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The African Union Commission (AUC) has officially invited the governments of Nigeria and South Africa to take advantage of the hosting rights benefits of the next 2 editions of the prestigious annual All Africa Music Awards, AFRIMA.
In
a letter bearing reference number HHS/CUL/16/170.23 and signed by the AUC's
Commissioner for Health, Humanitarian Affairs, and Social Development, Her
Excellency, Ambassador Minata Samate Cessouma, the AU said the call aligns with
its policies for the strategic transformation of Africa through social
integration, as outlined in AU Agenda 2063, the Charter for African Cultural
Renaissance, and the AU Plan for Action on Cultural and Creative Industry.
The
AU describes AFRIMA as a global platform for celebrating and developing
Africa's diverse musical talents and cultural heritage, highlighting the
significant opportunities hosting the prestigious awards presents for the
selected host country
"Since
2014, the African Union has been partnering and working successfully with
AFRIMA to develop, celebrate and promote African music globally for the purpose
of integration/inclusivity, economic prosperity and world peace via its seven
core pillars: (1) Music Awards, (2) Music Festivals; (3) AFRIMA creative
Academy; (4) Talent Discovery and Promotions; (5) Music Business Hub; (6)
Advocacy; (7) Advisory and Policy Debates," the letter reads.
"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 event events
of AFRIMA are usually broadcast live to over 84 countries around the world
after a continental and global roadshow, with thousands of music artists, actors,
celebrities, members of the diplomatic corps, professionals in the creative
space, tourists, media and fans from all over the world converging on the host
country."
A
letter received by the Minister of Art, Culture and Creative Economy, Hannatu
Musawa, on behalf of the Nigerian government, a copy of which was seen by
our correspondent, reads, "Nigeria, as a beacon in African music with huge
young population, should it accept to host AFRIMA, stands a promising chance in
elevating the country's positive global presence, bolstering artistic, tourism
and economic growth, fostering cultural exchange and job creation, and
reinforcing a positive perception of our continent's rich cultural heritage on
a global scale."
The
successful last edition of AFRIMA was hosted and partnered by the government of
the Republic of Senegal in the city of Dakar. The hosting rights of AFRIMA are
usually bestowed on a country that shows capacity and commitment to meet the
requirements and conditions.
The
Acting Director for Social Development, Culture, and Sports Division, African
Union Commission, Ms. Angela Martins confirmed the invitation and request to
bid for the hosting rights extended to the two countries.
She
said that AFRIMA provides a unique opportunity for the host country to showcase
its rich cultural heritage, develop her music sector, promote tourism, and
stimulate economic growth.
"This
call to action comes as part of the AU's commitment to promoting cultural
exchange, unity, and economic development across the African continent. We urge
the governments of Nigeria and South Africa to seize this opportunity to
strengthen intra-African collaboration (in line with AFCTA) within the music
industry and enhance their international visibility positively.
"AFRIMA
serves as a premier platform for African artists in Africa and diaspora to
showcase their talent, gain international exposure, and connect with audiences
worldwide," she said.
She
added that as the bidding process is itching towards its deadline, the African
Union remains committed to providing support and guidance to ensure a
successful hosting of AFRIMA.
She
also reiterated the AUC's readiness to work closely with the selected host
country to maximize the impact of the event on the African music industry,
tourism, general economic growth, and socio-cultural landscape.
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