Emirates celebrates pan-African creativity with music video

In a video produced by the BBC, the Dubai-based establishment presents a selection of African professionals working in the creative industries. They include Nigeria’s Abiola Oke, Kenya’s Blinky Bill and Sudan’s Shanelle Nyasiase.

"The campaign also features an original music video produced by Kenyan musician and DJ Blinky Bill, inspired by contemporary African electronic club music," the airline said in an official statement.

“It is impossible to ignore the energy and talent coming out of Africa today, whether in music, fashion, sport or art. We’re seeing a greater awareness of a strong, proud African identity – while being very connected to a broad, global culture,” Boutros Boutros of the Emirates' communications department said.

“We wanted to join the conversation and celebrate amazing, inspiring stories of people constantly pushing boundaries and challenging African stereotypes. To us, that is what travel is about, to find a common ground that helps us connect, to question, to be curious, and I believe this campaign does just that in taking Emirates closer to the heart of our audience in a way that is authentic.”

As founder of OkayAfrica, Oke is invested in Africa’s culture industry, as his platform covers music and film from the continent.

Nyasiase is an Ethiopian-born model with a portfolio that includes some of the world’s biggest brands. She was raised in Kenya and had craved work as a member of a cabin crew.

Musician Blinky Bill has performed around the world. Also a DJ and music producer, he was a member of the popular group Just A Band before pursuing a solo career.

"We are celebrating the spirit of Africa with a new campaign that tells the stories of pioneering individuals from different parts of the continent," the airline tweeted.