The backstory to how the first African TV channel of MTV Networks, then a subsidiary of Viacom Inc., was established can never be told without Alex Okosi and the mighty efforts he put into the full realisation of the project. Leaving out his role would be erasing a crucial part of MTV's history on the African continent; just as drawing the map of Africa without Madagascar.
If there had been one desire the Nigerian-born US-educated renowned corporate executive always courted as a youngster, it was probably to bring the MTV brand to Africa. Perhaps, it was with this in mind that after graduating from Saint Michael's College in the USA with a Bachelor of Science degree in Business Administration and Economics in 1998, he immediately joined MTV that same year, working in the company's New York City office as Trade Marketing Coordinator.
In 2003, while stationed at MTV Networks International office in London, following his transfer from the US to the UK, Okosi began to moot the idea of launching an MTV channel specially for African audiences to the network's top brass, after identifying a business gap for a youth-oriented urban music and lifestyle channel in his home continent.
Despite the daunting prospect of the MTV business on a continent historically deemed 'volatile', the young chap was always daring enough to see through his vision. He never doubted the success of the world's most recognizable music and entertainment brand in Africa.
Having pitched it tirelessly for about 27 times, the top hierarchy of MTV at last bought into his idea and then decided to give him the nod to lead the network into the African market.
Alex Okosi - The Man Who Brought MTV to Africa
Okosi's core mission was to showcase Africa to the world; offering talented African artistes a platform to shine, while at the same time using the channel to 're-imagine' his beloved continent. The former basketball player had always been of the conviction that television, music and the arts in general were essential means to influence and change the negative perceptions about Africa.
Lead-up to the Launch
The actual preparation to launch the MTV channel for Africa started in early 2004 at the network's international office in London, which initially housed MTV Networks Africa, created to operate and manage the MTV brand in Africa.
The team that constituted this newly created African division of MTV Networks International which was led by Alex Okosi were predominantly MTV employees of African extraction.
Some of the original team members of MTV Networks Africa in MTV's London Office
As part of the preliminaries, the MTV team shuttled between London and Africa, conducting feasibility studies to assess this new marketplace. Following months of planning and weeks of speculation and anticipation, Brent Hansen (President/Chief Executive, MTV Networks Europe) and Alex Okosi (General Manager, MTV Networks Africa) on Thursday 27th January 2005 finally announced the official launch date for Africa's own 24-hour English-language MTV channel.
However, just before the much anticipated launch, some last-minute changes had to be made, and this included changing of the proposed brand name "MTV Africa" to "MTV base Africa" (the small letter "b" in "base" was later capitalised to be "Base").
The reason for this was that there already existed an MTV channel dedicated to the black community in the UK known as MTV Base (which has been defunct since March, 2022). And as a team that understood the general essence of branding, they decided to maintain "Africa" in the brand name to avoid identity crisis and confusion.
(Interestingly, a French MTV channel also called "MTV Base" was later launched in France; operated by MTV Networks Europe from December 2007 until its closure in November 2015).
The Birth of MTV Base Africa
22nd February would go down in the annals of Africa's television and entertainment history as "MTV Base Day". This is because it was on this day in 2005 that MTV Base Africa (or MTV Base) went live and began broadcasting to a pan-African audience, reaching over 1.3 million households via satellite (DStv, FSTV and Trent TV) and cable TV (CTL).
In regions where traditional satellite or cable TV services were inaccessible, the channel's signal was beamed to viewers by means of MMDS (Multichannel Multipoint Distribution Service) – a wireless technology that allows for the delivery of multiple TV channels to such areas.
At first, it appeared that fateful Tuesday in the fourth week of February 2005 would never come. But the weeks slowly rolled into days, and then came the D-Day at 18:00 GMT (7pm Nigerian Time, 8pm Central African Time and 9pm East African Time) when MTV Base started to broadcast specially recorded welcome messages from some select international and African music artistes and random African music fans, which were shot a few days before the channel's launch.
Also on that historic day (22nd February, 2005), the iconic "African Queen" song by 2Face Idibia from Nigeria made history as the first music video to play on the channel.
