MultiChoice Africa recently launched their new CSI campaign, Africa Rising — to tell positive African stories — with an ambitious pan-African music collaboration of top talent.
The campaign was launched at a star-studded affair in Mauritius on Tuesday(24th), with artists, media and celebrities from across the continent in attendance.
The project song, Rise Up, features Nigerian-American artist Davido, Nigerian singer Tiwa Savage, Tanzanian Bongo Flava heavyweight Diamond Platnumz; Ghananian hip-hop star Sarkodie, British songbird Lola Rae and SA band MiCasa.
Fresh off an 18-city African tour, MiCasa took to the stage with their collaborators on the night.
“We were attracted to this song because of the calibre of artists we would be working with, as well as the fact that we would be able to write our own music,” says MiCasa frontman, J-Something.
“It’s a good song and if you make good music, people will like the song. So we think it will go down well with our fans, but the bigger picture is: What will the rest of Africa think of the song? What inspiration will they take from the lyrics?”
The track was driven by Leslie Kasumba, Head of Channel O and a former prime-time DJ at YFM.
“I wanted to get artists that would translate continentally, and for them to write their own lyrics. I also wanted a producer with a proven track record. We got Davido’s producer, Shizzi, simply because Davido has the most hits at the moment,” Kasumba says.
With six artists recording in their own countries and sending the results to Shizzi, the production proved to be a logistical feat. “We even shot the video at different times!” Kasumba explains. “The shoot took place in Ghana, and each artist had two hours for their part — I think they missed meeting each other by minutes in some cases.”
MultiChoice says the Africa Rising campaign is a commitment to showcasing the continent’s talent and remarkable stories. The company also aims to inspire citizens to be actively involved in Africa’s economic development and to make a positive contribution to their communities.
Source: Destiny
