Channel O is Africa’s first homegrown music television channel. But over the years, they have lost viewership to global music TV giants. With a comparatively small budget, we couldn’t afford to do a big campaign. Instead, we used the power of music to spread a message, and the power of social media to seed a movement. It began with a groundbreaking pan-African musical collaboration: a music video cover of Nina Simone’s classic pride anthem 'Young, Gifted and Black'. Then, a range of designer YGB T-shirts and an online and mobile application helped encourage young people across Africa to make the message their own. They joined the movement at Oboma.net, Channel O’s pan-African version of Facebook. YGB became a buzzword across the continent, putting Channel O top of mind, body and soul – generating unprecedented media coverage and a 50% year on year growth in AR’s.