YouTube partners with AFRIMAs

The agreement will see the video-sharing company conduct workshop sessions on visibility across the global creative ecosystem during the African Music Business Summit (AMBS), which is among precursor events of the main ceremony.

YouTube will also host an incubator programme named the AFRIMA Creative Academy, which aims to empower one million Africans in the music and creative industry in the next five years.

Speaking on the development, AFRIMAs president and executive producer Mike Dada said: “We have all seen the rise in circulation of short-form audio-visual content 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 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,” YouTube’s head of music for sub-Saharan Africa, Addy Awofisayo, said. “We are excited for our partnership with AFRIMAs 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.”

The AFRIMAs are the continent’s biggest celebration of music. This year, Costa Titch (South Africa), Dadju (DRC), Didi B (Ivory Coast), Wegz (Egypt), DJ Snake (Algeria) and Soolking (Algeria) all received multiple nominations. Top Nigerian artists like Burna Boy, Fireboy DML, Kizz Daniel and Tiwa Savage have also been shortlisted.

Fans can vote for their favourite artists here until 11 January.