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LESOTHO MUSIC AWARDS (LMA) AND AFRIMA ANNOUNCE STRATEGIC PARTNERSHIP TO ADVANCE LESOTHO’S MUSIC INDUSTRY

The All Africa Music Awards (AFRIMA) and the Lesotho Music Awards (LMA) have signed a landmark Memorandum of Understanding (MOU) establishing a three-year strategic partnership aimed at strengthening Lesotho’s music industry while creating new opportunities for Basotho artists to engage with the broader African creative ecosystem.

Through this collaboration, AFRIMA, the biggest music awards platform on the continent, has officially recognised the Lesotho Music Awards as AFRIMA’s collaborating country partner and regional liaison in the Kingdom of Lesotho, marking a significant milestone in the country’s creative and cultural development.

The partnership will focus on promoting African music and cultural exchange through artist development, talent discovery, institutional collaboration, knowledge sharing, industry networking, advocacy, and the facilitation of stronger relationships between government, private sector stakeholders, media organisations, and the music industry. As part of the agreement, the Lesotho Music Awards will promote AFRIMA initiatives, facilitate industry engagement within Lesotho, encourage greater participation by Basotho artists in AFRIMA programmes, and coordinate AFRIMA-related activities in the country. AFRIMA, in turn, will support LMA through official recognition, promotional resources, collaborative programmes, and ongoing institutional engagement.

A key feature of the Memorandum of Understanding is the introduction of a collaborative framework for selected Lesotho Music Awards categories supported by AFRIMA. Under this arrangement, AFRIMA will participate in mutually agreed adjudication and verification processes to further strengthen fairness, transparency, accountability, integrity, and international credibility, while fully respecting the independence of all other LMA award categories.

Speaking on the partnership, Malibe Mahao, Founder and Executive Director of the Lesotho Music Awards, said:

“This partnership represents a defining moment for the music industry in Lesotho. Working alongside AFRIMA allows us to connect Basotho artists with one of Africa’s most respected music institutions while strengthening our own commitment to developing a sustainable and internationally competitive creative industry. Together, we are creating new pathways for talent, investment, collaboration, and continental recognition.”

Adenrele Niyi, Chief Experience Officer of AFRIMA, added: “At AFRIMA, our vision, driven by our seven core pillars—Music Awards, Music Festivals, The AFRIMA Kreative Academy (TAKA), Music Business Hub, Talent Discovery and Promotion, Advisory and Policy Debates, and CSR & Advocacy—has always gone beyond an awards ceremony. We are building Africa’s leading music ecosystem that discovers talent, creates opportunities, connects cultures and takes African music to the world. This partnership with the Lesotho Music Awards is another significant step towards deepening continental collaboration and expanding opportunities for African creatives.

“We are delighted to welcome the Lesotho Music Awards into the AFRIMA family as our collaborating country partner in Lesotho. Together, we are not only celebrating music; we are building bridges, creating prosperity, promoting African unity through culture, and ensuring that the next generation of African music stars has the platform they deserve.”

Founded in 2014 by the International Committee of AFRIMA in partnership with the African Union, AFRIMA has grown into Africa’s longest-running global music awards platform. Broadcast live to millions of viewers through more than 84 television stations worldwide, AFRIMA has become the continent’s foremost platform for celebrating and rewarding African musical excellence while promoting Africa’s rich cultural heritage to the world. Previous editions have been successfully hosted in major African cities including Lagos, Nigeria; Accra, Ghana; and Dakar, Senegal.

Established in 2021, the Lesotho Music Awards is the country’s premier awards platform dedicated to celebrating excellence in the Basotho music industry by recognising and honouring outstanding talents. The LMAs serve as a platform to uplift and promote musicians, producers, and industry professionals who contribute to the country’s vibrant music scene, while fostering growth, recognition, and international opportunities for Basotho artists.

The partnership reflects both organisations’ shared vision of building a stronger African music ecosystem through collaboration, innovation, and cultural exchange. It also reinforces Lesotho’s growing presence within the continental creative economy and opens new opportunities for artists, producers, executives, media professionals, and creative entrepreneurs.

