The Sunday Mail
Features & Entertainment Editor
LILLIAN Mbayiwa, the head of marketing and innovation for Old Mutual Zimbabwe, has pledged to do more for the creative sector in Zimbabwe as her organisation focuses on lifestyle and music.
Mbayiwa was speaking at the launch of the first episode of Old Mutual’s Amazing Voices, a Pan-African singing competition, at Ster-Kinekor Sam Levy’s Village in Harare last weekend.
“Old Mutual across Africa has embarked on a one brand strategy focusing on lifestyle and music, and Amazing Voices is one such property that is leading in breaking this new ground for us.
“Recent data shows that the African population is growing, but getting younger and younger, and what better way to appeal and connect to such an audience than through music, which has always been a universal language,” said Mbayiwa.
Through a partnership with DStv, the competition premièred last Sunday, January 12, with contestants representing four African countries — Ghana, Kenya, Zimbabwe and South Africa — squaring off against each other for the grand prize of US$100 000.
“Through our partnership with DStv we hope to bring together people from the 13 countries we operate in within Africa. This is only the beginning and our aim is to engage with audiences across Africa and at the same time give them quality insurance and banking services.”
She praised the raw talent that she saw at the auditions of Amazing Voices.
“I recall attending one of the audition sessions and was amazed at the talent we have in this country. My hope is for Old Mutual to help that talent to realise its dreams and full potential. Old Mutual is fully invested in Amazing Voices and this is in accordance with our brand promise of unifying the community with a view of creating a sustainable and better future for all,” she said.
Amazing Voices competition will unearth talent across three genres — gospel, pop and r&b.
“Old Mutual is excited to be the title sponsor for a show we believe will bring Africa together in a unique and uplifting way. We believe that music is a universal language, which is why it forms the basis of our business’ strategic sponsorship focus. Now, more than ever, the continent is ready for the unifying experience and amplification of talent we know Amazing Voices is going to deliver.”
Thembisa Mdoda-Nxumalo and Elikem Kumordzie are the hosts of the reality television show.
Amazing Voices is broadcast on Mzansi Magic, Mzansi Wethu, Africa Magic, Maisha Magic East and Zambezi Magic at 17:00 CAT, and will run for 13 weeks until April 5, 2020.