Up until that time in 2005 when the network's first African channel was launched, MTV Networks International – the international arm of MTV Networks – had been broadcasting signals of MTV Europe (renamed "MTV Global" in January, 2021) to the African continent via South Africa-based DStv (Digital Satellite Television), the continent's premiere digital satellite TV platform.
With localised MTV channels set up on every continent except Africa, the launch of MTV Base Africa – the network's 100th channel worldwide, having started with 'one' TV station in the USA in August 1981, thus completed the broadcaster's global footprint. The New York-based TV network consequently became the first global media company to achieve the 100-channel milestone.
MTV Base's arrival, at the time, broke the absolute monopoly that South Africa-based Channel O had been enjoying since it was launched in October 1997 by MultiChoice, the operators of DStv.
Like the other MTV international channels, MTV Base Africa followed the network's localisation strategy by telecasting a rich tapestry of TV programming that featured a mix of local and international music videos (Hip Life, Hip Hop, Kwaito, RnB, etc.), locally-produced shows as well as imported American and European content; designed to appeal to the channel's continental audiences.
Contrary to widely-held views that Sizwe Dhlomo from South Africa was the first African to work for MTV Base as a VJ (as MTV presenters are called), Liberia's Nadia Bitar (who spent her formative years in Ghana as a 'refugee child') was actually the first VJ of the channel, although just for a period of three months – from May to July, 2005.
Nadia Bitar on vacation in Greece where she currently lives
Two months after MTV had officially opened its African venture, a two-city musical extravaganza dubbed "MTV base Live 100!" was staged on the 15th and 20th of April in Abuja (Nigeria) and Johannesburg (South Africa) respectively as part of the activities to herald the global TV network's entry onto the media, music and entertainment scene of Africa.
Will Smith and his DJ Jazzy Jeff at the South African Concert
American showbiz stars Will Smith and Ludacris took to the stage; alongside top African music acts such as Lebo Mathosa (South Africa), 2 Face Idibia (Nigeria), Mandoza (South Africa), Seun Kuti (Nigeria), Swatta Kamp (South Africa) and Asa (Nigeria) among others to thrill the audiences.
Ludacris performing at the South African show
An animated, responsive crowd can elicit great showmanship from performers, and that was exactly what transpired at the two "MTV base Live 100!" music concerts held four days apart at the now defunct Nicon Hilton Hotel (Abuja) and Ster-Kinekor Top Star Drive-In (Johannesburg).
The Animated Crowd at the South Africa leg of the Concert
Highlights from the two events were thereafter televised on MTV channels worldwide to 418.8 million households in 164 countries around the world.
Immediately after all the pomp and pageantry, Alex Okosi – the pivot on which MTV was revolving in Africa – spent the rest of his time as the team leader criss-crossing the entire continent in his quest to localise the MTV brand, as well as woo advertisers and commercial partners.
A pan-African party tour dubbed "MTV base Live", sponsored by Nokia (one of the channel's first major advertisers), were organised in nightclubs in notable African cities to promote the services of the network. Footage from the club events were a regular feature on the "MTV base Live" TV show, which aired on the channel every week. The party tour afforded Okosi and his team the opportunity to meet and engage with the practitioners and stakeholders in the music and entertainment industry of the various host nations.
No wonder, MTV Networks Africa 'broke even' in 28 months (2 years, 4 months), as against the projected 36-month period that the team had envisioned prior to the start of operations in February, 2005.
According to the grapevine, the top executives of MTV Networks and MTV Networks International were not only pleasantly surprised by the early success of MTV Base, but were also quite amazed at the immense revenue available on the continent, making them wonder why it took the company so long to venture into the African market.
To consolidate the network's hold on the market, and also bring the MTV brand closer to advertisers/partners and the showbiz industry, the head office of MTV Networks Africa was instantaneously moved from London to Johannesburg (Jo'burg) – the commercial capital city of South Africa. The choice of Jo'burg could not have been more appropriate as the sprawling South African city had always been known for hosting the continental offices and headquarters of multinational companies and foreign businesses operating in Africa.
After successfully setting base on the continent, Alex Okosi and his ever dynamic team subsequently launched the other TV brands from the stable of Viacom (the parent company of MTV Networks) in Africa: BET (Black Entertainment Television), Nickelodeon and Comedy Central.
