iROKO Launches New Multi-platform Network For African Digital Content

FUNSHO AROGUNDADE

iROKO has announced the launch of IrokoX, a new multi-platform network, MPN, to house digital content made by Africans.

Oluchi Enuha, General Manager, IrokoX, said the new cross-media MPN will help Africa’s digital content creators to produce, distribute and monetise original short-form (3-5 minutes) content.

Speaking at the launch on Friday, Ehuha said, “Africans are consuming more digital content, predominantly via mobile, than ever before, yet there has been little to no interest in developing niche un-formulaic content from the African market for a global audience.

“IrokoX is marrying awesome content with professional production techniques, to build out an African MPN that can stand side-to-side with those in the West. We believe that the next Pewdiepie can be from Africa and we are using our resources and networks to make that a reality.”

P.M.EXPRESS gathered that the global consumer brands are increasingly looking to connect with Africa’s youth population who are mobile-first and a consumer savvy generation driving the growth of modern African retail.

The new MPN will be a gateway for consumer brands to connect with these audiences in exciting ways through the influencers aggregated on the IrokoX network.

IrokoX will be a music and content distribution platform for established producers. Using Iroko’s in-house production, the team is expected to provide content production and promotion, programming and branded sponsorship campaigns.

The team has already open up its platform for creative and influential personalities across all social media channels, who want to share their digital contents online to help scale the viewership on their videos.

IrokoX will operate from iROKO’s offices in Lagos, London and New York.