Ethiopian Athlete Yomif Kejelcha has scored victory in Oslo Diamond League, Norway. Yomif held impressive personal best in running the 3000 meters race with 26:26:25.
On the other hand, in women’s 5,000 meters, Fantu Worke finished the race second following the Kenyan athlete Helen Obiri.
Athlete Yomif Kejelcha won a silver medal in the men’s 10,000 metres at the 2019 World Athletics Championships in Doha, Qatar. He is the current world indoor record holder in the mile.
Yomif Kejelcha wins Oslo Diamond League
A New History Changes the Balance of Power Between Ethiopia and Medieval Europe
For centuries, a Eurocentric worldview disregarded the knowledge and strength of the African empire
By David M. Perry , Matthew Gabriele
In early 2020, just as the scope and scale of the coronavirus pandemic was revealing itself, historian Verena Krebs went to spend a few months at her parents’ house in the German countryside. There, “next to fields of rapeseed and barley and dense old woods,” in her words, the Ruhr-University Bochum professor would wait out Germany’s lockdown. She wasn’t terribly worried about not having things to do though, since she had her book on the history of late medieval Ethiopia to finish up.
The good news was that she had already completed the full manuscript and had secured a contract with a major academic publisher. The bad news was more existential: She didn’t like the book she had written. Krebs knew her sources ran against the dominant narrative that placed Europe as aiding a needy Ethiopia, the African kingdom desperately in search of military technology from its more sophisticated counterparts to the north. But her writing didn’t fully match her research; it still followed the prevailing scholarship. Krebs worried that her interpretation of the original medieval sources was, in her own words, too “out there’” So, she hedged, and she struggled, and she doubted, and wrote the book she thought she was supposed to write.
And then, she told us, she did something radical. Instead of tweaking what was already written, she decided to do what good historians do and follow the sources. “I basically deleted the manuscript that I had submitted. And I just wrote the whole thing anew. I started writing in April, and I finished the whole thing by, I think, August.”
What emerged, published earlier this year as Medieval Ethiopian Kingship, Craft, and Diplomacy with Latin Europe, is a story that flips the script. Traditionally, the story centered Europe and placed Ethiopia as periphery, a technologically backwards Christian kingdom that, in the later Middle Ages, looked to Europe for help. But by following the sources, Krebs showcases the agency and power of Ethiopia and Ethiopians at the time and renders Europe as it was seen from East Africa, as a kind of homogenous (if interesting) mass of foreigners.
It’s not that modern historians of the medieval Mediterranean, Europe and Africa have been ignorant about contacts between Ethiopia and Europe; the issue was that they had the power dynamic reversed. The traditional narrative stressed Ethiopia as weak and in trouble in the face of aggression from external forces, especially the Mamluks in Egypt, so Ethiopia sought military assistance from their fellow Christians to the north—the expanding kingdoms of Aragon (in modern Spain), and France. But the real story, buried in plain sight in medieval diplomatic texts, simply had not yet been put together by modern scholars. Krebs’ research not only transforms our understanding of the specific relationship between Ethiopia and other kingdoms, but joins a welcome chorus of medieval African scholarship pushing scholars of medieval Europe to broaden their scope and imagine a much more richly connected medieval world.
The Solomonic kings of Ethiopia, in Krebs’ retelling, forged trans-regional connections. They “discovered” the kingdoms of late medieval Europe, not the other way around. It was the Africans who, in the early-15th century, sent ambassadors out into strange and distant lands. They sought curiosities and sacred relics from foreign leaders that could serve as symbols of prestige and greatness. Their emissaries descended onto a territory that they saw as more or less a uniform “other,” even if locals knew it to be a diverse land of many peoples. At the beginning of the so-called Age of Exploration, a narrative that paints European rulers as heroes for sending out their ships to foreign lands, Krebs has found evidence that the kings of Ethiopia were sponsoring their own missions of diplomacy, faith and commerce.
