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Airtel, Trace Unveil Music Contest For 13 African Countries

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‎Bharti Airtel, a leading telecommunications service provider with operations in 20 countries across Asia and Africa, has today partnered with TRACE Music Star and global recording icon Akon to roll out the largest mobile musical competition in Africa.

Dubbed Airtel TRACE Music Star, the competition will be rolled out across 13 Countries in francophone and anglophone Africa where Airtel has a presence (Kenya, Tanzania, Uganda Zambia, Madagascar, Malawi, Nigeria, Ghana, Burkina Faso, Chad, Congo Brazzaville, The Democratic Republic of Congo (DRC) and Gabon).

Specifically, Airtel Nigeria is partnering with Trace, an International music video channel, to launch the unique mobile song contest, designed to empower Nigerian youths and create robust platforms for them to achieve their aspirations.

The competition tagged ‘Airtel Trace Music Star’ is a mobile song contest which will allow contestants to audition right from their phones and earn a chance of becoming the next big music star in Nigeria.

Contestants can participate by simply recording their song with an Airtel line, using a short code and will be aided by an interactive voice prompt.

The interactive voice prompt will be fortified with multi-lingual functionality including English and Pidgin which will assist in eliminating any language barrier and will enable youths from all parts of across Nigeria participate in the competition

Speaking on the initiative, Maurice Newa, chief commercial officer, Airtel Nigeria, noted that Airtel as a youth-centric telecoms company will be initiating the ‘Airtel Trace Music Star’ platform to empower Nigerian youths by giving  them opportunities to develop their innate skills and achieve their dreams.

He said: “Airtel is delighted to be associated with Trace in bringing excitement and providing entertainment opportunities for our teeming customers especially youths and the music lovers. This initiative is geared towards supporting and nurturing talents of Nigerian youth. In the next few weeks we will unveil the biggest platform for Nigerians to express their singing talent through their mobile phones from the comfort of any location they choose.

Olivier Laouchez, co-Founder, chairman and CEO of Trace Group, sees the collaboration as a perfect opportunity to showcase African youth talent to the rest of the world.

According to him, “We are tremendously excited about this pan African partnership with Airtel. Trace is dedicated to African youth and this ground breaking competition is a great step towards our joint goal of empowering African youth”.

As a pan-African initiative, the Airtel Trace Music competition is designed to hold simultaneously in other African countries where Airtel operates.

The winners from each participating country will then compete in a televised pan-African grand finale where the African champion will win a trip to the USA to be mentored by megastar Akon in addition to a professional music video and a record deal with Universal Music.

Airtel Nigeria has been in the forefront of empowering Nigerian youths through various credible platforms with the sponsorship of top entertainment and talent-hunt projects such as Nigeria’s Got Talent, which has provided opportunities for thousands of youths to take their skills to the next level.

The Telco also recently initiated another music talent show tagged ‘Airtel One Mic’ with the aim of discovering young talents in tertiary institutions across Nigeria.

Another robust platform created by Airtel Nigeria to empower youth is the yearly Airtel Rising Stars championship which was conceived to discover youths, both male and female, with football talent across Nigeria.

Trace, an international media group has deep African roots and is a major promoter of African music to the rest of the world.

It runs five music TV channels across Africa and currently, it airs videos by numerous A list African artistes in 160 countries globally through its network of music and sports celebrity TV channels. Trace Urban is available on DSTV Channel 322, while Trace Sports Stars is currently available on DSTV channel 188.

 

 

 


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Nigeria CommunicationsWeek believes that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. So since 2007, we have devoted our energy to independent reportage of technology and how they affect lives.

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SAIL and MTN Foundation Equip 4000 Teachers with Digital Learning Strategies

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SAIL Teachers Fellowship Program recently celebrated a milestone graduation, equipping 4000 teachers with innovative teaching techniques to transform Nigerian classrooms.

The program, organised through a collaboration between the SAIL Empowerment Foundation and MTN Foundation, represents a groundbreaking effort to transition educators from traditional methods to inquiry-based and digital learning strategies.

This year’s fellowship, a hybrid initiative engaging over 4,000 teachers from a pool of 15,000 applicants, culminated in intensive training sessions and certifications for 400 outstanding participants. These educators were introduced to tools like Canva, and advanced classroom management strategies designed to address the unique challenges of Nigerian classrooms.

During the graduation event in Lagos, MTN Foundation’s Executive Director, Odunayo Sanya, emphasised the Foundation’s 20-year legacy of impactful initiatives, with investments totalling over ₦30 billion across health, education, and empowerment sectors. Sanya underscored the Fellowship’s transformative role in shaping the nation’s future through teacher development.

Sanya challenged the teachers to become change-makers. “The knowledge you have gained is not for you alone. You are expected to empower other teachers and uplift your students, ensuring the impact of this training spreads beyond you.”

