BBC radio station 1Xtra has created the Africa 360 initiative – a week-long celebration of African music and culture. 

Beginning on 19th March, the broadcaster said it would “guarantee a destination for good vibes, fun and high energy” with a series of exclusive performances, interviews, artist takeovers and new mixes for the BBC Sounds app. 

On the opening days (Friday morning to Sunday morning), the station’s entire output came from across the entire African continent, with key artists such as Aya Nakamura, Diamond Platnumz, Focalistic, ElGrandeToto, Sha Sha, Omah Lay, Tiwa Savage and Jae5 all being represented.

There are also shows focusing on the long history of African music (spotlighting pivotal artists and moments) as well as a 1Xtra Talks Africa special where social movements across a range of African nations are discussed and the people involved in those movements are interviewed.

The biggest part of the week is the creation of 20 different mixes for the Africa 360 With… series. Each mix is presented by a different artist from a different region of Africa, covering a variety of local genres such as Afrobeats, Afro Pop, Afrobashment, Ghanaian drill and SA house. 

It is not just confined to radio/the BBC Sounds app, with a LiveLounge performance by Nigerian star Davido also being broadcast on 1Xtra’s YouTube Channel as well as the BBC iPlayer. 

Faron McKenzie, head of 1Xtra, said, “As a network, 1Xtra has always been at the forefront of championing the African music scene and it’s important we continue to do so, not only by supporting current artists but by investing in the next generation of African artists.”

It is rare that we cover what a radio station does in terms of its marketing; but then again it is rare that a radio station does something on this scale, showcasing a wide range of music (and artists) that deserve more focus across the board.