AFRIMA and the Lesotho Music Awards look forward to announcing collaborative programmes, artist initiatives, industry engagements, and other partnership activities in the coming months.

AFRIMA 2025: FG, Lagos State Declare Readiness to Host Africa In November at Patron’s Dinner with the Jury

L-R: AFRIMA Jury members, Anthony Joseph, (Eastern Africa), Victoria Nkong, Associate Producer, AFRIMA, Motolani Alake, (Nigeria, West Africa),Messie Mboukoud, (Central Africa), Kobele Keita, (Diaspora, North America), Neza Guy, (Côte d’Ivoire, West Africa), AFRIMA President/Executive Producer, Mike Dada, Lagos State Commissioner for Tourism, Arts and Culture, Mrs. Toke Benson-Awoyinka, AFRIMA Chief Experience Officer, CXO, Aderenle Niyi, Lucy Ilado, (Eastern Africa), Delani Khalima , (Zimbabwe, Southern Africa) and Marwane Fachane, (Northern Africa), at the AFRIMA 2025 Patron’s Dinner with the Jury held on Thursday, August 14 at Victoria Island, Lagos, Nigeria

It was a dazzling evening of elegance, warmth, and celebration as the All Africa Music Awards, AFRIMA, hosted its 2025 Patron’s Dinner with the International Jury in Lagos, Nigeria.

The gathering brought together policymakers, stakeholders in Africa’s creative economy, music executives, artists, media representatives, and AFRIMA’s international jurors from 14 countries who are responsible for ensuring the credibility of Africa’s global music awards.

The event was hosted by AFRIMA Patron, Dr. Bisi Onasanya, Chairman of The Address Homes.

This year’s jury session has brought together jurors from across the five regions of Africa and the diaspora in Lagos, Nigeria. For over a week, they worked tirelessly to select nominees from a total of 10,717 entries received for AFRIMA 2025. The AFRIMA 2025 Nominees List will be announced to the public on August 24, following the conclusion of the adjudication process.

Barrister Hannatu Musawa, Nigeria’s Minister of Arts, Culture, Tourism and the Creative Economy, who led a strong cast of dignitaries to the event, praised AFRIMA’s global impact.

“AFRIMA is a testimony of how the creative sector in Nigeria has developed to a global standard, even without strong government backup. We are proud of what AFRIMA stands for and the impact it has made in Africa and on a global scale, projecting our identity, culture, language, and music. As a government, we will continue to support initiatives like this not just because it celebrates art but because it strengthens the economy and unites us,” she said.

Representing the Lagos State Government, Commissioner for Tourism, Arts and Culture, Toke Benson-Awoyinka, assured stakeholders, artistes, and fans across Africa that the State is fully prepared to welcome the continent and the rest of the world.

Benson-Awoyinka, who was joined at the event by the Lagos State Commissioner for Information and Strategy, Gbenga Omotosho, said, “I think we are in the right place at the right time. For us in Lagos, hosting AFRIMA 2025 is not just another event; it is a big honour. People say we are the culture and entertainment capital of Africa, and we are ready to welcome the whole continent and the world to our city for this great event. We thank the Federal Government, our partners, and all those supporting AFRIMA for trusting Lagos to host again.”

In collaboration with the African Union Commission, AFRIMA 2025 is being organised alongside the Federal Government of Nigeria and the Official Host City, Lagos State.

For the Patron, Dr. Onasanya, who was acxompanied to the event by his wife, Mrs Olufunke Onasanya, families and friends and business mogul,Chief Musa Danjuma and Dayo Adeola, the focus is on creating a sustainable legacy and delivering the best AFRIMA yet.

“Tonight, we proudly recognise the incredible work of our jury members and say a big thank you to them. This year, we are excited to welcome Africa to AFRIMA. Africa and the rest of the world will see an amazing show in Lagos because we are confident of organising a successful event. I sincerely thank the Federal Government of Nigeria and our Official Host City, Lagos State, for their tremendous support, as well as our sponsors and every stakeholder who believes in AFRIMA. The last edition was fantastic, but I assure you that AFRIMA 2025 will be the best”

One of the jury members, Guy Neza, an Ivorian who is representing West Africa on the panel, said, “It has been an amazing journey for me to be part of this journey. Africa is full of amazing talent, and it makes me happy to see our music and creativity receiving the recognition they deserve, as AFRIMA is the continent’s biggest music entity. Every artist who sends in their work is helping our creative industry grow stronger. With the quality of music we have screened, I can confidently say that the future of the industry is promising.”

