ROTIMI IGE, in this feature, assesses the impact of the All African Music Awards (AFRIMA) since its establishment six years ago, and how it is gradually stamping the validity of African music on the global music scene.
When the All African Music Awards (AFRIMA) was announced in 2014, not many understood what the dreams and aspirations of its founders were. To critics, it was just another award platform that would probably fade away in a couple of years, especially as it was a continental one.
The organisers, led by its president and executive producer, Mike Dada, said the AFRIMA vision was to unite Africans through the joyous celebration of excellence in music; promote and showcase African artistes and their music to the largely untapped non-African population in Africa and to a global audience; to produce a world class, live performance and television broadcast show that portrays the best of Africa to the rest of the world; recognise distinguished African leaders through the AFRIMA legend awards/special recognition; build emotional bonds between brands and their current customers and potential customers and create value for Africans and deepen brand equity of Africa.
The International Committee of AFRIMA consists of five regions: SADEC, Eastern Africa, Central Africa, Northern and Western Africa, which are run by regional directors and 54 country directors. Public votes determine which artistes get awarded, alongside a jury of experienced African culture, media and music industry experts/professionals.
Nigeria has hosted three of the award editions during 2014–2016. Nigeria once again won the fourth-year hosting rights tenure in 2017. However, the Republic of Ghana was given the right to host in 2018. Hosting rights have returned to Nigeria this year in what is expected to be another epoch event.
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These awards consist of 37 prizes of two categories: region-based awards (covering the five African regions) overseeing the achievements of African artistes within their specific regions of origin and the genre-based continental awards.
Throwing its full weight behind AFRIMA 2019, the Federal Government has promised its full support to make the hosting of the 2019 All Africa Music Awards (AFRIMA) a success, as the country prepares to host the glamorous event in Lagos from November 20 to 23, 2019, with the theme ‘Feel Africa’.
The Minister of Information and Culture, Alhaji Lai Mohammed, made the promise during the press parley and unveiling for the awards in Lagos last month saying, “When you look at the All Africa Music Awards, it’s one of the biggest awards for the music industry in Africa and what government had done in the past was to provide the enabling environment for the awards to take place.
“We provided support services for AFRIMA, we gave them the backing they needed and I think it’s on record that the AFRIMA editions that have been held in Nigeria have been among the most successful.
“This year again, we are ready to partner AFRIMA professionally by giving them the maximum support such as effective media coverage and also help them in reaching out to other critical stakeholders,” the minister said.
He said part of the reasons Nigeria has successfully hosted the music awards is because the country has relaxed its visa regime, with the visa on arrival policy, thus making it easier for people to come in.
This year, the awards will be hosted by South Africa-born Pearl Thusi and British-Congolese Eddie Kadi on Saturday, November 23 at the Eko Convention Centre, Eko Hotels and Suites, Lagos, with awards live broadcast to over 80 countries.
“I’m so excited, especially as a South African, to be an instrument of love and celebration of the African music industry. African entertainment and all her arts constituents are my biggest passion – learning and growing with them to leave a legacy that is enriching and powerful to the generations to follow. And the annual AFRIMA is the perfect platform for me for this ideal” remarked Pearl Thusi.
In similar vein, Eddie Kadi expressed his eager anticipation to join other African talents in Lagos for the main awards events. “There is no better feeling than being on the continent celebrating our uniqueness. I am always excited to join my brothers and sisters in highlighting the diverse culture and talents we have across every corner of the continent. I would like to thank AFRIMA for this great platform and look forward to a great night in Lagos.
While speaking on the process through which the hosts are selected, AFRIMA associate producer, Ms. Adenrele Niyi, said: “At each edition of the annual main awards ceremony, we are committed to present to Africa and the rest of the watching world an extravagant awards show steeped in African entertainment, culture and lifestyle. The hosts play key roles in interpreting and delivering the content for these on the live stage. Pearl and Eddie are two of the best in their respective fields of work. Pearl is a second-time awards host and has an insight into the experience AFRIMA creates on stage. As well, Eddie is no stranger to diverse global audiences and comes packed with confidence and humour. “
The sixth main awards show will once again honour and reward relentless African creatives in the music and culture industry who have shown dynamism in the production and expression of their crafts. There would be special recognition and honour to veterans of African music whose personality and musical arts have contributed immensely to the advancement of the music and creative sectors of the continent and brought about positive international perception of African heritage and arts.
Meanwhile, South Africa’s prolific rapper and producer Nasty C; African music definitive artiste, Davido; Nigeria’s contemporary music talent, Burna Boy; and Northern Africa’s brilliant showman, Tamer Hosny have scored high nominations on the AFRIMA continental nominees’ list that was released since Sunday, August 25.
