As part of its support for creativity and transformation in young individuals, Absolut Vodka is partnering with MTV to organize this year MTV AfricaMusic Awards (MAMA). The event is scheduled to take place later in June at the International Convention Centre (ICC) in Durban, South Africa.
The nominations for the awards will be revealed on 16 April 2014 with new additions like the “Transform Today Award” sponsored by Absolut Vodka. The new award is to celebrate the power of young individuals to transform the image of Africa through their creativity and vision. Others are the Lifestyle Award, the Nelson Mandela Leadership Award and Personality of the Year Award.
Sola Oke, Marketing Director of Pernod Ricard Nigeria, said: “In each generation there are a handful of artists who leave transformative marks and the MAMA most certainly celebrates those artists who are at the cutting-edge of the change in the music industry here in Africa. And Absolut will continue to push the boundaries of contemporary culture through creative collaborations, so we are thrilled to be a part of the awards that celebrate artists who define and transform music in Africa.”
The build-up to the main show tagged “Road to MAMA” will showcase events in Lagos - Nigeria, Durban - South Africa and (Tanzania) featuring MAMA nominees alongside the most current local artists and DJs. It is a celebration of African musicians and achievers who have made the most impact on the contemporary music scene throughout the year.
Mr. Oke also announced that as part of Absolut’s partnership with the MAMAs, there would be a series of exciting events to include one of a kind Absolut Experience Parties amongst other activities in bars, supermarkets and clubs in Nigeria. He said, “These events are being held in order to share the Absolut experience with our consumers and also the opportunity to reward them with exciting packages which would include tickets to, the Absolut Experience Parties, the Road to MAMAs events in Lagos, and ultimately, exclusive tickets to the MAMA event in South Africa.”
Commenting on the awards, Alex Okosi, Senior Vice President & Managing Director, Viacom International Media Networks Africa recalled that the MTV Africa Music Awards will be taking place in South Africa for the first time in its new evolution and the team is excited that Durban will be the backdrop for showcasing Africa’s best talent to the world.
Furthermore, it will feature stunning performances from African and international artists with signature collaborations between artists of different genres and cultures. Artists will be recognised in thirteen different categories including Best Male, Best Female and Best New Act. The 2014 MTV Africa Music Awards will premiere on MTV Base (DStv Channel 322), MTV (DStv Channel 130) and other partner channels around the continent from June 2014.
The 2014 award is open to all artists whose music videos have received airplay on MTV Base (DStv Channel 322) or MTV (DStv Channel 130) during the qualifying period. MAMA was first staged in 2008 and it has recognised the talents of musicians from across sub-Saharan Africa, rewarding iconic artists like 2Face Idibia, Big Nuz, HHP, P-Square, Liquideep, Lira, Nameless, Wahu, Fally Ipupa, Cabo Snoop, Mo Chedda, Zebra & Giraffe and many more.
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