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YouTube Partners With Mr Eazi To “emPawa” Nigerian Artistes

Austin Papi

Lyor Cohen, Head of Music at YouTube, has announced that YouTube will be in full partnership with the "emPawa" initiative which was founded by Ghana based, Nigerian Afrobeat star, Mr Eazi, in a bid to push Nigerian music to the limelight.

This partnership was disclosed in the third annual "Google For Nigeria" forum which held on Wednesday.

Lyor Cohen and Mr Eazi discussing on stage during the 'Google for Nigeria' forum
Lyor Cohen and Mr Eazi discussing on stage during the 'Google for Nigeria' forum

The 'emPawa' initiative was created with the sole aim of helping new, upcoming artistes grow their fanbase, most importantly, fund their music and equip these emerging artistes with the knowledge of music in the digital world.

Mr Lyor Cohen said:

“We’re incredibly proud that YouTube has been a mainline for African artistes to connect all over the world and by supporting one of the leading African trailblazers like Mr Eazi and his emPawa initiative, we’re excited to see how these artists supercharge their careers and grow their fanbase on YouTube."

“We’re incredibly proud that YouTube has been a mainline for African artistes to connect all over the world and by supporting one of the leading African trailblazers like Mr Eazi and his emPawa initiative, we’re excited to see how these artistes supercharge their careers and grow their fanbase on YouTube."

This will come as a welcome development to Nigerian artistes, and it is a commendable effort from Mr Eazi helping the foundation of Nigerian Music. It wouldn't come as a surprise to many that Mr Eazi could pull off a mega partnership with YouTube. Mr Eazi has been by far one of the best Digital Nigerian artistes in the world. He utilizes YouTube channels to connect with his fans worldwide through his music videos and international collaborations.

Mr Eazi has responded to the partnership deal he landed with YouTube, detailing that it would only complement the success which his 'emPawa' initiative has already attained.

“This partnership with YouTube is very exciting as it will take emPawa and its artistes to a whole new level. We’ve already achieved great success with our own resources, so there’s no telling how far these artists will go with the backing of such a global company,” he said.