Over the past few years, African music scenes have been transforming at remarkable speed. Driven by digital technologies and the emergence of new formats, artists are multiplying strategies to make themselves heard. In this rapidly evolving landscape, music competitions themselves are changing shape.
The African Proud Contest is fully part of this movement. Designed by DJ Moh Green, the initiative aims to offer an alternative to traditional talent-discovery models—often concentrated in a handful of capitals and difficult for emerging artists to access—by providing a truly open stage across the continent and the diaspora. By winning the 2025 edition, Waw Coumba embodies this generation of artists who embrace such platforms as genuine levers for structuring, distributing and professionalizing their careers.
Waw Coumba, the Emergence of a New Female Voice
Already a finalist in the first edition, Waw Coumba returned in 2025 with a more assertive artistic universe and a more personal form of songwriting. Her victory crowns several years of consistent work, combining artistic exploration with self-affirmation. Based in Dakar, she first gained experience within a female collective before launching her solo career in 2022.
Since then, she has been writing, composing and refining her own signature sound. Her single Nobody stands as one of its early cornerstones: a blend of afrobeat, R’n’B, soul and mbalax, carried by a warm and deeply expressive voice. Strongly attached to the power of words, Waw Coumba tackles major social issues head-on, particularly those related to the place of women in Senegalese society.
In a context where access to the stage often remains fraught with obstacles for female artists, her victory carries strong symbolic weight. It illustrates the ability of new digital platforms to promote talent based solely on artistic merit.
A New-Generation Competition
The 2025 edition of the African Proud Contest brought together more than 10,000 African and diaspora artists, twice as many as the previous edition, confirming the appeal of a format designed for the digital age. Among them, 160 talents were selected for the final phase.
What makes this model so attractive is its ability to overcome many structural barriers: high production costs, limited access to professional studios, weak local distribution networks and the difficulty of breaking beyond national borders. The contest addresses these challenges through clear, structuring choices. Its 100% digital format removes geographical barriers and significantly reduces entry costs. Each candidate works from shared instrumentals, shifting the focus of evaluation to interpretation, songwriting and artistic identity. Finally, the selection process relies on a dual mechanism—professional jury and public voting—ensuring a balance between industry expertise and community engagement.
Through this approach, the African Proud Contest contributes to the modernization of Africa’s music industry, which is becoming more agile, multiplying points of entry and exploring new formats to support emerging talent.
Beyond the Competition: A Structuring Support System
Another defining feature of the contest lies in its support program. Under the guidance of its founder, Moh Green, the initiative incorporates a genuine mentoring dimension. A DJ, producer and internationally recognized entrepreneur, the Franco-Algerian artist comes from a modest background. His journey—shaped by perseverance and hands-on learning—has forged a strong conviction: artistic success is not reserved for an elite, but largely depends on access to the right tools, reference points and networks.
This vision translates into structured support: raising awareness of copyright issues, understanding the challenges of digital distribution, communication advice and the first steps toward professionalization. The contest thus becomes both a learning space and a visibility accelerator.
The example of Skipp Narco, winner of the first edition, perfectly illustrates this leverage effect. Since his victory, his profile has expanded and his artistic project has gained structure, allowing him to cross a decisive threshold in his career. In turn, Waw Coumba now sees a new field of possibilities opening up: an expanded network, artistic collaborations and her first performances outside Senegal—starting with a concert scheduled in Paris next spring.
Already looking ahead to 2026, the African Proud Contest is announcing a new edition with an expanded geographic scope and strengthened support. More than a competition, it now stands as a true laboratory for musical emergence and innovation, helping to shape the contours of an African music scene in the midst of reinvention.
