Alex Okosi is a Nigerian-born, US-educated media executive responsible for developing and launching MTV Africa in February 2005. He has also spearheaded the launch of other localized Viacom brands in Africa encompassing Nickelodeon and Comedy Central. Currently, he is responsible for managing the growth and development of the Viacom International Media Networks Africa business - a multichannel portfolio that reaches over 100 million viewers and includes MTV, MTV base, Nickelodeon, VH1, BET International and Comedy Central. Okosi is the creative force behind the MTV Africa Music Awards, a high-profile event that has helped talented African artists raise their international profile and status.
Early life and education
Early life
Okosi was born in Enugu, Nigeria, the youngest of seven children. The family was originally from Onitsha. His father was a civil servant who modeled persistence and a strong work ethic for him - character traits that continue to serve him professionally.
By 2005, the ambitious goal of establishing an MTV channel in Africa catering to the tastes and attitudes of Africa's youth was underway. The vision was, and still is, to feature the broadest mix of contemporary African and international music and lifestyles shows. The flagship channel was named MTV base Africa, an African version of MTV Europe's urban music service, MTV Base. Okosi's creative team's goal was to produce First World-quality content that would, not only satisfy the diverse musical and entertainment tastes of the mass African market, but also appeal to audiences outside the continent.
Promoting African Music And Entertainment
Okosi identified three key strategic imperatives for driving the success of the channel. One was to create a model for generating quality video content from a continent which at the time was plagued by poor quality productions. To change this, he took a proactive approach and set up a team of Talent and Music Representatives in key African markets that trained local video producers to create high quality videos. Okosi also brokered a partnership with Shell to execute a "Making The Video" workshop campaign that involved established international directors participating in skills exchange workshop with emerging, African video directors across key countries. As part of the campaign, participating African artists were rewarded with quality video productions that highlighted their musical virtuosity and skill. The final element that cemented MTV base's toehold in the diverse African musical landscape was making the brand, and its content, accessible to the masses who had limited access to Pay-TV. To accomplish this, "MTV base blocks" were broadcast in partnership with terrestrial stations across the channels key target markets. As a result, MTV base is now accessible to over 100 million viewers across Africa via a combination of Pay-TV and terrestrial partner stations. To ensure commercial sustainability, Okosi's team established a two-pronged advertising model that included pan-African/country-specific advertising and sponsorships that leverage the pay-TV and terrestrial windows. Their 360 degree campaigns provided avenues for advertisers to reinforce their messages to consumers and create a deeper connection with target populations via world-class event experiences. As a result, MTV base has enjoyed a degree of commercial success that has attracted local and international brands such as Coca-Cola, Airtel, Nokia, Guinness, Fanta, Motorola, Shell, Renault and Star.
MTV Africa Music Awards
In 2008, Okosi was a driving force in the launching of the MTV Africa Music Awards which has served as a vehicle for raising the profiles and earning power of African musicians. The MAMA is a cavalcade of Africa's hottest musical commodities that salutes and celebrates contemporary African music and artists from around the world. Given the international exposure some have garnered on MTV's global network, not a few African artist featured on the show have graduated from local celebrity to playing venues around the world. Over the years, this has legitimized MTV base's international reach and credibility as a burgeoning, multimedia powerhouse. The MTV Africa Music Awards were first hosted at the Velodrome in Abuja, Nigeria. It was hosted by London-based DJ, MTV and BBC presenter, Trevor Nelson. Subsequent MTV Africa Music Awards were held in Nairobi in 2009 and Lagos, Nigeria in 2010. This event has featured the best of Africa's talent over the years, including such notable African stars like 2Face, HHP, Dbanj, Fally Ipupa as well as international artists like Kelly Rowland, Akon, Wyclef Jean, Rick Ross and T-Pain.
