The trio says that the decision to partner was brought on by the increase of online and digital broadcast consumption due to the COVID-19 pandemic.
MTV BASE & BET has indicated that more than 20 South African music heavyweights will be sharing their trials, tribulations, lessons and soundtracks to their stories over the next 10 weeks.
The show is called AMPD Studios Live
and is sponsored by Old Mutual. The show will aim to 'draw the curtain back' on the music industry.
Some of the topics that the artists will tackle include:
- 'The secrets of building a business in music',
- 'The building blocks behind South Africa's biggest careers', as well as
- topics relating to publishing, contracts and tax.
The partnership says that they intend to leverage the universal power of music to entertain, enlighten and inspire the continent. The artists were recorded at Old Mutual's AMPD studios, which is based in Newtown Junction. Recording took place before COVID-19.
"Music has the power to not only change a mood but a person's perspective and even their environment. The presence or the lack of money tends to do the same thing," says Thobile Tshabalala, head of brand at Old Mutual.
"At Old Mutual, we have over 175 years of experience in enabling people to understand and achieve their financial goals. This show provides us with another innovative way to champion mutually positive futures for the youth of our continent," adds Tshabalala.
Monde Twala, senior vice president and general manager at ViacomCBS Networks Africa, says, "We live in unprecedented times where innovation and creativity are the new gold."
"We pursued this partnership for a while and are thrilled to bring this powerful edutainment format to TV screens across the continent. AMPD Studios, MTV Base and BET share a passion for African youth culture and music excellence; this is a powerful opportunity for knowledge sharing and financial music industry education," adds Twala.
Individuals are encouraged to watch AMPD Studios Live on MTV BASE DSTV (Channel 322) from Wednesday, 29 July at 21:30. Individuals can also watch on BET DSTV (Channel 129) from Saturday, 1 August at 18:30.
For more information, visit www.oldmutual.co.za
. You can also follow Old Mutual on Facebook
or on Twitter