The All Africa Music Awards (AFRIMA) and the Lesotho Music Awards (LMA) have signed a landmark Memorandum of Understanding (MoU) establishing a three-year strategic partnership aimed at strengthening Lesotho’s music industry and expanding opportunities for Basotho artists within the wider African creative ecosystem.
The agreement marks a significant milestone in Lesotho’s cultural and creative development, with AFRIMA formally recognising the Lesotho Music Awards as its collaborating country partner and regional liaison in the Kingdom of Lesotho. Industry stakeholders say the partnership is expected to deepen continental collaboration while giving Basotho musicians greater visibility on one of Africa’s most influential music platforms.
Under the arrangement, both organisations will work together to promote African music, cultural exchange and professional development across multiple areas of the entertainment industry. The collaboration is designed to support artist development, talent discovery, institutional cooperation, knowledge sharing, industry networking, advocacy and stronger engagement among governments, private sector stakeholders, media organisations and music industry practitioners.
As part of the agreement, the Lesotho Music Awards will promote AFRIMA initiatives within Lesotho, coordinate AFRIMA-related activities in the country, facilitate industry engagement and encourage greater participation by Basotho artists in AFRIMA programmes and events.
AFRIMA, in turn, will provide official recognition to the Lesotho Music Awards and support the platform through promotional resources, collaborative projects and sustained institutional engagement.
One of the most notable aspects of the Memorandum of Understanding is the establishment of a collaborative framework covering selected categories of the Lesotho Music Awards. According to the agreement, AFRIMA will participate in mutually agreed adjudication and verification processes for those categories in order to strengthen fairness, transparency, accountability, integrity and international credibility.
The organisers emphasised that the arrangement will apply only to agreed categories and will not affect the independence of the other Lesotho Music Awards categories.
Speaking on the partnership, Malibe Mahao, Founder and Executive Director of the Lesotho Music Awards, described the agreement as a defining moment for the country’s music industry.
“This partnership represents a defining moment for the music industry in Lesotho,” Mahao said. “Working alongside AFRIMA allows us to connect Basotho artists with one of Africa’s most respected music institutions while strengthening our own commitment to developing a sustainable and internationally competitive creative industry.”
He added that the collaboration would create new pathways for talent development, investment, collaboration and continental recognition.
“Together, we are creating new pathways for talent, investment, collaboration and continental recognition,” he stated.
Also commenting on the agreement, Adenrele Niyi, Chief Experience Officer of AFRIMA, said the partnership aligns with AFRIMA’s broader vision of building a comprehensive African music ecosystem rather than functioning solely as an awards ceremony.
“At AFRIMA, our vision has always gone beyond an awards ceremony,” Niyi said. “We are building Africa’s leading music ecosystem that discovers talent, creates opportunities, connects cultures and takes African music to the world.”
He explained that the organisation’s strategy is driven by seven core pillars: Music Awards, Music Festivals, The AFRIMA Kreative Academy (TAKA), Music Business Hub, Talent Discovery and Promotion, Advisory and Policy Debates, and Corporate Social Responsibility and Advocacy.
According to him, the partnership with the Lesotho Music Awards represents another important step toward expanding opportunities for African creatives and deepening collaboration across the continent.
“We are delighted to welcome the Lesotho Music Awards into the AFRIMA family as our collaborating country partner in Lesotho,” he said. “Together, we are not only celebrating music; we are building bridges, creating prosperity, promoting African unity through culture and ensuring that the next generation of African music stars has the platform they deserve.”
Founded in 2014 by the International Committee of AFRIMA in partnership with the African Union, AFRIMA has grown into Africa’s longest-running global music awards platform. The awards are broadcast live to millions of viewers through more than 84 television stations worldwide and have become one of the continent’s leading platforms for celebrating African musical excellence and promoting Africa’s cultural heritage internationally.
Previous editions of AFRIMA have been hosted in major African cities, including Lagos in Nigeria, Accra in Ghana and Dakar in Senegal, attracting artists, producers, executives and music enthusiasts from across the continent and beyond.
The Lesotho Music Awards, established in 2021, has emerged as the country’s premier music awards platform dedicated to recognising excellence within the Basotho music industry. The awards celebrate outstanding musicians, producers and industry professionals while promoting growth, recognition and international opportunities for local talent.
Organisers say the partnership reflects the shared vision of both institutions to build a stronger African music ecosystem through collaboration, innovation and cultural exchange. They also believe it will reinforce Lesotho’s growing presence in the continental creative economy and create new opportunities for artists, producers, executives, media practitioners and creative entrepreneurs.
Industry observers note that the agreement could help position Lesotho more prominently within Africa’s entertainment landscape by providing local artists with access to continental networks, mentorship opportunities and broader audiences.
AFRIMA and the Lesotho Music Awards said they would announce details of collaborative programmes, artist initiatives, industry engagements and other partnership activities in the coming months.
Both organisations expressed optimism that the partnership would contribute meaningfully to the growth of African music, strengthen cultural ties across the continent and provide emerging talents from Lesotho with a stronger platform to compete and succeed on the continental and global stage.
