The event, produced in partnership with Raha Fest, will celebrate the release of her sophomore album, “The Year I Turned 21”, and will be available for fans worldwide to experience on her official YouTube channel.

Ayra Starr, who is known for her distinct melodies and soulful blend of Afrobeats and pop international attention with hits like “Bloody Samaritan” and “Rush”.

Her rise in the music world has been powered not just by her undeniable talent but also by platforms like YouTube, which have enabled African artists to connect with audiences globally.

This concert will offer fans an intimate experience as Ayra Starr will perform new tracks from “The Year I Turned 21” alongside other fan favourites. The event will be livestreamed on YouTube, making it accessible to audiences all around the world, giving them the chance to be part of this special moment. 

Fans, Mobstarrs, as she calls them will also have the opportunity to engage directly with Ayra Starr through the “Woman Commando” YouTube Shorts challenge, allowing them to create and share their own interpretations of her hit single. 

Additionally, exclusive behind-the-scenes content will be captured, adding another layer of excitement to the experience, which will be shared on YouTube.

Nairobi, with its vibrant music scene, deep roots in African culture, and a youth population that adores Ayra Starr, was chosen as the perfect setting for this electrifying performance.

Ayra’s growing fan base across Kenya and East Africa makes the city a fitting backdrop for her first YouTube Live concert.

Speaking about the concert, Ayra Starr said, “Performing live is where I get to connect deeply with my fans, and I’m so excited to do this on a global scale from Nairobi. This album means so much to me, and I’m looking forward to sharing it with everyone through YouTube.”

Addy Awofisayo, head of Music Sub-Saharan Africa at YouTube, shared, “We are thrilled to host this Ayra Starr’s YouTube Live concert in partnership with Raha Fest. YouTube is not just a platform for music, but a place where artists from all over the world can connect directly with fans, no matter where they are. We’ve seen African music grow tremendously on YouTube, and this concert is a continuation of that journey—bringing Ayra Starr’s incredible talent to a global stage.”

“Raha Fest is proud to partner with YouTube to present an unforgettable music experience with the sensational Ayra Starr! By merging Kenya’s bustling creative scene with global acts, we’re fostering a cultural exchange and positioning Kenya as a global destination for tourism and entertainment,” said Ashleigh Ali, chief executive officer, Raha Creative Kenya.

YouTube has always been a major force in promoting African music to the world. More than 70% 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. 

The platform continues to be a key player in amplifying the voices of artists like Ayra Starr, who are shaping the sound of today’s music.

Fans around the world can tune in to watch the concert live on October 20, 2024, at 9 PM EAT on Ayra Starr’s official YouTube channel.

This milestone underscores the platform’s enduring appeal and the comprehensive entertainment experience it offers to a global audience, including the vibrant and diverse user base in Nigeria.

Speaking on the milestone, Adam Smith, vice president of Product Management at YouTube said –

“In 2015, we believed that there was an appetite for a YouTube experience that benefited not only our users but the creator and artist community as well, and we announced a new subscription service alongside a brand new app, YouTube Music.

“This offering was designed for music lovers and YouTube fans who wanted more choice in how they spent time on YouTube, allowing them to enjoy YouTube without interruptions, background play and downloads, and a full music service with the world’s largest catalogue. Along the way, we learned a lot, made a few pivots (and even rebranded), expanded our offerings and plans, and made YouTube Music and Premium available in over 100 countries and regions.

“And through it all, we’ve remained focused on delivering a best-in-class experience to our global YouTube community.

“In fact, in the past year alone we enhanced the Premium playback experience including adding the ability to continue watching YouTube across different devices like your smart TVs and tablets and introduced an enhanced version of 1080p HD. We also experimented with new generative AI features that Premium users were among the first to try. And for listeners, we introduced the Samples tab, a lightning-fast way to discover new music, a completely customised radio building experience, and brought podcasts to YouTube Music.

“Beyond features, we know what truly makes viewers and listeners keep choosing YouTube – it’s the incredible content from our creators and artists. YouTube Premium helps maintain a thriving creator and artist community, providing them with an additional source of revenue from subscriptions.

Highlighting the importance of local engagement, Addy Awofisayo, head of Music for Africa at YouTube, shared insights into the platform’s impact in Nigeria.

“The success of YouTube Music and Premium extends deeply into Nigeria, where music and content creators have found a global stage for their talent,” Awofisayo remarked. “Our platform has not only facilitated unparalleled access to a world of music and content but has also played a pivotal role in the growth of the Nigerian music industry by providing artists with valuable exposure and revenue streams. This milestone celebrates not just our global achievements but the individual stories of creators and artists in Nigeria who contribute to our rich and diverse community.”

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