Right from the outset, MTV Base won the affection, respect and patronage of the consuming public. It instantly became the cultural home of the young and the young at heart, likewise music and entertainment fanatics on the continent.
The ensuing years saw the channel dethrone its arch-rival Channel O as the "face and voice of African music". The battle for supremacy between the two pan-African music/entertainment channels would waged on fiercely for years until Channel O eventually petered out and was downgraded by its operators from a pan-African TV channel to a local TV station in South Africa, broadcasting to viewers only in its home country.
Since its launch in 1981, MTV has been the world's premier music and entertainment brand. Audiences’ hunger for the network's programmes over the decades has made it the home of premium content.
MTV shows had been gripping and exciting to watch, turning a chunk of the viewers into 'couch potatoes'. The effect these entertaining shows had on them at the end of every episode was immense. But alas, in Africa, only a handful of the populace could afford the pay-TV platforms that the network was exclusively available on.
It was against this backdrop that MTV Base Africa expanded its base across Africa by entering into a block-programming agreement with some selected free-to-air TV stations in the network's priority countries to be rebroadcasting MTV programmes to their terrestrial audiences. With this deal, internationally-acclaimed TV shows like "MTV Cribs", "Making the Video", "Punk'd" and "Pimp My Ride" were able to reach as many African households as possible via these partner terrestrial TV stations, much to the delight of the masses.
Aside from getting MTV content into a lot of homes, the idea behind this strategic move was to also increase brand visibility for MTV on the continent so as to attract more advertisements and sponsorships and increase the fan base of the channel.
The success of MTV in Africa ostensibly inspired the emergence of other pan-African urban music and entertainment TV stations like Soundcity TV (based in Lagos, Nigeria), likewise the expansion of Paris-based TRACE (formerly Trace TV) into the African market.
Criticisms
In the early days of MTV Base, it faced harsh criticisms from a section of the public with regards to the kind of music videos that were being shown on the channel. Some feminist groups, for instance, were simply not enthused about the way women were being portrayed in the videos.
Back then, it was an uncommon sight for viewers to tune in to MTV Base and not likely see music videos that featured scantily-clad young ladies strutting their stuff around, portraying them as sex objects. These wild sexy girls sometimes could be seen vigorously shaking their backsides to the camera, amidst sexually-charged antics designed to titillate the viewers.
The sexual imagery on display in these videos were quite displeasing to the sight and mind of the conservative, morality police and feminists who lambasted MTV Base for female objectification and morally corrupting the African youth.
Feminist movements stressed that such images might cause some girls and young women to believe that those portrayals in the videos are what society expects of them, and thus they may not feel empowered to develop their full potential.
Some of the male critics of MTV Base, interestingly, continued to watch the music channel unceasingly, perhaps to keep 'feasting' their eyes!
In MTV Base's first few years of operations where 30% airplay was given to African music videos, the local music industry folks, especially the artistes, agitated for more airtime for local music on the TV platform. Some of them accused the network of media and cultural imperialism, intentionally using American and European content to 'colonise' Africa's media airwaves.
But unknown to the aggrieved musicians and industry stakeholders, this situation was not deliberate on the part of MTV Base's management team.
One of the teething problems the network faced in the beginning was the unavailability of high-quality music videos from African artistes. Apart from artistes in South Africa, Ghana and in some few other African nations, the majority of musicians on the continent did not have top-notch videos for their music that met MTV's exacting video standards. The only pleasant comment one could make about those numerous substandard videos was the fact that they were 'good' examples of bad music videos.
That notwithstanding, this discouraging circumstance did not unsettle or dampen the spirits of Alex Okosi and his team at MTV Networks Africa. Instead, they rose to the challenge and came up with an innovative idea to deal with this systemic problem that had bedevilled the continent's music industry.
"MTV Making the Video Challenge"
As a response to the agitations from the local music industry, as well as a solution to the poor-quality videos, MTV Networks Africa created a video workshop known as "MTV Making the Video Challenge". The key objective of the workshop was to challenge, train and empower local video directors and their crew to develop their skills to improve the quality of music video production.
But as great and commendable as the initiative was, the team at MTV Base was saddled with the responsibility to secure sponsorship deals to be able to effectively undertake this ambitious project in the channel's key markets – Kenya, Nigeria, Uganda, Ghana, et al.
