YouTube and the All-Africa Music Awards (AFRIMA) have launched a collaboration on an incubator program to equip one million African creatives.
According to AFRIMA, the agreement would ensure that the streaming platform aids in the provision of artist-focused instructional sessions as well as live-streaming support for its awards.
According to AFRIMA, the eighth edition of the awards, themed ‘Teranga Edition,’ will be held in Dakar, Senegal. It was announced that YouTube will hold training sessions for African creatives at the Africa Music Business Summit to train them on digital visibility across the global creative ecosystem.
It went on to say that the streaming service would also collaborate with the All Africa Music Awards on an incubator program called AFRIMA Creative Academy, which aims to develop one million Africans in the music and creative industries over the next five years.
In a statement, the Head of the Culture Division at the African Union Commission, Angela Martins said, “We must 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.”
Mr. Mike Dada, President and Executive Producer of AFRIMA started ” 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.”
According to Addy Awofisayo, Head of Music Sub-Saharan Africa at YouTube, the streaming service has consistently supported African creators over the years and has been crucial in the discovery, growth, and exportation of African music and culture to audiences and listeners worldwide, facilitating local and international collaborations.