MTN Y’ello star and the hope for a richer leisure trade in Nigeria

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When the MTN Project Fame West Africa disappeared from the screens some three years in the past, many aspiring contestants have been heartbroken, and much more so the viewers who regarded ahead to the yearly reveals, auditions, suspense and all the joy. After virtually three years, throughout which there was virtually no music actuality TV present on the screens, the telecommunication large resurfaced with the Y’ello Star, one other leisure present and musical competitors focused at unearthing musical skills within the nation.

It is straightforward to see that this new present isn’t just about entertaining the viewers or capturing some unbeknownst expertise into tremendous stardom. The prizes gained from the competitors are certainly a sign that that is past showbiz. The telco large has added a capacity-building bundle to the prize for all sixteen contestants and the six finalists.

Anthony Obi, Acting Chief Marketing Officer, MTN Nigeria whereas commenting on the completion of the premiere season, reaffirmed MTN’s dedication to growing the capability of Nigerian youths. “We believe in Nigerian youth and are happy with the outcome of the project. Creativity is crucial to the overall development of the nation and they are the human resources for achieving this. We are committed to turning up their drive to succeed,” he stated.

All 16 contestants loved a Virtual Music Training Program from the celebrated Berklee College of Music, in addition to a Creative Entrepreneurship Training Program certification by Henley Business School. Irrespective of how uncooked these skills may need been earlier than they have been found within the present, each coaching would refine and polish them within the artwork and enterprise of music. Importantly, the scholarship awarded to the highest six finalists to attend Berklee 2021 Summer Music Program on the Berklee College of Music would give them an additional benefit, arming them with the knife they should lower their share of the $6.4 billion which Nigeria’s leisure trade is projected to rake in in 2021.

Besides the N5 million money prize, model new totally furnished condo with an in-house recording studio and a brand-new automotive, the winner additionally will get to document and produce a tune at Berklee World-class Studio in New York, USA.

Reacting to this transfer, present decide and celebrity musician Banky W recommended MTN for “making sure that empowerment remains key on the show”. He additional expressed his delight with the present’s format saying, “It’s not just about winner-takes-all, it’s about helping this generation (of talents) achieve something and I am proud to be a part of this.”

Convert these prizes into financial equal worth and you start to have a clearer image of what MTN is investing into Nigeria’s leisure trade. While the condo and the furnished in-house studio is estimated to be price about N60 million, the price of recording and producing a tune at Berklee World-class Studio in New York in addition to the scholarship for the highest six finalists to attend Berklee 2021 Summer Music Program within the USA will run into hundreds of {dollars} changing these amateurs into music professionals.

From earlier reveals just like the Project Fame as an illustration, we’ve seen conditions the place winners of the competitors launch a debut album and go into oblivion quickly after. This time round, the telco is taking additional measures to see that the contestants and finalists are skilled and geared up to soar within the now aggressive world leisure trade. Sharing his ideas on your complete expertise, Dotti winner of the debut season stated, “I am sincerely grateful to MTN for the rare chance to develop my talent. I could not have done this alone. The coaching and business training I have received through MTN Y’ello Star from the Berklee College of Music and the Henley Business School will help my career immensely.”

Richard Iweanoge, General Manager, Brand and Communications, MTN Nigeria stated, “The Y’ello Star project is unique. It is different from what the audience is used to from previous music talent programmes. It is a project initiated by MTN to empower the youths and launch their talents to the world. The show is designed to groom musical talents by providing a lifetime opportunity to turn their dreams and aspirations into reality.”

It isn’t just a winner-takes-it-all scenario, as it may be seen from previous music actuality TV reveals just like the Project Fame and Idols that a number of contestants went on to turn out to be well-known singers even with out successful the competitors. Through this initiative, the ICT large reaffirms its dedication to spearheading worth creation within the leisure trade.

The long-term impact of this is able to be an total development of the Nigerian music trade and the financial system, as these contestants use the offered platforms and their newly gained reputation to translate their goals into actuality. Such reveals previously produced artistes like Darey Art Alade, Timi Dakolo, Omawunmi, Chidinma, Niniola, Olawale, Praiz, Iyanya, and Johnny Drille; and with the added advantages within the MTN Y’ello star, we will sit up for a richer music trade within the coming years.

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