Nokia celebrates with MTV's first pan-African music channel
Multi-talented actor, composer, producer and performer Will Smith and Grammy Award-winning rap star Ludacris are set to headline at MTV base 100th LIVE!, an exclusive concert to celebrate the launch of MTV base - MTV's first pan-African music channel and MTV Networks' 100th channel worldwide.
Talented African artists Lebo Mathosa, Mandoza and Seun Kuti will also perform at the open-air concert on 20 April in Johannesburg, playing to an expected audience of 10 000. Show highlights will air on MTV channels around the world in May.
"It's such a thrill to hit the 100th channel milestone, especially with a launch in Africa," says Tom Freston, co-president of Viacom Inc.
"With the launch of MTV base, the MTV Networks flag has been planted in every region of the world, and positions us to continue aggressive expansion of MTVN brands internationally - an important part of Viacom's long-term growth."
Judy McGrath, chairperson and CEO, MTV Networks, says the celebration of MTV Networks' 1st local African channel combined with their 100th channel worldwide says everything about the importance of Africa to their global portfolio: "And, with Will Smith, Ludacris and such incredible talent from all across Africa, this event will be the ultimate celebration of Africa's rich mix of music and culture which you will see on MTV base all the time."
Alex Okosi, vice president and general manager, MTV Networks Africa, says MTV base 100th LIVE! delivers on MTV base's launch promise to showcase African music and artists to a global audience: "By bringing together the hottest established and emerging artists in Africa today, MTV base 100th LIVE! provides the perfect platform to spotlight African music and artists alongside the cream of international talent."
MTV base 100th LIVE! is sponsored by Nokia SA as part of a major integrated marketing deal designed to build connections between Nokia and African youth.
The multi-pronged marketing campaign encompasses on-air and on-the-ground sponsorship of MTV base Live!, a pan-African talent showcase tour with an exclusive party backdrop. Nokia is among the first brands to associate with the MTV base brand as part of its on-going commitment to connecting youth in Africa through entertainment.
Further information regarding venue, ticket distribution and pricing will be released shortly.
