela Martins, made the following statement: “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.”
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.”
Head of Music Sub-Saharan Africa at YouTube, Addy Awofisayo, said the streaming service has consistently supported African creators over the years and has been crucial in the discovery, growth, and exportation of African music and culture to audiences and listeners worldwide, facilitating local and international collaborations.
“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.”