Ahead of the festive period, which sees many Africans visit their hometowns away from the cities in which they are based, YouTube has launched “The Voices of Africa”, a social campaign to celebrate the continent’s unique and traditional expressions.
The campaign, which is in partnership with a select group of African creators, seeks to celebrate the diversity of the continent’s cultural heritage. Creators from across Sub-Saharan Africa were challenged to create and share videos on their YouTube channels that reveal their unique cultural heritage stories.
They have captured their interpretation of cultural heritage through stories about their local traditions and practices, conversations with friends and family, and with people in their local communities. Their stories have been shared on their channels as well as the YouTube Google Africa Channel.
“At YouTube, we have always prioritised and recognised the diverse cultures, creators, artists and content on the platform. The Voices of Africa campaign is an opportunity that allows us to spotlight the uniqueness of Africa’s cultural heritage through the different voices and experiences of creators across the continent,” says Strategic Partner Manager at YouTube, Twala Ngambi.
“We’ve encouraged the creators to be as creative as possible, giving them the freedom to craft their heritage stories in a way that will best relate to their audiences as well as showcase their authenticity. Whether it’s taking us into their family homes, the primary school they attended, or sharing a personal family recipe with us, we believe that each story will educate, entertain, and inspire audiences,” continues Ngambi.
Some of the creators who are part of the campaign include South African creator Seithati Letsipa, who used her video to unpack the cultural practice of Pabadimo, a thanksgiving ceremony in her culture.
Susan Wahome, from Kenya, shared a video on the secrets behind great African food while Nigerian creator ‘Stylebereme’ took her followers on a journey, unpacking her love for African Wax prints.
Additionally, Wongel Zelalem provided an in-depth look at her Ethiopian heritage, while Nigerian storyteller Steven Ndukwu travelled to Kano to take an immersive look at Dambe, a martial art of the Hausa people from West Africa. Finally, Kenya’s Kate Kendy took viewers on a journey through her history, heritage as well as the countryside.
Banele Ndaba, a South African creator, took audiences on a journey through his upbringing – where he grew up, attended school, and had conversations with his family. Reggie Mohlabi also released a video where he shares an in-depth look at his background with audiences.
Read also: YouTube to compensate artists and rightsholders for AI-generated music
YouTube’s commitment to telling the African story
YouTube has been a pivotal platform for amplifying African stories and voices, offering a space for creators to share narratives that might otherwise remain untold. African content creators have utilised YouTube to showcase diverse stories reflecting their cultures, traditions, innovations, and societal issues.
This global reach has allowed African creators to introduce a wide audience to the continent’s rich diversity, fostering cross-cultural appreciation and understanding.
The platform serves as a bridge for cultural exchange, presenting a wide array of content, including music, vlogs, documentaries, and educational videos. Through these mediums, viewers across the globe gain insights into African traditions, languages, cuisine, fashion, music, and everyday life. YouTube’s accessibility encourages dialogue and mutual understanding between different cultures.
Recently, the video platform played host to a number of Nollywood stars, creators, and members of the creative community at its event titled “Celebration of Nollywood on Africa Day“.
The event celebrated the enchanting world of Nollywood and marked the significant contributions of African storytelling through cinema, paying tribute to the creators who bring these narratives to life.
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