By Edson Baraukwa | Africa Guardian
South Africa and Nigeria are in contention to host the All Africa Music Awards (AFRIMA), following an invitation from the African Union. As Africa’s largest and longest-running music awards platform, AFRIMA enjoys massive global appeal, attracting a diverse audience from across the continent and beyond.
AFRIMA’s main events are broadcast live to over 84 countries, drawing thousands of music artists, actors, celebrities, creative professionals, tourists, media, and fans to the host country. This international spotlight makes hosting AFRIMA a coveted opportunity.
Lekunutu Seboko, AFRIMA’s Country Director, strongly supports South Africa’s bid, highlighting the country’s rich musical heritage and cultural significance. “South Africa has a deep cultural renaissance and has been instrumental in promoting African music globally,” Seboko said. He emphasized that hosting AFRIMA would reinforce South Africa’s influence on the continent’s music and culture.
“AFRIMA is already a recognized brand in South Africa, and hosting the event would be a fantastic first,” Seboko added. He expressed confidence in the country’s ability to deliver an exceptional experience, citing state-of-the-art venues, excellent transportation networks, and a vibrant cultural landscape as key advantages.
“South Africa is fully prepared to showcase our world-class infrastructure, dynamic cultural scene, and unparalleled hospitality. We have a proven track record of hosting world-class events and are well aware of the economic benefits that come with such opportunities,” Seboko concluded.
Matlou Tsotetsi, AFRIMA’s Director of Sponsorship and Partnership, echoed Seboko’s sentiments, advocating for South Africa to host the 2025 and 2026 editions. “The hospitality, retail, and entertainment sectors stand to gain significantly from the influx of visitors,” Tsotetsi noted. “Beyond immediate financial impacts, hosting AFRIMA would boost investment in our creative industries and enhance South Africa’s reputation as a prime location for major cultural events.”
Tsotetsi also highlighted the invaluable exposure South African artists and industries would receive, expecting this to lead to new opportunities for local creatives.
While South Africa and Nigeria are leading the race, Morocco has also expressed interest in hosting the awards or associated build-up events, potentially aligning with the Africa Cup of Nations.
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