But the history of medieval Ethiopia extends much farther back than the 15th and 16th centuries and has been intertwined with the better-known history of the Mediterranean since the very beginning of Christianity’s expansion. “[The kingdom of Ethiopia] is one of the most ancient Christian realms in the world,” she says. Aksum, a predecessor kingdom to what we now know as Ethiopia, “[converts] to Christianity in the very early fourth century,” much earlier than the mass of the Roman empire, which only converted to Christianity by the sixth or seventh century. The Solomonic dynasty specifically arose around 1270 A.D. in the highlands of the Horn of Africa and by the 15th century had firmly consolidated power. Their name arose out of their claim of direct descent from King Solomon of ancient Israel, via his purported relationship with the Queen of Sheba. Although they faced several external threats, they consistently beat those threats back and expanded their kingdom across the period, establishing uneasy (though generally peaceful) relations with Mamluk Egypt and inspiring wonder across Christian Europe.
It’s at this time, Krebs says, that the Ethopian rulers looked back to Aksum with nostalgia, “It’s its own little Renaissance, if you will, where Ethiopian Christian kings are actively going back to Late Antiquity and even reviving Late Antique models in art and literature, to make it their own.” So, in addition to investing in a shared culture of art and literature, they followed a well-worn model used by rulers across the Mediterranean, and throughout Europe, Asia, and Africa, by turning to religion. They build churches.They reach out to the Coptic Christians living in Egypt under the Islamic Mamluks to present themselves as a kind of (theoretical) protector. The Solomonic kings of Ethiopia consolidated a huge “multilingual, multi-ethnic, multi-faith kingdom” under their rule, really a kind of empire.
And that empire needed to be adorned. Europe, Krebs says, was for the Ethiopians a mysterious and perhaps even slightly barbaric land with an interesting history and, importantly, sacred stuff that Ethiopian kings could obtain. They knew about the Pope, she says, “But other than that, it’s Frankland. [Medieval Ethiopians] had much more precise terms for Greek Christianity, Syriac Christianity, Armenian Christianity, the Copts, of course. All of the Orthodox and Oriental Orthodox churches. But everything Latin Christian [to the Ethiopians] is Frankland.”
Krebs is attuned to the challenges of being an outsider, a European rewriting Ethiopian history. Felege-Selam Yirga, a medieval historian at the University of Tennessee-Knoxville, told us over email that Krebs has recognized that “Ethiopian diplomatic contacts with and perception of Europe [were] far more complex [than has been traditionally understood].” Yirga says that much of the study of late medieval Ethiopia and Europe “was informed by the colonial and [20th-century] fascist setting in which many … scholars of East Africa worked. While Ethiopian studies is awash in new discoveries and excellent philological and historical work, certain older works and authors remain popular and influential.” Indeed, these were points that Krebs herself emphasized—that following the footnotes back in time often led to dead-ends in scholarship produced in 1930s and 1940s Italy, under the thrall of fascism and entertaining new colonial ambitions that culminated in the country’s successful invasion of Ethiopia in 1935.
The book is already having an impact on life outside the academy. Solomon Gebreyes Beyene, a research fellow from Ethiopia now at the University of Hamburg, told us, “Most ordinary Ethiopians who have completed high school and even university have learned that Ethiopia pursued a closed-door policy in the Middle Ages,” or at most desperately sought military help and weapons from the north. Perhaps because of that, medieval Ethiopia isn’t a period that’s discussed much at all. Krebs’ book changes all that, he says. It opens up the period and “enables Ethiopian scholars and the general public to learn more about the glorious diplomatic history of Ethiopia’s medieval history, and it also serves as a reference for university students and professors.” He adds, “I also appreciated that, far from favoring a Eurocentric view, the book approaches history from an Ethiopian perspective. It makes another glorious contribution to the historiography of medieval Ethiopian history.”
