Saturday, June 7, 2014

2014 MTV AFRICA MUSIC AWARDS: Khloe Kardashian arrives at press conference as stars gather in Durban for awards show.

The American reality star Kloe Kardashian arrived deliberately and unfashionably late and upstaged part of the press conference at The Playhouse in Durban where the organisers, nominees and performers of the 2014 MTV Africa Music Awards gathered on Friday evening to talk to the media ahead of the awards show Saturday night.

The 2014 MTV Africa Music Awards (MAMA's), revived after a three year absence, will be broadcast live on MTV Base (DStv 322) and   MTV (DStv 130) on Saturday night at 21:00, on BET (StarSat 190) on Thursday 12 June at 22:00, and on on Saturday 14 June at 22:00.

The 2014 MTV Africa Music Awards revealed a newly redesigned trophy - the African continent in pale gold constructed out of Meccano like straws, mounted on a white block base.

American stars like Trey Songz, Miguel and French Montana will be performing at the Durban International Convention Centre, with the American comedian Marlon Wayans as host.

The large contingent of American stars and the addition of Khloe Kardashian are raising questions about how celebratory the African music awards show really is of African music and African stars and whether the spotlight is being moved away from the African artists it is supposed to honour and celebrate.

Alex Okosi, the senior vice president and managing director of Viacom International Media Networks Africa (VIMN Africa) commented on the disproportionate number of Americans for an African awards show.

"We're trying to showcase Africa to the world, and a lot of times the world needs something that is familiar to them, before you can slip in there all the amazing other things. So Marlon Wayans is there to make the show accessible to everybody and not just to an African audience".

TV with Thinus asked Alex Okosi during the press conference whether Khloe Kardashian will be presenting an award Saturday night at the 2014 Africa Music Awards but he didn't want to give a definite answer.

"Wow, wow. Well ... her boyfriend is here," teased Alex Okosi.

The press and cameras went into a feeding frenzy when Khloe Kardashian arrived late at the media conference and took attention away from the African artists being interviewed on stage.

Khloe Kardashian, her large entourage and body guards were mobbed by the press and an avalanche of cameras again when she walked out without doing any interviews and slipping up the stairs and a side exit and out of sight.

Set to perform at Saturday night's 2014 MTV Africa Music Awards are also Nigerian artists Davido and Diamond and stage collaborations are expected between the American and African artists ranging from Kawala Jazmee's Mafikizolo (nominated for 4 awards), Uhuru, Oskido and Professor.