Speaking at the recently held Google for Nigeria event, Lyor Cohen, YouTube’s global head of music, said the partnership would build the fan base of ten Nigerian artistes and help them connect to the world via YouTube.
“It’s critical to develop the next generation of talent and there is so much talent exploding out of Nigeria and the African continent right now. Africa is setting the tempo all around the globe,” Cohen said.
“We’re proud that YouTube has been mainline for African artists to connect all over the world and, by supporting one of the leading African trailblazers like Mr Eazi and his emPawa initiative, we’re excited to see how these artists supercharge their careers and grow their fanbase on YouTube.”
In 2018, Mr Eazi, who was born Oluwatosin Ajibade, announced that he wanted to use emPawa to uplift emerging artistes by sponsoring their videos and music projects.
“EmPawa is a movement targeted at growing independent, emerging talented artists in Africa by equipping them with the tools, knowledge, network, and investment needed to become independent music entrepreneurs,” he said.
The project has, since, “supported 22 Nigerian artistes and a total of 100 across 11 Africa”.