Viacom International Media Network (VIMN), Africa’s flagship channel MTV Base, has announced that the spectacular awards show and music celebration MTV Africa Music Awards (MAMA) will be held this year after a three-year hiatus.
The announcement was made last week at a press conference in Durban, South Africa by Senior Vice President and Managing Director of VIMN Africa Alex Akosi. Also in attendance were the Head of Department of Economic Development & Tourism, KwaZulu-Natal Province, Desmond Golding, Managing Director of Pernod Ricard South Africa Conor McQuaid, and Channel Director of MTV Base Tim Horwood.
MTV Africa Music Awards 2014, which is sponsored by South Africa’s leading Tourist destination KwaZulu-Natal Province and supported by Absolut, will be held at the Durban International Convention Centre (ICC) in South Africa on Saturday, June 7th.
MAMA aims to celebrate musicians and achievers who have made the most impact on African youth culture throughout the year and will feature dazzling performances from Nigerian artists along with other African and international artists. The awards will also include signature collaborations between artists of different genres and cultures.
The awards will be preceded by three stunning “Road to MAMA” events in April and May in Durban, South Africa; Lagos, Nigeria; and Nairobi, Kenya, which will build up to the main show, featuring MAMA nominees and the most-current local artists and DJs.
Artists will be recognized in 13 different award categories, including Best Male, Best Female, and Best New Act. This year, three new “lifestyle” awards will be added to the music categories, including the “MAMA Leadership Award” and “Personality of the Year.” A special award, “Transform Today by Absolut,” will celebrate the power of young individuals to transform the image of Africa through their creativity and vision.
At the press conference, Okosi said, “We are thrilled that the MTV Africa Music Awards KwaZulu-Natal will be taking place in South Africa for the first time in its new evolution. KwaZulu-Natal Province is rich in both infrastructure and amazing sights, and we are excited that Durban will be the backdrop for showcasing Africa’s best talent to the world.”
Golding also commented, “After the major success of the MTV Africa All Stars event in Durban last year, we are delighted to welcome MTV Base and the MAMA awards to KwaZulu-Natal this June. KwaZulu-Natal, including Durban, is the premier home for major events in South Africa. Our success and reputation in staging these ground-breaking events has ensured that the contribution to economic growth and tourism stimulation continues to be ever on the rise.”
While McQuaid added, “Each generation there are a handful of artists who leave a transformative mark, and the MTV Africa Music Awards most certainly celebrates those artists who are at the cutting-edge of the thriving music industry here on the African continent.
“As a brand Absolut has continuously pushed the boundaries of contemporary culture through creative collaborations with artists, such as Andy Warhol, Spike Jonze, and Swedish House Mafia. So we are thrilled to be associated with these awards that celebrate artists who define and transform the musical zeitgeist of Africa.”
The MTV Africa Music Awards debuted in 2008 and has recognized the talent of musicians from across sub-Saharan Africa, such as 2Face Idibia, Big Nuz, HHP, P-Square, Liquideep, D’Banj, Lira, Nameless, Wahu, Fally Ipupa, Cabo Snoop, Zebra & Giraffe, and many more. The 2014 awards event is open to all artists whose music videos have been accepted for airplay on MTV Base (DStv Channel 322) or MTV (DStv Channel 130) during the qualifying period 19 March 2013 to 20 March 2014.
The 2014 MTV Africa Music Awards will premiere on MTV Base (DStv Channel 322), MTV (DStv Channel 130), and other partner channels around the continent in June 2014.