ADDIS ABABA — The African Union (AU) announced partnership with video-sharing social networking platform TikTok and Afro-urban entertainment channel TRACE TV to celebrate Africa Day through a half month-long digital campaign titled ‘I Am African’.
The campaign, launched on Monday, aims to amplify the AU Commission’s 2021 theme of the year “Arts, Culture and Heritage; Building Levers For The Africa We Want”.
This year’s edition of the campaign calls on users to creatively express their views on what makes them proudly African across various categories.
The partnership with TikTok and Trace TV accelerates the vision of the 1 Million by 2021 initiative of Moussa Faki Mahamat, Chairperson of the African Union Commission (AUC).
The initiative, among other things, envisaged providing opportunities to African youth in education, employment, entrepreneurship and engagement.
This month TikTok Africa will program a line-up of in-app initiatives to highlight African content with genre-specific playlists, including Gengetone, Afrobeats, Amapiano and an exclusive in-app playlist.
Critical to the success of the campaign is its amplification through AU Member States to generate interest and capture young people’s perceptions and identities pertaining to the theme, and furthermore, showcase the shared commentary, according to the 55-member pan Africa bloc announced.
The AU invited young Africans to participate by accessing the playlist on TikTok, show their creativity and use the music to share what makes them African by using the hashtag #IAmAfrican.
All videos uploaded using one of the songs featured in the playlist with the official hashtag stand a chance of being selected and shown on the music channel TRACE TV during the month of May.
The social media platform, TikTok, owned by a Chinese company ByteDance, is used to make short-form videos of different genres and is getting popularity, including in Africa.
Trace TV is a global afro-urban entertainment channel to connect and empower the new generation and it is experiencing rapid international expansion, with different feeds present in 60 countries.