AFRIMA, AU Commission Visit Casablanca For 10th Awards
The All Africa Music Awards, in partnership with the African Union Commission, will make a strategic visit to Casablanca from June 21 to June 26, 2026 as part of activities leading to the 10th AFRIMA edition.
According to AFRIMA, the purpose of the visit is to meet with top government officials, corporate executives, media players and creative industry stakeholders in Morocco’s economic capital, as plans ramp up for the milestone 10th edition of Africa’s premier music awards.
The six-day engagement is being organised with Big Time Morocco and backed by AFRIMA Ambassador for Morocco Ahmed Soultan, alongside other partners such as the Moroccan Agency for International Cooperation, WeCasablanca and Royal Air Maroc.
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The statement added that, “It also forms part of AFRIMA’s continental stakeholder engagement programme aimed at strengthening partnerships and assessing Casablanca’s readiness to host the prestigious pan-African event.”
The AFRIMA delegation, l ed by AFRIMA President and Executive Producer Mike Dada, the delegation will have high-level discussions with senior government officials, private sector leaders, tourism and investment agencies, and key figures in Morocco’s creative and cultural sectors.
Casablanca is the next stop on AFRIMA’s Road to the 10th Edition campaign, after earlier 2026 activations in Dar es Salaam, Tanzania on January 28 and Abidjan, Côte d’Ivoire on March 17.
AFRIMA Director of Brand Communications and Sponsorship, Matlou Tsotetsi, said the visit reflects AFRIMA’s drive to build stronger African partnerships and advance cultural unity 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.”
She added that, “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. This 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.”
By Abdulbaqi Jibreel Ajao
