African Music Icons (AMI), The Gambia Chapter, has launched a Pan-African initiative aimed at strengthening the country’s music industry, preserving Gambian cultural heritage, and helping local musicians gain national, continental, and international recognition.
By: Mariama Nyang
The vision was presented at AMI The Gambia’s official press conference and media briefing at the Cotton Club in Fajara on Saturday, 17 October 2026. The event brought together AMI executives, music industry representatives, cultural stakeholders, award jury members, media practitioners, and invited guests to discuss the chapter’s objectives and potential significance for Gambian musicians.
AMI is a Pan-African initiative operating across Africa’s 54 countries. It aims to promote African music, recognize artists and industry professionals, improve professional standards, and connect musicians with wider audiences and opportunities. For Gambian artists, the chapter could provide access to skills development, collaboration, industry networks, and greater visibility beyond the country’s borders.
Promoting African Music and Creating Opportunities
AMI representatives highlighted the importance of building an inclusive, organized, and sustainable music industry that recognizes performers, songwriters, composers, producers, technical crews, and other creative professionals.
Proposed opportunities include skills development, workshops, mentorship, collaborative productions, information about funding, professional networking, performance platforms, and award recognition. These initiatives are intended to strengthen artists’ professional capacity and connect them with wider music markets.
Speakers also emphasized fairness, cooperation, equal opportunity, and professional development, with participation open regardless of gender or ethnic background. AMI’s broader audience-engagement plans include mobile and digital platforms, television, and social media. Its stated target of reaching 630 million mobile users was presented as part of the initiative’s vision, not as an independently verified audience figure.
Expected Benefits for The Gambia
The establishment of the AMI The Gambia Chapter is expected to promote Gambian music, preserve traditional musical heritage, and increase the visibility of local talent beyond the country’s borders. It also seeks to support youth skills development, creative-economy employment, cultural tourism, and investment in the arts and entertainment sectors.
AMI representatives expressed hope that stronger partnerships among artists, media organizations, cultural institutions, and other stakeholders would position The Gambia as a more visible destination for music and creative expression in West Africa and across the continent.
The chapter outlined plans for continued communication, promotional activities, talent development, public education on industry standards, and documentation of its work. A collaboration campaign extending through the end of 2027 was among the commitments described.
These remain ambitions and planned activities. Their impact will depend on implementation, participation, and sustained collaboration.
Stakeholders and Organizers Contribute to the Proceedings
The program featured representatives of the AMI The Gambia Chapter, including National Director Njundu Badjie and Chapter Chairman Aziz Wylan. Jack Fall, identified as the initiative’s initiator and facilitator in The Gambia, also contributed and delivered the closing remarks.
Goodwill Ambassador Mr. Singhateh and executive committee representatives Mr. Matarr Njie, Mr. Wagan Faye, and Mr. Soul Sowe were also associated with the event. Members of the AMI Awards jury were introduced, while representatives of cultural organizations, the Gambia Tourism Board, and media houses participated.
Andy, an AMI executive member who served as master of ceremonies, guided the proceedings and introduced speakers. Fatou Badjie, also known as Empress, helped coordinate registration and arrangements, welcomed attendees, and assisted with refreshments and transport.
Journalists Raise Questions About Institutional Representation
During the question-and-answer session, a journalist representing Global Radio and TV asked why the National Centre for Arts and Culture (NCAC) was represented by the president of the Gambia Music Union rather than by an NCAC official attending in an official institutional capacity.
The journalist noted that direct representation from the NCAC or the relevant ministry would demonstrate institutional commitment to an initiative involving African countries and support the development of the music industry.
Organizers explained that the president of the Gambia Music Union was representing both the union and the NCAC because NCAC officials had other official engagements. They further stated that the NCAC had contributed significantly to AMI The Gambia’s development and success and fully supported the initiative. Organizers acknowledged the recommendation and said it would be considered in future engagements.
The exchange highlighted the importance of institutional participation, transparency, and collaboration in supporting the creative sector.
Nineteen Award Categories Announced
Another journalist asked about the AMI Awards categories. The speaker said the awards comprise 19 categories, but it was not possible to present all of them during the press conference. Further information is expected to be shared at a later date.
A separate question asked how Gambian artists could participate in the AMI project and its activities. Participation procedures and detailed requirements were not fully established in the information available from the session.
Women’s Participation and Unity in the Creative Industry
Following the press conference, Global Radio and TV interviewed AMI executive members Mariama Gassama and Rohey (Yatou) Njie.
The two women encouraged women to break the culture of silence, take bold steps, and seize opportunities in the music and creative industries. They emphasized confidence, active participation, and the importance of ensuring that women’s voices are heard, while also stressing unity and cooperation among artists and other stakeholders.
Jack Fall Calls for Collective Commitment
In his closing remarks, Jack Fall encouraged those present to remain committed and expressed optimism about the initiative’s future. He said AMI The Gambia could achieve its objectives, but success would require the participation and cooperation of all stakeholders, especially artists.
His appeal reinforced the need for musicians and industry professionals to take ownership of the initiative and help turn its vision into practical results. The program concluded with his remarks, followed by Global Radio and TV’s interviews with the two female executive members.
A Vision That Now Requires Collective Action
The AMI The Gambia Chapter press conference presented an ambitious vision combining artist recognition, professional development, cultural preservation, and international exposure. It also raised questions about institutional representation, artist participation, and the practical steps needed to make the initiative accessible to musicians.
Progress will depend on effective engagement with artists, clear participation procedures, strong partnerships, and the delivery of the opportunities outlined. For Gambian musicians, AMI offers the prospect of a wider platform for recognition and collaboration. Turning that prospect into lasting benefits will require sustained effort, transparent communication, and shared commitment from artists, institutions, media organizations, and other stakeholders.
STORY BY:
Mariama Nyang
Global Radio & TV