All Roads Lead to Casablanca for 10th Edition of AFRIMA

The All Africa Music Awards (AFRIMA), in partnership with the African Union Commission (AUC), has launched a strategic six-day engagement in Casablanca, Morocco, as preparations gather pace for the landmark 10th edition of Africa’s biggest music awards platform.

The initiative, part of AFRIMA’s ongoing Road to the 10th Edition campaign, will take place from 21 to 26 June 2026 and will bring together government officials, corporate leaders, media stakeholders and members of Morocco’s creative industry to strengthen partnerships and explore opportunities for future collaboration.

The strategic visit is being undertaken in partnership with Big Time Morocco, with support from AFRIMA Ambassador for Morocco, Ahmed Soultan, alongside key partners including the Moroccan Agency for International Cooperation, WeCasablanca and Royal Air Maroc.

Led by AFRIMA President and Executive Producer, Mike Dada, the delegation will hold a series of high-level meetings with senior government representatives, private sector stakeholders, tourism and investment agencies, as well as leaders within Morocco’s cultural and creative industries.

The Casablanca engagement follows previous Road to the 10th Edition activations held in Dar es Salaam, Tanzania, in January and Abidjan, Côte d’Ivoire, in March.

A major highlight of the visit will be the Creative and Media Soirée scheduled for Tuesday, 23 June 2026, at the Marriott Hotel in Casablanca. The gathering will bring together music, entertainment and media professionals to engage with AFRIMA officials and explore opportunities for collaboration, cultural exchange and creative industry development across Africa.

The delegation will also inspect key facilities and infrastructure across Casablanca, including event venues, hospitality establishments and transportation systems, as part of efforts to assess the city’s capacity to host future editions of the awards.

In addition, AFRIMA representatives will attend cultural festivals, entertainment events and music showcases currently taking place across North Africa to gain first-hand experience of the region’s growing creative economy.

Speaking ahead of the visit, AFRIMA Director of Brand Communications and Sponsorship, Matlou Tsotetsi, said the initiative underscores the organisation’s commitment to strengthening pan-African partnerships through music and culture.

“Casablanca remains one of Africa’s most important cultural and creative hubs. From June 21 to 26, as we engage Morocco's government, private sector, media and creative community, we are reminded that narratives questioning who truly belongs, who is "African enough," or who deserves solidarity from their own continent, continue to surface in ways that wound our shared progress. Casablanca, a city that bridges North and Sub-Saharan Africa, stands as a living rebuttal to these narratives, and it is fitting that AFRIMA's Road to the 10th Edition brings us here in a spirit of genuine pan-African solidarity.

“This visit is an opportunity for AFRIMA to engage directly with key stakeholders, strengthen existing relationships, explore new partnerships and evaluate opportunities that will contribute to the successful future editions of AFRIMA Awards. This is why AFRIMA does not see platforms such as this Casablanca engagement, or the Creative and Media Soiré at the Marriott Hotel, as celebrations of artistic excellence alone, but as acts of continental healing. We are thrilled about the opportunities this engagement offers for the music industry in Casablanca, throughout Morocco, and across the continent,” she said.

Also commenting on the visit, Jamal Abdennassar, representing Big Time Morocco, said Casablanca was ready to showcase its credentials as a future host city.

“Casablanca, the Economic Capital of the Kingdom of Morocco, is honoured to host AFRIMA for this important strategic engagement.

“We believe the visit will showcase the city's world-class infrastructure, rich cultural heritage and growing creative economy.

“We want to thank Ahmed Soultan, the AFRIMA Ambassador for the region, and we look forward to productive discussions with stakeholders and demonstrating our readiness to host one of Africa’s most celebrated cultural events,” he said.

The Casablanca delegation includes representatives from the African Union Commission and AFRIMA officials, among them Director of Brand Communications and Sponsorship, Matlou Tsotetsi (South Africa); Regional Director for Central Africa, Nde Ndifonka (Cameroon); Regional Director for Eastern Africa, Mike Strano (Kenya); Regional Director for Northern Africa, Karima Damir (Morocco); Chief Experience Officer, Adenrele Niyi (Nigeria); and AFRIMA International Jury member, Marwane Farchane (Morocco).

AFRIMA, Africa’s longest-running continental music awards platform, is broadcast in more than 84 countries worldwide. The initiative is a partnership between the African Union Commission and the International Executive Committee of AFRIMA, aimed at celebrating musical excellence while promoting cultural exchange, tourism, entertainment and economic development across Africa’s creative industries.