Senator Tokunbo Abiru, co-founder of the SAIL Empowerment Foundation, echoed this sentiment, highlighting the program’s vision to empower teachers as change agents within their communities.

Abiru called for continued partnerships to expand the program’s reach and ensure its sustainability. “The Teachers’ Fellowship has grown to about 6,700 teachers thanks to the incredible support from MTN Foundation,” he said.

The event also featured the unveiling of the MTN Foundation’s legacy publication, Yellow Impact: 20 Years Stronger, a testament to two decades of impactful interventions. As both organizations reiterated their commitment to the program, they underscored the importance of collective effort in shaping the future of education in Nigeria.

With plans to expand the program in the coming year, the MTN Foundation and SAIL Empowerment Foundation continue to inspire hope and transformation in the education sector.


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AfriTECH 4.0: QNET’s Biram Fall Advocates for Financial Inclusion in Africa

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Mr. Biram Fall, the Regional General Manager, QNET Sub-Saharan Africa, has said that with over 350 million unbanked adults, there is a significant potential of financial inclusion and digital solutions for Africa, and a vast opportunity to expand access to financial security, event through electronic commerce (eCommerce).

Mr. Biram Fall, the Regional General Manager, QNET Sub-Saharan Africa

Speaking as a lead presenter at the recent Africa Tech Alliance Forum (AfriTECH 4.0) held in Lagos, Fall stated that financial inclusion transforms lives by providing essential financial tools like savings accounts, credit, and insurance, which foster economic independence.

He referenced the International Monetary Fund (IMF) which highlights the role of financial services in strengthening economic resilience and reducing inequality, making them crucial for African socio-economic progress.

Speaking on the theme, “Harnessing Fintech Solutions for Financial Inclusion & eCommerce Growth,” Fall highlighted Africa’s opportunity to empower the 350 million unbanked adults by providing access to essential financial services.

“The demand for financial inclusion aligns with a projected $75 billion e-commerce market in Africa by 2025, driven by rising internet access and smartphone adoption.

“However, limited banking infrastructure and high cash dependency hinder digital engagement,” he said.

Fall who made reference to the United Nations Conference on Trade and Development (UNCTAD), noted that digital payments can unlock significant revenue for small businesses and expand e-commerce by making digital platforms more accessible and trusted.

“Digital payment solutions like mobile wallets simplify transactions and build trust in digital platforms.

“The African Development Bank recognizes that increased accessibility of financial products boosts consumer confidence in digital payments and enhances participation in e-commerce,” Fall said.

He disclosed that QNET’s initiatives, such as its “Fit Green” financial literacy programme, have trained over 1,500 young Nigerians, promoting financial self-sufficiency and entrepreneurship through an e-commerce-driven direct-selling model active in over 100 countries.

“Our e-commerce driven direct-selling model provides income-generating opportunities in over 100 countries, promoting entrepreneurship and self-sufficiency in low-income regions. True progress requires collaboration.

The QNET regional manager emphasized the need for cross-sector partnerships to bridge Africa’s infrastructure gaps, expand digital financial services, and build an inclusive financial landscape.

QNET’s mission, according to Fall, is to use technology and partnerships to make financial inclusion and e-commerce key pillars of progress across Africa, empowering individuals and fostering economic growth for underserved populations.


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Trendships: How Instagram is Redefining Social Communication

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Instagram has launched a regional campaign to celebrate a form of connection emerging through Direct Messages (DMs).

Recognizing how the act of sharing relatable memes and light-hearted content with friends, family and acquaintances is evolving into a unique vehicle of social communication and bonding across all ages, Instagram is coining a new term, Trendships.

A combination of “friendships” and “trends”, Trendships captures how Instagram users leverage playful or meaningful content to stay closer to distant loved ones, express complex emotions, and even navigate cultural trends.

The phenomenon gained traction with the launch of Instagram Reels and has rapidly become a bridge for individuals to communicate, engage and stay in touch.

“Trendships is not about sharing popular or viral content; it is about creating community over shared experiences and interests,” said Nada Enan – Head of Communications, Middle East & North Africa, Meta.

“People are exchanging content that resonates, from humorous memes to motivational Reels, redefining how people nurture intimate connections, exchange values and, in many cases, let loved ones know they are thinking about them with just a few taps. It underscores how social platforms are increasingly pivotal to building community in our daily lives and evolving how we communicate in the digital era.”

Trendships anchor on the simple act of “sharing” – through Reels, GIFs, videos, or memes – via DM. According to the latest stats from Meta, people reshare Reels over 3.5 billion times every day reinforcing how prolifically the platform is used to communicate and engage.

Embracing the new term, Instagram has partnered with popular comedy creator, Maraji and media platforms like KraksTv, Zikoko in Nigeria to spread the word about Trendships with their creativity.

The #WhatsYourTrendship campaign was revealed with fun, lighthearted content from Maraji, Zikoko and KraksTv showcasing their favourite trendships on Instagram.


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