The 2nd African Music Awards

2009 has been a good year for African music. Rising stars Asa and Ayo are serenading the world with their Nigerian breed of soul and folk; in the UK,  Bashy, Tinchy Stryder, Dizzee Rascal all of African heritage dominate the charts.  On the continent, 9ice, 2Face, HHP, Awilo and Teargas represent a new wave of musicians whose sound couldn’t be placed in that throw-away category called world music.  2009 was a good year for African music and it should be a good year for the African Music Awards.

Now in its second year, the African Music Awards aim to expose “the richness in African music” says founder and CEO Eric McKaiser. Despite all the current buzz, “real” African music, the one born and played in the streets of Lagos, Soweto, Abidjan and Kinshasa is still struggling to gain recognition from the mainstream media. “When it comes to entertainment, Africans are under the carpet” says McKaiser bluntly. “We need to sell African entertainers the way Westerners have sold themselves to Africans”. It is a view that is certainly embraced by the musicians nominated for the awards. They fuse African beats to contemporary sounds to create their own brand of urban music. It is that music, championed by Kaiser,  that will be celebrated on Sat 17th October at the Troxy in London.

The night, hosted by popular comedian Eddie Kadi, promises glitz, glamour and star performances. US star Eve is set to hit the red carpet, 2Face and Amr Diab are among the 13 performers announced to take to the stage and the special guest is none other than African superstar Youssou NDour, who will receive an accolade.

I remind McKaiser of past over-hyped “black tie” black events that failed to deliver and ask him how he will ensure that the AMAs don’t fall short of expectations. Before answering,  McKaiser reminds me that big mainstream events are as much prone to management problems than black/African ones: “the mistakes Africans make, everyone makes”. Furthermore, mainstream events can be better organized because they have access to financing and resources when black events don’t: “Western events are flamboyant because they have the resources. And they don’t have to jump the hurdles that we do”, such as visa problems and work permits for the musicians. But these issues have been tackled early on by the AMA organisers, says a confident McKaizer who adds that the evening will feature a few surprises. So walk down the red carpet and come see the best contemporary African musicians live!

To join the African Music Awards  party, buy your tickets via Ticketmaster.

The event will raise funds to support HIV/AIDS orphans in Africa and the night will be followed by an after-party, with further celebrations taking place in week after.

African Music Awards
Sat 17th October, 8pm -4am
Troxy, 490 Commercial Road, London E1
£15 – £50