Coke Studio Africa awarded for YouTube milestone

An extension of the TV show, the online channel has managed to distribute music content across Africa and beyond. In five years, the platform has secured more than 90 million views from South Africa, Nigeria, Kenya, Ghana and as far as the US, UK and UAE, amounting to 179 527 578 minutes of streaming time.

“Getting to this milestone of 100 000 subscribers on the YouTube channel speaks volumes about the demand for quality local content in sub-Saharan Africa,” Coke Studio Africa digital lead Waithera Kabiru said after receiving the award.

“The Coke Studio YouTube channel has enabled us to do what no other medium can, and that is reach thousands of audiences across the world to share the amazing content that is created on Coke Studio. We are taking Africa to the world.”

In a message to Coke Studio Africa, YouTube CEO Susan Wojcicki said: “You’ve just done something that very few YouTube creators accomplish. You achieved a milestone with hard work, perseverance and probably a healthy sense of humour too.

"What you’ve accomplish can’t be taken away from you. And we’d like to recognise you and all your hard work with this award, a small token of our esteem and respect.”

Coke Studio Africa is a music show that brings together artists from different genres, eras and regions to collaborate. Last year, it involved artists from South Africa, Kenya, Uganda, Tanzania, Rwanda, Ethiopia, Nigeria, Ghana, Angola, Zimbabwe, Togo, Cote d’Ivoire, Madagascar, Mauritius, Mozambique, DRC and Cameroon, among others.

The show is a melting pot of flavours that has produced many memorable collabos between different African artists. It has also given various African musicians an opportunity to reach out to a pan-African audience.

Rwanda’s Bruce Melody is one such beneficiary. His onscreen collaboration with Kenyan rapper Khaligraph Jones produced a unique mix that merged the urban cultures of both countries.

“Khaligraph Jones is the best rapper in Africa,” Melody said. “On set we used to tell each other: ‘Man let's make history’."

Melody says the show helped him break into the East African market. “I have also received more nominations, topped more charts on different websites and received more requests for pan-African collaborations than ever before,” he said.

Kenyan girl duo the Band Beca experienced a similar acceleration to fame.

“Our dream was to be backup singers on Coke Studio and here we are starring in the show,” Caroline of the Band Beca said. “It’s a lot of pressure being up here with all these big artists but it’s good pressure – it makes us grow.”