Organisers of the forthcoming African Music Awards, commonly known as the All Africa Music Awards (AFRIMA), whose 8th edition is scheduled for Dakar from January 12 to 15, have indicated that the awards show aims to sell the best image of Africa.
Speaking at a media briefing, the associate producer of the event, Victoria Nkong, said, “Enthusiasts of culture and the African continent have come together to see how to advance the field of culture, African music and above all how to sell a better image of Africa to young Africans and the rest of the world.”
“As already passionate about music, we told ourselves that we go through music to unite Africa, to tell our African story to ourselves so that people understand that there is a very advanced Africa, an Africa with good talents, a holiday destination contrary to what Westerners say about us,” Nkong added.
Nkong says she is convinced that “if we let others tell our story, the image of street children, war, poverty will be shown. So we found a way to sell the best image of Africa, black excellence, with the organisation of the All Africa Music Awards or AFRIMA”, she adds.
The international organising committee of Afrima Word seeks to enhance Africa’s image by highlighting African cities to reward the works of musicians and other African artists living on the continent and through the African diaspora.
According to organisers, the 2023 edition of this event will help sell the Senegalese capital more because more than 400 artists, including the biggest stars of African music, are expected.
“When the stars of African music arrive on January 11, we will show them around the city of Dakar and Senegal. Then, on January 12, they will make photos posted on social networks. With millions of followers, people will be able to discover Senegal through them, she explains, believing that the objective is to encourage Africans to visit African cities before thinking of going on vacation to Europe or the United States.
According to the organisers, the African Music Awards ceremony is organised annually in partnership with the African Union Commission.
Since its creation in 2014, Nigeria and Ghana have hosted the event, the Covid-19 pandemic having prevented the event from being held between 2019 and 2022.
Nkong argued, “We must ensure that all of Africa takes advantage of the opportunities of this event, the ideal is to pass it through all African cities, and it is time to go to French-speaking countries which need this support in their world of show biz.”