The Executive Producer, All Africa Music Awards (AFRIMA ), Mr . Michael Dada, has said that the major challenges confronting the culture and music industries are how to sustain their growth through significant job creation and poverty alleviation .
He said this during a presentation at the 4 th Pan African Cultural Congress (PACC 4), on Tuesday , May 26, 2015 at the Sandton Convention Centre , Johannesburg, South Africa.
With the theme , ‘Unity in Cultural Diversity for Africa ’s Development, ’ the three- day congress, organised by the African Union Commission (AUC), in collaboration with the Department of Arts and Culture of the Republic of South Africa, which opened on May 25 , featured different presentations surrounding African music.
Speaking on the sub -theme : ‘AFRIMA : A tool for promoting African Culture and Identity for Development, ’ Dada described music as an integral part of African culture to promote brotherhood , solidarity and the struggle for liberation.
“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, ” said Dada.
“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 cited a Price WaterHouse Coopers (PWC)’ s report that the efforts of African musicians have resulted in economic growth . 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 .
“The report projects that by 2018, these industries will have risen dramatically to $ 17 .1 billion , $8 .5 billion and $ 3. 1 billion respectively, ” said Dada.
“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 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 .”
Dada 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 PACC 4 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 issue marked on May 21 each year.
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