AU invites Nigeria and South Africa to bid for AFRIMAs hosting rights

The development was conveyed in a letter signed by the AUC’s commissioner for health, humanitarian affairs, and social development, Minata Samate Cessouma, with the organisation stressing alignment with its policies for the strategic transformation of Africa through social integration.

Described by the AU as a “global platform for celebrating and developing Africa’s diverse musical talents and cultural heritage,” the scheme has held eight editions, with Nigeria hosting five of them while South Africa has yet to host an event.

According to organisers, AFRIMAs hosting rights are “usually bestowed on a country that shows capacity and commitment to meet up with the requirements and conditions.”

The AFRIMAs, first held in 2014, operate based on core pillars encompassing awards, festivals, a creative academy, talent discovery and promotion, a music business hub, advocacy, and advisory and policy debates. It is usually broadcast live to over 84 countries.

AUC’s acting director for social development, culture, and sports, Angela Martins, noted that hosting AFRIMAs offers the host country opportunities for cultural showcasing, music sector development, tourism promotion and economic growth.

“This call to action comes as part of the AU’s commitment to promoting cultural exchange, unity, and economic development across the African continent,” she said. “We urge the governments of Nigeria and South Africa to seize this opportunity to strengthen intra-African collaboration in line with AfCFTA [the African Continental Free Trade Area] within the music industry and enhance their international visibility positively.

“AFRIMAs serve as a premier platform for African artists in Africa and diaspora to showcase their talent, gain international exposure and connect with audiences worldwide.”

At the most recent event, which took place in the Senegalese capital Dakar in January 2023, trophies were presented across regional and continental categories, with Burna Boy winning the Artist of the Year accolade.