2020 was the year where majority of mainstream media and businesses realized the importance of actively listening to #BlackVoices. Prompted by protests in the US against structural racism and police brutality alongside the growing popularity of black specifically African creative expression, corporations quickly realized that they can no longer ignore the demand for authentic black narratives. Whether this is to celebrate or nurture black creativity around the world, major players around the world are stepping up to show their commitment to the advancement of black people and our culture.
One of these major players is YouTube. 2021 marks the launch of the first artist class set to benefit from the #YoutubeBlack Voices Fund, a global multi-year grant scheme dedicated to uplifting and growing Black artists and creators from around the world. Here at iMullar, we want to recognize and congratulate the 3 African talents who were selected for the inaugural batch #YouTubeBlackVoices Artists Class of 2021.
Fireboy DML
First up is Fireboy DML. The Nigerian artiste shot up through the charts with his hit song Vibration from his 2020 album Laughter, Tears and Goosebumps. Known for marrying the feel-good riddims of Afrobeats with a dash of soul and well thought out lyricism, its no surprise the star has had such mainstream breakout success. Keeping his momentum, Fireboy DML then released APOLLO, a 17 track album featuring some of the biggest names in Nigerian music, Olamide, Wande Coal and D Smoke. With the support of legends in the industry alongside international recognition from the likes of YouTube and FIFA, Fireboy DML is set to take his version of Afrobeats worldwide.
Sho Madjozi
Next up is Sho Madjozi, a singer and rapper from South Africa. With her eccentric fashion choices and bright hairstyles, Sho Madjozi demands attention in any room she enters. Yet Sho Madjozi’s music is enough to get her into any door. The artiste first burst onto mainstream airwaves with John Cena, a fun, robust single littered with relatable quick-witted lyrics about a problematic ex lover who acts like Sho does not exist. By channeling the realities facing life as a young independent African woman in her music, Sho Madjozi is a powerful pick for the 1st Artist Class of #YoutubeBlack Voices in an industry in dire need of diverse female representation.
Sauti Sol
Sauti Sol, the fashionable, multitalented music group from Kenya finishes off the list. In a world where majority of African music constantly gets pigeonholed into the term “Afrobeats”, Sauti Sol are taking their East African groove international showing the world that African music is not a monolith. The band ended 2020 on a stellar note signing to Universal Music Group Africa and releasing their first major label project “Midnight Train”, an ode to their identities and country, giving us hits like Insecure and the pre released Suzanna in the process. By infusing their culture as the driving force behind their sonics, Sauti Sol invites the world into their heritage making them an excellent choice for 1st Artist Class of 2021.
We at iMullar can’t wait to see what these artistes accomplish in the following year. Check out the full list of the Class of 2021 here and keep an eye out for their next few drops.
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