YouTube creators in Africa invited to share short videos that capture their unique perspectives #DiscoverMyAfrica Challenge

Africa’s thriving creative economy is a catalyst for innovation, job creation, and economic development. Recognizing the immense potential of this sector, the African Union and Google Africa have come together to launch the #DiscoverMyAfrica Shorts Challenge. This month-long campaign aims to showcase the continent’s rich diversity, cultural heritage, and vibrant spirit.

As part of Africa Month celebrations, YouTube creators from across Africa are invited to participate by sharing short videos that capture their unique perspectives using the #DiscoverMyAfrica hashtag. The challenge encourages them to highlight various aspects of African life, including music, art, food, fashion, and local landmarks. To further inspire creativity, a curated playlist of African-inspired music on YouTube Music will accompany these creative expressions.

This initiative goes beyond mere celebration. As Ms. Chido Mpemba, AU Youth Envoy, emphasizes, “#DiscoverMyAfrica empowers African youth to share their stories and cultural heritage with a global audience.” By providing a platform for African voices, this challenge fosters cultural exchange and positions Africa as a hub of creative energy. It aligns with the vision of a digitally-enabled Africa that harnesses its cultural wealth for economic growth and social progress, unlocking a vibrant future for the continent’s creative landscape.

Addy Awofisayo, Head of Music for Sub-Saharan Africa at YouTube, affirms the platform’s commitment to supporting the diverse voices and talents that contribute to Africa’s creative landscape. “These initiatives provide valuable resources and platforms for African filmmakers, musicians, and content creators to share their stories and connect with global audiences,” she states.

The Google – African Union partnership will not only present a challenge but also celebrate Africa Month with a series of programs aimed at showcasing African musicians and creators. The “Up Close With” series will provide a platform for African music stars like Musa Keys from South Africa and Ayra Starr from Nigeria to share insights about their music and personal journeys. These sessions will include intimate conversations and live performances of their popular songs, offering fans a unique look into their creative processes. The recordings of these sessions will be shared on the artists’ YouTube channels, allowing fans worldwide to enjoy the experience.

The #DiscoverMyAfrica Challenge is a part of the African Union’s collaboration with Google to promote innovation through the Make Africa Digital (MAD) initiative, led by the Office of the Youth Envoy. The MAD initiative, which is aligned with the African Union’s Digital Transformation Strategy 2020-2030, aims to create an integrated and inclusive digital society and economy in Africa. Launched in 2023, the MAD initiative has been implemented in six countries, including Ethiopia, Madagascar, Ghana, South Sudan, Senegal, and Zambia, empowering over 4000 young Africans with digital skills. The #DiscoverMyAfrica Shorts Challenge will highlight the creative talents of young Africans in areas such as music, storytelling, and more.

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