AFRIMA Begins Strategic Morocco Visit Ahead of Landmark 10th Edition
Organisers of the All Africa Music Awards, AFRIMA, alongside the African Union Commission, are set to begin a strategic visit to Casablanca, Morocco, from June 21 to June 26, 2026, as preparations gather momentum for the 10th edition of Africa’s biggest music awards.
The six day engagement is designed to strengthen relationships with government officials, corporate organisations, media stakeholders and key players in Morocco’s creative industry. The visit forms part of efforts to evaluate Casablanca’s readiness to host the prestigious continental event while expanding AFRIMA’s partnerships across Africa.
Gathered that the programme is being organised in partnership with Big Time Morocco, with support from AFRIMA Ambassador for Morocco, Ahmed Soultan. Other partners include the Moroccan Agency for International Cooperation, WeCasablanca and Royal Air Maroc. The initiative is part of AFRIMA’s broader stakeholder engagement programme focused on building lasting collaborations across the continent.
The delegation will be led by AFRIMA President and Executive Producer, Mike Dada, who will meet with senior government officials, business leaders, tourism agencies, investors and representatives of Morocco’s creative and cultural sectors throughout the visit.
The Morocco engagement follows earlier stops on AFRIMA’s Road to the 10th Edition campaign, which kicked off in Dar es Salaam, Tanzania, in January before moving to Abidjan, Côte d’Ivoire, in March.
One of the major events scheduled during the visit is the Creative and Media Soirée, which will take place on Tuesday, June 23, at the Marriott Hotel in Casablanca. The gathering is expected to bring together music professionals, entertainers and media practitioners, creating an opportunity for meaningful discussions on collaboration, cultural exchange and the continued growth of Africa’s creative industry.
Beyond stakeholder meetings, the AFRIMA team will inspect selected venues and key infrastructure across Casablanca. The assessment will cover event facilities, accommodation, transportation and other essential services considered important for hosting future editions of the awards.
The delegation will also attend cultural festivals, music showcases and entertainment events currently taking place across North Africa, giving members the opportunity to experience Casablanca’s vibrant creative scene and rich cultural heritage.
Speaking ahead of the visit, AFRIMA’s Director of Brand Communications and Sponsorship, Matlou Tsotetsi, described the engagement as another important step in the organisation’s mission to strengthen partnerships and promote unity through music.
She said Casablanca remains one of Africa’s leading cultural and creative destinations, adding that the city represents a unique connection between North Africa and Sub Saharan Africa. According to her, the visit reflects AFRIMA’s commitment to genuine continental solidarity while encouraging stronger cooperation among governments, the private sector, the media and creative professionals.
Tsotetsi noted that the visit goes beyond preparations for an award ceremony, explaining that initiatives such as the Casablanca engagement and the Creative and Media Soirée are also designed to encourage cultural understanding, deepen relationships across Africa and create fresh opportunities for the music industry throughout the continent.
Also commenting on the visit, Jamal Abdennassar of Big Time Morocco expressed excitement over hosting the AFRIMA delegation. He described Casablanca as a city with world class infrastructure, a rich cultural identity and a rapidly expanding creative economy.
He appreciated the efforts of Ahmed Soultan, AFRIMA’s ambassador for Morocco, and expressed confidence that the visit would provide stakeholders with an opportunity to demonstrate the city’s readiness to host one of Africa’s most respected cultural events.
The delegation includes representatives of the African Union Commission alongside key AFRIMA officials such as Director of Brand Communications and Sponsorship, Matlou Tsotetsi of South Africa, Regional Director for Central Africa, Nde Ndifonka of Cameroon, Regional Director for Eastern Africa, Mike Strano of Kenya, Regional Director for Northern Africa, Karima Damir of Morocco, Chief Experience Officer, Adenrele Niyi of Nigeria, and AFRIMA International Jury member, Marwane Farchane of Morocco.
Recognised as Africa’s longest running continental music awards platform, AFRIMA is broadcast in more than 84 countries around the world. The initiative is a partnership between the African Union Commission and the International Executive Committee of AFRIMA, with a mission to celebrate African musical excellence while promoting tourism, cultural exchange, entertainment and economic development through the creative industry.
