‘Every Africa Day celebration presents opportunity to reflect on positive narratives around the continent via music’
On May 25 of every year, Africans across the world celebrate Africa Day in commemoration of the foundation of Organisation of African Unity, now (AU) on May 25, 1963. In recent times, the celebration has become a platform for showcasing Africa’s creativity, youth culture and talent beyond the shores of the continent. In this interview, Monde Twala, senior vice president/general manager, Viacomcbs Networks Africa, tells Obinna Emelike the relevance of the celebration, why Viacomcbs partnered others in this year’s celebration, the enormous talents, impact of African music on the continent and globally. Excerpt. Why is Africa Day celebrated and how important is it to Viacomcbs Networks Africa?
Africa Day is an international celebration of African unity and music has an immense power to unify people and communities as we are witnessing in Africa today. Over the last few years, the African music industry has broken boundaries, with several artistes gaining pan-african and international recognition. Africa Day is an amazing opportunity to celebrate and inspire a bright and positive future for all young Africans. It belongs to all lovers of culture and a great opportunity for us all to encourage our rich diversity as a continent.
Viacomcbs Networks Africa has played a pivotal role in this renaissance by showcasing Africa’s creativity, youth culture and talent beyond the shores of the African continent. For us, Africa Day is about acknowledging how far we have come as a continent, advocating for the developments that need to be put in place for the next generation to thrive by leveraging what we do best – entertainment.
What made the 2021 Africa Day celebration special?
First, we need to acknowledge that every Africa Day celebration is special as it presents a unique opportunity to reflect on the positive narratives around the continent. It is noteworthy that Africa is currently in the midst of a cultural and creative explosion and African talents are finally getting their just due in terms of global recognition. This is definitely something worth celebrating and highlights why the Africa Day Concert 2021 theme was ‘Africa’s Next Global Wave’. Through this year’s concert, Viacomcbs focused on providing a platform for future global giants of the continent, promoting the innovation of Africans, and applauding those who constantly strive to positively redefine the African narrative through music, creativity and culture.
Viacomcbs Networks Africa partnered with some organisations to deliver on the celebration. What was your part in the partnership?
Viacomcbs partnered with Youtube and actor, Idris Elba, to make this Africa Day Concert a massive success. Our part was to not only amplify the voices of the emerging talents who featured in the concert, but also to promote the underlying purpose of Africa Day, which really is about unity in diversity.
In addition to the entertainment, we are also very particular about impact. Last year, we collaborated with UNICEF and the World Food Programme to host the Africa Day Benefit Concert in a bid to raise funds for people most affected by the COVID-19 pandemic. This year, we partnered with Malaria No More to drive the achievement of what would be one of the greatest humanitarian accomplishments – ending malaria within our generation.
On a continent where there are many stars and celebrities, many ask why the choice of Idris Elba?
Idris Elba is a great champion and partner for the Africa Day initiative. As a multi-faceted entertainer, Idris shares the Viacomcbs and Youtube vision and passion for shining the light on African creativity and innovation. Like us, he is proudly African and he is inspired by the opportunity to tell the unique, positive stories of Africans and shine a spotlight on new talent despite the challenges posed by the COVID-19 pandemic.
Who were the top African stars and personalities present at the celebration?
As always, the Africa Day Concert featured appearances from big names in the entertainment industry and stars from across the African continent. On the Nigerian front, chart topping artistes, Teni the Entertainer, Omah Lay and Bella Shmurda delivered exhilarating performances. Other talents such as Blaq Diamond, Elaine, Focalistic (South Africa); Gyakie (Ghana), Kenyan (Bahati) and Zuchu (Tanzania) also kept the world spellbound with their performances. Of course, the lineup will not have been complete without Ivory Coast’s hit rapper - Suspect 95.
How did you highlight talents that graced the events?
The virtual concert was streamed live on MTV Base Youtube channel globally and via our linear channels on DSTV channel 322 . These partnerships are important in ensuring broader reach and ensuring that we can distribute the show to as many young people globally. The select list of individuals for this year’s concert are driving change in society, they are championing culture and actively standing up for what they believe in. In like mindedness, today’s youths are looking forward to being part of a conversation that is bigger than self and the Africa Day Concert 2021 provided an avenue for that. Global exposure is critical to showcasing African talent and creativity.
Was there a place for Africans in the diaspora in the celebration?
There has always been a place for Africans in diaspora in the celebrations and this year was no exception. The Africa Day Concert 2021 was held virtually and ensured that no African, regardless of location, was left out. The concert was also streamed to a global audience on May 25, 2021 via MTV Base’s Youtube platform (www.youtube.com/ mtvbaseafrica322) and on television, MTV Base Dstv channel 322 and Gotv channel 72. Through this initiative we are connecting Africans globally; we are showcasing a fresh new and colourful Africa to the world.