AFRIMA President and Founder, Mike Dada, thanked the jury, patrons, and creative stakeholders for their role in sustaining AFRIMA’s growth and success.

“I am truly grateful for the support from every corner of our creative industry; from the Federal Government of Nigeria, our Official Host City, Lagos State Government and Governor Babajide Sanwoolu, our Patron, to the media, to the artists, producers, and record executives. It is inspiring to see us working hand in hand with one shared goal to elevate Africa’s global music. We said at the beginning of this journey that we would not joke with the credibility of this awards; we insisted that any artist who will be nominated or win award must submit their work to qualify and this patron’s dinner is our way of honouring the AFRIMA jury, who dedicate their time to carefully select the finest talents from thousands of entries for nomination in their rightful categories,” he said.]

L-R: Lagos State Commissioner for Information and Strategy, Mr. Gbenga Omotoso, founder, Africa International Film Festival, AFRIFF, Chioma Ude, Minister of Arts, Culture & Creative Economy, Hannatu Musawa, President/Executive Producer, All Africa Music Awards, AFRIMA, Mike Dada, Lagos State Commissioner for Tourism, Arts and Culture, Mrs. Toke Benson-Awoyinka, AFRIMA’s Patron, Dr. Bisi Onasanya and former minister of Information and Culture, during the AFRIMA 2025 Patron’s Dinner with the Jury held on Thursday, August 14 at Victoria Island, Lagos, Nigeria

Guests were also treated to a soulful performance by fast-rising star Qing Madi. Adding to the sparkle of the night were appearances from music stars Ice Prince Zamani, Orezi, Praiz, and DJ Nana, among others.

The roll call of high-profile dignitaries included Lai Mohammed, former Minister of Information and Culture; media moguls Kenny Ogungbe, Dayo Adeneye and Id Ogungbe; respected journalists Mayor Akinpelu, Ayo Aminu, Mojeed Jamiu, Azu Arinze; Founder of AFFRIF, Chioma Ude, media and Entertainment personalities Olisa Adibua, Ali Baba, Sunday Are, Ehiz and Uti Nwachukwu, among others; alongside other notable figures from the arts, culture, and media space.

The AFRIMA 2025 celebration is set to take place from November 25 to 30 in Lagos. The week-long show will include a variety of events, such as the Welcome Soiree, the AFRIMA Music Village, the African Music Business Summit, a Host City Tour, the Nominees Party, and the main awards ceremony. This ceremony will be broadcast live to over 84 countries.

Lagos State Commissioner for Tourism, Arts and Culture, Mrs. Toke Benson-Awoyinka, former minister of Information and Culture, Lai Mohammed, Minister of Arts, Culture & Creative Economy, Hannatu Musawa, Lagos State Commissioner for Information and Strategy, Mr. Gbenga Omotoso, and President/Executive Producer, All Africa Music Awards, AFRIMA, Mike Dada during the AFRIMA 2025 Patron’s Dinner with the Jury held on Thursday, August 14 at Victoria Island, Lagos, Nigeria

AFRIMA MEETS ECCAS, UNESCO IN GABON, DISCUSSES PLANS TO STIMULATE AFRICA’S CREATIVE ECONOMY

President/Executive Producer, All Africa Music Awards (AFRIMA), Mr. Mike Dada; United Nations Educational, Scientific and Cultural Organisation (UNESCO) representative to Gabon and ECCAS, Mr. Eric Voli Bi, at the ECCAS Secretariat, in Libreville, Gabon

As the All Africa Music Awards (AFRIMA) began its countdown to the 2022 main awards ceremony, Monday, with the call for submission of entries from artistes, the continental awards platform has restated its commitment to uplifting the African creative economy, using music as its tool.

