Prime Highlights :
- African creatives, investors and policymakers gathered in Casablanca for the Africa Music Business Conference under the AFRIMA platform
- Speakers called for stronger intra-African collaboration and increased investment to build a globally competitive creative economy
Key Facts :
- The conference is part of AFRIMA’s Road to the 10th AFRIMA campaign, following earlier events in Dar es Salaam and Abidjan
- AFRIMA has operated in partnership with the African Union since 2014, promoting African music and cultural exchange
Background :
Musicians, filmmakers, investors and policymakers gathered in Casablanca this week to make a case for a more united African creative economy.
The Africa Music Business Conference, held at the Marriott Hotel as part of the All Africa Music Awards activities, brought together industry voices from across the continent and the diaspora to map out the road ahead for African music and film.
Nigerian filmmaker Kunle Afolayan told attendees that talent alone cannot carry a career. He said relationships matter just as much, adding that no one succeeds in isolation. His message pushed emerging creatives to pair their craft with discipline and genuine people skills.
AFRIMA Ambassador for Northern Africa Ahmed Soultan spoke about what the platform did for his own trajectory. He said submitting his music to AFRIMA opened doors he had not expected, connecting him with audiences and collaborators far beyond Morocco. He described the platform as a real bridge between North Africa and the rest of the continent.
Moroccan rapper Khtek kept her message simple. She said African artists need more joint projects and more room to grow together, arguing that deeper collaboration strengthens both cultural identity and global reach.
AFRIMA Regional Director for Eastern Africa Mike Strano pointed to a gap between international buzz and actual business. He said African music is getting more global attention than ever but argued that the continent’s own markets hold the biggest commercial opportunity. He urged investors and governments to build systems that support long-term growth.
The Casablanca conference is part of AFRIMA’s Road to the 10th AFRIMA campaign, following earlier engagements in Dares Salaam and Abidjan. AFRIMA has operated in partnership with the African Union since 2014.
