The race to host the prestigious All Africa Music Awards (AFRIMA) for the 2025 and 2026 editions is intensifying as the African Union (AU) officially invites South Africa and Nigeria to submit bids for the hosting rights. With Morocco also expressing interest, the competition is heating up, and the prospect of hosting this influential event has sparked excitement across the African music community.
In a letter signed by Her Excellency, Ambassador Minata Samate Cessouma, the AU Commission’s Commissioner for Health, Humanitarian Affairs, and Social Development, South Africa and Nigeria were both formally invited to participate in the bidding process. This aligns with the AU’s broader goals of fostering social integration, cultural development, and economic growth, as outlined in the AU Agenda 2063, the Charter for African Cultural Renaissance, and the AU Plan for Action on Cultural and Creative Industry.
Since its inception in 2014, AFRIMA has served as a platform to celebrate African music globally while supporting economic prosperity and inclusivity. With its seven core pillars, including music awards, festivals, talent discovery, and advocacy, AFRIMA has cemented itself as a key driver for African cultural exchange and growth.
The most recent edition, held in Dakar, Senegal, showcased the potential for AFRIMA to create lasting cultural and economic impacts. South Africa, which has been a prominent player in the African music scene, sees itself as an ideal candidate for hosting the upcoming editions. AFRIMA’s Country Director, Lekunutu Seboko, confirmed that the South African government received the AU’s letter, and there is great enthusiasm surrounding the opportunity.
“South Africa has a rich musical heritage and a deep cultural renaissance,” Seboko said. “Hosting a monumental music event like AFRIMA is a testament to our ever-growing influence on the continent, musically and culturally. Our diverse culture and excellent facilities make us confident that we can deliver an exceptional AFRIMA experience.”
With its state-of-the-art venues, robust transportation networks, and rich musical history, South Africa is well-prepared to meet the requirements set forth by the AU. The nation’s successful hosting of other major international events adds to its credibility as a contender.
AFRIMA’s Director of Sponsorship and Partnership, Matlou Tsotetsi, echoed Seboko’s sentiments, emphasizing the economic boost that hosting AFRIMA could bring to the country. “The hospitality, retail, and entertainment industries stand to gain immensely from the thousands of visitors attending the event,” Tsotetsi noted. “Beyond the immediate financial impact, the long-term benefits include increased investment in our creative industries and enhanced international recognition for South Africa.”
Meanwhile, Nigeria, a country that has been a reliable host for AFRIMA in the past, is also in the running, setting the stage for a competitive bid. The event’s potential to drive tourism, showcase African talent on a global stage, and bolster intra-African collaboration makes this an exciting opportunity for any host country.
The AU’s Acting Director for Social Development, Culture, and Sports, Angela Martins, reaffirmed the significance of the event, highlighting how AFRIMA fosters cultural exchange and economic growth. “This is a unique opportunity for the host country to showcase its rich cultural heritage, develop its music sector, promote tourism, and stimulate economic growth,” Martins said.
As the bidding process progresses, all eyes will be on South Africa, Nigeria, and Morocco as they vie for the chance to host AFRIMA, an event that continues to elevate African music and culture on the world stage.
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