AFRIMA Begins Strategic Visit to Morocco Ahead of Landmark 10th Awards

As part of activities leading to the 10th edition of the All Africa Music Awards (AFRIMA), the AFRIMA International Committee and the African Union Commission (AUC) will embark on a strategic visit to Casablanca, Morocco, from June 21 to June 26, 2026.

The six-day engagement will bring together key government officials, corporate leaders, media stakeholders, and members of the creative industry in Morocco’s economic capital as preparations gather momentum for the hosting of the landmark 10th edition of Africa’s premier music awards platform.

The visit is being undertaken in partnership with Big Time Morocco and with the support of AFRIMA’s Ambassador to Morocco, Ahmed Soultan, alongside other strategic partners, including the Moroccan Agency for International Cooperation (AMCI), WeCasablanca, and Royal Air Maroc.

The Casablanca engagement forms part of AFRIMA’s continental stakeholder activation programme aimed at deepening partnerships, promoting cultural and creative exchange, and assessing the city’s readiness to host the prestigious pan-African event.

The AFRIMA delegation, led by AFRIMA President and Executive Producer, Mr. Mike Dada, will hold a series of high-level meetings with senior government officials, private sector stakeholders, tourism and investment agencies, and leaders of Morocco’s creative and cultural industries.

The Casablanca visit is the latest stop in AFRIMA’s Road to the 10th Edition campaign, following successful 2026 activations in Dar es Salaam, Tanzania (January 28) and Abidjan, Côte d’Ivoire (March 17).

One of the major highlights of the visit will be a Creative and Media Soireé with Morocco’s music, entertainment and media stakeholders on Tuesday, June 23, 2026, at the Marriott Hotel, Casablanca. The event will provide an opportunity for industry professionals to interact with AFRIMA officials and explore opportunities for collaboration, cultural exchange and creative industry growth across Africa.

The delegation will also undertake facility and infrastructure inspections across selected locations in Casablanca to assess venues, hospitality facilities, transportation systems and other critical infrastructure that could support the successful hosting of AFRIMA in the future.

In addition, the team will participate in selected cultural and music festivals currently taking place across North Africa as part of the region’s vibrant festival season. The delegation will also attend entertainment events and music showcases to experience Casablanca’s thriving creative ecosystem firsthand.

Speaking ahead of the visit, AFRIMA Director of Brand Communications and Sponsorship, Matlou Tsotetsi, said the engagement demonstrates AFRIMA’s commitment to building stronger partnerships across Africa and promoting cultural integration through music.

“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. his 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 BigTime Morocco, expressed enthusiasm about welcoming the AFRIMA delegation to the North African nation.

“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 delegation to Casablanca, Morocco, includes African Union Commission (AUC), AFRIMA officials, namely: 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 Member, AFRIMA International Jury, Marwane Farchane (Morocco).

AFRIMA, the longest-running award platform on the continent, is broadcast to more than 84 countries across the world. The awards project is a partnership between the African Union Commission and the International Executive Committee of AFRIMA, aimed at rewarding and celebrating musical excellence across Africa while promoting cultural exchange, tourism, entertainment and economic development through the creative industry.