By Daniel Anazia
18 November 2023 | 3:02 am
Multimedia entertainment powerhouse, Paramount, and leading youth media brand inspired by music, MTV Base, took the centre stage at the second edition of the African Creative Market (ACM), which held in Lagos.
Multimedia entertainment powerhouse, Paramount, and leading youth media brand inspired by music, MTV Base, took the centre stage at the second edition of the African Creative Market (ACM), which held in Lagos.
Featuring keynote sessions and panel sessions with industry thought leaders and experts, the event was an insight driven review of the evolution and future of the African music scene. The Music Day, which was curated by Paramount and MTV Base, attracted industry experts, leaders and visionaries, who generously shared profound insights to further boost the growth of the Nigerian music industry.
Speaking on the anticipated impact of the event, Country Manager of Paramount in Nigeria, Bada Akintunde-Johnson, remarked: “Music transcends boundaries, and the mix of professionals from all sides of the industry who spoke on the panel and at keynote sessions is a testament to the unifying power of the business of African Music. This power, we know, is capable of propelling our sound to unimagined heights. The world truly is the African oyster.”
In his keynote address, titled, ‘Supporting the Globalisation of African Music – The US Perspective’, the United States Consular General, Will Stevens, said, “in advocating for the global prominence of African music, we recognise its transformative potential from a distinct United States vantage point. There is no doubt that African music has shifted the global perspective of the continent and endorsed its artists as more than mere musicians but as savvy businessmen with nearly unrivalled prowess. Let us stand resolute, elevating the voices and messages of Africa’s musical pioneers and budding talents.”
On his part, the CEO of Buckwyld Media, Efe Omoregbe, averred that events like ACM provide a platform for industry stakeholders to exchange ideas and strategise on ways to elevate African music to a global audience.
“African music has garnered such recognition globally that by 2027, it’s predicted to generate over $524 million in revenue. As at last year, African artistes had generated well over 10 billion streams on Spotify, while earning over $14 million, which represents a 74 per cent increase from the previous year,” he said.
According to the Senior Channels Manager, Paramount, Busola Komolafe, “our collaboration with the African Creative Market is an additional platform for us at Paramount to forge connections and stir change within the creative community
“The African music scene is filled with immense talent and potential; we must all come together and embrace the significant growth we have made in recent times, as well as search for better ways to increase our relevance and global recognition even more.”
Other notable personalities who served as speakers across different panels and keynote sessions included the convener, Obi Asika; Marketing Lead, YouTube Sub-Saharan Africa, Adetutu Laditan; Co-Founder, Plug Entertainment and Hotbox, Asa Asika; Head of Promotions, Chocolate City Group, Isioma Nwaruocha; Creative-Tech Pioneer, Eclipse Nkasi; Managing Director, Circo Africa, Solafunmi Sosanya and others.
