The Alté community is an emerging culture that is uniquely African and is growing in popularity among the Gen Z demographic. Alté, short for “alternative”, emerged as a path for unconventional self-expression that goes beyond the traditional. At the heart of the alté movement is a desire to remain true to oneself, regardless of established traditions or cultural limitations.
The alté movement arguably has its own Originating in Nigeria, with musicians such as Teezee, BOJ, Tems, Odunsi and Lady Donli driving the movement, the subculture is visible among young Africans across the continent. Sichangi from Kenya and Amaarae from Ghana are among the musical artists from elsewhere in Africa who are spreading alté sounds. Beyond music, Alté has grown as a lifestyle and its influence is also visible in fashion and the visual arts. Mowalola and Tse are some of the creative influencers driving the alté movement in fashion and photography respectively.
There is also a growing number of creative entrepreneurs in the alté community. These young people run their own businesses and thrive in Africa’s creative ecosystem. Through the optimization of the web, they are shaping their distinctive identity and promoting the growth of the Alté community in Africa.
Google is bringing African culture to the fore through the Alté residence and contributing to it at Zeitgeist by teaching alté creatives and expressionists skills that can be harnessed through the lens of YouTube,
YouTubeShorts, Google Search and Google Arts & Culture careers.< /p>
Alté Residency is an exclusive residency hosted and curated by Google Africa in Nairobi, Kenya.
The aim of the residency is to provide a platform for creatives in Africa who identify as alternative/non-mainstream to engage with Google in to get in touch.
It will also be an opportunity to connect African alté creatives with relevant Develop career skills through the use of specific online platforms (YouTube, YouTube Shorts, Search, and Google Arts & Culture) to help them better connect with their audience and leverage value while advancing Alté culture.< /p>
Google’s role in promoting African creative industries
Global creative industries are expected to unify by 2023 reach a global value of US$985 billion, equivalent to 10 percent of global GDP before 2030. The creative industries in Africa are experiencing massive growth due to the influence of the internet. Artists, musicians, creatives and filmmakers now have the opportunity to engage with global audiences in /p>
Google is committed to helping these creators thrive and provides a platform for diverse voices and expressions.
YouTube Growing Communities and Collaborations
In 2020, billions of people came to YouTube to share skills, start businesses and positively impact their communities.< /p>
YouTube has become the premier conduit for African artists to connect around the world, export African music to fans worldwide and facilitate collaborations within the global and regional music industry.< /p>
Cultural movements grow and ba ue on YouTube: African music is one example, along with K-pop, Latin music and more. YouTube has played an integral role in the discovery and development of African sounds, exporting African music to listeners around the world. Out of the 25 most viewed artists from sub-Saharan Africa on YouTube, more than 70% of their views come from outside Africa.
What’s behind it?
● YouTube’s global reach (2 billion monthly users) is helping artists leapfrog radio and other traditional distributions and taking music across borders. Millions of people are going online for the first time, which means many new people are accessing, creating and sharing content on YouTube.
● No barriers to entry on YouTube. Creators can upload music and broadcast it to the world. And vice versa: African creatives can use YouTube to record sounds, looks and ideas from all over the world. Hybrid sounds and pan-African collaborations have exploded as a result.
● With videos on YouTube, you can see the culture, fashion and dances that contribute to the sound of Africa spreading. Yemi Alade’s “Johnny” has over 100 million views, partly due to its viral dance moves and fan videos.
YouTube is committed to supporting the music ecosystem in Africa, including artists , Labels and Creators:
● Burna Boy was the first emerging Nigerian artist in November 2018 and was featured in a series of Artist Spotlight Stories. Burna combines the rich culture of Nigeria with the modern sounds of America to break down barriers as a driving force in the rise of Afrobeats around the world and to harness the global power of YouTube.
● Nigerian artist and entrepreneur Mr Eazi teamed up with YouTube Music for Life is Eazi Vol. II: Lagos to London to bring the Lagos to London artwork to life – a double-decker yellow bus, the two most popular means of transport from both cities
● British-Nigerian artist Maleek Berry is part of YouTube Music’s international independent artist development program, Foundry, receiving marketing support and best practices to reach its audiences on international level.
● YouTube announced an initiative to support Nigerian artists and teamed up with Mr. Eazis emPawa Africa come to help 10 local artists build their craft, grow their fan base and connect with the world through YouTube.
● To African artists and creators who have found a huge audience to build their career on YouTube include Youssou Ndour, Prince Arts Music, TV production company Art Bi Manageman, Ubunifu Space, JRafrika, Nasty C.
YouTube Black Voices Fund Class
The Black Voices Fund Class of 2023 is now open for applications. Established in 2020, the fund recognizes black YouTubers, artists, songwriters and producers and provides them with the resources and support to thrive on YouTube.
As part of # YouTubeBlack Voices Fund Class of 2022 each of the 26 selected African YouTubers received seed funding and targeted support to help them develop their channels. They also participated in tailored and hands-on training, workshops and networking programs.
The 2021 BVF cohort included 133 grantees from the United States, Kenya, the United Kingdom, Brazil, Australia , South Africa and Nigeria – featuring 26 creators and artists from Africa.
Africa Day Commemoration
In May, YouTube celebrated Africa Day with a number of initiatives including sessions for creators in Kenya, Nigeria and South Africa and the famous Africa Day concert, now in its 3rd edition. As in previous years, Africa Day was used as a platform to showcase our ongoing commitment to the region through products and initiatives that empower people and businesses.
As with previous ones The Africa Day concert was also used to reiterate YouTube’s ever-growing role in spreading Afrobeats around the world. The Africa Day 2022 concert included an in-person recording session and a virtual livestream to stay on consecutive days, unlike previous editions which were only livestreamed virtually on YouTube.