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Over 10,000 contestants will compete to become the next Nigerian music star, with coaching, judging, and recording from members of the Berklee community.
Berklee will take part in the largest mobile-based music reality show in Africa, working together with multinational mobile telecommunications company MTN and multimedia mobile app and creative hub company Afrinolly. The partnership will bring the Y’ello Star reality show to MTN’s mobile platform, broadcasting the contest to nearly one million users. Members of the Berklee community will serve as panelist judges as well as coaches for the contest’s 16 semifinalists. The winners of the reality contest will record their debut single at Power Station at BerkleeNYC, Berklee’s campus in New York City, which features a one-year graduate program with three specializations.
As the leading telecommunications and mobile provider in the region, MTN Nigeria created Y’ello Star as a mobile musical platform to search for, discover, nurture, and launch music talents in the young Nigerian community. Over 10,000 contestants applied, with 40 semifinalists having been selected for the start of the reality show.
“It is time for Nigerian music to fully take its rightful place in the global community,” says Chike Maduegbuna, CEO of Afrinolly. “With partners like MTN and Berklee, Afrinolly Creative Hub is discovering emerging music talents, cultivating them, and helping them grow. I am excited that Berklee College of Music is here to help us develop those artists, and bring them to a global stage.”
“We’re excited to work with MTN, Afrinolly Creative Hub, and the Y’ello Star reality show,” says Berklee President Roger H. Brown. “This is a great opportunity for artists from the vibrant Nigerian music scene to get advice and mentorship from Berklee’s knowledgeable professors, while broadening awareness of Berklee in the region through MTN’s large audience. We look forward to hearing all of the talent and welcoming the winner to Power Station at BerkleeNYC.”
The contest will start in late October and run through late November. The show’s judges include musical icon, singer, rapper, actor, and politician Banky W; singer-songwriter, actor, and social change agent Omawunmi Megbele; and six-time Grammy winner, poet, writer, actor, and producer Malik Yusef.
Commenting on the show, Osaze Ebueku, senior manager of sponsorships and promotions for MTN Nigeria, said, “The kickoff to the premiere season will give hopefuls the chance to showcase their talents from anywhere in Nigeria.” The digital program brings this show at a time when artist reach and exposure is at an all-time premium, broadcasting to an audience who is hungry for fresh musical content. Berklee’s Jason Camelio, assistant vice president for Global Initiatives, added, “The global pandemic is creating many challenges for artists to continue their studies, to engage with one another creatively, and to move towards their artistic and career goals. Yet it is presenting us with opportunities to innovate and connect with one another in ways that are expanding our reach. The collaboration between Berklee and Afrinolly through the 2020 MTN Y’ello Star competition allows us to build on our commitment to learning, cultural exchange, mentorship, and entrepreneurship.”
