The President and Executive Producer of All Africa Music Awards (AFRIMA), Michael Dada, has announced a partnership with Price WaterHouse Coopers (PWC), for the 2021 edition of its awards.
This was announced at a briefing held in Lagos on October 20, 2021.
Dada explained that he had always wanted a transparent platform process for AFRIMA, which is embedded with integrity that everybody will be confident in.
“And we cannot do this with any other organization other than PWC,” he said.
“You will all agree with me that every awarding process is always controversial. Because of our human nature also, we often feel like we are being cheated. This partnership conversation started about four years ago, and the journey of four years has finally come to fusion.”
The Head of Culture Division for African Union, Angela Martins, in her welcome address, added that The African Union is celebrating the year of Arts, Culture and Heritage.
“The theme of the year 2021 was inspired by Aspiration 5 which is present in Africa with a strong culture and identity, common heritage, shared values and ethics. Most importantly, the important role in which the young people are recognized as the drivers of change to foster development. Aspiration 5 also aims at promoting the culture and development of the industry in the continent.”
She urged all to vote for their preferred songs and artistes, adding that AFRIMA’s platform is used to promote the music industry of Africa and reward the artistes who have gone extra mile.
