The All Africa Music Awards (AFRIMA) has reaffirmed its commitment to the growth of the continent’s creative economy by partnering with critical stakeholders to align with the African Union’s vision for cultural and creative development, as showcased during the 6th Pan African Cultural Congress (AU/PACC6).
At an event held in Moroni, Comoros between September 25 and 27, 2024, a framework for action aligning national and continental policies was developed, emphasizing the development of arts and heritage as crucial to achieving the AU’s Agenda 2063 vision.
In a presentation at the event, Sola Dada, AFRIMA’s Director of Stakeholders Engagement, Media and Communications (Global), took the audience through the organisation’s activities since its inception in 2014, tailored towards promoting music, arts and culture on the continent, and its sustained effort to collaborate with other institutions to deepen the entertainment ecosystem in Africa.
“AFRIMA has successfully collaborated with policymakers, governments, African artistes, producers, record labels, promoters, publishing companies, media and the African Union Commission (AUC) to celebrate and promote African music globally.
“Through our seven core pillars, namely Music Awards, Music Festivals, Music Business Hub, Talent Discovery and Promotion, AFRIMA Creative Academy, Advisory and Policy Debates, and Corporate Social Responsibility and Advocacy, we have positioned African music as a tool for integration, inclusivity, economic prosperity, and world peace,” he said.
Dada explained further that the longest-running African music award platform with a global reach, AFRIMA, plays a critical role in enhancing the visibility of the continent’s music.
“AFRIMA’s events bring together thousands of music artistes, actors, celebrities, governments and professionals from around the world. Through our partnership with the AU and other stakeholders, AFRIMA is well positioned to support the implementation of policies that will drive the growth of Africa’s creative economy. With a focus on integration, innovation and cultural preservation, AFRIMA and the AU are set to make significant strides toward the ‘Africa We Want’ as envisioned in Agenda 2063.”
With the theme: ‘Arts, Culture, Heritage and Education: Levers for Building Africa We Want’, AU/PACC6 served as a platform for Pan-African cultural institutions, cultural workers, and experts to engage in discussions on how to leverage these sectors to build a stronger African identity. The congress concluded with a framework for action designed to guide cultural and educational development across the continent.
In her opening remarks, Mrs. Angela Martins, Acting Director for Social Development, Culture and Sport at the African Union Commission (AUC), highlighted the rapid growth of Africa’s cultural and creative industries, referring to them as the continent’s “new crude oil”.
She called for greater investment in the sector, citing AU Assembly Decision 772, which advocates for allocating at least 1% of national budgets to arts, culture and heritage.
As part of the AU’s efforts, Martins announced the development of an arts education policy aimed at integrating arts education into school curriculums across member states. “This policy aligns with the AU’s theme for 2024 and aims to nurture young talent from an early age,” she said.
Martins praised the efforts of key institutions in the entertainment, arts and culture space including AFRIMA, which she described as “Africa’s longest-running music award platform with a huge global appeal, diaspora audience, and youthful fans.”