Leading musicians, filmmakers, investors, policymakers and creative entrepreneurs have called for stronger collaboration, increased investment and deeper cultural exchange across Africa to unlock the full potential of the continent’s creative economy.
The call was made on Tuesday during the Africa Music Business Conference held in Casablanca, Morocco, as part of activities leading to the 2026 All Africa Music Awards (AFRIMA), organised in partnership with the African Union and Moroccan partners.
Hosted at the Marriott Hotel, Casablanca, the conference brought together key stakeholders from across Africa and the diaspora to discuss the future of the continent’s music and creative industries.
Participants included renowned Nigerian filmmaker Kunle Afolayan, AFRIMA Ambassador for Northern Africa Ahmed Soultan, AFRIMA Regional Director for Eastern Africa Mike Strano, Moroccan rapper Khtek, entertainment executives, music producers, investors and government representatives.
Discussions centred on strengthening intra-African partnerships, expanding investment opportunities and creating stronger commercial networks within Africa’s creative ecosystem.
Speaking at the conference, Soultan described AFRIMA as a platform that transformed his career by connecting him with audiences and collaborators across the continent.
“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 AFRIMA 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 embrace continental collaborations.
Award-winning filmmaker Afolayan urged emerging creatives to combine talent with discipline, professionalism 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 grown beyond an awards platform into a major meeting point where musicians, filmmakers, investors, entrepreneurs and policymakers exchange ideas and develop business opportunities.
Moroccan rapper Khtek also stressed the need for stronger collaboration between North African artists and creatives from other parts of Africa to enhance the continent’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.
Strano observed that while African music is enjoying unprecedented global recognition, the continent’s greatest opportunities remain 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 urged governments, investors and industry stakeholders to develop stronger support systems capable of driving sustainable growth across Africa’s creative economy.
The Casablanca conference is part of AFRIMA’s “Road to the 10th AFRIMA” campaign, following similar stakeholder engagements in Dar es Salaam, Tanzania, and Abidjan, Côte d’Ivoire, ahead of this year’s awards.
Established in partnership with the African Union in 2014, AFRIMA has evolved into one of Africa’s foremost music awards platforms, promoting African music, cultural exchange and the growth of the continent’s creative industries.
