MUMBAI: MTV Networks Africa will be organising the 2010 MTV Africa Music Awards (MAMA) in Lagos, Nigeria on 11 December.
Airtel has come as the title sponsor of the awards, following its purchase of Zain Africa’s business operations earlier this year. The sponsorship was announced by Airtel Africa CMO Andre Beyers and MTV Networks Africa SVP and MD Alex Okosi.
The 2010 MTV Africa Music Awards will feature performances from contemporary African and international music giants. Artists from around the continent will be awarded in 12 award categories including: best male, best female, best video, best group, artist of the year, best lusophone act, best anglophone act, best francophone act, song of the year, brand new act, best international act and MAMA Legend.
MTV said that sponsorship of the MAMA will provide Airtel with unique brand exposure across multiple platforms including live event activations across the continent. A key component of the partnership will be the development of exclusive mobile and data content for the Airtel subscribers in sub-Saharan Africa including wallpapers and various downloads.
The campaign will also be fully activated in the digital space with a bespoke mobisite and a dynamic website. Multiple SMS voting and interactive mechanics will be integrated into the campaign, to provide Airtel customers with unique access to the MAMA initiative.
Okosi said, “We are thrilled to be partnering with Airtel to bring the Awards to Lagos for the first time and look forward to delivering the most exciting MAMA yet on 11 December.”
Beyers added, “Airtel is proud to be at the forefront in nurturing talent in Africa and connecting the passions of millions of youth across the continent through music. Our support for the MAMA awards is founded on our commitment to empower the youth through initiatives that will help Africa to identify and celebrate talent.”
Conceived in 2008 as the ultimate celebration of African contemporary music talent, the MTV Africa Music Awards provides a promotional platform for the African music industry.
The awards celebrate contemporary African and international genres loved by the youth and young adults across sub-Saharan Africa including Hip Hop, Hip Life, R&B, Afro Pop, Afro House, Kwaito, Boomba, Bongo Flava, Coupé Décalé, Dancehall, Soul and Rock.
The inaugural MAMA was held at the Velodrome, Abuja in 2008, while October 2009 saw the awards move to Nairobi, Kenya, with performances from 2Face (Nigeria), Amani (Kenya), AY (Tanzania), Blu3 (Uganda), Brickz (South Africa), Da LES (South Africa), D’Banj (Nigeria), Fally Ipupa (DRC), HHP (South Africa), Lizha James (Mozambique), MI (Nigeria), Mo’ Hits Allstars (Nigeria), Nameless (Kenya), Pype (Nigeria), Samini (Ghana), STL (Kenya), Lira (South Africa), Wahu (Kenya) and Zebra & Giraffe (South Africa), alongside international stars Wyclef Jean and Akon.
Past winners included 2-FACE (Nigeria), Nameless (Kenya), Samini (Ghana), Wahu (Kenya), HHP (South Africa), D’Banj (Nigeria) and Patricke-Stevie Moungondo (Congo Brazzaville).