After knocking on many corporate doors, pitching the idea to corporate entities like a 'charity' project for the youth in Africa's music industry, the MTV Networks Africa team was able to enlist the support of British oil giant Shell, which then came on board as the sole sponsor of the project. And thus the project's name, "MTV Making the Video Challenge with Shell".
For about three to four years, the MTV-Shell initiative engaged award-winning video directors from America and Europe and put them in direct contact with their African counterparts to work on music videos for some select African musicians. Through this project, the participating African artistes, chosen by MTV Base viewers via an SMS-voting, got premium music videos shot and produced for them at absolutely 'no cost'.
Ghanaian musician, Tic Tac was a well-known beneficiary who had the rare opportunity to work with celebrated American video director Gil Green (known for Akon's "Lonely", etc.) on the video for his hit song "Kangaroo", a song produced by Nigeria's Don Jazzy and originally featured his compatriot – D'banj.
(Gill Green and Akon reunited in Ghana around that same time in August 2006 for the video shoot for the latter's song, "Mama Africa". Unfortunately, the said music video by Akon was never officially released because of licensing issues. In 2009, however, the unreleased video was leaked to the internet.)
The behind-the-scenes footage from the "Kangaroo" video shoot, filmed entirely in Ghana's capital city – Accra – was thereupon put together as an episode of MTV's "Making the Video", a half-hour TV show that documents the process of shooting music videos with each episode ending with a premiere of the finished video.
Hitherto, the show featured only musicians from America, Europe and the Caribbean. Ghana's Tic Tac thereby became the first musician from Africa to be spotlighted on the popular MTV show.
The "MTV Making the Video Challenge with Shell" marked the beginning of the world-class music video culture Africa enjoys today. Through this groundbreaking initiative, the entire African continent had come to realise the importance of music videos and how musicians could use them as powerful marketing tools.
MTV Africa Music Awards (MAMAs)
Obviously buoyed by the success and optimal outcome of "MTV Making the Video Challenge with Shell", the management team of MTV Base felt highly confident and poised to do more for Africa. In view of this, they instituted a music award scheme à la MTV Video Music Awards (USA) and MTV Europe Music Awards (MTV EMAs).
Probably Africa's answer to the Grammys, it was conveniently named MTV Africa Music Awards (MAMAs), or simply called "the MAMAs"!
Alex Okosi holding the MAMAs trophy
First staged in 2008 at The Velodrome (Moshood Abiola National Stadium) in Abuja (Nigeria), the MAMAs had been created to reward outstanding musicians in Africa. Coupled with this, it was set up to leverage the unifying power of music to unite the whole of the African continent through music.
Its first three editions organised in Nigeria (2008), Kenya (2009) and again in Nigeria (2010) attracted the best names in Africa and world music. The enthusiasm with which the MAMAs had been greeted was indicative that an award show like that was long overdue, despite the fact that Africa had experienced other continental award events like the KORA Awards and Channel O Music Video Awards.
After a three-year unexpected hiatus owing to some constraints including sponsorships, the MAMA's returned bigger and far better in 2014, 2015 and 2016, which were all held in South Africa. Unfortunately, after its last edition in 2016 at the Ticketpro Dome in Johannesburg (South Africa), the award show once again went into hibernation.
An attempt to revive it in Kampala, Uganda in 2021 disappointingly proved futile.
At its inception in 2008, the MAMAs was meant to be an annual affair. This even prompted the organisers of the ever annual MTV EMAs (MTV Europe Music Awards) to immediately take out the "Best African Act" award category from their award scheme in favour of the MAMAs.
But, due to the challenges in organising the latter award event (the MAMAs) annually, the MTV EMAs' "Best African Act" – first awarded at the 2005 edition – had to be reinstated in 2012 to continue recognising the best of music acts from Africa.
2 Face at the 2005 MTV Europe Music Awards
Insiders at MTV Base have it that the current leadership team are fervently working on bringing it back onto the continent's entertainment event calendar. In fact, if there has been any opportune time for the MAMAs to be brought back to life, it is definitely this year – 2025– which marks the network's 20th anniversary in Africa.
