What we do
Music
With our partners, UpToYouToo aims to mainstream African content in the global music market.
UNECA research has shown that Africa generates only 0.4% of global information and entertainment content on the web and mass communication outlets. If South Africa's contribution is excluded, the figure is only 0.02%. There is a need for Africa to export information and knowledge; to participate and promote African cultural heritage, including the film sector and music industry.
Mainstreaming African content in global entertainment and audiovisual industries is about getting Africa represented in a highly Anglo-American domain. UpToYouToo sees an overlap in content mainstreaming and connecting youth worldwide. Penya Studios was founded to serve artists from Nairobi whilst becoming financially independent by producing commercials for companies.