Grammy Award-winning US rap star Ludacris is to headline at MTV base 100th LIVE! in Abuja, Nigeria. Sponsored by Nokia, MTV base 100th LIVE! is an exclusive concert to celebrate the launch of MTV base, MTV’s first pan-African music channel and MTV Networks’ 100th channel worldwide. Talented artists, 2-FACE Idibia, ASA, JJC & 419 Squad, and DJ Jacob will also perform at the concert place on 15 April 2005 at The Congress Hall, Nicon Hilton, Abuja, playing to an audience of up to 2,000 fans. Highlights from MTV base 100th LIVE! will subsequently broadcast on MTV channels around the world beginning on 20 May 2005.

“It’s such a thrill to hit the 100th channel milestone, especially with a launch in Africa,” said Tom Freston, Co-President and Co-COO of Viacom Inc. “With the launch of MTV base, the MTV Networks flag has been planted in every region of the world, and positions us to continue aggressive expansion of MTVN brands internationally – an important part of Viacom’s long-term growth.”

“Combining the celebration of MTV Networks’ 1st local African channel with our 100th channel worldwide says everything about the importance of Africa to our global portfolio,” said Judy McGrath, Chairman and CEO, MTV Networks. “And, with Will Smith, Ludacris and such incredible talent from all across Africa, this event will be the ultimate celebration of Africa’s rich mix of music and culture which you will see on MTV base all the time.” 

Atlanta-based Ludacris, otherwise known as Chris Bridges is a 16-year veteran of the US hip hop scene, joining his first hip hop outfit at just 12 years old. A lifelong love of music took Ludacris from his early days as an Atlanta radio DJ to signing by influential Def Jam records. Following his initial breakthrough track “What’s Your Fantasy”, Ludacris went on to achieve multi-platinum sales success, with more than 10 million albums sold to date and working along the way with Missy Elliott, Usher, Snoop, 50 Cent, Outkast and Jermaine Dupri. Courting controversy along the way for his raw lyrics and explosive stage performance, Ludacris’ platinum-selling album, “Red Light District” is still riding high in the Billboard charts after 14 weeks. Ludacris is also hitting the big screen and will be starring and releasing two major films this year “Crash” in May and “Hustle and Flow” in July. He is also the Co-CEO of the Disturbing the Peace label that has a joint venture deal with Def Jam.

Also turning up the heat at MTV base 100th LIVE! will be Nigerian superstar 2-FACE Idibia, whose iconic “African Queen” was the first video ever shown on MTV base. Having made his debut as a member of immensely popular Nigerian R&B/hip hop act Plantashun Boiz, 2-FACE has carried that overwhelming success over to his burgeoning solo career, with his debut album, “Face 2 Face”, selling more than 300,000 units in Nigeria within 3 months of release. 

Also helping to “keep it real” at MTV base 100th LIVE ! will be London-based Nigerian outfit JJC & 419 Squad, who are guaranteed to get the party going with their seamless fusion of hip-hop, African rhythms, salsa and more, sung in a combination of their native Yoruba and English. Self-dubbed “Afropean”, JJC & 419 Squad recently won the 2004 Kora award for Best African Group and their Nigerian debut album “Naija, Atide!” was released in early 2005. 

Question Mark’s recent signing, Nigerian soul diva-in-the-making, Asa, will add her spine-tingling vocals and acoustic melodies to the proceedings, fresh from touring success in France where she performed with fellow Nigerian, Femi Kuti and world-acclaimed Spanish percussionist, Gustavo. Meanwhile, Ivory Coast’s DJ Jacob promises to get the room on its feet with his own floor-thumping brand of “coupé décalé”.

Commented Alex Okosi, Vice President & General Manager, MTV Networks Africa, “MTV base 100th LIVE! delivers on MTV base’s launch promise to showcase African music and artists to a global audience. By bringing together the hottest established and emerging artists in Africa today, MTV base 100th LIVE! provides the perfect platform to spotlight African music and artists alongside the cream of international talent.”

MTV base 100th LIVE! is sponsored by Nokia SA as part of a major integrated marketing deal designed to build connections between Nokia and African youth. The multi-pronged marketing campaign encompasses on-air and on-the-ground sponsorship of MTV base LIVE!, a pan-African talent showcase tour with an exclusive party backdrop. Nokia is among the first brands to associate with the MTV base brand as part of its on-going commitment to connecting youth in Africa through entertainment. MTV base LIVE! promises to be the hottest party events in Africa and will leverage MTV’s iconic music and event expertise to create a compelling connection between Nokia and African youth.

Highlights from MTV base 100th LIVE! will be broadcast on MTV base at 19:00-20 :00 CAT, Saturday 21st of May and 19:00-20:00 CAT, Tuesday 24th of May 2005.

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