Business
AFRIMA partners with AU to boost creative economy, unveils cultural growth framework
The All Africa Music Awards (AFRIMA) has reinforced its dedication to advancing Africa’s creative economy by collaborating with key stakeholders to align with the African Union’s (AU) vision for cultural development.
This commitment was solidified during the 6th Pan-African Cultural Congress (AU/PACC6), which took place from September 25 to 27, 2024, in Moroni, Comoros, where Pan-African cultural institutions, policymakers, and artists convened to discuss the future of Africa’s cultural and creative industries.
The congress, themed “Arts, Culture, Heritage, and Education: Levers for Building the Africa We Want,” served as a platform to formulate a comprehensive framework aimed at fostering the growth of the arts sector in alignment with the AU’s Agenda 2063.
Central to the discussions was the development of a policy blueprint to integrate cultural heritage into national and continental policies, recognizing the arts as a vital component of Africa’s socio-economic progress.
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AFRIMA’s Director of Stakeholders Engagement, Media, and Communications (Global), Sola Dada, gave a keynote presentation highlighting AFRIMA’s initiatives since its inception in 2014.
He emphasized the organization’s role in promoting African music, arts, and culture globally, leveraging partnerships with policymakers, governments, and the African Union Commission (AUC).
“Through our seven pillars—Music Awards, Music Festivals, Music Business Hub, Talent Discovery, AFRIMA Creative Academy, Policy Debates, and Corporate Social Responsibility—AFRIMA has positioned African music as a driving force for economic growth, integration, and global peace,” Dada remarked.
He also highlighted AFRIMA’s long standing partnership with the AU, which has helped raise the global profile of African music and culture.
AFRIMA’s global reach was underscored, with its events drawing thousands of participants and broadcast to over 84 countries.
By creating a platform for African talent to shine on the global stage, AFRIMA has been pivotal in fostering a stronger African identity and promoting cultural exchange.
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At the congress, Mrs. Angela Martins, Acting Director for Social Development, Culture, and Sport at the AUC, referred to Africa’s creative industries as the continent’s “new crude oil,” citing their growing economic impact.
Martins called for increased investment in the sector, referencing AU Assembly Decision 772, which advocates for dedicating at least 1% of national budgets to arts, culture, and heritage. She also unveiled plans for an arts education policy aimed at nurturing young talent through school curriculums across AU Member States.
The congress concluded with several key resolutions aimed at bolstering Africa’s cultural sector, including enhancing national cultural policies, engaging youth and women, promoting African languages, and preserving cultural heritage.
These initiatives are designed to create stronger cultural ties across the continent and to support the AU’s broader goal of building the Africa envisioned in Agenda 2063.
By aligning with the AU’s cultural development goals, AFRIMA is positioned to play a critical role in the growth of Africa’s creative economy, using music and culture as vehicles for economic prosperity, social integration, and global recognition.