Leading musicians, filmmakers, investors, policymakers and creative entrepreneurs have called for stronger collaboration, increased investment and deeper cultural exchange across Africa, arguing that closer partnerships are essential to building a globally competitive creative economy.
The call was made during the Africa Music Business Conference held in Casablanca, Morocco, on Tuesday as part of activities organised by the All Africa Music Awards (AFRIMA) in partnership with the African Union and Moroccan partners.
Hosted at the Marriott Hotel in Casablanca, the conference brought together industry stakeholders from across Africa and the diaspora to examine the future of the continent’s music and creative industries.
Among those in attendance were Nigerian filmmaker Kunle Afolayan, AFRIMA Ambassador for Northern Africa Ahmed Soultan, AFRIMA Regional Director for Eastern Africa Mike Strano, Moroccan rapper Khtek, music producers, entertainment executives, investors and government representatives.
Discussions focused on strengthening intra-African collaboration, expanding investment opportunities and creating stronger commercial links within the continent’s creative ecosystem.
Speaking during the conference, Soultan described AFRIMA as a platform that transformed his career by connecting him with audiences and collaborators across Africa.
“I was the first Moroccan and one of the first North African artists to submit my music to AFRIMA. At the time, I never imagined how much that decision would change my life. AFRIMA opened the door for me to connect with the rest of Africa. It introduced my music to new audiences and gave me opportunities to work with people I might never have met,” he said.
Soultan noted that the platform has become an important bridge between North Africa and the rest of the continent, encouraging more artists, producers and creative entrepreneurs from the region to participate in continental collaborations.
Award-winning filmmaker Afolayan urged emerging creatives to combine talent with discipline and relationship-building.
“Whatever area of the creative industry you choose, always give it your best. But talent alone is not enough. Build relationships because nobody succeeds alone. Where I come from, we say one tree cannot make a forest,” he said.
He added that AFRIMA has evolved beyond an awards platform into a meeting point for musicians, filmmakers, investors, entrepreneurs and policymakers to exchange ideas and develop business opportunities.
Moroccan rapper Khtek said greater collaboration between North African artists and musicians from other parts of the continent would help strengthen Africa’s cultural identity and global influence.
“We need more collaborations, more joint projects and more opportunities that will help African artists grow together,” she said.
AFRIMA Regional Director for Eastern Africa, Strano, observed that African music is attracting unprecedented international attention but argued that the continent’s greatest opportunities still lie within its own markets.
“The African music industry has never received this level of international recognition. But our biggest opportunity is still within Africa. Imagine what can happen when artists from Lagos, Nairobi, Casablanca, Kigali, Dakar and Johannesburg work together, not just creatively but also commercially,” he said.
He added that investors, governments and creatives now have an opportunity to develop stronger systems capable of supporting sustainable growth across Africa’s creative economy.
The Casablanca conference forms part of AFRIMA’s “Road to the 10th AFRIMA” campaign, following earlier stakeholder engagements in Dar es Salaam, Tanzania, and Abidjan, Côte d’Ivoire, ahead of this year’s awards programme.
Founded in partnership with the African Union in 2014, AFRIMA has grown into one of the continent’s leading music awards platforms, promoting African music, cultural exchange and creative industry development across the continent and the diaspora.
