TV show Africa’s Got Talent gets started with Nescafé

Nestlé coffee brand Nescafé is partnering with popular global television show Got Talent to find and spotlight the very best of African talent.


The programme, currently broadcast in 64 countries with over 490 million viewers worldwide, is making its debut in Sub-Saharan Africa this year as Africa’s Got Talent.


To kick-start the competition, a Nescafé-branded truck is going on the road to visit cities in Côte d’Ivoire, Burkina Faso, Mali, Senegal and Cameroon from May to August, to encourage all kinds of performers such as singers, dancers and comedians of all ages to showcase their talent in selected city venues.


People in each country will also be encouraged to audition through the Africa’s Got Talent website.


A total of 200 candidates will be selected to travel to Abidjan in Côte d’Ivoire to perform live in front of a studio audience and celebrity jury from across the region, with an aim to reach a place in the semi-finals. The audition process will be broadcast over nine 90-minute episodes.


The last 12 finalists will then perform during the final 90-minutes show for a chance to be selected by the jury to become the first Africa’s Got Talent winner and win the grand prize of FCFA 10,000, 000.


As part of the partnership, Nescafé is collaborating with television production company Periscoop, which has the rights to produce and broadcast the show from 2016.


This year, the ten episodes will be aired during the Friday evening prime time slot at 8.30pm from mid October to December. Each episode will be broadcasted on six main television channels in French speaking countries in Central and West Africa.


“Nescafé’s partnership with Africa’s Got Talent is part of our brand’s continued commitment to empower and inspire Africans from all over the region,” said Roman Irurre-Wolfisberg, Business Executive Manager for Nescafé in Central and West Africa. “We want to encourage Africans, especially young people, to take part and do something they’ve always wanted to do or try, while connecting and engaging with our brand.”


As part of Nescafé’s initiatives to find, encourage and support African talent, the brand also recently announced the winner of its Nescafé Get Started challenge, which aims to encourage and inspire young African entrepreneurs to generate innovative ideas to create value for society.


Nescafé’s latest initiatives support Nestlé’s way of doing business, which it calls ‘Creating Shared Value’. The company is creating opportunities and improving livelihoods for the communities in which it operates, plus developing its own activities.