African Creatives Call for Greater Unity and Investment at AFRIMA Music Business Conference in Morocco

Casablanca’s gleaming skyline set the stage for a gathering that could reshape Africa’s cultural economy. On Tuesday, June 24 2026, the All Africa Music Awards (AFRIMA) convened a Music Business Conference at the Marriott Hotel, drawing more than a hundred musicians, producers, filmmakers, investors, policymakers and creative entrepreneurs from across the continent and its diaspora.

The event was the product of a partnership between AFRIMA, the African Union (AU), and several Moroccan agencies, including the Moroccan Agency for International Cooperation (AMCI), Royal Air Maroc, BigTime Morocco, Afrobian, and Marriott Casablanca. It served as a focal point for artists and industry players to discuss how cross‑border collaboration and sustained investment can unlock Africa’s creative potential.

Notable attendees spanned a wide spectrum of the creative economy. Egyptian‑American comedian Bassem Hossad, Moroccan Afrobian star Ahmed Soultan, rapper Khtek, producer Bayadis, AFRIMA Regional Director Mike Strano, rapper Young Loun, manager Tayze, singer Inkonnu, Nigerian filmmaker Kunle Afolayan, and a cadre of Chinese investors all converged in Casablanca. Moroccan DJ Soufiane kept the energy alive with live performances throughout the event.

The conference’s central theme was a clear call for deeper collaboration, increased investment, and stronger cultural exchange. Organisers and participants underscored that cross‑border partnerships and sustained support from governments, investors and creative organisations are essential for the continent’s cultural and economic growth.

Two panel discussions framed the day. The first explored how the creative industry can promote African unity, while the second examined the growing influence of Moroccan artists across North Africa and beyond. Speakers repeatedly agreed that the industry can only reach its full potential if artists, investors, governments and creative organisations work together more closely.

Ahmed Soultan, AFRIMA Ambassador for Northern Africa, highlighted how the awards platform had transformed his career. He explained that submitting his music to AFRIMA opened doors to new audiences and collaborations across Africa. Soultan described AFRIMA as a bridge between North Africa and the rest of the continent, noting that many artists from West, East and Southern Africa now seek entry into the North African market.

Kunle Afolayan, a Nigerian filmmaker and entrepreneur, urged young creatives to build relationships in addition to honing their talent. He praised AFRIMA for providing a space where musicians, filmmakers, investors, entrepreneurs and government officials meet and collaborate.

Moroccan rap star Khtek encouraged artists to use AFRIMA to forge partnerships across the continent and stressed Morocco’s potential as a major creative hub. AFRIMA Regional Director Mike Strano added that the African music industry has never received this level of international recognition, but the biggest opportunity remains within Africa. He called for stronger systems that enable African talents to succeed locally before expanding globally.

The Casablanca conference is part of AFRIMA’s “Road to 10th Edition” campaign, which began earlier this year with activations in Dar es Salaam, Tanzania (January 28) and Abidjan, Côte d’Ivoire (March 17). Founded in 2014 by the International Committee of AFRIMA in partnership with the AU Commission, AFRIMA is the longest‑running African music awards platform. The 10th awards ceremony will be broadcast to millions of viewers in more than 84 countries.

In sum, the Casablanca gathering ended with a unified message: Africa’s creative economy must be strengthened through cross‑border collaboration, sustained investment and policy support. AFRIMA will continue to host events leading up to the 10th awards, while stakeholders remain engaged in building a more connected and resilient creative industry across the continent.