The All Africa Music Awards (AFRIMA) and the African Union Commission (AUC) are set to take the “Road to 10th AFRIMA” campaign to Casablanca, Morocco.
The strategic six-day visit, scheduled for June 21 to June 26, 2026, will see AFRIMA engage government officials, corporate leaders, media organisations, tourism agencies, and stakeholders within Morocco’s creative industry.
The Casablanca visit, organised in partnership with Big Time Morocco and supported by AFRIMA Ambassador for Morocco, Ahmed Soultan, along with other partners including the Moroccan Agency for International Cooperation (AMIC), WeCasablanca, and Royal Air Maroc, is aimed at strengthening partnerships and assessing the city’s readiness to host future editions of the pan-African awards.
The AFRIMA delegation, led by President and Executive Producer, Mike Dada, is expected to hold high-level meetings with government representatives, private sector players, investment agencies, and leaders within Morocco’s cultural and entertainment sectors.
The engagement marks the latest phase of AFRIMA’s Road to the 10th Edition campaign, following previous activations in Dar es Salaam, Tanzania, on January 28, and Abidjan, Côte d’Ivoire, on March 17.
A major highlight of the Casablanca programme will be a Creative and Media Soirée with Morocco’s music, entertainment, and media stakeholders on Tuesday, June 23, at the Marriott Hotel, Casablanca.
The event will provide a platform for industry leaders to connect with AFRIMA officials, explore collaboration opportunities, and discuss ways to expand Africa’s creative economy through music and cultural exchange.
The delegation will also inspect selected venues, hospitality facilities, transportation systems, and other infrastructure in Casablanca as part of efforts to evaluate the city’s capacity to host AFRIMA in the future.
Beyond official engagements, AFRIMA representatives will participate in cultural and music festivals across North Africa, attending entertainment showcases to experience Casablanca’s creative ecosystem.
Speaking ahead of the visit, AFRIMA Director of Brand Communications and Sponsorship, Matlou Tsotetsi, said the engagement reflects AFRIMA’s commitment to strengthening continental partnerships and promoting African unity through music.
She described Casablanca as an important cultural and creative centre that connects North and Sub-Saharan Africa, noting that the visit reinforces AFRIMA’s vision of using music as a tool for collaboration, healing, and shared identity.
“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,” Tsotetsi said.
Also speaking, Jamal Abdennassar, representing Big Time Morocco, expressed excitement over hosting the AFRIMA delegation, saying the engagement would highlight Casablanca’s infrastructure, cultural heritage, and growing creative sector.
“Casablanca, the Economic Capital of the Kingdom of Morocco, is honoured to host AFRIMA for this important strategic engagement,” he said.
The Casablanca delegation includes representatives from the African Union Commission and AFRIMA officials from across Africa, including Matlou Tsotetsi (South Africa), Nde Ndifonka (Cameroon), Mike Strano (Kenya), Karima Damir (Morocco), Adenrele Niyi (Nigeria), and Marwane Farchane (Morocco).
AFRIMA, recognised as one of Africa’s longest-running music award platforms, broadcasts in more than 84 countries globally.