Despite the present boom in the culture and music industries
of Africa, the major challenge facing the industries remains how tofind ways to
sustain the growth and spread the benefits to larger layers of the society
through significant job creation and poverty alleviation.
This submission was made by the President/Executive
Producer, All Africa Music Awards, AFRIMA, Mr. Michael Dada, during his
presentation at the 4th Pan African Cultural Congress, PACC4, on May 26, 2015
at the Sandton Convention Centre, Johannesburg, South Africa.
Organised by the African Union Commission, AUC, in
collaboration with the Department of Arts and Culture of the Republic of South
Africa, the three-day PACC4 with the theme “Unity in Cultural Diversity for
Africa’s Development”, opened on Monday, May 25 and was brought to a closeon
Wednesday, May 27. The congress featured thematic presentations and plenary and
panel discussions encouraging participatory interactive discussions moderated
by carefully selected moderators. The presentations were prepared by expert in
each of the themes and sub-themes.
Addressing participants on the theme: “All Africa Music
Awards, AFRIMA: A tool for promoting African Culture and Identity for
Development”, Mr. Dada described music as an integral part of African culture
to promote brotherhood, solidarity and the struggle for liberation. He referenced
history saying African musicians over the years had produced rich and
inspirational songs on political independence for African countries, the
problem of apartheid in South Africa, the need for African countries to unite,
and ultimately, the development of the continent.
"African musicians have also composed different songs that
challenged hegemonic nations and organisations such as the United States,
France, United Kingdom and most importantly the United Nations on policies
which affect Africans at home and in the Diaspora. They also support the
campaign for enthronement of democracy in Africa and sing against any policy of
governments that is anti-people".
The AFRIMA President emphasised that this decades long
effort by African musicians has resulted in economic growth in Africa as shown
in a report produced by PricewaterHouseCoopers (PWC): On the continent, South
Africa is the biggest media and entertainment industry valued at $10.5 billion
in 2013; Nigeria is in second place at $4 billion and Kenya is in third place
at $1.7 billion.
Said Dada: “The report projects that by 2018, these
industries will have risen dramatically to $17.1 billion, $8.5 billion and $3.1
billion respectively. However, the economic growth must be transformed into
economic development and thereby create a new Africa. It is the positive
aspects of music, which are immense, that All Africa Music Awards (AFRIMA)
seeks to promote. AFRIMA is a combined effort to recognise, award, promote and
preserve Africa’s rich music culture. Besides, it is a platform to communicate
the unique image and culture of Africa to the world for global competitiveness.
In AFRIMA, we believe music can play a wonderful role in
fulfilling this historic task. The economic revival has unleashed a wave of
creative energy and inspired hope. We strongly hold that music and cultural
industry can help create good jobs and raise consciousness about developments
and the needed change in Africa.Thus, working in partnership with the African
Union Commission, AFRIMA has set out to contribute to the realisation of the
objectives of those laudable plans of the AU through music, culture and
tourism”.
He revealed that already, in preparation for the 2015
edition of the continental awards project, AFRIMA and African Union Commission
held a Joint Conference/Roundtable Discussion in Addis Ababa on April 29, 2015
under the theme: “Using Music, Culture and Entertainment as tools for a new
Africa”.
Other distinguished speakers at PACC4 included: Commissioner
for Social Affairs, AUC, H.E. Dr. Mustapha Sidiki Kaloko; Minister of Arts and
Culture, South Africa, H.E. Mr Nathi Mthethwa; Permanent Secretary, Ministry of
Sport, Arts and Culture, Zimbabwe, Dr. Thokozile Chitepo; Director General,
Centre for Black and African Arts and Civilization, CBAAC, Sir Ferdinand
Ikechukwu Anikwe, Independent Curator, Ms. Ngone Fall; Secretary General,
Arterial Network, Mr. Peter Rorvik; Executive Director, Godown Art Centre
Kenya, Ms. Joy Mboka and Director General, Afro-Arab Institute, Dr. Mohamed
Salem Soufi, amongst others.
The congress also featured exhibitions, music and dance as
well as a celebration of the ‘World Day for Cultural Diversity for Dialogue and
Development’-a United Nations sanctioned international holiday for the
promotion of diversity issuemarked on May 21 each year.
1 Comments
It really makes sense.
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