MTV Base at 20: Two Decades of Shaping African Culture and Defining Global African Youth Entertainment
Twenty years ago, in February 2005, MTV Base made its African debut – not just as a music channel, it was setting the tone and becoming a cultural game-changer. Its mission was bold: to give African youth a global platform, elevate the continent’s music, and reimagine how African stories are told. The moment was electric. The first video ever broadcast? 2Face Idibia’s ‘African Queen’ – a song that became an anthem for love, pride, and the African identity.
From the beginning, MTV Base set itself apart as more than a media brand. It became a tastemaker, a springboard for new voices, and a creative incubator for talent across the continent. Sizwe Dhlomo, the first-ever MTV Base VJ in South Africa, set the stage for a new generation of on-air talent, while the Nigerian VJ Search in 2007 introduced talents like Cynthia ‘C-Von’ Okpala, Folu Storms, Dadaboy Ehiz, and Nenny B – personalities who would go on to define pop culture in their own right.
Two decades on, MTV Base remains at the centre of youth culture trends in Africa – its impact undeniable. It has shaped careers, set trends, and helped reframe how young Africans see themselves – not just at home, but on the global stage.
The MTV Base Effect: A Cultural and Economic Powerhouse
Entertainment has never been just about content. It’s an economic engine, a cultural connector, and a powerful catalyst for social impact. According to Anita Elberse’s research on the blockbuster entertainment economy, success in media is not about producing endless content but rather about strategic, high-impact investments that create lasting cultural moments. That’s precisely what MTV Base has done – again and again.
The launch of the MTV Africa Music Awards (MAMAs) in Abuja in 2008 was a turning point. From Abuja to Nairobi, Lagos to Durban, and Johannesburg, the MAMAs became a runway for African stars to take flight. Artists like Wizkid, Davido, AKA, Tiwa Savage, and Yemi Alade, Sho Madjozi and Cassper Nyovest not only thrived – they soared, propelled by platforms that recognised their greatness early.
But it didn’t stop at awards. MTV Base All Stars became a pan-African showcase for the most influential contemporary African musicians. The Official Naija Top 10 (ONTT) quickly became the definitive chart show for Nigerian music. It was on ONTT that Tiwa Savage famously expressed her desire to collaborate with Patoranking, a wish that led to the iconic ‘Girlie O’ remix. A moment of real-time music history, caught on tape!
When the rise of Amapiano and Gqom signalled a new wave of African sound, MTV Base was not just an observer – it was a catalyst, documenting and amplifying these genres at a time when mainstream platforms were still catching up. Gqom, with its raw, bass-heavy beats, erupted from Durban’s underground scene in the early 2010s, driven by pioneers like DJ Lag, Babes Wodumo, and Distruction Boyz. It was a sound that embodied the energy of South Africa’s townships, and when Gqom Nation premiered on MTV Base, it provided a dedicated space for the genre’s biggest names to showcase their craft. The show didn’t just celebrate Gqom; it helped legitimise and commercialise it, bringing it to wider audiences and mainstream festival stages across Europe and beyond.
From Berlin’s underground raves to Drake’s co-sign of DJ Lag’s work, Gqom transformed from a niche township genre to a global movement – and MTV Base was right there, making sure the world was paying attention.
And then came Amapiano – the genre that redefined everything.
What started as a deep-house subculture in Pretoria exploded into a global sensation, with artists like Kabza De Small, DJ Maphorisa, and Focalistic leading the charge. Importantly, women DJs like Uncle Waffles and DBN Gogo also catapulted into international stardom, bringing charisma, fashion, and fire to the decks – not just participating in the movement, but significantly shaping its sound and style. Uncle Waffles’ viral Boiler Room set became one of the most-watched of all time, leading to historic performances at AfroNation and Coachella, while DBN Gogo brought her signature energy to AfroNation Ghana, Portugal, and global platforms like Sónar Festival. MTV Base’s Liyadlal’iPiano documented this meteoric rise, capturing the genre’s cultural and economic impact in real-time.
