YouTube has announced its partnership with Raha Fest, a creative industry in Kenya, to host Ayra Starr’s first YouTube live concert in Nairobi. The announcement was made by Addy Awofisayo, the Head of Music Sub-Saharan Africa at YouTube, in a statement released on Friday in Lagos.
Awofisayo highlighted that YouTube is more than just a platform for music; it’s a space where artists from around the world can connect directly with fans, regardless of location. She noted the tremendous growth of African music on the platform, emphasizing that this concert is part of a broader journey to showcase Ayra Starr’s talent on a global stage.
“YouTube has always been a major force in promoting African music to the world. More than 70 percent of watch time on content produced by channels in Nigeria comes from outside of Nigeria, showcasing how YouTube has provided a global audience for African music,” she stated.
Nairobi was selected for its vibrant music scene, deep cultural roots, and a youthful population that adores Ayra Starr. According to Awofisayo, the city serves as a fitting backdrop for her first live concert, especially given Ayra’s growing fan base across Kenya and East Africa.
The concert will feature Ayra performing new tracks from her album “The Year I Turned 21”, alongside other fan favorites, offering attendees an intimate experience. The event will be livestreamed on YouTube, allowing audiences worldwide to partake in this special moment
