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Beer And Digital: A Story Of Co-Creation In Africa
Gone are the days when Africa had a reputation for lagging behind the rest of the world when it comes to the adoption of new technologies. Right now, the continent is experiencing a digital boom.
At a number of African Development Bank (AfDB) meetings, the subject of digital in Africa has been discussed extensively. This speaks to the increasingly important role that digital technology plays in the economy, as well as the daily lives of the people living on the continent.
The availability of relatively cheap cellphone handsets and access to established communications networks mean digital media is already being used to connect people and brands in innovative ways, especially in countries like Namibia.
A recent example is that of Tafel Lager one of the most popular beer brands in Namibia from Namibia Breweries Limited using social media to include thousands of Namibians in the celebration of the country’s 29th anniversary of independence.
The Beat of Namibia campaign encouraged Namibians to send 15-second video clips via WhatsApp showcasing their musical ability (moves, beats, ululate, etc). These clips were then turned into a song and music video by Namibian producer Sam-E Lee Jones, along with a host of local musicians. Launched on 21 March, Independence Day, the song has been a resounding success.
The entries received totaled in the thousands, illustrating just how easy collaboration can be when digital technology is used correctly.
“With the growth in internet penetration in Africa, and mobile becoming the primary tool through which people engage, projects based on the mechanics of crowd-sourcing and co-creation have been flourishing”, says LucyMay Lubrani-Slabber, Manager: Digital Marketing at Namibia Breweries.
Hendrik van der Westhuizen, Managing Director at Namibia Breweries, agrees: “In a mobile-first continent, we are committed to riding the wave of the digital revolution. At Namibia Breweries, we are enabling an ecosystem of amazing experiences for all our Namibian stakeholders, and beyond.”
The success of the Beat of Namibia campaign proves what many have known for a long time –Africa is in the middle of a surge in digital adoption. This surge is allowing Africans to tell their own stories in collaboration with top brands, like Tafel lager, which have the vision to take advantage of this new digital movements and it seems it’s only the beginning.
US car giant Ford on Wednesday announced 4,000 more job cuts in Europe, mostly in Germany and Britain, in the latest blow to the continent’s beleaguered car industry.
“The company has incurred significant losses in recent years,” Ford said in a statement, blaming “the industry shift to electrified vehicles and new competition”.
The move will affect 2,900 jobs in Germany, 800 in the UK and 300 in western Europe by the end of 2027, a Ford spokesman told AFP.
“It is critical to take difficult but decisive action to ensure Ford’s future competitiveness in Europe,” said Dave Johnston, Ford’s European vice-president in the statement.
The company also said it was adjusting the production of its Explorer and Capri models, resulting in reduced hours at its Cologne plant in the first quarter of 2025.
Europe’s car industry has been plunged into crisis by high manufacturing costs, a stuttering switch to electric vehicles and increased competition in key market China.
Germany’s Volkswagen has been among those hardest hit, announcing in September that it was considering the unprecedented move of closing some factories in Germany.
“The European automotive industry is in a very demanding and serious situation,” Volkswagen CEO Oliver Blume said at the time.
Ford had already announced in February 2023 that it was planning to cut 3,800 jobs in Europe, including 2,300 in Germany and 1,300 in Britain.
The company said then it was planning to reduce the number of models developed for Europe, concentrate on the profitable van segment and speed up the transition to electric vehicles.
Ford currently has around 28,000 employees in Europe with 15,000 in Germany, according to the company’s works council.
President Bola Tinubu has approved the dissolution of the Governing Council of Nnamdi Azikiwe University (UNIZIK), Awka, Anambra State, and the removal of the institution’s Vice-Chancellor, Prof. Bernard Ifeanyi Odoh, and Registrar, Mrs. Rosemary Ifoema Nwokike.
The council, chaired by Ambassador Greg Ozumba Mbadiwe, comprised five other members: Hafiz Oladejo, Augustine Onyedebelu, Engr. Amioleran Osahon, and Rtd. Gen. Funsho Oyeneyin.
A statement released on Wednesday by presidential spokesperson, Bayo Onanuga, revealed that the council was dissolved following reports of procedural violations in appointing the vice-chancellor.
According to the statement, the council had allegedly appointed an unqualified candidate, disregarding due process, which triggered tensions between the university’s Senate and the council.
The Federal Government expressed dismay over the council’s actions, emphasizing the need for adherence to the university’s governing laws in decision-making.
“The council’s disregard for established rules necessitated the government’s intervention to restore order to the 33-year-old institution,” the statement noted.
In a related development, President Tinubu also approved the dismissal of Engr. Ohieku Muhammed Salami, the Pro-Chancellor and Chairman of the Governing Council of the Federal University of Health Sciences, Otukpo, Benue State.
Salami was accused of suspending the university’s Vice-Chancellor without following the prescribed procedures, a move the Federal Ministry of Education had previously directed him to reverse.
Despite the Ministry’s directives, Salami reportedly refused to comply and resorted to issuing threats and abusive remarks towards the Ministry’s officials, including the Permanent Secretary.
The Federal Government reiterated that the primary role of university councils is to ensure the smooth operation of academic activities, strictly adhering to the laws establishing each institution.
Tinubu warned university councils against engaging in actions that could destabilize their institutions, as his administration remains committed to enhancing the nation’s education system.
The Ekiti State Government has reached an agreement with labour leaders in the state, signing a Memorandum of Understanding (MoU) for the payment of the N70,000 minimum wage approved by the Federal Government.
Addressing journalists at a brief ceremony in Ado-Ekiti on Tuesday, the Head of Service (HoS), Dr. Folakemi Olomojobi, announced that the payment would commence immediately.
She lauded Governor Biodun Oyebanji for prioritizing the welfare of workers despite the state’s limited resources.
“This development demonstrates the governor’s commitment to improving the livelihood of our workers,” Dr. Olomojobi stated, highlighting the proactive measures taken by the administration to ensure prompt implementation.
In their remarks, the Trade Union Congress (TUC) Chairman, Comrade Sola Adigun, and the Nigeria Labour Congress (NLC) Chairman, Comrade Olatunde Kolapo, expressed their appreciation to Governor Oyebanji for fulfilling his promises to workers.
They confirmed that the new minimum wage would apply to all cadres, including employees in ministries, parastatals, agencies, and pensioners.
The Chairman of the Joint Negotiating Committee (JNC), Comrade Femi Ajoloko, described the implementation as a fair and commendable adjustment.
“This decision reflects the governor’s magnanimity and his dedication to fostering a productive workforce in Ekiti State,” he said.
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