Krebs is not content to sit back and watch what happens next. As befits a scholar who literally threw out a fully written book and wrote a better and more rigorous one over the course of a summer, she remains focused on not only changing Ethiopian history but ensuring that their story is integrated into other stories told about the medieval world. She told us that, especially in the 15th century, you have these “kings who see themselves as the center of the universe, who are sitting in these Highlands in the Horn of Africa and perceiving themselves as not just the heirs of biblical King Solomon, but as the first kings among the earth. And so I mean, that just changes how we need to read, in that case, African-European interactions.” Following the sources, it’s quite clear that the medieval world was much wider and more expansive than many have thought.
This article is part of a series on medieval history connected to the December 2021 release of the authors’ new book The Bright Ages: A New History of Medieval Europe.
Henock Tadele
Name: Henock Tadele
Education: Degree in accounting
Company name: Yalem electronics
Title: Owner
Founded in: 2019
What it does: Sell different kinds of electronics
HQ: Ababa, around Cherkos
Number of employees: 2
Startup Capital: 100,000 birr
Current capital: 500,000 birr
Reasons for starting the business: To be self employed
Biggest perk of ownership: Having my own source of income
Biggest strength: Can easily communicate with peoples
Biggest challenging: Shortage of material and working place
Plan: To start import and export business
First career: Broker
Most interested in meeting: Cristiano Ronaldo
Most admired person: my family
Stress reducer: Praying
Favorite past time: Chilling with friends
Favorite book: None
Favorite destination: China
Favorite automobile: Ford
Break the cycle of negative news
Nicolas Pompigne-Mognard is the Founder, chairman and owner of APO Group, the leading media relations consultancy firm and press release distribution service in Africa and the Middle East. APO Group is working with more than 300 clients, ranging from governments to international institutions, prominent personalities and companies. Clients include Facebook, Uber, GE, Orange, DHL, Philips, the NBA, Standard Chartered Bank, Siemens, Canon, PwC, EY, McKinsey & Company, flydubai, DP World, just to name a few. While APO Group’s Advisory division also serve clients like Aliko Dangote, the International Criminal Court and many more. Recently APO Group is exclusively partnering with Getty Images, an esteemed source of visual content provider. The deal marks the first time Getty Images has opened up its one million-strong subscriber network to content from a press release distribution service. Nicolas discussed how APO Group in partnership with Getty Images can help the international media see the real Africa, break the cycle of negative news, and show the world the bigger picture. Excerpts;
Capital: What does the APO Group partnership with Getty Images entail?
Nicolas Pompigne-Mognard: Getty Images has opened its amazing network of global media subscribers to press releases and images distributed by APO Group. What makes the partnership unique, is that these subscribers will be able to access the press release text – as well as the images that accompany them. This means tens of thousands of major media organizations – including over a million journalists worldwide – will be able to see the rich diversity of African business, culture and sport. It marks the first time that such a prominent international audience has been exposed to a comprehensive feed of quality African content. We are extremely grateful to Getty Images for opening their network to us in this way.
Capital: How does this help change the narrative about Africa?
Nicolas Pompigne-Mognard: International perceptions of life in Africa have been shaped by negativity for far too long. Since APO Group was founded in 2007, one of our main missions has been to change this narrative, and show the world the ‘real’ Africa. Every day, our clients are creating content that has the potential to challenge perceptions one press release and one image at a time. These stories come from diverse sources: African companies that are developing and innovating across every industry; multinational organizations who are investing long-term in Africa and building operations on the continent; and major events showing the unique skill and passion African sport has to offer. If all of this content can be packaged up and delivered to journalists all over the world, I truly believe the narrative will shift, and a more positive picture will emerge. That is the power of the partnership we now have with Getty Images.
Capital: How does the partnership work specifically?
Nicolas Pompigne-Mognard: Any client of APO Group with a quality editorial image will now reach Getty Images as part of our Pan African press release distribution service. There will be no extra cost to the client – it will simply be an additional feature of the press release distribution. We have never charged our clients for the additional features of their press release distribution. Images have always been free to add, and they always will be. The great thing about this partnership is that it is extremely valuable to both parties. We are reaching this fantastic international media audience, and, for Getty Images, they are receiving content that is showing their subscribers what Africa is really all about. Some of the images we provide have never been shared on a global scale before.
