Play It, Africa

When MTV launched a station in Africa last month, it was something of a homecoming. At least that's the way Bill Roedy, president of MTV Networks International, likes to think of it. Most music, Roedy points out, can trace its roots to Africa, so it's only right that one of music's biggest global brands is finally tapping the motherland. MTV Base, as the African channel is known, is the company's 43rd regional station and, says Roedy, a potential launchpad for African musicians to go global. Not all local artists feel the station's early playlist matches that goal. "I wish they played less Jay-Z and Beyonce and more African videos," says Thandiswa Mazwai, who shot to fame as the lead singer of platinum-selling South African band Bongo Maffin before releasing her first solo album last year. "We want something that gives African musicians the most rotation." Roedy's response: "We launched with a 30% split to African music, and our commitment is to grow that to at least 50%. There is absolutely no reason why African artists cannot influence and lead the world." --By Simon Robinson/Johannesburg