Google Moves To Upgrade Alternative Young Creators

Google says it has hosted a two-day residency similar to bootcamp programme  in Nairobi to upskill and celebrate young creators identified as Alternative and Non-mainstream.
The Tide’s source reports that in contrast to mainstream mass media, alternative media tend to be “non-commercial projects that advocate the interest of those excluded from the mainstream”.
The Communication and Public Relations Manager, Google West Africa,Taiwo Kola-Ogunlade, said in a statement that the aim of the residency was to  amplify the impact of the Alté movement in Africa and the world.
He said the Alternative Movement, colloquially known as the ‘Alté Movement’, traces its roots to Lagos, Nigeria, where young Africans embraced the idea of being misfits or non-conformists.
According to him,  the movement champions for unconventional self-expression in all aspects of life but mainly through music, fashion and visual arts.
He explained that the  alternative youth culture is rarely recognised on mainstream media, adding that  creators have turned to YouTube to connect with their audiences.
“It is exciting to see creators that identify as non-mainstream find community on our platform. This comes just a few days after we announced a call for applications for the YouTube Black Voices Fund for 2023 aimed at elevating marginalised voices.
“We also want to showcase how products like YouTube and YouTube Shorts and platforms like Google Arts & Culture can help drive the culture forward,’’ he said.
He noted that although the movement started in Nigeria, it had strongly taken root across the continent.
The Google  Communication  Manager, indicated  how  recent Google Search trends from across Africa  had shown  an increase in ‘Alté-related searches from 2020.
He said the first batch of 25 ‘creatives’ at the Residency that ran from June 28, until July 30, 2022, were  from Nigeria, Kenya, Ghana, Botswana, and South Africa.

Kola-Ogunla, however,  said in Residency, the creatives learn how to  better connect with their audiences and move the culture forward through platforms like Google Arts & Culture, YouTube and YouTubeShorts.
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