By Dipo Olowookere
Building on the success of The Voice Nigeria, Airtel Africa Plc is partnering with FAME Studios Africa to sponsor the debut edition of The Voice Africa.
At a high-profile event in Lagos to unveil the programme on Wednesday, the leading telecommunications and mobile money services provider explained that it was throwing its weight behind the music talent hunt show to budding artists in all 14 Airtel Africa markets a platform to showcase their skills.
Airtel sponsored seasons three and four of The Voice Nigeria, and to expand the reach, it decided to include other African countries. The Voice Africa commenced a call for virtual auditions today, Wednesday, October 19, 2022, and will be followed by live auditions later this year. The show will be broadcast in March 2023, with the grand finale taking place later in the year.
The Voice is the number one competition format music and entertainment show in the world, airing in over 180 countries.
At the event today, it was stated that The Voice Africa would be streamlined to millions of Africans via Airtel TV, free-to-air stations (FTAs) and paid channels across 14 countries in Africa.
It is expected to attract and showcase the brightest of African musical talents alongside a high-profile panel of coaches and TV hosts and act as a launchpad for global recognition.
Seven participants from each of the 14 countries will be selected to participate in the programme, with one of them eventually crowned The Voice Africa.
“As a business, we are driven by the purpose to transform lives, and that means unlocking the potential for people to grow.
“The Voice Africa gives us an incredible platform to help discover and champion the musical talents of young Africans, enabling them to achieve their full potential. I believe the drama and excitement around their stunning performances will unite people across the continent,” the group chief executive officer of Airtel Africa, Mr Segun Ogunsanya, said.
Speaking further, he said, “Our musical landscape is culturally rich, vibrant, and dynamic, and the rhythms of Africa are already making a massive impact globally.
“There is a huge opportunity for African music to be exported on a scale larger than ever before, and The Voice Africa has come to empower our young talent and help them fulfil their ambitions. Airtel Africa is facilitating the emergence of successful musicians who can compete with their peers from anywhere in the world.”
The Voice Africa is the latest initiative from Airtel Africa designed to support the continent’s most valuable asset by far: young Africans.
Over the years, Airtel Africa has sponsored MTV Africa Music Awards (MAMAs), the Zain Africa Challenge, which brought university students together in a quiz contest, and the Airtel Rising Stars, a football tournament for Under-15 boys and girls.
“Airtel Africa has always believed in Africa and will always do so,” Mr Ogunsanya continued. “As the continent with the youngest population worldwide – some 50% – harnessing their creativity, talent and energy could be transformational for Africa. Through The Voice Africa, Airtel Africa is providing a platform for Africa’s youth to showcase their talent and be the best they can be. The future of Africa is bright. The future of Africa is now.”
Airtel Africa and The Voice’s innovative partnership will drive excitement for fans through on-air customized content integrations, digital and social media activations and in-country events.
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