The All Africa Music Awards, AFRIMA, on Monday, March 24, formalised a partnership agreement on the forthcoming Awards project with Zmirage Multimedia Ltd., a leading indigenous premier supplier of event lighting and technical production firm in Nigeria.
AFRIMA will be hosted by Nigeria in October 2014, as announced by the International Committee of AFRIMA on October 5, 2013 at a world press conference in Lagos. Officials of PRM Africa, the company producing AFRIMA, have been in discussions with many internationally-renowned African production companies including Zmirage. After series of deliberations, the final decision was taken at Zmirage’s office in Lagos on Monday to finalise the nature and terms of the collaborative partnership on the iconic awards project that has the potential of promoting Africa in a positive light to the world
Zmirage will fill the slot provided for local technical partners in the AFRIMA production structure.
The firm is expected to collaborate with a production team which already includes production experts, professionals and organisations from South Africa, Democratic Republic of Congo, Egypt and Kenya –about 232 crew members are expected to work on the award’s production alone.
“The facts are clear on the excellent antecedents of Zmirage in theatrical technical production, robust local knowledge and supply of creative live event lighting. Alhaji Teju Kareem is a respected professional in event production with over three decade experience in the industry and AFRIMA is happy to have his company join us on this historic journey to prove that a world-class event can be produced on the continent by skilled African talents”, says AFRIMA Country Director Nigeria and Co-Producer, Kingsley James.
South African Co-Producer and Member, International Committee of AFRIMA, Mrs Petra Seseli, also expressed optimism at the prospect of working alongside Zmirage. “I’ve had the opportunity of previously working with Zmirage on a continental platform and I’m looking forward to working with the group alongside other colleagues in Africa on AFRIMA”.
Also speaking, Teju Kareem, the technical production expert and philanthropy of repute, said his company’s decision to take up the AFRIMA project is informed largely by his faith in the award project’s objectives of celebrating and lifting the creative talent of Africa for global competiveness which aligns with Zmirage’s mission statement.
“Our mission at Zmirage is to lift the technical aspect of performing art, to do things that would rival anything anybody does in any other part of the world. I see AFRIMA as a platform –a bigger avenue if you like- to extend our wings and further show our capabilities in the global arena”, he enthuses. Zmirage is known for remarkable productions such as All African Games (2003), Gateway Games (2006), Saro the Musical (2013), Calabar Carnival, CARNIRIV, Felabration, KORA Awards and Commonwealth Business Council Conference (UK) amongst others.
The partnership will see Alhaji Kareem in the roles of AFRIMA Technical Director and a Producer. Zmirage will be providing a 21st century-truck equipped with a 39.66/11.8 ft mobile stage and sound equipment for “On the Road to AFRIMA”, a TV documentary bus tour of West African cities which is one of the exciting build-up events on the AFRIMA calendar.
The 2014 All Africa Music Awards will produce a star-studded, world-class event to be held in Nigeria on Saturday, October 25, 2014, with live performances and television broadcast to 84 countries on 109 television stations around the world.
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