Alternative youth culture finds a home at Google – TechCity

The Alt Community is an emerging culture that is uniquely African and is increasing in popularity among the Gen Z demographic. Alt, short for Alternative, originated as an avenue for unconventional self-expression that transcends the traditional . At the centre of the Alt movement, is the desire to remain sincere to oneself regardless of existing traditions or cultural restrictions.

The Alt movement arguably has its origin in Nigeria, with musical Artists like Teezee, BOJ, Tems, Odunsi and Lady Donli driving the movement but the sub-culture is visible among young Africans across the continent. Sichangi, from Kenya and Amaarae from Ghana are among the musical artists from other parts of Africa who are propagating Alt sounds. Beyond music, Alt has grown as a lifestyle and its influence is also visible in fashion and the visual arts. Mowalola and Tse are some of the creative influencers that are driving the Alt movement in fashion and photography respectively.

There is also a growing number of creative entrepreneurs in the Alt community. These young individuals are running their own businesses and thriving within Africas creative ecosystem. By optimising the internet, they are carving their distinctive identity and propagating the growth of the Alt community in Africa.

Google, through the Alt Residency is spotlighting and contributing to Africas cultural zeitgeist by exposing Alt creatives and expressionists to skills that can be harnessed through the lens of YouTube, YouTubeShorts, Search and Google Arts & Culture and enable creatives to scale up in their businesses and career.

The Alt Residency is an exclusive residency hosted and curated by Google Africa in Nairobi, Kenya. The goal of the residency is to provide a platform for creatives in Africa who identify as alternative/ non-mainstream to engage with Google.

It will also be an opportunity to upskill African Alt creatives with relevant career skills by using specific online platforms (YouTube, YouTube Shorts, Search and Google Arts & Culture) to help them connect better with their audience and harness value as they move the Alt culture forward.

Globally, the creative economy is projected to reach a global valuation of $985 billion by 2023 and this represents 10 percent of global GDP before 2030. The creative economy in Africa has recorded massive growth as a result of the influence of the internet. Artists, musicians, creators and filmmakers now have the opportunity to connect with a global audience using digital platforms like YouTube, Search and YouTube Shorts.

Google is committed to helping these creatives thrive, and providing a platform for diverse voices and expressions.

In 2020, billions of people came to YouTube to share skills, launch businesses, and positively impact their communities.

YouTube has become a mainline for African artists to connect all over the globe, exporting African music to fans around the world and enabling collaborations within the global and regional music industry. Cultural movements grow and build on YouTube: African music is one example along with K-Pop, Latin music, and more. YouTube has played an essential role in the discovery and development of African sound, exporting African music to listeners worldwide. Of the 25 most watched Sub-Saharan-Africa artists on YouTube, more than 70% of their views come from outside Africa.

The Black Voices Fund, Class of 2023, is now open for applications. The fund created in 2020 recognizes and equips Black creators, artists, songwriters, and producers with the resources and support to enable them to thrive on YouTube.

As part of the #YouTubeBlack Voices Fund Class of 2022, each of the 26 African YouTubers selected received seed funding alongside dedicated support to help them develop their channels. They also took part in bespoke and hands-on training, workshops, and networking programmes.

The 2021 BVF cohort included 133 grantees hailing from the United States, Kenya, the United Kingdom, Brazil, Australia, South Africa, and Nigeria-with 26 creators and artists from Africa.

In May, YouTube commemorated Africa Day with a series of initiatives including sessions targeted at creators in Kenya, Nigeria, and South Africa, and the popular Africa Day concert which is now in its 3rd edition. As with previous years, Africa Day was leveraged as a platform to showcase our ongoing commitment to the region through products and initiatives that empower people and businesses.

As with previous editions, the Africa day concert was also leveraged to reaffirm YouTubes ever-growing role in propagating Afrobeats globally. The 2022 Africa Day concert included an in-person recording session, and a virtual livestream to hold on back-to-back days, unlike previous editions which were only live streamed virtually on YouTube.

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Alternative youth culture finds a home at Google - TechCity