YouTube has launched “The Voices of Africa,” a social campaign to showcase the continent’s unique and traditional expressions, ahead of the festive season, which sees many Africans visit their hometowns distant from the cities in which they are situated.
The campaign, developed in collaboration with a limited number of African innovators, aims to highlight the diversity of the continent’s cultural legacy.
Sub-Saharan African creators were asked to create and distribute videos on their YouTube Channels that reflect their unique cultural heritage stories.
They have documented their understanding of cultural heritage through stories about their local traditions and practices, chats with friends and family, and interactions with members of their 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.
Seithati Letsipa, a South African creative, is one of the campaign’s participants. She used her film to deconstruct the cultural practice of Pabadimo, a thanksgiving celebration in her community.
Susan Wahome from Kenya uploaded a video about the secrets of outstanding African food, while Nigerian creative ‘Stylebereme’ took her followers on a voyage through her love of African wax designs.
Wongel Zelalem also took an in-depth look at her Ethiopian ancestry, while Nigerian storyteller Steven Ndukwu traveled to Kano to take an intensive look at Dambe, a West African martial style practiced by the Hausa people.
Finally, Kate Kendy of Kenya led viewers on a voyage through her history, ancestry, and the countryside.
Banele Ndaba, a South African filmmaker, took spectators on a tour through his background, including where he grew up, where he went to school, and interactions with his family.
Reggie Mohlabi also shared a video with audiences in which he discusses his past in depth.
The campaign’s goal is to share the continent’s distinct tales and voices with the rest of the world.
