AU urges Nigeria, S/Africa to host AFRIMA

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Ms Hauwa Musawa, Minister of Tourism.

The African Union Commission (AUC) has urged the governments of Nigeria and South Africa to take advantage of the benefits of hosting the next 2 editions of the annual All Africa Music Awards, AFRIMA.

The Commission made this known in a letter signed by its Commissioner for Health, Humanitarian Affairs, and Social Development, Amb Minata Cessouma.

The AU said that the call aligned with its policies for the strategic transformation of Africa through social integration.

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According to the Commission, this is outlined in AU Agenda 2063, the Charter for African Cultural Renaissance, and the AU Plan for Action on Cultural and Creative Industry.

The AU describes AFRIMA as a global platform for celebrating and developing Africa’s diverse musical talents and cultural heritage.

It explained that the event held significant opportunities for the selected host country.

“Since 2014, the African Union has been partnering and working successfully with AFRIMA to develop, celebrate and promote African music globally for the purpose of integration/inclusivity, economic prosperity and world peace via its seven core pillars.

“The pillars include: (1) Music Awards, (2) Music Festivals; (3) AFRIMA creative Academy; (4) Talent Discovery and Promotions; (5) Music Business Hub; (6) Advocacy; (7) Advisory and Policy Debates,” the letter reads.

“AFRIMA is the biggest and longest-running music award and platform in Africa, with a huge global appeal, diaspora audience, and youthful fans.

“The main events of AFRIMA are usually broadcast live to over 84 countries around the world after a continental and global roadshow, with thousands of music artists, actors, celebrities, members of the diplomatic corps, professionals in the creative space, tourists, media and fans from all over the world converging on the host country,” the letter reads.

“Nigeria, as a beacon in African music with huge young population, should it accept to host AFRIMA, stands a promising chance in elevating the country’s positive global presence, bolstering artistic, tourism and economic growth, fostering cultural exchange and job creation, and reinforcing a positive perception of our continent’s rich cultural heritage on a global scale,” it added.

The successful last edition of AFRIMA was hosted and partnered by Senegal in the nation’s capital, Dakar.

The hosting rights of AFRIMA are usually bestowed on a country that shows capacity and commitment to meet the requirements and conditions.

The Acting Director for Social Development, Culture, and Sports Division, African Union Commission, Ms. Angela Martins confirmed the invitation and request to bid for the hosting rights extended to the two countries.

She said that AFRIMA provides a unique opportunity for the host country to showcase its rich cultural heritage, develop her music sector, promote tourism, and stimulate economic growth.

“This calls to action comes as part of the AU’s commitment to promoting cultural exchange, unity, and economic development across the African continent.

“We urge the governments of Nigeria and South Africa to seize this opportunity to strengthen intra-African collaboration (in line with AFCTA) within the music industry and enhance their international visibility positively.

“AFRIMA serves as a premier platform for African artists in Africa and diaspora to showcase their talent, gain international exposure, and connect with audiences worldwide,” she said.

Martins added that as the bidding process is itching towards its deadline, the AU remained committed to providing support and guidance to ensure the successful hosting of AFRIMA.

She also reiterated the AUC’s readiness to work closely with the selected host country to maximize the impact of the event on the African music industry, tourism, general economic growth, and socio-cultural landscape.

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