By Aduragbemi Omiyale
Two Nigerian companies have received financial grants from YouTube Music to support African creative voices and boost the continent’s creative economy.
The two supported companies were Briteswan and iManage Africa Entertainment Limited, and in addition, they will receive capacity development training and advice.
Aid was given to the duo to help them intensify their initiatives to develop musical creations on the continent.
This decision is expected to have a direct impact on around 300 participants in initiatives carried out by these organizations.
the Briton, through his The Audiogirl Initiative, seeks to economically empower women by closing the gender gap in the musical creation segment, while the Music Business Academy for Africa (MBA) The iManage Africa initiative is dedicated to developing a more informed and empowered workforce for the African music and entertainment industry.
YouTube Head of Music for Sub-Saharan Africa Addy Awofisayo, while commenting on the support, said, âWe are committed to exporting African music to listeners around the world and want to continue playing our role in the development. the continent’s rapid growth of the creative economy, especially with regard to music.
Access to the internet has opened up opportunities for African creators to show their talents to a global audience, thereby creating jobs that can boost national economies.
In Nigeria, the creative industry accounted for about 730 billion naira (about $ 1.8 billion) of Nigeria’s GDP in 2020.
Through this initiative, YouTube will allow the two organizations to expand their ongoing work to help more young African creators learn and acquire the skills needed to improve their craft and export their music to the world.
âThe rise of globally recognized Nigerian musical artists shows the opportunities that exist in the creative economy. As we work to recover industries from COVID-19, it is important to intend to unearth boundless talent and potential among creatives – many of whom are young.
âYouTube Music’s dedication to the growth of music creators in the region is timely and commended,â said Mr. Sunday Dare.
Over the past few years, YouTube has helped shine the spotlight on African culture and export it to global audiences. Burna Boy, who won the Grammy’s Global Music Award in 2021 with his album “Twice as Tall” and has now been nominated for a third time for a Grammy Award, has been highlighted by YouTube as an artist at the increase in 2018.
In 2019, YouTube announced an initiative to support Nigerian artists in collaboration with Mr. Eazi’s Empawa Africa to help 10 local artists develop their craft. Tems and Bella Shmurda have also been selected to be part of YouTube Music’s International Artist Development Program, Foundry in 2020 and 2021 respectively.
YouTube Music has also stepped up its investments in black communities by opening applications for the #YouTubeBlack Voices Music Class of 2022, aimed at empowering black artists, songwriters and producers around the world to market their work. Eight African artists, songwriters and producers have been admitted to the #YouTubeBlack Voices music class of 2022.
“We consider the support given to the two Nigerian pan-African organizations as a partnership for the advancement of music creators in Africa who in turn will be key players who will positively contribute to the emerging creative sector on the continent”, concludes Awofisayo.