For example, through APO Group’s partnership with World Rugby’s African association, Rugby Africa, we are able to provide Getty Images subscribers with images from major sporting events like the Africa Gold Cup and Rugby Sevens Olympic African qualifiers. These events have never had international prominence before, but now we can give them the audience they deserve.
Capital: How are the operations of APO Group in Ethiopia?
Nicolas Pompigne-Mognard: As with all countries in Africa, we recognise the value of local knowledge and expertise. Our team in Ethiopia is led by a vastly experienced communications expert who has worked with Ethiopian media all his career. This means we have the best people ‘on the ground’, building relationships with journalists and helping our clients get the best results – not just in Ethiopia, but across all 54 countries on the African continent. Early on, we realised that if we wanted to have a truly Pan-African operation, we would need the right team, with the right skills and the best networks. With a media landscape as diverse as Africa’s, you can’t do PR remotely. Our commitment to putting local people in local roles has enabled our clients to get closer to the media wherever their target market happens to be.
Capital: What other partnerships do you have in the pipeline?
Nicolas Pompigne-Mognard: We recently announced a partnership with the African Union of Broadcasting (AUB), the professional body representing national broadcasters from almost every African state. The deal has made all video B-roll and soundbites produced or distributed by APO Group and related to Africa available for use by AUB members free of charge and without restriction. Crucially for us, we are not just reaching African broadcasters, but also members of AUB’s partner organizations around the world, including the Asia-Pacific Broadcasting Union (ABU), the Arab States Broadcasting Union (ASBU), and the European Broadcasting Union (EBU). For our partners and clients it represents an unprecedented opportunity to showcase their African activities to new audiences. But, as with Getty Images, it is also a fantastic chance to show the rest of the world what Africa has to offer.
We have also partnered with Olympique de Marseille (OM), one of the most famous football clubs in Europe. That relationship is about raising the profile of the OM Africa football programme, which is bringing development opportunities to African players and fans.
Finally (for now!), we have an exciting announcement coming soon about another partnership with a hugely prominent and influential sporting organization. Stay tuned for that one!
Capital: The world has gone through challenging times brought on by the pandemic, which has required a total reset of the way we work, interact with each other and do business. Did the pandemic affect APO Group? If so, how?
Nicolas Pompigne-Mognard: Thankfully, the pandemic has not affected us badly at all. We have actually seen major growth in both the Public Relations and press release distribution arms of our business. In 2020, we distributed 30% more press releases than the previous year. I think this is partly due to an ongoing shift in the way companies communicate. Increasingly, they are investing more in PR and less in advertising. Partly, this is due to trust, with consumers placing more value on credible, truthful content in a world that is becoming more unpredictable. With misinformation and ‘fake news’ at an all-time high, and now a global pandemic creating even more uncertainty, there is a greater demand for quality journalism. We are in the unique position of bridging the gap between businesses and media, so our services can help connect multinational organizations with the best journalists in Africa. That is now more important than it has ever been.
Capital: As a Pan-African communication consultancy in Africa, what competitive advantages do you have?
Nicolas Pompigne-Mognard: No other communications consultancy or PR agency operating in Africa has the depth of experience in African media relations as APO Group. This can be traced back to when we were known as the African Press Organization, and were predominantly a press release distribution company. We built up a network of more than 400.000 journalists either working in Africa or reporting on Africa. That gave us a huge advantage when it came to the provision of PR services. Put simply, the African media knows APO Group. We have been a trusted provider of news to them for more than a decade. Not even the biggest and most renowned global PR agencies can say that. As I mentioned earlier, we are also operating at the heart of African media. Our team of local specialists have built reputations in their native countries and can bring that experience to bear when helping our clients. Global agencies tend to spread themselves more thinly when it comes to Africa. They might have a headquarters in South Africa and operate remotely across the rest of the continent. We are the leaders in the market because we are African. It is our passion, and our sole area of focus.


                        
                        
                        
                        