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The AMAs are trying to achieve mainstream recognition for big selling African artists who have sold millions of records in the African market, yet remain under-exposed to the Western world. Music industry experts have tipped African music to “explode” into the UK market and the AMAs is there to provide a platform that will recognise their achievements annually. |
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Within its niche, the AMAs aims to expose the incredible richness of African music and culture, showcasing the breath-taking performances from the Continent’s music giants and top musicians from the UK and America.
The AMAs is especially designed to serve as an authoritative information centre on African music and present the best of Africa’s music and culture, as well as positively contributing to the rich multicultural set up in the UK. The AMAs 2010 will as a result aim to provide a dynamic pipeline for both international and African show businesses to gain effective collaborations.
The AMAs are trying to achieve mainstream recognition for big selling African artists who have sold millions of records in the African market, yet remain under-exposed to the Western world. Music industry experts have tipped African music to “explode” into the UK market and the AMAs is there to provide a platform that will recognise their achievements annually. African music has played a big part and influence in many of today’s big selling contemporary artists and we want to change the perception of African music as a niche into entertainment that will appeal to the masses. African Music Awards, through its musical content, will be a vessel to inform people about African tradition and principles as well as encouraging interaction among celebrities and companies as business people. Our mission is to promote the concept of “community” among Africans and people who love Africa and its traditions.
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Taking place at Wembley Arena on October 15th, with its massive media hook, this year’s AMAs are expected to have a worldwide brand impact of over 160 million impacts, showcasing performances from Africa’s music giants and other top musicians from the UK, America and the Caribbean. We are expecting a live audience of 11,000 individuals consisting of prominent members of society from the fields of business, politics, sports and entertainment to attend and commentators have described the event as one of the most fashionable events in the entertainment calendar. 10% of this year’s proceeds from the ceremony will also go towards supporting UNICEF’s project of helping HIV/Aids Orphans in Africa.
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