On January 29, 2025, the African Union (AU) and the All-Africa Music Awards (AFRIMA) took a bold step toward amplifying African cultural influence by signing a groundbreaking Memorandum of Understanding (MoU).
This strategic move seeks to further elevate Africa’s creative industries, with a strong focus on the vibrant music sector.
This formalized agreement deepens a partnership that first blossomed in 2014 when AFRIMA launched its inaugural ceremony, creating a platform to celebrate and elevate African musical talent globally. Since then, the collaboration has flourished, propelling African music into international limelight.
The union has not been without its milestones. Key initiatives include the implementation of the Revised AU Plan of Action on Cultural and Creative Industries and the creation of the 2020 “Stronger Together” online concert, which raised funds for COVID-19 relief. Both organizations have worked tirelessly to advocate for the principles outlined in the Charter for African Cultural Renaissance, alongside supporting the AU’s broader agenda for the continent’s future through Agenda 2063.
Speaking at the MoU signing, H.E. Amb. Minata Samate Cessouma, AU Commissioner for Health, Humanitarian Affairs, and Social Development, highlighted the broader vision behind this partnership. She expressed, “This MoU signifies a new chapter in nurturing African talent and empowering artists to use music as a tool for unity, economic growth, and cultural integration.”
Mike Dada, President and Executive Producer of AFRIMA, also shared his excitement, saying, “This milestone is a testament to our unwavering commitment to pushing African music to global heights. Together, we can elevate Africa’s artistic influence and contribute to the socio-economic growth of the continent.”
With this strengthened partnership, both the AU and AFRIMA reaffirm their dedication to showcasing the richness of African culture and supporting the creative industries that continue to drive Africa’s global presence.
