Rap: A tool for promoting change amongst youth in West Africa? The case of AURA’s Poto Poto project

Abstract: With 60% of the youth population under 25 (OECD 2007), West Africa possesses an abundance of potential, but also faces major challenges. It is currently unable to provide this youth with adequate opportunities or provide them with a voice that could influence their regions to their own advantage. This research explores aninitiative developed with the aim of engaging the youth of West Africa in the promotion of children's rights through the medium of Rap music. This initiative was launched in 2006 at the behest of AURA, a network of seventeen African Rap artists who have come together for the promotion of Hip Hop and to put their musical talents at the service of the development of Africa. AURA’s first project was an awareness raising campaign focusing on the promotion of children's rights called Poto Poto which means mud in Wolof. My research focused on audience response to the Poto Poto cultural products through the participation of eight young people in a focus group organised in September 2010. Although based on a very small number of respondents, findings indicate interesting and useful trends with regards to Rap as an effective tool for social engagement.