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The All Africa Music Awards (AFRIMA), in collaboration with the African Union Commission (AUC), has intensified preparations for its landmark 10th edition with a strategic visit to Casablanca, Morocco.
The six-day engagement, which runs from June 21 to June 26, 2026, is aimed at strengthening partnerships and exploring opportunities that could further position the North African city as a major player in Africa’s creative and entertainment landscape.
The visit forms part of AFRIMA’s broader “Road to the 10th Edition” campaign, an initiative designed to deepen collaboration with governments, private sector organisations, media institutions, and stakeholders across the continent ahead of the milestone awards ceremony.
A delegation led by AFRIMA President, Mike Dada, is expected to hold a series of meetings with public officials, business leaders, cultural organisations, and industry professionals.
Discussions will focus on the growth of Africa’s music industry, creative economy development, and the role of strategic partnerships in expanding opportunities for African artists.
During the visit, the team will also assess key facilities across Casablanca, including event venues, transportation networks, accommodation options, and other supporting infrastructure.
The exercise is part of efforts to determine the city’s suitability for hosting large-scale continental entertainment events in the future.
One of the major highlights of the programme is a Creative and Media Soirée scheduled to take place on June 23 at the Marriott Hotel.
The gathering is expected to bring together musicians, media executives, cultural advocates, and entertainment stakeholders from different parts of Africa. Organisers say the event will provide a platform for networking, collaboration, and discussions on the future of African music and culture.
The initiative is being implemented in partnership with Big Time Morocco and enjoys the support of several Moroccan institutions and organisations. Among those backing the engagement are AFRIMA’s Morocco Ambassador, Ahmed Soultan, the Moroccan Agency for International Cooperation, WeCasablanca, and Royal Air Maroc.
AFRIMA officials believe the Casablanca visit reflects the awards platform’s commitment to building stronger connections across Africa while promoting cultural exchange and economic opportunities through music.
Over the years, AFRIMA has evolved into one of the continent’s most influential entertainment platforms, celebrating African talent and encouraging cross-border collaboration among creatives.
As anticipation builds for the 10th edition of the awards, the Casablanca engagement is expected to further strengthen relationships with stakeholders and reinforce AFRIMA’s mission of using music as a tool for unity, cultural diplomacy, and sustainable development across Africa.
The visit also highlights Morocco’s growing importance within the continent’s creative ecosystem and its ambition to attract major international cultural events.
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