Other Impactful Projects
Long before MTV would pitch camp in Africa, the American TV network had launched a global campaign called "MTV Staying Alive" (or "Staying Alive"). It was aimed at countering the global spread of HIV/AIDS, which had been plaguing the whole wide world.
The campaign, which started initially in 1998 as just a one-off TV documentary with the same name ("MTV Staying Alive"), encourages HIV prevention, promotes safer lifestyle choices and also fights the stigma and discrimination that fuel the pandemic. As the world's largest HIV/AIDS mass media awareness and prevention campaign, "Staying Alive" provides vital and targeted information about the global pandemic.
In 2005, MTV Staying Alive Foundation (SAF) was born to provide support to community projects targeting HIV/AIDS prevention across the world.
American R&B singer cum songwriter, Kelly Rowland (formerly of Destiny's Child) would later on be appointed as the Foundation's global Ambassador where she travelled extensively around the world to meet young people living with the virus/disease. The award-winning musician also visited SAF projects in African countries like South Africa, Kenya and Tanzania.
The issue of HIV/AIDS had become a global priority for MTV, and the network's executives were bent on stemming its further spread across the world. Thus, upon launching the network's first TV channel in Africa, they deemed it fit to extend the "Staying Alive" campaign to the continent, which had also been grappling with the spread of the viral disease just like the rest of the world.
It is in light of this that MTV Base, in its launch week in February 2005, premiered a new HIV/AIDS prevention campaign known as "Save the Humans", an offshoot of "MTV Staying Alive". What the channel did with the aforementioned pro-social campaign was to use the medium of television and audiovisual materials to re-echo and drum home messages on saving humanity against the deadly HIV/AIDS.
Still keeping with the network's commitment to the issues that mattered most to its audiences, MTV Base teamed up with MTV Staying Alive Foundation to create a youth drama television series entitled "MTV Shuga" (known simply as "Shuga") to sensitise the youth on HIV/AIDS, safe sex, teenage pregnancy among other sexual health related issues.
The term "Shuga", derived from the pronunciation of "Sugar" in Kenyan English, is a colloquial word used in some African countries like Kenya for a mysterious woman who exudes a relaxed, confident and stylish aura.
With dialogues in English, the series premiered on MTV Base in November 2009. At the start, "Shuga" was set and shot in Kenya, with subsequent seasons filmed in Nigeria and South Africa.
Following its rave reviews and good receptions in Anglophone African nations, two French-language seasons of "Shuga" called "Babi" were accordingly produced in La Cote d’Ivoire to target audiences in French-speaking countries.
At the height of the Coronavirus Disease 2019 (COVID-19) in 2020/2021, the series producers exhibited their flexibility and adaptability by producing episodes centred on COVID-19 under the title “MTV Shuga: Alone Together”.
This special season of "Shuga" starred characters from different African countries connected by video calls via the Internet from their various locations. As could be expected, the online conversations between the characters highlighted the challenges of the "new normal" under COVID-19, as well as the hellish experiences in lockdown among other topical COVID-19 issues at the time.
A new season, with the tentative title "MTV Shuga Mashariki", is currently in production in Kenya. It is expected to premiere to MTV Base's continent-wide audiences in May, 2025.
It cannot be gainsaid that the various seasons of "Shuga" have had a positive impact on the viewers’ sexual health, while keeping them entertained. For the young viewers, it has increased their knowledge about HIV/AIDS and how to prevent the virus and early pregnancy.
What MTV Base has demonstrated with "Shuga" was to show how the power of entertainment could be harnessed to impart education and change the attitudes and behaviours of young people. Based on this, studies have been conducted to evaluate the impact of the concept of 'entertainment-education' (edutainment) where educational material is presented as entertainment.
The World Bank's Development Impact Evaluation (DIME) group, in a study on "Shuga" in Nigeria, found that exposure to the show led to increased HIV testing as well as a decrease in multiple sexual partners, suggesting the show's potential to influence behavior and social norms.
Another research conducted by the London School of Hygiene & Tropical Medicine (LSHTM) and an impact study by Tulane University (located in the USA) on the MTV drama series indeed confirmed that the model of edutainment has helped young viewers to prevent HIV and early pregnancy, hence driving social change.
The social campaigns created by MTV to leverage the power of the network's brand to deliver real social change in the world have undoubtedly contributed immensely to the strong presence of the media giant in Africa and other parts of the world.
