On demand video firm, Pesaflix Prime, has launched a new service in its latest bid to support youthful content creators in Congo DRC, Kenya, Rwanda and Tanzania.
Ndovu Group MD and Founder of Pesaflix Fredrick Alunala confirmed that the stage is set for the rap competition that will be held online through Pesaflix App and web pesaflix.com and pesaflix.co.ke from August 15 to September 1.
“We have launched a new service in Pesaflix to support youthful content creators to participate in challenges and earn money,” Mr. Alunala told Business Barometer.
He added that the competition also helps in creating income for young people, and jobs just like the government vision of youth empowerment.
“We are doing this because we recognise that investing in young musicians is investing in Kenya’s future. This helps in creating jobs and more opportunities for young artists through mentorship, digital distribution, collaborations, and industry exposure,” Alunala explained.
He described the new music competition solution as “a talent discovery initiative by Pesaflix designed to identify, showcase, and empower emerging musicians not only in Kenya but regionally”.
The Pesaflix’s revamped live music challenge has been boosted by President William Ruto’s recent pledge to push for Universal Music Group, and Warner Music Group to establish a regional presence and offices in Nairobi, saying such investments help strengthen Kenya’s position as a regional leader in creative economy, while empowering young people.
According to Dr. Ruto, by targeting major global partnerships, label expansions in Nairobi, and digital collection reforms for artist royalties to drive growth, the Kenya Kwanza administration treats the creative economy as a core economic driver.
“I am particularly delighted that Sony Music, Universal Music Group and Warner Group have all agreed to establish presence in Nairobi,” President Ruto said on July 21, noting that the decision came after talks with the International Federation of the Phonographic Industry (IFPI).
The president also confirmed that the next phase will focus on major reforms aimed at creating a great business environment for artists, producers, publishers as well as investors in the sector.
Pesaflix Prime COO and lead content judge Ms. Faith Amoding said the music challenge is expected to generate jobs, increase visibility and create new opportunities for Kenyan creatives as the country seeks to position Nairobi as Africa’s next major hub for originality and creativity.
Ms. Amoding called for stronger partnerships between the government, private sector, local artists, development partners, and researchers, saying the creative industry won’t succeed without the involvement of national government.
“We envision the Pesaflix Music Challenge becoming one of Kenya’s leading talent discovery platforms, expanding across Africa,” she said.
In July, Pesaflix allocated Sh250,000 cash prize to boost music and video content production. It now announces bigger daily perks for young creatives.
“Participants will only need to visit our website, sign up and start sending original video to the moderation team,” Amoding said.
She also said music is therefore not only for entertainment and fan. It is an investment in not only Kenya’s economic future but also sustainable development.
“Today’s musician must be more creative to thrive. So my advice to young artists is to keep refining their craft, embrace feedback, build their personal brand, and remain patient because every performance is an opportunity to grow,” she said.
Participants will be required to show their dance moves to win flash prizes starting from Sh2,000 up to Sh250,000 depending on the strength of creativity and the works put in a live rap challenge.
Last month (August) more than 2700 young musicians drawn from across Kenya, Congo and Rwanda participated in the inaugural competition of Pesaflix Music Competition and won cash prizes valued at KSh250,000, demonstrating the incredible creativity and passion that exists within Kenya’s music scene.
To download the Pesaflix mobile App https://play.google.com/store/apps/details?id=com.gapps.pesaflix
