Continental music award platform, All Africa Music Awards (AFRIMA), has partnered with the English conglomerate, PricewaterhouseCoopers (PwC), to boost the credibility and accuracy of the award’s voting processes.
The awards, which is also backed by the African Union, is decided among its 39 eligible categories by the AFRIMA voting academy, as well as via public voting on the www.
The awards have remained a keenly-contested platform since its inception, in 2014, celebrating the best of talents in Africa’s expansive music scene.
Commenting on the auditing partnership, PwC representative, Femi Osinubu, at a press conference in Lagos, explained that the “partnership aims to provide technical assistance, support, and we are excited about this collaboration which has come about as a result of our experience and investment in the creative industry which contributed to the GDP of Africa in 2020.
In addition, in recent years, the dynamism of African music has been reflected in the widespread recognition of works produced by African artists on the international scene.
Meanwhile, the President and Executive Producer of AFRIMA, Mr.
Mike Dada, commented that: “The engagement of PwC is to assure music fans, artistes and professionals in the music industry in Africa of the authenticity, independence and integrity of the AFRIMA’s voting process through the appointment of a globally renowned and credible third party to monitor, collate votes and deliver results at the award ceremony.
“The appointment of PWC after a meticulous process is in tandem with AFRIMA core values of FACE IT – Fairness, Authenticity, Creativity, Excellence, Integrity and Transparency which we promise the continent to always uphold.
The 2021 AFRIMA awards is scheduled to hold from Friday, November 20, 2021 to Sunday, November 21, 2021, featuring activities such as a music business summit, music fest, red carpet, as well as main award ceremony, at the Eko Hotel and Suites in Lagos.
It will also be broadcast live via 84 different TV stations, across the continent.
Voting for AFRIMA 2021 has commenced online and will stretch until November 20, 2021.
AFRIMA: Organisers partner with PWC for credible voting process