African Muzik Magazine Awards (AFRIMMA) is partnering with YouTube Music as part of their #YouTubeBlack Voices Fund initiative in celebrating Africa’s musical talent as African music stars continue to receive glowing attention worldwide. As a result of this new partnership, AFRIMMA which is known as the biggest African music award show in Diaspora will be live-streamed on YouTube on Sunday, December 12th, 2021 at 6 pm GMT. The ceremony promises to be an unforgettable virtual award show and a showcase of the best talent across the continent.
Talking about the partnership, Anderson Obiagwu, the founder of AFRIMMA, said, “We are quite excited by the partnership with YouTube. Being able to use their platform to further push our narrative of crossing boundaries with music is going to propel our mission forward. YouTube coming onboard only means more exciting times are coming for African music and together we can celebrate African music, talents, and culture. This is a new dawn and we are elated to showcase Africa to the world with YouTube as an official partner!”
Commenting on the new partnership, Addy Awofisayo, Head of Music, Sub-Saharan Africa, YouTube, also said, “We are thrilled to unite the impactful work of the #YouTubeBlack Voices Fund with AFRIMMA and their dedication to amplifying the diversity of African music. AFRIMMA has truly set the standard in celebrating excellence in African music and we are looking forward to partnering with them on this exciting virtual event.”
Themed ‘Flavours of Africa’, the event will be hosted by superstar Comedian Bovi and elegant screen goddess Tashara Parker. This year’s unique theme draws inspiration from the diverse flavours found on the continent. Like the people, the food, and the culture, the music comes in different melodic flavours and this virtual ceremony will be a musical experience of the different flavours of African music.
The ceremony will have music performances in different flavours from South Africa’s Focalistic, Kenya’s Sauti Sol, Nigeria’s sensations Ckay, Ruger, and Ladipoe as well as Mozambican stars Dj Tarico and the Yaba Buluku gang. There will also be performances from the Togolese duo Toofan, Tanzanian darling Nandy, and many more.
Some of the categories for the 2021 AFRIMMA include:
Best Newcomer — Yawtog, Black Sherif, Kamo Mphela, Marioo, Ayra Starr, Busta 929, Ruger and Nviiri the Storyteller.
Artist of The Year — Wizkid, El Grande Toto, Dadju, Diamond Platnumz, Fally Ipupa, Tay C, Burna Boy and Andaya Nakamura.
Crossing Boundaries With Music — Burna Boy, Aya Nakamura, Dave, Wizkid, Headie One, S. PRI NOIR, Tems, and Dadju.
Afrimma Video of The Year — Flavour ft. Diamond Platnumz X Fally Ipupa-Berna, Tag C -LA Temps, Teni-Hustle, Mzvee –Baddest Boss, Zuchu-Sukari, Rayvanny X INNO’S B –Kelebe, Rema-Bounce and Wizkid Ft. Tems-Essence.
The voting for the award is still ongoing with the main event set to be streamed live via their official YouTube channel on 12 December. Media distribution is by Prime Music Partners.