The All Africa Music Awards, known as AFRIMA, and the African Union Commission have commenced a six-day strategic visit to Casablanca in Morocco, as preparations gather momentum for the 10th edition of the awards.
The visit, running from June 21st to June 26, is part of AFRIMA's road to the 10th edition campaign, through which the organisers are building up to a landmark staging of one of the continent's most prominent music events.
During the visit, the delegation is set to engage a wide range of figures, including government officials, media executives, corporate leaders and stakeholders in Morocco's creative industry, in a bid to broaden the awards' partnerships.
The delegation is led by AFRIMA president and executive producer Mike Dada, who is heading the engagements with Moroccan counterparts as part of the wider campaign.
According to the organisers, the delegation will hold high-level meetings aimed at strengthening partnerships and assessing local engagement, as it weighs the city's readiness to host an event of the scale associated with the awards.
The Casablanca trip follows similar AFRIMA activations carried out earlier this year in Dar es Salaam, Tanzania, and in Abidjan, Cote d'Ivoire, as the organisation tours different parts of the continent ahead of the milestone edition.
Organisers say the visit will further position Casablanca as a potential host city for one of Africa's biggest entertainment events, signalling Morocco's growing role in the continent's creative and music industry landscape.