YouTube, popular online video community, on Tuesday, celebrated Afrobeats with the announcement of four fast-rising Nigerian artists selected to receive support on their individual music journey.
The event, tagged ‘A celebration of Afrobeats’, saw the likes of Kizz Daniel, Reekado Banks, Simi, and Teniola Apata celebrated by the prominent video-sharing platform at Lagos WaterWays, LASWA Yard, Falomo Jetty, Ikoyi.
The development, according to Youtube, was in fulfillment of its earlier promise to support the country’s Afrobeats talents during the Google for Nigeria event in July, where it declared support for 10 emerging artists through Mr. Eazi’s emPawa program.
It stated that the four artists would be provided the needed support and tools to advance their musical career while also growing their YouTube presence to market them globally.
This, it said, would be followed by engagement in various training aimed at making them experts in developing visual content as well as marketing promotions needed to grow and engage the audience on an international scale.
The company said at the end of the training, the artists would be expected to chronicle their experiences as feedback which would be shared with their various communities.
Addy Awofisayo, the company’s content partnership manager for Sub-Saharan Africa, expressed optimism that the offer would take the selected artists’ musical career to another level.
“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,” Awofisayo said.
“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, there is no doubt that global audiences are dancing to an African beat.”
Launched in 2005, YouTube has helped in projecting African music to the international stage and shooting many artists from the continent into the limelight including Burna Boy, Mr. Eazi and Rema.
Relishing her selection, Teni said the partnership would enable her to develop her musical career and further engage her fans.
“YouTube has no borders and it’s exciting to see my music resonate with not just people in my home country, but fans across the world,” she said.
Also speaking, Kizz Daniel said working with YouTube would help promote his music and culture to a global audience.
“YouTube is a crucial platform that allows my music to travel globally and connect to a new audience,” he said.