TikTok partners with Africa Union and TRACE to celebrate Africa Day.

by Helvine Achieng
May 19, 2021

TikTok and the African Union have partnered to spotlight African content through a month-long campaign dubbed #IamAfrican to celebrate African Day on 25th May. The campaign calls on users to share their views on what makes them proudly African across various categories, including music.

Tik Tok platform has become a powerful promotional tool for the discovery of breakout music and artists. Not only has it changed how people discover music, but the platform is changing music consumption habits too.

TikTok Content Operations Manager for Africa, Boniswa Sidwaba, explains that TikTok has undoubtedly become a launchpad for music with both upcoming artists and industry's finest taking equal advantage.

"Through initiatives like the #IamAfrican campaign, TikTok is playing a strategic role in being a key player in promoting music, shining a spotlight on the amazing talent on the continent and uniting the world. As we continue to prioritise spreading joy, creativity, inclusivity, diversity on the platform, we call on everyone to get involved," says Sidwaba.

TikTok Africa will programme a line-up of in-app initiatives to highlight African content with genre-specific playlists, including; Gengetone, Afrobeats, Amapiano and an exclusive in-app playlist. Some of Kenya's top musicians are among the artists whose songs will feature. Names like Sauti Sol, Nameless, Bahati, Bensoul and Nviiri the storyteller. Willis Raburu, Mejja and Sailors are featured among local Gengetone artists on the playlist.

"As we celebrate Africa Day, it's important for us to highlight the future of our great continent. This partnership with TikTok and African Union is part of our commitment to empowering the African youth by enabling them to stand up and shine. We at TRACE are dedicated to using our platform to support and promote the brightest stars from Africa and we plan to continue to make Africa proud," stated Sam Onyemelukwe, MD for TRACE in West Africa.

"This partnership with TikTok and TRACE is very exciting for us because, in addition to celebrating Africa Day, it allows us to explore creative ways to implement the One Million by 2021 initiative of the African Union Commission. Our focus is to provide tangible opportunities to the African youth in four key areas; education, employment, entrepreneurship and engagement.

The #IAmAfrican campaign will allow youth to showcase their talents across these thematic areas and many more while shining a spotlight on the dynamism of Africans," stated Prudence Ngwenya, Head of the Youth Development Division at the African Union Commission.