Broadcasting
Stakeholders call for Digitisation of African Music @ AFRIMA
Discussants at the All Africa Music Award (AFRIMA) 2017, yesterday unanimously called for digitisation of music produced in the African continent, to ensure global competitiveness.
The discussants, who made the call at the Music Business Roundtable of the 2017 AFRIMA in Lagos, said that Africa should not be tardy with digitisation of its music brands.
The event had as its theme: “Digital Takeover: Shaping the Future of African Music, Money, and Media.
AFRIMA is a world-class event that holds annually with live performances by celebrity artistes and televised broadcast to 84 countries around the world.
Some of the panelists include General Manager , Sony Music (West Africa), Michael Ugwu; the Chief Executive Officer, (CEO), Lead Consultant, Kelvin Orifa and Rikki Stein, CEO, Kalakuta Sunrise Ltd.
Others include, Sam Onyemelukwe, Managing Director, Trace T.V, and Angela Martins, Head of Culture Division, Department of Social Affairs, African Union.
Ugwu said that embracing digitisation would not only boost the revenue from the entertainment industry, but also put it on the global map.
“We need to get it right that digitisation will help a lot in our projection to the global market; the more we participate the more our music travels.
“It has a lot of impact aside of the monetary values. Many of the artistes are terrified of live streaming of their music asking what they would gain from it since it’s been streamed live.
“There are lots of gains in it; there are lots of negotiations going on about the benefits of live streaming though i also have a bad experience with one of my clients.
“Sometimes live streaming allows for the global views of music because it travels faster than putting on a site for people to download, which may consume more data,’’ he said.
Speaking in the same vein, Kelvin Orifa, Chief Executive Officer, (CEO), Lead Consultant, said that there were lots of opportunity in the marketing of music.
According to him, the only thing left for the artistes is to provide the right content.
“I had to resign my job at one of the leading communication companies to pursue a career in marketing of music which i found rewarding.
“I think with the right content, music from Africa is on the right path, we now have more demands for African music and more collaboration with African Musicians.
“We still need more content to be out there and compete well in the global circuit. My companies now have been able to gather experience in interacting with other segment in the market.
“We should take knowledge of the market seriously and add it to capacity building of our musicians,’’ he said.
Orifa said that marketing music need a lot of projection as to when to expect yields from the music and also the benefits the content providers would derive from their intellectual property.
“Music marketers must take a short term and long term view of their production. It is by finding the environment where the music will sell and be appreciated.
“A lot of music companies have been in existence for many years but not persistent, here we are today; about 15 years ago the world bloggers didn’t exist.
“The industry like other industry are brands and products, they existed years ago but now going into extinction. We need to have projection because of the dynamics of digitisation.
“A very strong brand will have a history, a story line of where it’s coming from. So, projection is the key to the digitisation,’’ he said.
Also, Onyemelukwe of Trace Music, said that artistes need to be patient with their music before thinking they are on the world map..
“Digitisation is a boom; we need to do more of live streaming for the world to see. Many people around the world now want to listen to African tunes online.
“Although the bandwidth in Africa as regards to live streaming is still low, we need something above the present 4G network that we are using, we need 5G.
“Digitisation of our music makes it travel faster and make it known to the world. We may say that it is not very profitable, but it takes artists to places where they can never imagine,’’ he said.
MultiChoice Nigeria, today announced the highly anticipated return of Africa’s biggest reality television show, Big Brother Naija, for its landmark 10th season. Set to premiere over two nights on Saturday, July 26 and Sunday, July 27, 2025, the new season promises 10 weeks of captivating drama, strategic gameplay, and unparalleled entertainment, culminating in the grand finale on Sunday, October 5, 2025.
The audition process for this milestone season was meticulously designed to unearth the most engaging and dynamic personalities from across Nigeria. Audition registrations were held from May 3rd to May 7th, 2025, and saw an overwhelming response, followed by rigorous in-person auditions conducted in Lagos, Abuja, and Enugu from May 16th to May 18th, 2025.
Speaking on the upcoming season, Busola Tejumola, Executive Head, General Entertainment, MultiChoice Group, expressed her excitement: “Today we are not just announcing another season, we are celebrating a legacy.”
While the official theme for Season 10 will be unveiled on the premiere night, viewers can anticipate a fresh wave of excitement. The beloved Ebuka Obi-Uchendu is returning as host, guiding viewers through every twist and turn of the season. This 10th season also has the highest prize at stake – valued at a whopping N150million.
