Africa-Press – Gambia. The National Centre for Arts and Culture (NCAC) has proudly announced that Mariama Cham, founder of the renowned Bideew Band, will perform at the Yaram Festival 2025, scheduled to take place on 24th August 2025 at Barking Road Recreation Ground, London.
Cham, celebrated for her dedication to traditional African music, is a versatile performer who blends heritage sounds with genres such as reggae, hip-hop, afrobeat, and dancehall. She will share the stage with prominent international acts including Macka B, Nyancho, and others.
At a recent press briefing held at the NCAC RDD Annex in Kairaba Avenue, Sanna Jarju, the NCAC’s Intangible Cultural Heritage (ICH) Focal Point, highlighted the significance of international artist mobility. Referencing the UNESCO 2005 Convention on the Protection and Promotion of the Diversity of Cultural Expressions, he stressed the importance of facilitating global movement for artists, especially those from developing countries.
“Mariama Cham’s participation in Yaram Festival is a clear example of the convention in action,” Jarju said. “It promotes equitable access to international platforms, fosters intercultural dialogue, and supports the global flow of cultural goods and services.”
Jarju further disclosed that Cham’s participation is made possible through support from the Youth Empowerment Project (YEP), with funding focused on the tourism and creative sectors. He acknowledged the International Trade Centre (ITC) and the EU-funded project that continues to create international opportunities for Gambian artists.
“This is another milestone for the creative industry,” he added. “Our artists are making waves not only locally but also globally.”
Hassoum Ceesay, Director General of the NCAC, echoed these sentiments, thanking the ITC for its continued support in promoting Gambian talent on international stages.
“We are proud to see Mariama Cham represent The Gambia at one of the UK’s most important cultural events for the African diaspora,” DG Ceesay said. “Her presence at Yaram Festival strengthens Gambia’s cultural footprint abroad.”
The Yaram Arts Festival, founded by Gambian expatriate Ngok Malick, is recognized as a major cultural event for African communities in the UK. It features music, dance, food, and arts from across the continent, celebrating African heritage and fostering unity in diversity.
Cham’s upcoming performance not only highlights her achievements but also marks a continued rise in international recognition for Gambian music and culture.
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