The All Africa Music Awards (AFRIMA), in collaboration with the African Union Commission, has stepped up its preparations for the highly anticipated AFRIMA 10th edition with a strategic working visit to Casablanca, aimed at strengthening partnerships and evaluating the city’s readiness for future hosting opportunities.
The six-day engagement, which runs from June 21 to June 26, 2026, brings together a high-level delegation led by AFRIMA President and Executive Producer, Mike Dada, who is spearheading discussions with government officials, tourism bodies, private sector stakeholders, and leaders within Morocco’s creative industry.
Strategic engagement for AFRIMA 10th edition preparations
As part of the “Road to the 10th Edition” campaign, the delegation’s mission in Casablanca includes venue inspections, hospitality assessments, and transportation infrastructure evaluations to determine the city’s capacity to host large-scale continental events.
The initiative also features high-level meetings with key partners, including cultural agencies, investment boards, and tourism authorities, with a focus on expanding collaboration between North and Sub-Saharan Africa’s creative economies.
According to AFRIMA Director of Brand Communications and Sponsorship, Matlou Tsotetsi, the visit goes beyond event planning and reflects a broader cultural mission.
She noted that the engagement is designed to reinforce unity across Africa’s music ecosystem, stating that Casablanca remains a symbolic bridge between regions of the continent and a strong example of shared cultural identity and creative growth.
Creative and media engagement in Casablanca
A key highlight of the AFRIMA 10th edition preparatory visit is the Creative and Media Soirée scheduled to take place at the Marriott Hotel Casablanca.
The event will bring together musicians, producers, media professionals, and entertainment executives to explore opportunities for collaboration and industry expansion across Africa.
The programme is being delivered in partnership with Big Time Morocco, with additional support from AFRIMA Ambassador for Morocco, Ahmed Soultan, alongside other stakeholders such as tourism and aviation partners including Royal Air Maroc.
Organisers say the gathering is expected to serve as a platform for building stronger creative networks, while also highlighting Casablanca’s growing influence as a cultural and entertainment hub.
Stakeholder reactions and cultural positioning
Speaking during the visit, Matlou Tsotetsi emphasized that the initiative reflects AFRIMA’s commitment to strengthening unity within Africa’s creative sector.
She noted that cultural platforms like AFRIMA should be seen as instruments of continental healing and collaboration rather than just entertainment showcases.
She also highlighted ongoing challenges around cultural identity narratives in Africa, stressing that the Casablanca engagement reinforces inclusivity and shared ownership of the continent’s creative future.
Representing Big Time Morocco, Jamal Abdennassar expressed confidence in Casablanca’s readiness to host major international cultural events.
He highlighted the city’s infrastructure, hospitality capacity, and vibrant creative ecosystem as key strengths supporting its bid.
He also acknowledged the role of partners in making the engagement possible, noting that the visit would help demonstrate Morocco’s ability to host a prestigious pan-African event such as AFRIMA.
Building momentum toward AFRIMA 10th edition
The AFRIMA delegation is also attending cultural festivals and entertainment showcases across North Africa as part of efforts to experience the region’s creative landscape firsthand.
These engagements are expected to further inform planning decisions for the upcoming AFRIMA 10th edition.
The initiative follows earlier activations held in Dar es Salaam, Tanzania, and Abidjan, Côte d’Ivoire, reinforcing AFRIMA’s continental approach to stakeholder engagement.
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Now regarded as one of Africa’s most influential music award platforms, All Africa Music Awards (AFRIMA) continues to be broadcast across more than 80 countries globally, promoting African music, cultural exchange, tourism, and economic growth through the creative industry.
As momentum builds toward the AFRIMA 10th edition, the Casablanca strategic visit signals a stronger push toward deeper continental collaboration and a celebration of Africa’s evolving creative identity.
