MTN
Group has launched a partnership with TBTM Studios to sponsor Season 3 of “The
Mic: Africa” – an interactive talent search programme that discovers and
empowers talented youth across the continent. The sponsorship is part of “The
Voice” phase of MTN’s brand refresh which highlights the importance of people
using their voice to inspire others and facilitating conversations that
showcase Africa’s progress.
Using
the Take Back the Mic (TBTM) app, fans cast and curate “The Mic: Africa”
earning points for discovering and amplifying 30 new talents from across 10
African countries, including five of MTN’s key territories, Ivory Coast, Ghana,
Nigeria, Rwanda, and South Africa.
“The
Mic: Africa” will air in September at tbtm.app and on Pulse TV as part of
Premium Free Satellite TV’s offerings across 20+ African countries.
Premium Free can be
accessed via a dedicated MicroApp within ayoba, the all-in-one app, taking
Africa by storm. All ayoba users can access the Premium Free MicroApp and
for MTN subscribers they will benefit from free data to stream the content*.
Ayoba users will also have access to exclusive content featuring
behind-the-scenes footage, finalist profiles and much more.
“The
Mic: Africa” has already won more than 7 major international awards,
including 5 Telly Awards (Two Gold, Two Silver, One Bronze) opposite the
biggest companies in media, including Disney, HBO and Netflix.
Executive
produced by an award-winning team of Hollywood and international creatives,
including Marc Byers, former General Manager of Motown Records, “The Mic: Africa”
has positioned itself as the first interactive TV format born on the African
continent to be exported around the world.
“Our goal is to amplify
the voices of game-changing African talents across the Continent,” said
Byers.
MTN to discover and
promote young “do-ers” of Africa with
“Partnering with
Africa’s largest telco, MTN, is a natural alliance because we share their
commitment to discover and promote the young “do-ers” of Africa,” added
Ghana-born TBTM Studios Founder and CEO Derrick N. Ashong. “Our vision and
values are aligned.”
“Africa’s
youth are at the core of our progress as a continent. MTN’s brand refresh
centres on them as they hold the future in their hands. Our partnership with “The
Mic: Africa” highlights how the youth are using the power of their voice to
impact positive change from community to country and ultimately across the
continent,” said Bernice Samuels, MTN Executive for Marketing.
“The
Mic: Africa” will
air via PremiumFree TV satellite television and with local broadcasters across
the continent, as well as airing digitally worldwide at tbtm.app.
PremiumFree is delighted
to be the proud broadcasters of this exciting series across the African
continent and alongside the MTN Group. We encourage music fans across the
continent to download the apps, get connected and vote for their favourite
contestants” says Craig Kell, CEO PremiumFree.
In the weeks building up
to the show, both companies look forward to introducing their audiences to the
competing artists and the technology that will empower fans to amplify their
favourite voices.