It made this known during a recent strategic stakeholder meeting, in Libreville, Gabon, with the President of Economic Community of Central African States (ECCAS) Commission, Minister of Culture and Tourism, Gabon, delegates and senior officials from the United Nations Educational Scientific and Cultural Organisation (UNESCO), as well as delegates from Centre International des Civilisations Bantu (CICIBA) who are excited about the AFRIMA initiative.

AFRIMA, which is in partnership with the African Union Commission (AUC), corroborated UNESCO’s standpoint, on the need to deepen Africa’s creative exports, especially through providing access to training and resources for young aspiring creatives.

According to UNESCO’s representative to Gabon and ECCAS, Mr. Eric Voli Bi, Africa’s creative economy needs more support and opportunities for the youth – who make up the larger chunk of the workforce – to thrive.

He said, “I must thank AFRIMA for constantly projecting the continent in a positive light to the world, and for giving African youths opportunities to be recognised on a continental and even global scale. UNESCO is always interested in youth education and development initiatives, and AFRIMA is one veritable platform to help stimulate potentials among these youths. I believe, with one voice, we can speak louder. That is the way to go.”

The President of ECCAS Commission, His Excellency Gilberto Da Piedade Vérissimo, accompanied by Her Excellency Ms. Kapinga-Yvette Ngandu, Commissioner in charge of the Department of Gender Promotion and Human and Social Developments, ECCAS, welcomed the AFRIMA delegates to its regional secretariat and pledged support towards AFRIMA. He assured that ECCAS will partner AFRIMA to provide capacity building for African youths across the central African region as well as develop its music industry.

Vérissimo said, “Every year, we see our African artistes shine on global levels. It will be retrogressive for us, if we do not invest in them as well. ECCAS, in partnership with the European Union, will continue to invest resources into capacity building for African youths, especially within the entertainment sector. Apart from healthcare and education, the cultural and creative sector of the Central African region is within our primary focus. We are excited that platforms like AFRIMA thrive to give voice to our objectives, and we will pull our weight behind it, for the growth of the continent.”

On behalf of the awards platform, the President and Executive President, AFRIMA, Mr. Mike Dada, assured Africans that the AFRIMA, which has been running since 2014, will continue to prioritise inclusivity in its capacity-building initiatives.

(From Left) Commissioner in charge of the Department of Gender Promotion and Human and Social Developments, Economic Committee of Central African States (ECCAS), Her Excellency, Ms. Kapinga-Yvette Ngandu; ECCAS President, His Excellency Gilberto Da Piedade Vérissimo; President/Executive Producer, All Africa Music Awards (AFRIMA), Mr. Mike Dada; AFRIMA Associate Producer, Ms Victoria Nkong, at the ECCAS Secretariat, in Libreville, Gabon.

“AFRIMA, and all its supporting initiatives, like the Africa Creative Academy, which we have in the pipeline, is for the entire continent. It is not an East African affair, or a West African Affair. We are one voice and one platform for the African people. So, our capacity-building efforts will cover the length and breadth of the continent and the diaspora. We equally apply this same character in all our campaigns, especially our submission of entries which is ongoing from now till August 5, 2022; it covers everyone across the continent and the diaspora.

“We have done this since 2014, and we are committed to consolidating our efforts this year, with even more zeal, initiatives and twists, to make AFRIMA the pride of not just the African individual, but also every black person and lover of African music out there.”

The main ceremony of the All Africa Music awards will be held from Thursday November 3 to Saturday November 6, 2022. It will feature a 4-day fiesta of music, glitz, and glamour, which commences with a welcome soiree, followed by the AFRIMA Music Village, the host city tour, African Music Business Summit, and the exclusive nominees’ party, before culminating with the live awards ceremony broadcast to over 84 countries around the world.

The submission of entries for the awards is also ongoing for artistes, artiste managers, record producers, recording companies, video directors, disc jockeys and other relevant stakeholders can submit their work or submit on behalf of their clients via the official afrima website at www.afrima.org. All entries must be done in consonance with AFRIMA guidelines, which are also available on the website. Importantly, all prospective entries must have been created between August 20, 2021 and August 5, 2022, being the year-in-review for all submissions.

African music lovers can follow through with the build-up events to the main awards, by engaging the social media platforms (Instagram – Afrima.official; Twitter – Afrimaofficial).