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10 Nigerian Creators, Others for 2022 #YouTubeBlack Voices Fund

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#YouTubeBlack Voices Fund

By Modupe Gbadeyanka

A total of 26 African YouTube creators, including 10 Nigerian creators, have been selected to join the 2022 #YouTubeBlack Voices Fund initiative.

They were chosen to join a global cohort of 135 from around the world, who will have the opportunity to get funding support to help them create fresh and authentic stories.

The list was dominated by South African content creators with 12, followed by Nigeria with 10 and Kenya with 4, all from different professional, social and academic backgrounds.

This is the second class of African creators in the #YouTubeBlack Voices Fund which is now established as a multi-year commitment aimed at nurturing Black creators and artists on YouTube.

In 2021, the program welcomed 133 grantees from Australia, Brazil, Kenya, Nigeria, the United Kingdom, Brazil, and United States in its inaugural year, with plans to invest directly in over 500 innovators and artists globally to fulfil its objective.

As part of the #YouTubeBlack Voices Fund Class of 2022, each of the 26 African YouTubers selected will receive seed funding alongside dedicated support to help them develop their channels. They will also take part in bespoke and hands-on training, workshops and networking programmes.

“We are excited to be working with an outstanding group of young and talented African creators who understand that content that resonates with their audience is both entertaining and thought-provoking,” the Managing Director, Emerging Markets, YouTube EMEA, Mr Alex Okosi.

“This group of creators is making content that starts important conversations about issues we face in society, which really resonate with their audience. We are inspired by them and hope that the skills they learn from being part of this programme will help them touch more lives than they’d ever imagined,” he added.

One of the lucky content creators, Fisayo Fosudo from Nigeria, who has a background in economics and communication, uses his channel, under his own name, to analyse trends and developments in the technology space while showing his viewers how they can benefit from these trends.

Kenyan creator Justus Nandwa, who hosts the popular online series Shared Moments with Justus, puts a human face to issues faced by ordinary African men and women by telling inspiring and life-changing stories that encourages his audience to make the best out of life.

South African self-published author, HIV/AIDS awareness advocate and award-winning social entrepreneur, Nozibele Qamngana has the mission to use her channel, under her name, to demystify and hold open conversations about living with HIV.

Below is Africa’s full list of the #YouTubeBlack Voices Creator Class of 2022 (in alphabetical order per country).

YOUTUBE CHANNEL

CREATOR

COUNTRY

Angel Lately

Wendy Angel Nangayo

Kenya

cheymuv

Cheyenne Chelimo Umulinga Muvunyi

Kenya

Mandi Sarro

Mandi Sarro

Kenya

Shared Moments with Justus

Justus Nandwa

Kenya

Adaeze’s Space

Adaeze Jideonwo

Nigeria

Chinyere Abang

Chinyere Nneka Abang

Nigeria

Data Pepple

Data Willie-Pepple

Nigeria

Fisayo Fosudo

Oluwafisayo Fosudo

Nigeria

fummeee

Ikede Adebisi Oluwafunmilayo

Nigeria

Hn clothings

Chima Chikodinaka Perpetua

Nigeria

Skybelle

Nwamaka Joy Izugbara

Nigeria

Steven Ndukwu

NDUKWU STEPHEN ANTHONY

Nigeria

TNC Africa

Olawale Adetula

Nigeria

Ummeeta Rabiu

Halima Yusuf Rabiu

Nigeria

Critics Company

The critics company

South Africa

DEFINING

Bongani

South Africa

Dennis Ngango

South Africa

Nomathamsanqa Plaatjie

South Africa

Manjra

Aarif Muhammad Manjra

South Africa

Michelle Expert

Mitchell Lima

South Africa

Mlungisi Nkosi

Mlungisi Nkosi

South Africa

Mpoomy Ledwaba

Nompumelelo

South Africa

Nico Nomyayi

Nico Nomyayi

South Africa

Nozibele Qamngana

Nozibele Qamngana

South Africa

The Ndlovu’s Uncut

Hungani Malcolm Ndlovu

South Africa

The Tshegofatso

Tshegofatso Isaac

South Africa

Uncomfortable Growth

Abigail Gugulethu Nyatsumba

South Africa

Xukununu_Bold

Xukununu Ntsetselelo

South Africa

Modupe Gbadeyanka is a fast-rising journalist with Business Post Nigeria. Her passion for journalism is amazing. She is willing to learn more with a view to becoming one of the best pen-pushers in Nigeria. Her role models are the duo of CNN's Richard Quest and Christiane Amanpour.

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Nigerian Music Stars in Hot Demand Worldwide—NCC

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Nigerian music stars

By Adedapo Adesanya

The Nigerian Communications Commission (NCC) has tasked content creators in the country to take advantage of the many advancements in the nation’s growing telecommunications industry, saying much can be achieved through music artists, who are hotcakes globally.

The Executive Vice Chairman/Chief Executive Officer (EVC/CEO) of NCC, Mr Umar Danbatta, stated this in Lagos over the weekend while speaking at the 10th Annual Brands and Marketing Conference of the Brand Journalists Association of Nigeria (BJAN) where the NCC was conferred with the Regulator of the Decade award.

Represented by the Executive Commissioner for Stakeholder Management, Mr Adeleke Adewolu, the EVC noted that the ongoing process, for which arrangements are in top gear, followed the successful auctioning of two bands of the 3.5GHz spectrum in December of 2021.

Mr Danbatta informed the participants at the conference that content creation and consumption had grown around the telecommunications infrastructure provided by technology, which Nigerian entertainers had leveraged to become global brands.

He said,  “Due to heavy leverage on digital platforms, the Nigerian entertainment industry has gone global. Nollywood is one of the biggest movie industries in the world. In fact, more movies are produced by Nollywood yearly in comparison to Hollywood.

