Okosi spoke to media update’s Adam Wakefield about where BET fits in within the VIMN stable, and why the awards are a boon for Africa’s talent.

VIMN is home to a number of brands including BET, Comedy Central, MTV, Nickelodeon, and VH1. BET’s place in that landscape is being able to speak to “a real family demographic”, says Okosi.

“BET offers a variety of content from sitcoms to dramas to reality shows to lifestyle content, like you see now with the BET Awards. It’s an award that recognises not only music, but other lifestyle categories as well.”

Africa and the BET Awards

According to Okosi, the BET Awards is an excellent chance for African talent to be recognised on the same stage as their peers in Europe and, in particular, the United States, the home of BET.

“The BET Awards creates a platform for African artists to showcase their talent. We have BET on the continent, from a US product originally, and it is now in Africa, in the United Kingdom; we also now have it in France,” Okosi says.

“It is a great opportunity to recognise African talent and create music that is part of youth music culture around the world.”

Importantly, African artists attending the awards, which are the culmination of four days of BET-related events called the BET Experience, allows them to mingle with their peers from different markets, especially American musicians and American media.

“We have been able to highlight African talent and collaborate globally moving forward, whether it is Nigeria’s Wiz Kid with Drake, or other artists. Those relationships just don’t happen overnight. They happen as people get to know each other and appreciate one another’s music,” Okosi says.

“That’s what’s great about the recognition the awards bring. It allows our talent to be on the same platform as their international counterparts, which I think is quite powerful.”

Only the very best are nominated for the BET Best International Act: Africa Award

A highlight for VIMN Africa will be the BET Best International Act: Africa Award, which was claimed by Black Coffee last year – the first South African to do so.

This year, AKA (South Africa), Babes Wodumo (South Africa), Davido (Nigeria), Nasty C (South Africa), Stonebwoy (Ghana), Tekno (Nigeria), Mr Eazi (Nigeria), and Wiz Kid will be competing for the award. The fact that three countries are represented by seven nominees has nothing to do with representation, and everything to do with who, according to Okosi, are the “hottest artists on the continent” at the moment.

“The awards are a great opportunity to represent Africa. It’s about putting the best talent forward. It is a merit-based award based on who is the hottest artist for this year. Next year, we might get more or less Nigerian or South African talent. Only the best are nominated for this award.”

Okosi’s Experience will be some enjoyment, mostly business

Okosi’s presence at the BET Awards is one he looks forward too, especially with BET’s brand in Africa growing year-on-year. The BET Experience came to Africa for the first time in 2015, with Okosi being a key player in bringing the event to the continent – and while he will enjoy the talent on show this year, attending the BET Experience is very much a working holiday.

“First of all, it is an opportunity to show case to our clients, partners and our distribution partners, the power of VIMN Africa, and why they are or should work with us. There will be activations taking place on the ground, showing that we are a global network,” Okosi says.

“It is also an opportunity to liaise with my colleagues around the world and share best practise, and a good opportunity to have a look at up-and-coming initiatives within the BET side of the business, as well as content coming through. It is usually quite a jam-packed trip. There is a lot of work to do.”

How Africa surprises their American counterparts

Asked what those in the US find most intriguing and surprising from the African presence at the BET Awards and Experience, Okosi says the sheer amount of talent and creativity available blows them away.

“What often excites them is just the level of talent. These opportunities are created to be able to showcase that talent, and just a level of passion and talent and creativity that Africa has to offer,” Okosi says.

“That’s what excites me, that’s what excites the media. They are really curious about African talent coming through. The truth is we are breaking through, including in the US, which is a huge market, and Europe. The cream of the crop is rising to the top and finds its way to markets like the US.”

Ultimately, what Okosi wants to achieve is localising the BET Awards for Africa.

“The reality is that is what you really want to do. I think it is also being able to create big initiatives on the ground that represent the BET brand and highlight the power of content that Africa has, whether it is drama, reality, or lifestyle,” Okosi says.

“It is being able to make sure that Africa represents itself as a much bigger BET player, which is what we’ve been doing for the last year and a half. The challenge is to build this market, which is quite exciting. We are now at a stage where we can make more localised propositions.”

For more information, visit www.bet.com.

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Okosi uses data and insight as a pillar of VIMN Africa’s content strategy. Read more in our story, Viacom Africa’s Alex Okosi on the power of plugging into audience insights.