D’banj, one of Nigeria’s most successful music stars, has said he conceived his CREAM initiative to reach talent all over Africa.
“I wanted a platform that can help find creative talent from anywhere in Africa and give them a fair chance of making their creative dreams come true, from the comfort of their homes,” he said at a recent event in Lagos, where he gave out cash prizes ranging from N50, 000 to N1 million to lucky subscribers.
The event was the one-year anniversary of CREAM (Creative Reality Entertainment Arts Music), which doubled as payback time for fans of the singer particularly those who subscribe to the innovative digital talent hunt platform.
CREAM started with a mission to offer a veritable platform for uncut musical talents across the country to have their songs recorded and released, shoot musical videos for deserving up-and-comers and help unknowns secure collaboration with established acts. At the outset in September 2016, there were only a few hundreds of tentative subscribers on the platform. By July 2017, D’banj revealed that the CREAM platform had grown into a staggering two million-subscriber base and is now worth an estimated $100 million.
While the first set of beneficiaries on the platform were Rayce, TK Swag, MKJ, Leke Benson and Legend Courage, the lives of many other subscribers have altered dramatically with cash prizes during the monthly draws.