As part of the Road to 10th AFRIMA activations, the All Africa Music Awards ( AFRIMA) and Africa Union Commission (AUC) will embark on Strategic Casablanca City Visit from today, Sunday, 21st June, 2026 to Friday, June 26th, 2026 to engage key government officials, corporate leaders, media stakeholders, and members of the creative industry in the economic capital of Kingdom of Morocco as preparations intensify towards hosting the landmark 10th edition of Africa’s biggest music awards platform.
The six – day strategic visit is being undertaken in partnership with Big Time Morocco with support from the AFRIMA Ambassador for Morocco, Ahmed Soultan, and other key partners, including Morocco Agency for International Cooperation ( AMIC), We Casablanca, Royal Air Morocco and forms part of AFRIMA’s continental stakeholders engagement programme aimed at strengthening partnerships and assessing Casablanca readiness to host the prestigious Pan – African event.
The AFRIMA President and Executive Producer, Mr. Mike Dada, will hold a series of high – level meetings with government officials, private sector stakeholders, tourism and investment agencies, and leaders of Morocco and investment agencies and leaders of Morocco’s creative and cultural industries.
The Casablanca visit is the latest stop in AFRIMA’s Road to the 10th Edition Campaign, following successful 2026 activations in Dar -es – Salam, Tanzania (January 28) and Abidjan, Cote d’Ivoire (March 17).
One of the major highlights of the visit will be a Creative and Media Soire with Morocco’s music; entertainment and media stakeholders on Tuesday June 23, 2026, at Marriott Hotel, Casablanca. The event will provide an opportunity for industry professionals to interact with AFRIMA officials and explore opportunities for collaboration, cultural exchange and creative industry growth across Africa.
The delegation will also undertake facility and infrastructure inspections across selected locations in Casablanca to assess venues, hospitality facilities, transportation systems and other critical infrastructure that could support the successful hosting of AFRIMA in the future.
In addition, the team will participate in selected cultural and music festivals currently taking place across North Africa as part of the region’s vibrant festival season. The delegation will also attend entertainment events and music showcases to experience Casablanca’s thriving creative ecosystem first hand.
Speaking ahead of the visit, AFRIMA Director of Brand Communications and Sponsorships, Matlou Tsotetsi, said the engagement demonstrates AFRIMA’s commitment to building stronger partnerships across Africa and promoting cultural integration through music.
“Casablanca remains one of Africa’s most important cultural and creative hubs, from June 21 to 26, as we engage the Morocco’s government, private sector, media and creative community, we are reminded that narratives questioning who truly belongs, who is ” African enough” or who deserves solidarity from their own continent, continue to surface in ways that would be our shared progress.
Casablanca, a city that bridges the North and Sub Saharan Africa, stands as living rebuttal to those narratives, and it is fitting that AFRIMA’s Road to the 10th Edition brings us here in spirit of genuine pan – Africa solidarity.
This visit is an opportunity for AFRIMA to engage directly with key stakeholders, strengthening existing relationships, explore new partnerships and evaluate opportunities that will contribute to the successful hosting of future editions of AFRIMA Awards this is why AFRIMA does not see platforms such as this Casablanca engagement with Creative and Media Soire at the Marriott Hotel, as celebration of artistic exception alone, but as acts of continental healing we are thrilled about the opportunities this engagement offers for the music industry in Casablanca, throughout Morocco, and across the continent, she said.
Also commenting on the visit, Jamal Abdennassar, representing Big Time Morocco expressed enthusiasm about welcoming the AFRIMA delegation to the North African nation. “Casablanca, the Economic Capital of the Kingdom of Morocco is honoured to host this important strategic engagement. We believe the visit will showcase the city’s world – class infrastructure, rich cultural heritage and growing creative economy.
“We want to thank Ahmed Soultan, the AFRIMA Ambassador for the region, and we look forward to a productive discussions with stakeholders and demonstrating our readiness to host one of Africa’s most celebrated cultural events,” he said.
The delegation to Casablanca Morocco, includes African Union Commission (AUC), AFRIMA officials namely: Director Brand Communications and Sponsorship, Matlou Tsotetsi ( South Africa), Regional Director for Central Africa, Nde Ndifonka ( Cameroon), Regional Director for Eastern Africa, Mike Strano ( Kenya), Regional Director for North Africa, Karima Damir ( Morocco); Chief Experience Officer, Aderenle Niyi ( Nigeria) and Members, AFRIMA International Jury, Marwane Farchane ( Morocco).
AFRIMA, the longest running award platform on the continent is broadcast to more than 84 countries across the world. the award project is a partnership between the African Union Commission and the International Executive Committee of AFRIMA, aimed at rewarding and celebrating musical excellence across Africa while promoting cultural exchange, tourism, entertainment and economic development through the creative industry.
