December 2, 2023

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YouTube Partners With Eighth All-Africa Music Awards, Support For Music, Creative Economy

AFRIMA Partners With YouTube

YOUTUBE has partnered with the ALL-AFRICA MUSIC AWARDS (AFRIMA), which is scheduled to hold its eighth edition, “TERANGA EDITION,” in DAKAR, SENEGAL, JANUARY 12th-15th. The pairing will help provide artist-focused educational sessions and live streaming support for the awards.

YOUTUBE will be conducting workshop sessions to AFRICAN creatives at AFRIMA’s AFRICA MUSIC BUSINESS SUMMIT to educate on visibility across the global creative ecosystem on a digital platform.

The global streaming service will also be partnering with AFRIMA on a special incubator program, AFRIMA CREATIVE ACADEMY, which aims to empower one million AFRICANS (and in diaspora) in the music and creative industry over the next five years.

The link for live streaming will be available on AFRIMA’s YOUTUBE page. 

AFRICAN UNION COMMISSION head ANGELA MARTINS commented, “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 center 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 President/Executive Producer MIKE DADA lauded the streaming service for their support towards the AFRICAN creative economy. “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 Head Of Music SUB-SAHARAN AFRICA ADDY AWOFISAYO added, “YOUTUBE has been consistent in its support for AFRICA’s 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 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.”

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