Paramount, MTV Base Take Centre Stage at African Creative Market 2023

L - R Culture Squad Member, Ilowitdflo, with Inside Life New Wave Cast, Eltee Skhillz, Liya and Rexxie

Paramount and MTV Base took centre stage at the Music Day for the second edition of the African Creative Market (ACM) held at the 21st Century Technology Hub in Lagos.

Featuring panel sessions and keynote 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 Paramount and MTV Base curated, witnessed the gathering of industry experts, leaders and visionaries who generously shared profound insights further to boost the growth of the Nigerian music industry.

Speaking about the anticipated impact of the event, Bada Akintunde-Johnson, Country Manager of Paramount in Nigeria, said “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.”

“A pivotal moment of the day was the keynote address given by Will Stevens, United States Consular General, on the topic ‘Supporting the Globalisation of African Music – The US Perspective’; he commented.

“In advocating for the global prominence of African Music, we recognize 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.”

Efe Omoregbe, CEO of Buckwyld Media, emphasized, “Events like ACM provide a pivotal platform for industry stakeholders to convene, exchange ideas, and strategize 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 artists had generated well over 10 billion streams on Spotify while generating over $14 million which represents a 74% increase from the previous year.”

“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”, enthused Busola Komolafe, Senior Channels Manager at Paramount.

“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.”

The cast of MTV Base Inside Life: New Wave, featuring Rexxie, Liya, and Eltee Skhillz, also gathered for an exciting panel session to announce the upcoming show’s premiere on Saturday 18 November at 20:00 WAT on MTV Base, DStv Channel 322 and GOtv Channel 72.

Other notable personalities who served as speakers across different panels and keynote sessions included Obi Asika, Convener, The Omniverse; Adetutu Laditan, Marketing Lead, YouTube Sub-Saharan Africa; Asa Asika, Co-Founder, Plug Entertainment and Hotbox; Isioma Nwaruocha, Head of Promotions, Chocolate City Group; Eclipse Nkasi, Creative-Tech Pioneer; Solafunmi Sosanya, Managing Director, Circo Africa; Dedren Snead, US-based Tech Entrepreneur; Ayoola Ogunyomi, Big Data and Data Analytic Professional, among other industry leaders.

The sessions, which were moderated by the trio of Ilooise Omohinmin, MTV Base Culture Squad member; VJ Adams, Creative Entrepreneur; and Ifunanya Igwe, Director of Programmes at Lagos Talks 91.3FM, also had exhilarating performances from Progress, winner of the Nigerian Idol Season 7 Reality show and the talented singer and song writer, Oladapo.

The Paramount and MTV Base Music Day at ACM 2023 transcended being merely an event; it stood as a proclamation of the nation’s collective desire to propel the African music industry to greater heights.

November 16, 2023