…. As Morocco expresses interest
After receiving an official letter from the African Union (AU), South Africa may emerge as the host of the 2025 and 2026 editions of All Africa Music Awards (AFRIMA).
The official invitation was extended to the South African authority through a letter with reference number HHS/CUL/16/170.23 and signed by Ambassador Minata Samate Cessouma, African Union Commission’s Commissioner for Health, Humanitarian Affairs and Social Development.
With Nigeria also receiving an official letter of invitation to host the awards, there is palpable excitement within the African music community.
The African Union letter emphasised the global standing of AFRIMA as a platform that develops and celebrates Africa’s diverse musical talents and cultural heritage, and highlighted the significant opportunities hosting such a prestigious event presents for the host country.
It reads: “Since 2014, the African Union has been partnering and working with AFRIMA to develop, celebrate and promote African music globally – for integration, inclusivity, economic prosperity and world peace via its seven core pillars, which include music awards, music festivals, AFRIMA creative academy, talent discovery and promotions, music business hub, advocacy, advisory and policy debates.
“AFRIMA is the biggest and longest-running music award and platform in Africa, with a huge global appeal, diaspora audience, and youthful fans. The main events of AFRIMA are usually broadcast live to over 84 countries around the world after a continental and global roadshow, with thousands of music artists, actors, celebrities, members of the diplomatic corps, professionals in the creative space, tourists, media and fans from all over the world converging on the host country.”
The last edition of AFRIMA was hosted in Dakar in partnership with the government of Republic of Senegal.
The privilege of hosting AFRIMA is typically granted to a country that demonstrates the ability and determination to fulfill the requirements and conditions. Nigeria, Ghana and Senegal have been reliable hosts that have helped the event grow. However, South Africa’s potential bid presents the possibility of new perspectives and opportunities.
AFRIMA’s Country Director, Lekunutu Seboko, confirmed that the South African government received the letter from the African Union. He added that there have been positive reviews about the possibility of hosting the show in the rainbow country.
Seboko expressed South Africa’s eagerness to take on the hosting mantle, citing the nation’s rich musical heritage and infrastructural capabilities as key assets.
“South Africa has a rich musical heritage and a deep cultural renaissance. Our nation has been at the forefront of pushing the boundaries of African music to a global audience. Hosting a monumental music event like AFRIMA is a testament to our ever-growing influence on the continent, musically and culturally.
“AFRIMA is a well-known brand in South Africa, and it would be a fantastic opportunity to host the show for the first time. Our country’s diverse culture and excellent facilities make us confident that we can deliver an exceptional AFRIMA experience. We have state-of-the-art venues, excellent transportation networks, and a diverse cultural landscape that will provide an electrifying backdrop for the awards.
“We are aware that South Africa is fully prepared to showcase our world-class infrastructure, vibrant cultural scene, and unparalleled hospitality. We have repeatedly demonstrated our capacity, we have hosted other world-class events, and are not oblivious to the inherent economic benefits of hosting an event like this,” he enthused.
Corroborating Seboko, AFRIMA’s Director of Sponsorship and Partnership, Matlou Tsotetsi, said the event is poised to stimulate the economic boost expected from the influx of visitors, increased tourism, and heightened global attention.
“The hospitality, retail and entertainment industries stand to gain immensely from the thousands of visitors who will be attending the event. Beyond the immediate financial impact, the long-term benefits include increased investment in our creative industries and a strengthened international reputation for South Africa as a destination for major cultural events.
“AFRIMA is more than just an awards show; it’s a platform for showcasing African talent on a global stage. The exposure that South African artists and industries will receive is invaluable, and we expect this to translate into new opportunities for our local creatives,” she noted.
Confirming the invitation and request to bid for the hosting rights extended to the two countries, the Acting Director for Social Development, Culture and Sports Division, African Union Commission, Ms. Angela Martins, reiterated that AFRIMA provides a unique opportunity for the host country to showcase its rich cultural heritage, develop her music sector, promote tourism, and stimulate economic growth.
“This call to action comes as part of the AU’s commitment to promoting cultural exchange, unity, and economic development across the African continent. We urge the governments of South Africa and Nigeria to seize this opportunity to strengthen intra-African collaboration (in line with AFCTA) within the music industry and enhance their international visibility positively.
“AFRIMA serves as a premier platform for African artists in Africa and Diaspora to showcase their talent, gain international exposure, and connect with audiences worldwide,” she said.
Martins added that the African Union remains committed to providing support and guidance to ensure a successful hosting of AFRIMA, as the bidding process inches towards the deadline.
She also reiterated the AUC’s readiness to work closely with the selected host country to maximize the impact of the event on the African music industry.
Meanwhile, the Moroccan government is also exploring the possibility of playing host to AFRIMA or its build-up events, to align with the country’s hosting of Africa Cup of Nations scheduled for December 2025 and January 2026.