As preparations gather momentum for its historic 10th edition, the All Africa Music Awards (AFRIMA) has arrived in Casablanca, Morocco, for a week-long strategic engagement aimed at strengthening partnerships and exploring future hosting opportunities.
The AFRIMA delegation, working alongside the African Union Commission, will spend six days meeting with government officials, business leaders, media executives, tourism stakeholders, and key figures in Morocco’s creative industry.
Led by AFRIMA President and Executive Producer Mike Dada, the team will assess Casablanca’s infrastructure, including event venues, hospitality facilities, and transportation systems, as part of efforts to determine the city’s readiness to host future editions of the prestigious awards.A major highlight of the visit will be a Creative and Media Soirée scheduled to hold at the Marriott Hotel in Casablanca. The event is expected to bring together music, entertainment, and media professionals to discuss collaboration opportunities, cultural exchange, and the growth of Africa’s creative industry.
The visit is being carried out in partnership with Big Time Morocco and supported by several stakeholders committed to promoting African culture and entertainment.
Beyond official meetings, the delegation will also attend cultural events, music showcases, and festivals across North Africa, giving them a firsthand experience of the region’s vibrant creative scene.
Speaking on the significance of the visit, AFRIMA’s Director of Brand Communications and Sponsorship, Matlou Tsotetsi, described Casablanca as one of Africa’s leading cultural hubs. She noted that the engagement reflects AFRIMA’s mission of fostering unity, strengthening industry partnerships, and promoting cultural integration through music.
Representatives of Big Time Morocco also expressed excitement about hosting the delegation, highlighting Casablanca’s world-class infrastructure, rich cultural heritage, and growing creative economy.
As AFRIMA continues its Road to the 10th Edition campaign, the Casablanca engagement marks another important step in expanding collaboration across the continent and reinforcing the awards’ role as a platform for celebrating African music, culture, and creativity on the global stage.
AFRIMA remains one of Africa’s most influential and longest-running music award platforms, reaching audiences in more than 84 countries while promoting tourism, cultural exchange, and economic development through the creative industry.