Fans can catch the premier live on July 26 and 27 exclusively on Africa Magic Showcase, Family and Showmax at 7 PM WAT. The Sunday live eviction shows will also air exclusively on these channels. The 24/7 live stream will be available on DStv Channel 198, GOtv Channel 49, and on Showmax.
“BBNaija has become more than just a television show; it is a living, breathing cultural force. It has given voice to a new generation of talent, creatives, entertainers, and the influencer community, and it has refined what homegrown entertainment can achieve when it is done at scale with intention and ambition,” added Tejumola.
With a two-night opening live show for Big Brother Naija Season 10, the season is poised to build upon the legacy of its predecessors, with fans expecting a more dynamic and entertaining experience. Still speaking on what the season holds Dr. Tejumola said “Today we are not just announcing another season, we are celebrating a legacy. From the very first time we introduced Big Brother Naija in 2017, we had an inkling that we had something special. What we couldn’t fully imagine then is how deeply the show would resonate not only in Nigeria but across Africa and in the global diaspora, where our stories continue to connect people to home.”
This milestone season for the iconic show is not without the usual lineup of sponsors. The gold sponsor for the 10th season of the show is Guinness Nigeria. Other sponsors include Smirnoff, Gordons, HFM, Pepsi, Aquafina, Supakomando, Tolaram Group, Bet King, Golden Penny Foods, Haier Thermocool, Checkers custard, and Innoson Motors, among others.
Viewers can catch all the live action and special broadcasts on DStv Channel 198, GOtv Channel 49, and Showmax. The live Sunday eviction shows will air exclusively on Africa Magic Showcase (DStv Channel 151, GOtv Channel 8), Africa Magic Family (DStv Channel 154, GOtv Channel 7) and on Showmax.
DStv and GOtv subscribers can also watch the show on the go using the DStv and GOtv Stream apps available on the Google Play Store and IOS App Store.
Geeks and Founders Alliance for Soludo (GEFAS), a tech-driven network of young professionals, is set to unveil its operational hub in Anambra State as part of efforts to deepen digital engagement and community outreach.
The launch, scheduled for July 17, 2025, will take place at 10 Uche Ekwunife Crescent, Iyiagu Estate, Awka, and is expected to serve as a nerve centre for collaboration, innovation and support for Governor Chukwuma Soludo’s smart city agenda.
Convener of GEFAS, Mr Fred Agbata, said the initiative reflects the group’s commitment to digital progress and grassroots mobilisation.
“This space reinforces our support for Governor Soludo’s vision of a smart, prosperous Anambra. It’s also a demonstration of what young innovators can achieve when united behind a bigger goal—the re-election of Governor Soludo,” he said.
Agbata added that the hub would provide a platform for tech enthusiasts, entrepreneurs and creatives to co-create solutions that address local challenges and promote inclusive development.
GEFAS has called on stakeholders, youth groups and members of the public to attend the launch and engage with the opportunities the space will offer.
American Tower Corporation (ATC) Nigeria and the ProFuturo Foundation have announced a strategic partnership aimed at transforming the educational sector through digital innovation and technology.
The programme, which is being implemented in conjunction with the Kukah Centre, is expected to benefit over 5,600 school children and 34 teachers across 11 schools in Kano, Kebbi and Taraba states.
The initiative is part of a broader global collaboration between American Tower and ProFuturo Foundation, targeting education gaps in seven African and Latin American countries.
Speaking at the signing ceremony, ATC Nigeria Chief Executive Officer, Mr Pieter Van Der Westhuizen, said the partnership was aligned with the company’s Digital Communities programme, which facilitates technology-driven learning, financial literacy for adults and access to healthcare services in underserved areas.
“At ATC Nigeria, we are proud to support this impactful collaboration, which brings digital tools directly into classrooms. This partnership is not just about equipment—it’s about giving children the future they deserve,” he said.
General Manager of ProFuturo Foundation, Ms Magdalena Brier, described the partnership as a crucial step towards bridging the digital divide and empowering vulnerable communities.
“This alliance reinforces our mission to transform lives by improving access to education and digital tools. Every child and teacher reached through this programme is a testament to what we can achieve together,” she said.
Each school will be equipped with a digital learning kit, which includes computers, tablets, routers, projectors and other essential components tailored to foster interactive learning—even in areas with limited connectivity.
The initiative seeks to strengthen innovative teaching practices and promote inclusive education through digital transformation, with active support from local authorities who were present at the official launch.
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