AFRIMA Urges Governments, Investors to Back Africa’s Growing Music Industry

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Africa’s music industry received a fresh boost as key stakeholders gathered in Casablanca, Morocco, to discuss strategies for strengthening the continent’s creative economy through greater collaboration and investment. 

The meeting, organised as part of the Africa Music Business Conference by the All Africa Music Awards (AFRIMA), brought together musicians, filmmakers, producers, investors, policymakers and entertainment executives to exchange ideas on building a more sustainable future for African music.

Held in partnership with the African Union and several Moroccan organisations, the conference focused on unlocking opportunities within Africa’s rapidly growing entertainment sector. 

Participants agreed that while African music has gained global recognition in recent years, the next phase of growth depends on stronger partnerships among artists, governments, investors and creative institutions across the continent.

One of the major highlights of the event was the emphasis on creating more opportunities for cross-border collaborations. Speakers noted that African musicians possess enormous talent but often face challenges accessing new markets outside their home countries. 

They argued that platforms like AFRIMA can bridge these gaps by connecting creatives from different regions and encouraging partnerships that expand their reach.

Moroccan singer and AFRIMA Ambassador for Northern Africa, Ahmed Soultan, reflected on how the awards platform transformed his career. 

According to him, submitting his music to AFRIMA years ago opened doors to audiences and collaborators across Africa, giving him exposure that would have been difficult to achieve independently. 

He stressed that more North African artists should take advantage of such opportunities while also encouraging musicians from other parts of the continent to explore the North African market.

Nigerian filmmaker Kunle Afolayan also addressed participants, urging young creatives to recognise that talent alone cannot guarantee long-term success. 

He encouraged artists to build meaningful professional relationships, describing networking as an essential ingredient for growth in the entertainment industry. 

Afolayan praised AFRIMA for evolving beyond an awards platform into a meeting point where creatives, entrepreneurs and investors can develop business partnerships capable of transforming Africa’s creative economy.

Moroccan rapper Khtek echoed similar sentiments, calling for more collaborative projects involving artists from different African countries. 

She described Morocco as a potential hub for creative exchange, where musicians can share ideas, produce music together and strengthen cultural ties across the continent.

AFRIMA Regional Director for Eastern Africa, Mike Strano, highlighted the growing international interest in African music but insisted that the continent itself remains the industry's biggest market.

 He explained that greater commercial cooperation between artists from cities such as Lagos, Nairobi, Casablanca, Dakar and Johannesburg could unlock enormous economic opportunities.

The conference forms part of AFRIMA’s activities leading to its landmark 10th edition, with similar stakeholder engagements already held in Tanzania and Côte d’Ivoire. 

 Since its establishment in partnership with the African Union Commission in 2014, AFRIMA has continued to promote African music on the global stage while encouraging unity, innovation and investment within the continent’s vibrant creative industry.

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