October 1, 2022


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Promoting African music in Europe difficult – Promoter

An Italy-based showbiz promoter, Henry Emehel, has said that promoting African entertainment in Europe could be quite taxing. He told Saturday Beats, “Promoting African entertainment in Europe is quite difficult because bringing one’s culture and music into another community requires consistency, hard work, and credibility. More so, integrating and initiating one’s culture and making the host community like and follow one’s music is not an easy task.”

He, however, added that credibility and transparency will help to build one’s circle in Europe. He said, “Europe has people from all over the world and it is also competitive. Once one is credible and trustworthy, one will eventually succeed.

“That is why one has to go the extra mile to convince them (Europeans). Also, one should be transparent. Once one is trusted, they will follow that person anywhere. It feels great to introduce people from other cultures to African music. Seeing people from all over the world singing and dancing to African songs gives extra joy and it pushes one to do more.”

The show promoter’s media manager, Earl Bugatti, also noted that Emehel had organised concerts for global artistes such as Snoop Dog and The Game.

He added, “Emehel has also handled the European tour of Nigerian entertainers such as Iyanya, Rudeboy of P Square, Flavour, Korede Bello, Wizboy, Skales, Kizz Daniel, Timaya, J Martins, Phyno, Runtown, Omah Lay and 2Baba.”

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