The evening of Saturday 7th June 2014 played host to the 2014 MTV Africa Music Awards (MAMA), supported by Absolut Vodka and SA Tourism, a prestigious awards ceremony which celebrates African Talent. For the first time, this spectacular awards show and music celebration was hosted in South Africa not far from Durban's Golden Mile, at the International Convention Centre (ICC).
This year's awards ceremony saw a host of new award categories introduced, including the "Transform Today" award proudly sponsored by Absolut. The award, which forms part of Absolut's global Transform Today campaign, has been bestowed on an artist who dares to invent and innovate, who brings social experiences to life and who is ultimately not afraid to break rules and cross boundaries for creative expression in order to bring about positive attention to the African continent.
Clarence Peters, who hails from Nigeria, was announced as the winner of this coveted award. Recognised as one of the youngest and most talented filmmakers in Nigeria, Clarence is known for directing top quality music videos, documentaries, TV commercials, short films, and TV features with his work stretching across many genres and art forms. He is also the founder and CEO of CAPital Dream Pictures, as well as CAPital Hill Records, and has been nominated for an array of awards for his work.
"As a Brand, Absolut has always celebrated creative collaboration that forges a future yet to be written, and regards transformation as a tangible experience affecting those who yearn for it the most. The nominees for the Transform Today Award included individuals whose ideas are relevant, noteworthy and original and to whom the prize represents an opportunity to realise work that would not otherwise come to life. We are honoured to present the Award to Clarence Peters, in recognition of his current work and future ambitions, as well as the creative efforts he has made to bring about a positive perception to the African continent and recognition of the exceptional talent that we have", commented Conor McQuaid, Managing Director, of Pernod Ricard South Africa.
"Each generation there are a handful of artists who leave a transformative mark, and the MTV Africa Music Awards has most certainly celebrates these artists. It is for this reason that the Awards and the partnership made the perfect platform for the Absolut Transform Today Award and enables us to effectively celebrate these remarkable artists through this initiative, and showcase our ongoing involvement in contemporary culture through creative collaboration."
The 2014 MAMA's, broadcast live across Africa on MTV Base for the first time ever, was hosted by none other than the acclaimed stand-up comic, film and television sensation Marlon Wayans. Guests at the event enjoyed a spectacular line-up of performers which incorporated a heady mix of African and international talent, including Trey Songz, Miguel, French Montana, Davido, Flavour, Tiwa Savage, Mafikizolo, Uhuru, Oskido, Professor, Sauti Sol, Sarkodie, The Arrows, Khuli Chana, and Dr. Sid.
The ceremony also saw some of South Africa's most loved celebrities in attendance sipping on the delectable Absolut cocktails on offer, including Minnie Dlamini, Bonang Matheba and DJ Fresh who all presented awards on the night.
For more information on the Transform Today award, and Clarence Peters himself, visit: www.absolutmtv.co.za