Since 2017, the Afrochella Festival has offered an important platform for patrons to celebrate Africa’s diverse culture and the vibrant work of African creatives & entrepreneurs.
And to arouse the interest of the merrymakers about this year's edition, social networking service Twitter has announced a partnership with Afrochella to use its platform as the go-to for all information about the festival.
The announcement coincides with the roll-out of a new Afrochella Hashmoji and GIF, which can be activated by Tweeting #Afrochella, #Afrochella2021 and #Afrochella21.
The partnership involves Twitter providing real-time, beat-by-beat coverage of activities, driven by the vibrant African and Diasporan communities expected to bring colour to the festival. This marks Twitter’s first in-country activity since announcing that it was setting up operations in Ghana.
Festival activities Twitter and Afrochella are expected to collaborate on will include a series of #AfrochellaSpaces hosted by Twitter Spaces; an exciting new product that allows live audio conversations on Twitter.
The Spaces will host artists performing at the festival and will provide an opportunity for them to connect and interact directly with fans.
There will also be a Twitter Music Panel Discussion at the Afrochella Music Museum; a curated experience that will take the audience on a journey through the past and into the future with live performances, art installations, digital and printed imagery, as well as on-site activations at the festival.
According to Senior Director, Product Management and Initiative Driver of Twitter’s Global Participation programme, Uche Adegbite, the partnership represents a unique opportunity to share in the richness of Afrochella which promotes diverse peoples, cultures and perspectives.
“We understand that Twitter is a reflection of what’s happening; so by leveraging products like Spaces, we will support and be part of trending Afrochella conversations. And with the recently launched custom Emoji and GIF, we are excited to bring the festival to life for thousands across Ghana, the wider continent and beyond," he said.
In a statement, Founder and Chief Executive Officer of Culture Management Group, organisers of Afrochella, Abdul Karim Abdullah said, “We couldn’t be more excited to have Twitter on board as partners to deliver an unforgettable Afrochella experience this year.
"Together, we will encourage the further advancement and awareness of Africa's homegrown talent in music, art, fashion, and food.”
Afrochella is an annual Ghanaian music and experiential festival that showcases the vibrant work of African creatives & entrepreneurs.
With representation from diverse cultures across the continent, Afrochella is designed to elevate and highlight thriving millennial talent in Africa.
The festival similarly aims to teach, explain and explore cultures through a pioneering approach; combining art, creative activations, premium continental cuisine, and African music.
This year’s event is slated for Tuesday, December 28, with performances from Wizkid, Kojo Antwi and Stonebwoy. Other activities for the night will be African Fashion Night Out, Amapiano & Brunch, Afrochella Talks, and a New Year’s Eve celebration.