Airtel One8 super group has started the year with international recognition from the Marché International du Disque et de l’Edition Musicale (MIDEM) held in France on January 28, 2012. The group was the first runner up at the awards, in the category of the most innovative and creative use of music/partnership with an artist in a marketing campaign.
MIDEM is the world’s largest music industry trade fair that has been held annually around the Palais des Festivals in Cannes, France, since 1967. It brings together musicians, business people, cultural policy makers and journalists from countries across the world. It provides a forum for business talks, showcase of new artists, musical trends and music-related products.
“We are excited that the Airtel One8 super group has come up second best in the world”, says Andre Beyers, Chief Marketing Officer, Airtel Africa. “This demonstrates international appreciation and recognition of our commitment to use music as a common language to bring harmony within the African continent. We need to keep celebrating the rich talent, diverse culture in Africa through music. This is why the Airtel One8 project is extremely important to us; we will continue to use the power of music to forge a cultural connection between Africa and the rest of the world.”
The award winning campaign was pitted against those from leading companies worldwide including Vodafone, HTC, Converse Rubber tracks, Sony Music, and P&S for Radox, among others. The 10 finalists were selected based on their creativity and innovation presented in their campaigns to the MIDEM audience and a panel of respected panel of judges.
This award comes after Billboard International named Airtel One8 as a “Best Bet of 2011” last year.
Airtel One8 – the brainchild of Africa’s leading telecommunications provider – released its first single in November 2010. Hands across the world, is a diverse collaboration between international R’n’B sensation R Kelly – who also wrote and produced the track – and eight of Africa’s biggest selling music stars: 2Face (Nigeria), Amani (Kenya), 4X4 (Ghana), Movaizhalene (Gabon), JK (Zambia), Alikiba (Tanzania), Fally Ipupa (DRC) and Navio (Uganda).
Hands Across the World attained massive airplay across more than 16 national and international countries as a top ten track. In addition, the track achieved over 20 million hits through the Airtel Live portal.