As Amapiano began to take hold across the continent, MTV Base moved quickly to spotlight the sound and its key players – helping drive the genre’s acceleration and legitimising it within mainstream media. This visibility unlocked new revenue streams for independent artists, DJs, and dancers. TikTok challenges featuring Amapiano beats fuelled a digital revolution, turning songs like ‘John Vuli Gate’ and ‘Ke Star’ into certified bangers and viral phenomena – cultural artefacts of a generation in motion.
From Ibiza to Coachella, AfroNation to Boiler Room, Amapiano and Gqom have become festival headliners, proving that African music is not just influencing the global scene – it is defining it.
From Kinshasa’s vibrant Afrobeat scene to Dakar’s rising creatives, MTV Base has been putting the whole continent on; extending across the continent’s linguistic and cultural borders – amplifying Francophone talent such as Fally Ipupa from the DRC, Suspect 95 from Côte d’Ivoire, and Aya Nakamura, whose Malian heritage and global reach have made her one of the most streamed Francophone artists in the world.
From Kinshasa to Dakar, MTV Base was putting the whole continent on – showcasing voices that had long been overlooked in mainstream narratives.
To mark 20 years of shaping African youth culture, MTV Base is celebrating in true style with Base Day 2025 – a vibrant, multi-city takeover bringing the party to Lagos, Calabar, and Abuja. The line-up reflects the spirit of the channel bringing together OGs and new school like Faze and Ruggedman, while giving the spotlight to rising stars such as Ayo Maff, Barry Jhay, Shoday, Fola, and Omizzy. But it’s more than just performances – Base Day 2025 is a cultural moment, blending music, fashion, and fan energy into one unforgettable experience. It’s MTV Base doing what it’s always done best: celebrating African creativity, connection, and the community that makes it all matter.
These sounds are more than just genres; they are cultural revolutions, economic powerhouses, and proof that African youth culture is unstoppable. And MTV Base was there from the start, ensuring these movements were given the global stage they deserved.
When Tyla took home Best Afrobeats for Water in 2024, she became the first South-African-born woman ever to hoist a Moon Person award. She used her 45-second spotlight to school the world on Africa’s sonic range, namechecking Amapiano alongside Afrobeats and declaring that “African music is pop music.” By course-correcting the global narrative in real time, she echoed the ripple effect that underscores African music’s role as both cultural currency and growth industry.
Tyla’s acceptance speech wasn’t just a personal milestone; it was living proof that the MTV Base ecosystem, two decades strong, has matured into a global engine for African youth culture.
In East Africa, the influence of Bongo Flava – led by icons like Diamond Platnumz and Alikiba – was amplified through MTV Base platforms.
Beyond Music: Storytelling, Advocacy, and Social Impact
MTV Base has always been about more than just beats and basslines – it has been a platform for African youth to tell their stories and engage with the world around them.
One of the most impactful examples of MTV’s commitment to youth advocacy is MTV Shuga – a scripted drama series that goes beyond entertainment to address real-life issues like HIV awareness, gender-based violence, and mental health. In East Africa, MTV Shuga: Down South and MTV Shuga: Naija expanded into regional editions set in Nairobi, Dar es Salaam, and beyond – using storytelling as a powerful tool for public health and social dialogue. Through relatable characters and locally grounded storylines, Shuga has reached millions of viewers, often backed by UNICEF, USAID, and national health departments, making it a blueprint for entertainment with impact.
The MTV Base Meets series took this mission to new heights, bringing young Africans face-to-face with some of the most influential figures of our time. When Michelle Obama sat down with four young African leaders in 2011, it was a powerful moment of dialogue around education and leadership. MTV Base Meets Bill Gates and Mo Ibrahim followed, providing spaces where African youth could engage in critical conversations on technology, governance, and innovation.
Campaigns like Choose or Lose put the spotlight on civic engagement, featuring voices like Zulaikha Patel, Zethu Gqola, and Zulu Mecca. The message was clear: African youth are not passive consumers – they are agents of change.
