Branded as IrokoX, it is Africa’s only full-service, cross-media MPN according to Iroko who adds that “it will serve the continent’s digital content creators and enable them to produce, distribute and monetise new and original short-form content (3-5min content).”
The IrokoX team will provide a suite of services, including content production & promotion, programming and branded sponsorship campaigns to connect brands to influencers across entertainment industries, existing media channel management and global content distribution.
Oluchi Enuha, General Manager of IrokoX expanded on the plans for IrokoX which will use the Iroko’s in-house production, editing and distribution expertise. “Creation. Distribution. Monetisation; this is what IrokoX is setting out to provide for our continent’s creative pioneers, in order to capture and lead the fast-paced social media and online video market for the continent. Africa is brimming with creative talent, much of which is stifled by poor access to production facilities, or poor understanding of how to monetise content. With IrokoX’s considerable expertise in these areas, we are ideally positioned to support and develop thousands of amazing African and Africa-inspired content creators.”
Iroko says it paid out US$550k (N220m) to its content partners and has already generated over 5.5 billion minutes viewed and over 1.5 billion views, through its existing distribution deals with platforms including Vimeo, Spotify, Deezer, iTunes, Google Play, Vevo, Pandora, Dailymotion, Eskimi and Vodacom last year.
The company also claims to be YouTube’s largest content partner in Sub-Saharan Africa, with a subscriber base of 1.9m, thanks to its Nollywood channels and partnerships with Afrobeats stars such as Flavour and PSquare.
In a bid to become the largest Africa-focused influencer network, IrokoX has vowed to continue to be a music and content distribution platform for established producers, as well as become a standalone division of the Lagos-headquartered content distributor, studio and broadcaster,
The new Africa-focussed MPN will be a key gateway for consumer brands to connect with audiences through the influencers aggregated as part of the IrokoX network. This is as global consumer brands are increasingly look to connect with Africa’s youth population (which is expected to grow to 321m by 2030), who are part of a mobile-first, consumer savvy generation driving the growth of modern African retail adds Iroko in its announcement.
“Africans are consuming more digital content, predominantly via mobile, than ever before, yet here has been little to no interest in developing niche un-formulaic content from the African market for a global audience. IrokoX is marrying awesome content with professional production techniques, to build out an African MPN that can stand side-to-side with those in the West. We believe that the next Pewdiepie can be from Africa and we are using our resources and networks to make that a reality,” concludes Enuha.