The countdown to the landmark 10th edition of the All Africa Music Awards (AFRIMA) has entered a new phase as organisers begin a strategic visit to Casablanca, Morocco, to strengthen partnerships and assess opportunities ahead of the continental music celebration.
As part of the Road to 10th AFRIMA activations, the All Africa Music Awards (AFRIMA), in partnership with the African Union Commission (AUC), will embark on a six-day strategic country visit to Morocco from June 21 to June 26, 2026.
The visit will bring together key government officials, corporate leaders, media stakeholders, tourism agencies and members of Morocco’s vibrant creative industry as AFRIMA continues preparations towards its 10th edition.
Led by AFRIMA President and Executive Producer, Mike Dada, the delegation will engage stakeholders in Casablanca, Morocco’s economic capital, with discussions centred on cultural exchange, creative economy growth, investment opportunities and strengthening Africa’s music ecosystem.
The strategic engagement is being organised in partnership with Big Time Morocco, with support from AFRIMA Ambassador for Morocco, Ahmed Soultan, alongside partners including the Moroccan Agency for International Cooperation (AMIC), WeCasablanca and Royal Air Maroc.
AFRIMA’s Continental Expansion Drive
The Casablanca visit represents the latest stage of AFRIMA’s Road to the 10th Edition campaign, following previous activations in Dar es Salaam, Tanzania, on January 28, 2026, and Abidjan, Côte d’Ivoire, on March 17, 2026.
During the Morocco visit, AFRIMA officials are expected to hold high-level meetings with government representatives, private sector players, tourism and investment agencies, as well as leaders within Morocco’s entertainment and cultural sectors.
A major highlight of the programme will be a Creative and Media Soirée scheduled for Tuesday, June 23, 2026, at the Marriott Hotel, Casablanca.
The event will provide a platform for interaction between AFRIMA representatives and Morocco’s music, entertainment and media community, while exploring opportunities for collaboration, cultural partnerships and creative industry development.
Venue Assessment, Cultural Exploration
Beyond stakeholder meetings, the AFRIMA delegation will also inspect selected facilities and infrastructure across Casablanca, including venues, hospitality facilities, transportation systems and other key requirements needed for hosting a major international event.
The team will also participate in cultural activities, attend music showcases and experience Morocco’s growing creative landscape as part of efforts to understand the region’s entertainment ecosystem.
Speaking ahead of the visit, AFRIMA Director of Brand Communications and Sponsorship, Matlou Tsotetsi, said the engagement reflects the organisation’s commitment to strengthening unity and collaboration across Africa through music.
“Casablanca remains one of Africa’s most important cultural and creative hubs. This visit gives AFRIMA the opportunity to engage Morocco’s government, private sector, media and creative communities while promoting stronger continental partnerships,” she said.
She added that AFRIMA’s engagements across Africa go beyond entertainment, describing them as platforms for cultural connection, economic opportunities and continental integration.
Morocco Welcomes AFRIMA Delegation
Representing Big Time Morocco, Jamal Abdennassar expressed optimism about the visit, describing Casablanca as a city prepared to showcase its infrastructure, cultural heritage and creative potential.
“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,” he said.
AFRIMA’s Growing African Influence
The delegation includes representatives from the African Union Commission and AFRIMA officials from across the continent, including South Africa, Cameroon, Kenya, Morocco and Nigeria.
AFRIMA, regarded as one of Africa’s longest-running music award platforms, is broadcast to more than 84 countries globally.
The awards initiative, a partnership between the African Union Commission and the International Executive Committee of AFRIMA, continues to promote African musical excellence while driving conversations around tourism, cultural diplomacy, entertainment and economic development.
As preparations gather momentum for the 10th edition of AFRIMA, the Morocco engagement signals the organisation’s ambition to further position African music as a global cultural force.