YouTubeΒ has today announced a roster of 54 artists, songwriters and producers selected to join theΒ #YouTubeBlack Voices Music Class of 2022.Β Among the acts from Australia, Brazil, Canada, the USA and the UK are eight African artists based in Nigeria, South Africa and Kenya.
Supported by the #YouTube Black Voices Fund, the #YouTubeBlack Voices Music Class of 2022 is a development programme designed to directly support and mentor Black artists, songwriters & producers worldwide.
The addition of songwriters and producers to the 2022 class demonstrates the continuation and expansion of Youtubeβs efforts to support Black artists on the platform.
With the aim ofΒ equipping up-and-coming Black artists, songwriters & producers with the resources to succeed on YouTube, the class will be groupedΒ into two programme streams: one for artists and one for songwriters and producers.
Class participants willΒ each receive dedicated partner support, seed funding to invest in the development of their channels, and opportunities to participate in training and networking programs focused on production, fan engagement and wellbeing.
Over the next 6 months, they will also get opportunities to develop their catalogues and collaborate with other global artists, songwriters, and producers who have also been selected to take part in the programme.
Commenting on the significance of the programme,Β YouTubeβs Head of Music, Sub-Saharan, Addy AwofisayoΒ says:
βAfrican music is taking the entire world by storm and the #YouTubeBlackVoices Fund is an opportunity to both celebrate and nurture African artistry and help songwriters, producers and artists share their craft with global audiences.β
βBlack culture is expansive and ever-changing and YouTube Music is committed to celebrating that experience through music,β she adds.
NigeriaβsΒ Omah LayΒ whoseΒ music is heavily influenced by his background, strong culture and environment, has an undeniable connection to his audience and high hopes for his journey with YouTube Black Voices:
βMy music speaks to the people that love me, the people I love and the people that have been through what I have been through. I see the #YouTubeBlack Voices Fund having an impact on my career in different ways. It would allow me to provide content about my musical journey to my fans, and in marketing them to a greater audience,β he says
Singer-songwriterΒ CKay, whose earliest contact with music was through his father, a church choir conductor, decided to start writing his own music on the piano and guitar.
He says βthat knowledge of instruments coupled with digital production is an integral part of my music-making process. My traditional South-Eastern origin explains my use of Igbo language in my music and my extensive knowledge of High-Life music.β
ProducerΒ P.Priime, who is from a musically inclined family fell in love with music when he was a little boy singing in the church choir, has made different types of songs for various artists expressing a combination of ideas and emotions.
βI would say as long as you can relate to my sound, then thatβs it. I have so many ideas Iβd love to bring to life and I know with the right resources and funding, Iβd be able to achieve that,β he adds.
TelzΒ meanwhile describes his music as if it were human because βit has character and speaks for itselfβ and says he sees the #YouTubeBlack Voices Fund impacting his career in various ways β especially in bringing his ideas to life and helping him network with other creatives globally.
The full list of African artists and songwriters/producers admitted to the #YouTubeBlack Voices Music Class of 2022 is as follows:
ARTIST | CATEGORY | COUNTRY OF RESIDENCY |
Azawi | Artist | Kenya |
CKay | Artist | Nigeria |
DJ Lag | Songwriter / Producer | South Africa |
Elaine | Artist | South Africa |
Major League DJz | Songwriter / Producer | South Africa |
Omah Lay | Artist | Nigeria |
P.Priime | Songwriter / Producer | Nigeria |
Telz | Songwriter / Producer | Nigeria |