Fresh from their wins at the 9th All Africa Music Awards (AFRIMA) in Lagos, Tanzanian artistes Juma Jux and Folex have praised the platform for boosting global visibility for African creatives, as industry stakeholders convened in Dar es Salaam to evaluate the awards’ impact on the region’s music industry.
The discussions took place during a Media and Stakeholders’ Parley hosted by AFRIMA’s International Committee, bringing together artistes, regulators, music executives and media representatives to explore opportunities created by the awards and how East Africa can maximise their benefits.
The event was held at Urban by City Blue Hotel, Dar es Salaam, Tanzania.
Juma Jux, who won East African Artiste of the Year (Male) at the 9th AFRIMA, described the experience as transformative for his career.
“Winning AFRIMA changed a lot for me,” he said. “People who never spoke to me before now reach out. Being on a stage watched in over 84 countries gives you a new level of visibility and responsibility.”
He further called for stronger collaboration between platforms like AFRIMA and government agencies in Tanzania, noting that such partnerships could enhance exposure, training and knowledge sharing for artistes.
Similarly, music director Folex, who won Best Music Video of the Year for Juma Jux’s Ololufemi, said the recognition opened doors to new networks and professional growth.
“Being nominated alongside international names like Pink and TG Omori, and then winning, was life-changing. It showed that East Africans can compete and win at the highest level. This award validates the work of music video directors in Tanzania and boosts confidence in our creative industry,” he said.
Victoria Nkong, Associate Producer of AFRIMA, highlighted that the awards go beyond celebrating talent, serving as a key development platform for African creatives. “AFRIMA is designed to build an ecosystem for African music.
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Beyond the trophies, we focus on talent promotion, industry development and creating pathways that move artistes from local recognition to global visibility,” she said. Nkong stressed that engagements like the Dar es Salaam parley are vital for strengthening collaboration with government institutions and industry stakeholders.
Selemani Mabisso, Acting Assistant Director of the Music Department at Tanzania’s National Arts Council (BASATA), reiterated the council’s readiness to partner with AFRIMA and other international organisations. “BASATA is open to collaborations that will help grow and strengthen Tanzania’s music industry. We are ready to support initiatives that position our creatives competitively on the global stage,” he said.
The 9th AFRIMA, held from January 7 to 11, 2026, in Lagos, Nigeria, was organised by the African Union Commission and AFRIMA’s International Executive Committee, in partnership with the Lagos State Government.
The five-day celebration included seven major events, including a Welcome Soiree, the Africa Music Business Summit, the AFRIMA Music Village at Ikeja City Mall—which entertained over 30,000 fans with performances from more than 25 top artistes—and a grand finale at Eko Convention Centre broadcast to audiences in 84 countries.
The event and subsequent stakeholder discussions underscore AFRIMA’s growing role as both a recognition platform and a driver of industry development, particularly for East African musicians and creatives seeking a global audience.