Discovering Hollywood's Lupita Nyong'o
Seemingly, the USA's Hollywood has been such that not many 'ethnically' Africans are accommodated at the same time in the industry. Oftentimes, it has to be just one very successful African actor or actress at a time. And for the past one decade, it has been Kenya's Lupita Nyong'o.
Lupita Nyong'o
However, one may be curious to know how the Kenyan beauty had been able to break through into the slippery world of the almighty Hollywood.
During the pre-production stage of "MTV Shuga" in 2008, auditions were held in Kenya to give young aspiring talented actors and actresses the chance to showcase their talent. And one of the many young African talents to have taken part in the auditions was Lupita, who purposely left the USA for Kenya to audition at the behest of her dear cousin – Isis Nyong'o (one of the original launch team members of MTV Base Africa).
After the casting session, Lupita landed the character role of "Ayira" in the TV series, which happened to be her first major acting job, even though the Kenyan damsel had made her acting debut in the short film, "East River" – filmed in Brooklyn, USA in 2008.
The "MTV Shuga" series eventually became Lupita's claim to fame, serving as her springboard to Hollywood, albeit having started her career earlier in Hollywood as a production assistant.
MTV Base At 20
For two decades now, the pan-African music and entertainment TV channel has been living up to its mission: “Showcasing Africa to the world”. By tapping into the African market, the network has revolutionised the music and show business (showbiz) industry of the continent.
MTV Base has become the prime media platform for African musicians and showbiz personalities on the continent to be seen, heard and celebrated. In addition to that, it has been at the forefront of supporting and exporting African music to the international market, whilst occasionally facilitating record deals between African musicians and record labels abroad.
Today, music has become one of Africa's biggest exports with Afrobeats (Nigeria) and Amapiano (South Africa) as the continent's hottest commodities, greatly sought after in the music market. This new phenomenon, as a matter of fact, has reshaped global views and outlook of Africa.
The continent which used to be pejoratively referred to as "The Sleeping Giant" is now a giant in music and showbiz.
Considering the huge positive impact MTV Base has had on Africa since it debuted, it can be said to be one of the main driving forces behind African music's global rise. Additionally, having the network on the continent has tremendously helped young obscure budding talents to find the limelight, nurturing some of them to be among the top echelon of entertainment celebrities the world has seen over the years.
As a music and entertainment TV broadcaster whose main target audiences are the younger generation, youth empowerment has been MTV's abiding aim. The network has been able to get young people to understand that it does not only exist to entertain them, but it is an 'empowerment factory' as well that cares about their future and well-being.
The "MTV Shuga" series and other great initiatives initiated by the network like the "MTV Base Meets…with MTN" – an eight-part youth empowerment series designed to inspire African youth by connecting them with some of the world’s most influential personalities – buttress this point. And all these MTV initiatives have somewhat contributed to the development of a vibrant youth culture in Africa, which is considered the youngest continent in the world, with a median age of "19".
When MTV Base launched twenty years ago, it started primarily as a music video channel. But in recent years, it has significantly strayed away from this known tradition to airing more of lifestyle and reality TV programmes, just as the other localised MTV channels in other parts of the world.
Since the emergence of the digital age, the channel has also evolved from broadcasting solely to linear TV to distributing its content online; leveraging YouTube, social media and other online platforms to reach wider audiences and netizens who crave 'nonlinear' ways to access and consume content.
Be that as it may, music still largely informs what MTV Base broadcasts to its diverse audiences on all its platforms, be it on TV or online.
As the network celebrates twenty years in Africa, it is proper that Alex Okosi – the man who had the spine to have brought the reputable international TV brand to the continent – is given not only a big pat but a 'blow' on the back for his pioneering role, tenacity and dogged determination to pursue this daunting MTV project to fruition.
Suffice it to add that such a bold step was a herculean task, which might have required the strength of a Hercules to have been successfully executed.
Okosi's inestimable contributions to the success of the MTV brand in Africa, coupled with his key role in developing a robust team of successors to have succeeded him after his triumphant exit from the company in February 2020 to YouTube (and currently serving as the Managing Director of Google Africa), showed the great feats young people can attain when given opportunities.
Written by Eugene Selorm Owusu
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