CASE STUDY:

Take Back the Mic

The Mic: Africa

The Founder and CEO of AMP Global Technologies, Derrick N. Ashong, “DNA,” recently established a revolutionary digital platform. Take Back The Mic (TBTM) is behind the launch of the first music competition format beginning in Africa and shared across the world.  Derrick Ashong’s two-time Emmy finalist, “The World Cup of Hip Hop,” has evolved beyond a digital series. It’s now a multi-platform TV format based in Africa and accessible from around the world. The Mic: Africa is a music competition and docu-series highlighting African music, arts and culture.

At a time when a global pandemic has created new barriers to travel and cultural exchange, while renewing focus on systemic injustices facing people of color, The Mic: Africa brings communities together to celebrate the global impact of Hip Hop culture.

The show first began airing in early December and will have a finale on January 3, 2021. One of the unique aspects of this production is that fan engagement has played an important role. Individuals have used the Take Back the Mic app to vote for 18 semi-finalists among talented artists from Rwanda, Ghana, Kenya, South Africa, Nigeria, and Mauritius. The novel new platform provides a whole new generation with internet access by allowing them to earn mobile data through engaging with the content, all while discovering talent and sharing their findings with new audiences, regardless of their locations. 

Mic Africa is redefining content creation as we know it. Now, people have the opportunity to be more engaged on a digital platform than ever before. The platform brings together communities to dialogue with each other, all while enjoying a shared experience and love of hip hop music.

DPBell & Associates partnered with AMP Global Technologies to bring Take Back The Mic to life. DPBell & Associates was hired to lead strategic communications efforts for this global brand and groundbreaking platform. Garnering more than 100+million impressions, 60 media features including in Black Enterprise, Yahoo News, For(bes) The Culture, Africa.com, and Modern Ghana, to name a few, as well as secured a prime Billboard feature in New York City’s Times Square, DPBell & Associates successfully created a Global brand for The Mic: Africa.  DPBell & Associates is passionate about global movements that bring communities together and develops strategic plans to accomplish their goals of content development, media consulting, and brand management.