By Joan Akello
The pioneer pay TV services company in Africa says the campaign will play a pivotal role in bringing about meaningful transformation to the benefit of all therefore a bold, energetic, rallying-call from MultiChoice Africa that encourages Africans to stand up and make a positive impact in their communities, countries and continent.
Nico Meyer, CEO MultiChoice Africa prior to the release of the Africa Rise Up, official song for the campaign said, “MultiChoice Africa has an important role to play in both the economic and social transformation of our continent and we believe that this campaign provides the ideal platform to showcase meaningful change amongst the people of Africa.”
Nigeria’s Davido, Tiwa Savage, Ghana’s Sarkodie and Lola Rae; and Mi Casa, a South African band consisting of three members, Dr. Duda (producer) and pianist, Jsomething (vocalist and guitarist), Mo-T (trumpeter) were among the stars that graced the opening ceremony of the first Multichoice Content Showcase Extravaganza on June 24 in Mauritius. They performed the Africa Rise Up song live.
“We strongly believe that the quest for good corporate citizenship starts with an acceptance of responsibility, not only to our subscribers and stakeholders, but to the broader African community in which we operate and are certain that the collaboration with these award winning African artists will be the glue that binds communities together creating a catalyst for change,” Meyer added.
Although five musicians formed and recorded the song, Tanzania’s Bongo Flava artists Diamond Platnumz was absent.
Tina Wamala, Multichoice Uganda’s spokesperson says the campaign aims at telling Multichioce Africa’s corporate social investment stories, mobilizing the rest of the continent to join in continuing to build up the rest of Africa.
Apart from the musicians , over 50 other celebrities who feature in the various Multi Choice brands- DSTV and GOtv channels such as BBC Lifestyle, BBC Entertainment, E! Entertainment, Style, Cartoon Network, Boomerang, Telemundo, Comedy Central, MTV Base, Nickelodeon, History Channel, Crime and Investigation, Africa Magic, Ebony Life TV, Channel O and SuperSport also participated in the event dubbed, “Only the Best.”
These included Kenyan Athlete Wilson Kipsang Kiprotich, renowned football journalist Thomas ‘TK’ Kwanaite, Rita Dominic, Majid Michel, BBC Lifestyle’s chef Ed Baines and Comedy Central’s Patrick Idringi a.k.a Salvador from Uganda among others.
By the end of the event on June 28, the group pledged that it will continue to deliver the best local and international television content in Africa and is urging content producers to think of creating stores that are local, real and warm if they are to attract subscribers.