Four fast-rising Nigerian artists to receive support from YouTubeon their music journey. This was done at an event tagged, “celebration of Afrobeats”. The four Nigerian artists include Kizz Daniel, Reekado Banks, Simi and Teni. This is in line with YouTube’s commitment made at the Google for Nigeria event in July. Consequently, the initiative is to support 10 emerging Nigerian artists through Mr. Eazi’s emPawa program.
What does this mean?
YouTube will provide these Nigerian artists with the tools to propel their music. As a result, their presence on YouTube will grow globally. They will be engaged in a series of workshops and content creation sessions, experimenting with content formats on YouTube. In addition, these Nigerian artistes get to develop their music and visual content which builds deep connections with their fans. Therefore, marketing promotion and education on best practices for growing their audience will be made available. Most importantly, these Nigerian artistes will serve as models for other African artists. That is to say, utilising the YouTube platform to expand and build a global audience. Leanings from their experience will be gathered as feedback to be shared with the entire artist community.
YouTube’s history with Nigerian artists
YouTube has a long-standing commitment to Nigerian artists, creators and other players. This is evident from Burna Boy’s Artist on the Rise in November 2018 and the Artist Spotlight Stories series in February 2019. It also extends to Mr Eazi, whose career has led him from Lagos to London. Most recently, we have Rema, who is a part of YouTube Music’s international artist development program, Foundry. YouTube has played an essential role in the discovery and development of the African sound, exporting African music to listeners worldwide.
Speaking at the event, Addy Awofisayo said, “We are very excited to partner with these amazing artists to support their journey as their music travels across borders and they expand their audience globally. YouTube has been mainline for African artists to connect all over the world. From Yemi Alade’s “Johnny” hitting over 100 million views on YouTube or Davido’s “Fall” at over 150 million views. As a result, global audiences are dancing to an African beat”. Addy Awofisayo is YouTube’s content partnership manager for Sub-Saharan Africa.
What the beneficiaries had to say
Teni said she was excited because her fans will now get to see beyond her music videos. She hopes to take them behind the scenes on YouTube. In her words, “YouTube has no borders. It is exciting to see my music resonate with not just people in my home country, but fans across the world”. Kizz Daniel was excited to work closely with YouTube. “YouTube is a crucial platform that allows my music to travel globally and connect to a new audience,” he said.
Through this partnership with the artists, YouTube is reinforcing its commitment to exporting Afrobeats music, culture and dance. This goes beyond the sound as audiences across the world who may not have experienced it get access to it. Are you excited?