South Africa and Nigeria are in a race to be one of the countries that will host the All Africa Music Awards (AFRIMA) as the African Union has extended an invitation to the two countries about hosting the prestigious music event.
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 with thousands of music artists, actors, celebrities, professionals in the creative space, tourists, media and fans from all over the world converging on the host country.
Lekunutu Seboko, AFRIMA's Country Director, vouched for South Africa to host the awards saying that there have been many positive reviews about the possibility of hosting the show in South Africa.
“South Africa has a rich musical heritage and a deep cultural renaissance. Our nation has been at the forefront of pushing the boundaries of African music to a global audience.
“Hosting a monumental music event like AFRIMA is a testament to our ever-growing influence on the continent, musically and culturally.
"AFRIMA is a well-known brand in South Africa, and it would be a fantastic opportunity to host the show for the first time,“ Seboko said.
“Our country's diverse culture and excellent facilities make us confident that we can deliver an exceptional AFRIMA experience. We have state-of-the-art venues, excellent transportation networks, and a diverse cultural landscape that will provide an electrifying backdrop for the awards.
"We are aware that South Africa is fully prepared to showcase our world-class infrastructure, vibrant cultural scene, and unparalleled hospitality. We have repeatedly demonstrated our capacity, we have hosted other world-class events, and are not oblivious to the inherent economic benefits of hosting an event like this," Seboko said.
AFRIMA's Director of Sponsorship and Partnership, Matlou Tsotetsi also agreed with Seboko’s sentiments and vouched for South Africa to be the host country of the 2025 and 2026 edition of the awards.
“The hospitality, retail, and entertainment industries stand to gain immensely from the thousands of visitors who will be attending the event.
“Beyond the immediate financial impact, the long-term benefits include increased investment in our creative industries and a strengthened international reputation for South Africa as a destination for major cultural events.
“AFRIMA is more than just an awards show; it’s a platform for showcasing African talent on a global stage.
“The exposure that South African artists and industries will receive is invaluable, and we expect this to translate into new opportunities for our local creatives,” Tsotetsi said.
While the African Union has extended the invitation to Nigeria and South Africa, Morocco on the other hand has also expressed its interest in hosting the awards or the build-up events to align with the hosting of the Africa Cup of Nations.
IOL