“Without the song, there is no music”- Mavin’s Kizito Ahams on business behind Afrocroiser

Kizito Ahams Discusses Creative Collaboration and Intellectual Property at the Forefront of Afrocroiser Project

GENEVA, Switzerland — Kizito Ahams, Senior Manager of Licensing and Publishing at Mavin, participated in a discussion following a long day at a conference focused on artificial intelligence and the creative economy. His thoughts centered on the foundational work behind the Afrocroiser initiative, which showcases the intersection of creativity and business in the music industry.

Ahams conceived the idea for Afrocroiser nearly two years before the documentary premiered. He emphasizes the importance of collaboration between artists, songwriters, and producers to create a successful project.

“It all started with early discussions with SACEM, the oldest performance rights organization in the world. After a speaking engagement, we recognized a shared vision to explore opportunities in Africa,” Ahams explained. He discussed how several meetings with SACEM and the French Embassy helped shape the program into a comprehensive cultural exchange rather than just a music project.

As the conversation turned to the balance between managing contracts and fostering creativity, Ahams acknowledged the challenges of working with diverse demographics. “When dealing with various cultures, we had to lay down clear agreements early on—signing splits and negotiating contributions before any music was recorded,” he said, citing a desire to protect rights and ensure fair compensation.

Ahams noted a deep commitment to supporting songwriters and other behind-the-scenes contributors. “Without the songs, there is no music. They are the foundation of the industry,” he said. He aims to better position these key players to succeed and wants to shift misconceptions about songwriting in the Afrobeats genre, emphasizing the collaborative nature of music creation.

Looking to the future, Ahams hopes Afrocroiser will further highlight the boundless potential of Afrobeats. “There are no territorial limits to our music. Nigeria can be a hub for collaboration, with talented creatives contributing to a much larger effort. When an artist achieves global recognition, it involves everyone behind the scenes—a collective effort that is often overlooked.”

He concluded by referencing the visibility of African music through various media, such as films and advertisements, and the importance of proper crediting and compensation for those working behind the scenes. According to Ahams, the creative industry is a vital means of cultural export, and initiatives like Afrocroiser are essential to ensuring that the contributions of all participants are acknowledged.

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