Reality storytelling followed suit. Over the years, MTV Base South Africa has built a vibrant slate of reality programming that has pulled back the curtain on fame, hustle, and identity. From Have Faith, chronicling the glamorous rise of social media sensation Faith Nketsi, to @Lasizwe: Fake It Till You Make It, which offered an intimate, often humorous lens into the life of content creator and personality Lasizwe Dambuza, these shows have helped define a uniquely African reality genre. Then came Inside Life — a raw, unfiltered glimpse into the lives of celebrated talent. Its latest season, City Girls Are Up, spotlights dynamic women like Bontle Smith, Boohle, and Thee Buhle, offering a nuanced celebration of female creativity, ambition, and cultural visibility. Busiswa and Moonchild Sanelly also starred in boundary-pushing reality formats, bringing bold female energy to the small screen while spotlighting issues of empowerment, sexuality, and self-expression. Together, these shows have done more than entertain – they’ve reflected the evolving stories of African youth in all their complexity.
Expanding Influence: From TV to Digital and Beyond
The way audiences consume content has evolved rapidly, and MTV Base has moved with them. In 2019, MTV Base launched Yo! MTV Raps Africa, a localised version of the international hip-hop series, hosted by Siyabonga ‘Scoop Makhathini’ Ngwekazi and rapper and reality show Nadia Beyond Bragga, star Nadia Nakai.
The MTV Base Ghosted NG series introduced Africa’s first adaptation of the globally successful Ghosted franchise, proving that local storytelling can thrive in global formats.
Meanwhile, the Culture Squad evolved into more than just a collection of presenters – it became a bold, on-the-ground collective of tastemakers, trendsetters, and cultural curators. Handpicked for their influence and ability to tap into what’s current and what’s next, the Squad has helped shape MTV Base’s voice across fashion, music, lifestyle, and social commentary.
From South Africa, personalities like Shamiso Mosaka, Uncle Vinny, Farieda Metsileng (Pharoahfi), Tshego Koke, FreshbyCaddy and Lerai brought local authenticity and youth credibility to the screen. Nigeria, meanwhile, brought its own dynamic flavour through standout voices like Ilooise ‘Ilo’ Omohinmin, Susan Pwajok, Oluchi Harrison, Nenny B, and Folu Storms – each bringing fresh energy, cultural context, and a deep connection with local audiences. Their presence has ensured the Squad reflects a truly pan-African youth experience, one rooted in relevance and cultural pride.
In many ways, the Culture Squad stands on the shoulders of pioneers like Sizwe Dhlomo – the channel’s very first VJ – whose early presence laid the foundation for what youth representation on African screens could truly look like. Whether hosting shows, curating conversations, or simply setting the vibe, the Culture Squad continues to personify the channel’s commitment to leading the culture, not just reporting on it.
What’s Next for MTV Base?
As we celebrate two decades of cultural impact, one question stands: what’s next for MTV Base? The answer lies in evolution. We’re not just keeping pace with the digital age – we’re defining it. MTV Base is transforming into a multi-platform, always-on cultural engine – where television, digital, storytelling, and community converge.
Because at the centre of it all is not just talent, but culture – raw, dynamic, and unapologetically African. From the beat of a new sound to the threads of street fashion, the language of gaming, or the fire of social movements, MTV Base has always been more than music. It’s been a mirror, a megaphone, and a movement.
The next chapter will be shaped by streaming, AI, Web3, virtual realities, and creative expressions we haven’t even imagined yet. But one thing is certain: MTV Base will be there – not just documenting the future of African culture but unlocking new levels for African youth entertainment.
Imagine an MTV Base reality series where fans mint digital tokens to unlock exclusive content, vote on storyline directions, or even gain backstage digital passes to meet their favourite stars. These Web3 models open up new revenue streams while deepening engagement – and present exciting possibilities for MTV Base to lead a new chapter in participatory African entertainment.
