Grammy-nominated African music artist Ayra Starr will perform a special YouTube Live concert streamed globally from Nairobi, Kenya.

Ayra Starr

The event, produced in partnership with Raha Fest, will celebrate the release of her sophomore album, “The Year I Turned 21”, and will be available for fans worldwide to experience on her official YouTube channel.

Ayra Starr, who is known for her distinct melodies and soulful blend of Afrobeats and pop international attention with hits like “Bloody Samaritan” and “Rush”.

Her rise in the music world has been powered not just by her undeniable talent but also by platforms like YouTube, which have enabled African artists to connect with audiences globally.

This concert will offer fans an intimate experience as Ayra Starr will perform new tracks from “The Year I Turned 21” alongside other fan favourites.

The event will be livestreamed on YouTube, making it accessible to audiences all around the world, giving them the chance to be part of this special moment.

Fans, Mobstarrs, as she calls them will also have the opportunity to engage directly with Ayra Starr through the “Woman Commando” YouTube Shorts challenge, allowing them to create and share their own interpretations of her hit single.

Additionally, exclusive behind-the-scenes content will be captured, adding another layer of excitement to the experience, which will be shared on YouTube.

Nairobi, with its vibrant music scene, deep roots in African culture, and a youth population that adores Ayra Starr, was chosen as the perfect setting for this electrifying performance.

Ayra’s growing fan base across Kenya and East Africa makes the city a fitting backdrop for her first YouTube Live concert.

Speaking about the concert, Ayra Starr said, “Performing live is where I get to connect deeply with my fans, and I’m so excited to do this on a global scale from Nairobi.

“This album means so much to me, and I’m looking forward to sharing it with everyone through YouTube.”

Addy Awofisayo, head of Music Sub-Saharan Africa at YouTube, shared, “We are thrilled to host this Ayra Starr’s YouTube Live concert in partnership with Raha Fest.

“YouTube is not just a platform for music, but a place where artists from all over the world can connect directly with fans, no matter where they are.

“We’ve seen African music grow tremendously on YouTube, and this concert is a continuation of that journey—bringing Ayra Starr’s incredible talent to a global stage.”

“Raha Fest is proud to partner with YouTube to present an unforgettable music experience with the sensational Ayra Starr! By merging Kenya’s bustling creative scene with global acts, we’re fostering a cultural exchange and positioning Kenya as a global destination for tourism and entertainment,” said Ashleigh Ali, chief executive officer, Raha Creative Kenya.

YouTube has always been a major force in promoting African music to the world. More than 70% of watch time on content produced by channels in Nigeria comes from outside of Nigeria, showcasing how YouTube has provided a global audience for African music.

The platform continues to be a key player in amplifying the voices of artists like Ayra Starr, who are shaping the sound of today’s music.

Fans around the world can tune in to watch the concert live on October 20, 2024, at 9 PM EAT on Ayra Starr’s official YouTube channel: YouTube.com/AyraStarr.

As part of efforts to enhance content moderation and create a safer platform for users, TikTok has announced the removal of 2.1 million videos in Nigeria.

The videos were said to have violated the company’s communities guidelines during the second quarter of 2024.

According to the Community Guidelines Enforcement Report shared on Tuesday, the removed videos represent less than 1 per cent of the total uploads in Nigeria during the reporting period.

“Key findings show that 99.1 per cent of these videos were proactively removed before users reported them, with 90.7 per cent taken down within 24 hours.

“These figures highlight TikTok’s commitment to staying ahead of harmful content, ensuring a safer platform for Nigerian users,” the report noted.

TikTok noted promised to continue to invest in technologies aimed at improving content moderation, while understanding potential risks, reinforcing its dedication to transparency and platform safety for its diverse user base in Nigeria and worldwide.

The removal is not just in Nigeria, TikTok said it globally removed over 178 million videos in June 2024, with 144 million of those removals facilitated through automated systems.

“With a proactive detection rate now at 98.2 per cent globally, TikTok is more efficient than ever at addressing harmful content before users encounter it,” the short-form mobile video platform stated.

TikTok is owned by ByteDance, a private global company founded by Chinese entrepreneurs.

Africa’s tourism industry has always been a major contributor to the continent’s economic growth, thanks to the unrivalled cultural experiences, stunning landscapes and one-of-a-kind wildlife safaris. Statista estimates that it contributed 5.9% to Africa’s GDP in 2022, up from 4.4% the previous year.

As the world goes back into normalcy post-pandemic, Africa’s tourism numbers will only continue to grow, with Europe firmly at the centre of this growth. But what does the future of marketing to European tourists look like, and how can locations and brands ensure they are heard above all the noise?

Evolving European travel preferences

European travellers’ preferences are gradually skewing towards authentic, sustainable, and immersive experiences. Booking.com’s 2023 Sustainable Travel Report found that 76% of the respondents are looking towards more sustainable travel options. The stereotypical vacation is no longer enough, and they are seeking adventures infused with local cultures, communities and nature. This means that African destinations are ideally positioned to appeal to this generation of travellers.

Additionally, the pandemic has contributed to a shift in travel behaviour and intimate experiences prioritising health and wellness have become more appealing. European travellers are also looking to digital platforms for inspiration, and influencers, social media and digital content play a major role when making travel decisions.

Storytelling: The key to marketing African tourism

Storytelling will be crucial when marketing African tourism to Europe. African destinations’ stories are fascinating – stories of heritage, culture and idyllic landscapes. These narratives draw in the European traveller, as they offer a deeper connection to the destinations. Brands that can tap into this will stand out among the rest.

“We understand the power of storytelling, which is why our approach is to craft compelling and authentic stories that resonate with European audiences. Content marketing, strategic communication and social media campaigns are just some of the ways we bring stories to life, ensuring they land every time with the target audience,” says Emma Cox, Executive Creative Director at Irvine Partners.

Digital campaigns and sustainability messaging

Marketing campaigns will not only need to be digital focused, as a result of the massive influence of social media, the content will also need to be engaging enough to capture traveller’s attention. This will include everything from outstanding visuals and videos, blog posts, influencer collaborations and even virtual tours.

Innovation, such as Virtual Reality and Augmented Reality will also play a key role when it comes to digital campaigns. These will continue to transform travellers’ experiences, even before they arrive at their destination.

European tourists place great value on sustainable tourism. One survey found that 86% of Britons stated that sustainability was important to them. African destinations will have to showcase their sustainability efforts, conservation and responsible tourism. Increasingly, travellers want to know how their visits impact local communities and the environment.

Overcoming challenges when marketing African tourism

Africa’s tourism potential is unmatched, but challenges still exist, which can be overcome by effective marketing and PR campaigns. Outdated views on the continent’s accessibility, infrastructure and safety persist, especially for first time visitors. Combating these views requires a public relations strategy, highlighting the modern, vibrant and safe destinations that the African continent has to offer.

Language and cultural barriers can also result in instances where the message gets lost in translation. Europe is not homogenous and each country has its own tastes and preferences. Successful marketing strategies require an understanding of these differences and in turn, tailoring messages accordingly for each market.

“In our decade long experience, we have found the most success when we tailor messaging for each market. This is why it was imperative that we have offices in the UK and Germany, to ensure that any campaigns we work on have local nuance,” concludes Cox.

Bright future

The future of marketing African tourism to Europeans is very promising. With the right strategies, centering storytelling, digital engagement, technology and sustainability, African destinations can flourish and take their rightful place on the global tourism landscape.