AFRIMA’s delegation arrives in Casablanca for the landmark 10th edition, meeting Moroccan officials and media as pan-African solidarity takes center stage ahead of Africa’s biggest music awards.
The 10th edition of the All Africa Music Awards is set for Morocco’s economic capital, but this isn’t just about glittering trophies and celebrity performances. Something deeper is happening here.
From June 21 to June 26, 2026, AFRIMA and the African Union Commission are undertaking a strategic six-day visit to Casablanca. The delegation met with government officials, corporate leaders, and media stakeholders this week, marking a pivotal moment in preparations.
Led by Mike Dada, the team held high-level meetings with senior Moroccan government officials, tourism agencies, and creative industry leaders. They’re not just selling an event, they’re assessing whether Casablanca can truly host Africa’s biggest music awards.
One of the week’s standout moments is a Creative and Media Soirée scheduled for 23 June at the Marriott Hotel, Casablanca. Industry professionals, music executives, and media personalities will gather for what promises to be more than a cocktail event, it’s a bridge-building exercise between North Africa and the rest of the continent.
AFRIMA’s Director of Brand Communications, Matlou Tsotetsi, put it plainly: Casablanca isn’t just a logistics choice.
The city’s very identity, as a place that connects rather than divides, reflects what AFRIMA stands for. In a moment when questions about who counts as “African enough” still surface in cultural conversations, choosing Casablanca sends a message.
Casablanca is the third stop in AFRIMA’s “Road to the 10th Edition” tour. Before Morocco, the delegation had already touched down in Dar es Salaam, Tanzania (January), and Abidjan, Côte d’Ivoire (March). Each city visit builds the picture of what a truly pan-African awards platform looks like in practice.
The visit runs in partnership with Big Time Morocco and benefits from the support of AFRIMA’s Morocco Ambassador Ahmed Soultan, alongside partners including Royal Air Maroc and WeCasablanca.
AFRIMA, broadcast to 84 countries worldwide, has been the continent’s longest-running award platform. But the 10th edition represents something more: a partnership between the African Union Commission and AFRIMA’s International Executive Committee aimed at rewarding musical excellence while promoting cultural exchange and economic development.
Don't MIss This Gist
As the delegation experiences Casablanca’s thriving creative ecosystem firsthand, attending music showcases and cultural festivals, they’re witnessing what pan-African solidarity looks like in practice.