“Nigerian music stars are in hot demand worldwide because of their popularity and brand recognition on social media. We should add that many of these global superstars emerging from Nigeria launched into stardom by leveraging caller tunes and other mobile content platforms to grow their brands and huge followers online.”

Mr Danbatta declared that, “Digital platforms are fostering different types of systemic change, creating new brands, eroding the value of some brands, whilst at the same time increasing the value of other brands. The innovation-transformation-disruption cycle has come to stay and will be exacerbated as technology continues to evolve.”

The EVC  assured that the NCC would continue to aggressively drive the rollout and seamless operation of infrastructure to drive new digital technologies to benefit all sectors of our economy.

“It is our hope that Nigerian brands will continue to leverage robust infrastructure to grow their value and ensure that our country derives maximum benefit from unfolding digital transformation efforts,” he said.

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Gospel Singer Sammie Okposo Slumps, Dies

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Sammie Okposo

By Modupe Gbadeyanka

Reports just filtering in indicate that a popular gospel artist in Nigeria, Sammie Okposo, has passed on.

Details of this unfortunate incident are still sketchy, but it was gathered that he passed away on Friday at the age of 51 after he slumped.

Recall that some months ago, Sammie Okposo was in the news over issues concerning his marriage.

The Wellu Wellu crooner later apologised to his fans and others for betraying their trust, promising to be a better person.

Three years ago, the Delta State-born music star had a close encounter with death after the propeller shaft of his car pulled off while on motion.

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More than a Music Streaming Service – Why You Should Allocate Media Spend To Spotify

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Spotify music streaming service

By Carla Harrison

If I were to pick up your phone right now, there’s a very good chance that I’d find Spotify among your apps. It is, after all, the world’s most popular music streaming service, with 433 million users (188 million of whom are paid subscribers) in 183 countries. Since its launch in 2008, it’s transformed the way the world listens to music and helps launch the careers of artists around the world.

And if you use Spotify, you’re probably also aware that it’s expanded from just music streaming into podcasting, with some 4 million podcast titles joining its library of 82 million songs. But did you know that it’s also a powerful advertising platform with a growing focus on the African continent?

Any brand that’s serious about expansion, particularly in high-growth markets such as Nigeria, simply cannot afford to ignore it.

The pros of radio, plus more  

In order to understand what makes Spotify such an appealing platform for advertisers, it’s worth first reminding ourselves of the strengths offered by traditional radio. In general, for example, radio ads are more cost-effective than other forms. You can also get away with increased frequency, meaning that your message is more likely to stick.

Spotify offers all the benefits of radio advertising plus more. With growing numbers of people listening to digital audio streaming every day, you’re guaranteed an active and engaged audience. At the same time, you’re also reaching them while they listen to what they love. And because Spotify’s targeting options are so advanced, your brand can reach specific people based on age, gender, music genre, and playlist. Unlike radio, Spotify guarantees 100% completed listens in its reporting. It can also provide metrics around which type of audience engaged with your ad and a companion banner which allows users to click through to a webpage.

The streaming service is an innovator in the advertising space too. Its 3D audio feature, for instance, allows brands to provide premium quality advertising through an immersive, dynamic, and sensory audio experience. As a result, listeners don’t just hear an ad; they feel it.

But Spotify offers more than just audio ads. It also allows brands to reinforce their messages with high-impact display and video ad formats. Spotify video ads are actually the best performing in the industry, as they had to be built for viewability. The ads are 100% viewable and 100% audible, and Spotify only charges for 100% completion.

Making an impact in Africa 

It’s also worth pointing out that Spotify is seeing significant levels of growth across Africa. While the streaming service has been available in South Africa since 2018, its real expansion into Africa only came in early 2021, when it launched in an additional 40 countries.

But just a year after launching in Nigeria, the number of artists streamed per user had grown by 60%, and Nigerian music fans had created 1.3 million user-generated playlists. Additionally, nearly 21 000 songs had been added to the platform, placing Nigeria as the country with the second most streams after Pakistan in the new markets, with Kenya third in the ranking.

That growth isn’t likely to slow down anytime soon, either. According to Statista, music streaming revenues in Nigeria are expected to show an annual growth rate of 12.61% between 2022 and 2027. It’s also worth noting that penetration in the overall streaming market currently sits at just 4.1%. With an additional 35 million Nigerians set to come online by 2026 (all of whom will be hungry for the consumer experiences that come with affordable and ubiquitous access), Spotify looks primed for significant growth.

That comes with obvious growth benefits for advertisers, especially when you factor in that 39.6% of music streaming users are in the medium-income group. As Nigeria’s economy continues to grow, that income group will become larger and more valuable.

Partnering with the experts 

Brands looking to utilise Spotify as a marketing platform don’t have to go in blind, either. By working with experts that have specialist teams, they can get the most out of their campaigns. The right partners will also offer advertisers price transparency, ensuring that they get advertising on the platform at the most affordable rates.

In doing so, they can ensure that they always reach the right audiences at the right time with the right message. Moreover, with Spotify, they’re reaching people during the moments they love. And that’s always incredibly valuable for any marketer. Small wonder then, that Spotify is seen as the most trusted ad platform among consumers. Factor in the brand safety it offers, and you have a winning combination.

A culmination of factors 

Ultimately then, Spotify represents the culmination of a number of factors that should be of interest to anyone with a media budget that needs to be spent. And as Africa, and Nigeria in particular, that combination of engaged, active audiences, the ability to target specific audiences, and innovative advertising products will only become more important.

Carla Harrison is the East African Sales Manager at Ad Dynamo by Aleph

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