As preparations intensify for the 10th All Africa Music Awards (AFRIMA), a high-level delegation from AFRIMA and the African Union Commission (AUC) is set to embark on a strategic Casablanca City visit in Morocco from June 21 to June 26, 2026, as part of efforts to strengthen continental partnerships and assess readiness for future editions of the prestigious pan-African music awards.
The visit marks a key milestone in the ongoing “Road to the 10th Edition AFRIMA campaign”, which continues to engage African governments, private sector leaders, and creative industry stakeholders across the continent.
AFRIMA Strategic Visit to Morocco Focuses on Partnerships and Creative Industry Growth
The six-day engagement will bring AFRIMA officials face-to-face with government representatives, corporate executives, tourism authorities, media stakeholders, and creative industry leaders in Casablanca, Morocco’s economic capital and one of Africa’s fastest-growing cultural hubs.
The initiative is being carried out in partnership with Big Time Morocco, with support from AFRIMA Ambassador for Morocco, Ahmed Soultan, alongside key institutional partners including the Moroccan Agency for International Cooperation (AMIC), WeCasablanca, and Royal Air Maroc.
According to organizers, the mission forms part of AFRIMA’s broader continental stakeholder engagement programme aimed at deepening collaboration, promoting cultural exchange, and evaluating infrastructure readiness for major African entertainment events.
High-Level Meetings and Cultural Engagements in Casablanca
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, investment agencies, tourism boards, and leaders in Morocco’s creative and cultural industries.
The discussions are expected to focus on strengthening Africa’s creative economy, boosting cultural tourism, and expanding opportunities for collaboration between North Africa and Sub-Saharan Africa’s entertainment sectors.
One of the major highlights of the visit will be a Creative and Media Soirée scheduled for June 23, 2026, at the Marriott Hotel Casablanca. The event will bring together music executives, media professionals, and entertainment stakeholders for networking, collaboration, and industry dialogue.
Infrastructure Assessment and Cultural Festival Participation
As part of the strategic evaluation process, the AFRIMA team will also conduct facility inspections across Casablanca, including hospitality infrastructure, transport systems, and entertainment venues that could potentially support future AFRIMA events.
In addition, the delegation will attend selected music festivals and cultural showcases across North Africa, allowing them to experience firsthand the region’s vibrant and evolving creative ecosystem.
These engagements are expected to provide valuable insights into Morocco’s capacity to host large-scale international entertainment events and further position Casablanca as a leading cultural destination in Africa.
AFRIMA Reaffirms Commitment to Pan-African Cultural Integration
Speaking ahead of the visit, AFRIMA Director of Brand Communications and Sponsorship, Matlou Tsotetsi, emphasized that the engagement reflects AFRIMA’s long-term vision of strengthening African unity through music and culture.
He noted that Casablanca represents a key cultural bridge between North and Sub-Saharan Africa and highlighted the importance of fostering inclusivity and collaboration across the continent’s creative industries.
According to him, AFRIMA’s engagement in Morocco is not only about entertainment but also about building deeper cultural understanding, encouraging creative exchange, and promoting continental solidarity through music.
Morocco Welcomes AFRIMA Delegation
Representing the Moroccan partners, Jamal Abdennassar of Big Time Morocco expressed enthusiasm about hosting the AFRIMA delegation, describing Casablanca as a city with world-class infrastructure and a rapidly growing creative economy.
He reaffirmed Morocco’s readiness to engage with AFRIMA stakeholders and showcase its cultural richness, hospitality sector, and capacity to host major international events.
He also acknowledged the contributions of AFRIMA Ambassador Ahmed Soultan, who has played a key role in strengthening regional collaboration for the project.
AFRIMA Delegation Composition
The delegation to Casablanca includes representatives from the African Union Commission and AFRIMA officials such as:
- AFRIMA 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)
- AFRIMA International Jury Member, Marwane Farchane (Morocco)
Conclusion
The AFRIMA strategic Casablanca visit underscores the growing importance of cross-regional collaboration in Africa’s creative industry. As preparations for the 10th edition AFRIMA Awards continue, the engagement is expected to deepen partnerships, expand cultural diplomacy, and further position Morocco as a key player in Africa’s entertainment landscape.
With strong backing from continental institutions and industry stakeholders, AFRIMA’s 2026 roadmap continues to reinforce its vision of uniting Africa through music, creativity, and cultural exchange.