The continental categories are made up of the different genres of African music from Hip-Hop, Jazz, R’n’B, Pop and Reggae, Ragga and dancehall to other coveted categories such as ‘Song of the Year’, ‘Album of the Year’, ‘Producer of the Year’ and ‘Best African Collaboration’ among others.
Over 200 songs have been nominated from a variety of artistes in the continental and regional categories cutting across a host of African talents and creative living on the continent and in the diaspora.
Leading the nominations scorecard is South Africa’s Nasty C with nine nominations in the following categories; ‘Best Male Artiste in Southern Africa’, ‘Artiste of the Year in Africa, Song of the Year in Africa’, ‘Producer of the Year in Africa’, ‘Best African Rapper/Lyricist’, ‘Best African Collaboration’, ‘Best Artiste, Duo or Group in African Hip-Hop’, ‘Songwriter of the Year in Africa’ and ‘Best Artiste, Duo or Group in African R’n’B and Soul’.
Burna Boy will be competing in five different categories which are ‘Best Male Artiste in Western Africa’, ‘Artiste of the Year in Africa’, Song of the Year in Africa, ‘Album of the Year in Africa’ and ‘Best African Collaboration’ with ‘Killin Dem’ featuring Zlatan’.
Egyptian artiste, Tamer Hosny copped four nominations in the following categories; Best Male Artiste in Northern Africa, Artiste of the Year in Africa, Song of the Year in Africa, and Songwriter of the Year in Africa.
Other artistes with multiple nominations include Diamond Platnumz who accrued four nominations (Best Male Artiste in Eastern Africa, Artiste of the Year in Africa, Best Artiste, Duo or Group in African Pop and Best African Dance or Choreography category), and South Africa’s seasoned producer and DJ, Prince Kaybee with five spots (Artiste of the Year in Africa, Song of the Year in Africa, Producer of the Year in Africa, Best Artiste, Duo or Group in African Electro, and Best African Collaboration with ‘Banomoya’ featuring Busiswa and TNS.
The late DJ Arafat, known for his infectious music rhythms and energetic dance has also been posthumously nominated in the ‘Best Male Artiste in Central Africa’ and ‘Best African Dance or Choreography’ categories for works he produced within the entry submission window of August 1, 2018 and August 2, 2019.
Meanwhile, public voting for the nominees to stand a chance to win the 23.9 Carat Gold-Plated AFRIMA trophy commenced on September 1 on the AFRIMA voting platform and closes at midnight on November 22.
Speaking on the nominees’ list, Mr. Delani Makhalima, a member of the international jury of AFRIMA representing Southern Africa, said: “As with each year, the musicians never cease to amaze us with their incredible talent. As jurors, we are impressed with the quality of work being produced. We are confident that the nominees’ list presented this year is a true reflection of world-class African talent and each year it gets harder and harder to judge and grade the standard, as all regions on the African continent continue to surprise us by what we see and hear.
“It is encouraging to also see how the music lovers and fans are growing in record numbers to support the music. We are enthusiastic to see this wave of appreciation transcend across the border and overseas. We would like to encourage more musicians, songwriters, and producers to keep submitting and spreading the word of AFRIMA so that we can celebrate together the progress and pinnacles of where African music is reaching”, he added.
The 2019 AFRIMA call for entries which opened worldwide on May 15 exceeded the 2018 submissions by 148 entries. Of the 8,157 entries submitted this year, Western Africa led the pack with 38 per cent of the total entries followed by Southern Africa with 24 per cent. Eastern Africa, Central Africa, and Northern Africa have 20 per cent, 14 and four per cent respectively. The 13-man international jury of AFRIMA sat in Lagos, Nigeria from Wednesday, August 7, 2019, to Tuesday, August 14 for screening, assessing, grading and selecting nominees into the 36 different regional and continental awarding categories of AFRIMA.
Other lined up events scheduled to precede the main awards ceremony include: a welcome soiree on November 20; an AFRIMA music village festival on November 21 at the Agege Stadium, Agege, Lagos tagged ‘Wild And Wow’; an Africa Music Business Summit (AMBS) on November 22 at the Grand Ballroom of Eko Hotels and Lagos and later on the same day is the exclusive AFRIMA nominees party.
As all these activities prepare African and the world for the main ceremony on November 23rd, the anticipation from entertainers, their fans and indeed the general public has reached fever pitch, thus stressing the fact that AFRIMA may arguably be called the biggest and most anticipated awards event in Africa.
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