The All Africa Music Awards (AFRIMA) has partnered with YouTube for its eight edition in Dakar, Senegal.
The organisers of the awards announced the partnership in a statement sent to TheCable Lifestyle on Wednesday.
The eight edition of the annual awards is scheduled to hold from January 12 to 15 in 2023.
The statement said with the partnership, YouTube will help in providing visibility, artist-focused educational sessions and live streaming support for the awards.
It added that the streaming service will also be partnering with AFRIMA on a special incubator programme tagged ‘AFRIMA Creative Academy’, which aims to empower one million Africans (and in diaspora) in the music and creative industry in the next five years.
Angela Martins, the head of culture division at the African Union Commission (AUC), said the partnership is a welcome development.
“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,” Martins said.
“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.”
On his part, Mike Dada, AFRIMA’s president and executive producer, said “in the spirit of uplifting the African creative ecosystem, we are excited to work with a driven and innovative team like YouTube”.
Also speaking, Addy Awofisayo, YouTube’s head of music in Sub-Saharan Africa, said: “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 & 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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