AFRIMA conference spotlights investment, unity in Africa’s creative industry

Leading African musicians, filmmakers, investors, policymakers and entertainment executives have highlighted the need for stronger collaboration among African countries, increased investment in the creative sector and greater cultural exchange to unlock the continent’s creative and economic potential.

The call was made during the Africa Music Business Conference held on Wednesday in Casablanca, Morocco. Organised by the All Africa Music Awards (AFRIMA) in partnership with the African Union and Moroccan partners, the conference focused on promoting investment and strengthening unity within Africa’s creative industry.

The event brought together musicians, producers, filmmakers, investors, creative entrepreneurs and young talents from across Africa and beyond to discuss strategies for expanding the continent’s music and creative industries. Participants included Nigerian filmmaker Kunle Afolayan, Moroccan singer Ahmed Soultan, rapper Khtek, producer Bayadis, AFRIMA Regional Director for Eastern Africa Mike Strano, Egyptian-American comedian Bassem Hossad and other industry stakeholders.

Discussions centred on how the creative industry can promote African unity and create more opportunities for artists across the continent. Speakers agreed that Africa already possesses the talent and cultural diversity needed to compete globally but must strengthen partnerships among governments, investors, artists and creative organisations.

“Today, AFRIMA connects artistes from every part of Africa and even the African diaspora. Many artists from West, East and Southern Africa want to enter the North African market but don’t know how to begin. At the same time, many North African artistes want to work with musicians from other African countries. AFRIMA makes those connections possible,” said AFRIMA Northern Africa Ambassador, Ahmed Soultan.

Award-winning filmmaker Kunle Afolayan urged young creatives to combine talent with hard work and relationship-building, noting that lasting success depends on strong professional networks. He also commended AFRIMA for creating a platform that brings together artists, investors, entrepreneurs and policymakers beyond its annual awards ceremony.

Moroccan rapper Khtek called for more collaborations between North African artists and musicians from other parts of the continent, saying such partnerships would strengthen cultural ties and position Morocco as one of Africa’s leading creative hubs. AFRIMA Regional Director for Eastern Africa, Mike Strano, also said Africa’s growing global recognition presents an opportunity to build stronger commercial and creative partnerships within the continent before looking outward.

The Casablanca conference formed part of AFRIMA’s “Road to the 10th AFRIMA” campaign, a series of stakeholder engagement events across Africa and the diaspora ahead of the week-long awards ceremony, following earlier editions in Dar es Salaam, Tanzania, and Abidjan, Côte d’Ivoire.